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研究生:鄧美蕙
研究生(外文):Mei-Hui Teng
論文名稱:指尖商機:行動購物使用者意圖之研究
論文名稱(外文):The Study of Mobile Shopping Users’ Intention
指導教授:池文海池文海引用關係
指導教授(外文):Wen-Hai Chih
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
論文頁數:135
中文關鍵詞:行動裝置購物動機評價持續使用意圖推薦意圖
外文關鍵詞:Mobile ShoppingMotivationAppraisalContinuance IntentionReferral Intention
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行動裝置普及與網際網路應用發達,改變人們的生活習慣,自然也改變消費者接收訊息的方式。在消費者使用行動裝置進行購物漸為風行,讓許多店家將網路購物平臺視為發展重點,並設計適合消費者使用的網路平臺或App應用程式,使行動購物儼然成為下一波企業品牌與商品的重要行銷管道。本研究以臺灣地區「使用行動裝置上網購物之使用者」為研究對象,探討內在動機與外在動機影響網路購物使用者情感與認知評價的過程,並瞭解情感評價與認知評價分別對持續使用意圖與推薦意圖的影響。本研究結果證實:(1)內在動機中「創新性」、「享樂」、「便利性」與「殺時間」對「情感評價」均具顯著正向影響;(2)外在動機中「社會互動」、「社會影響」對「情感評價」均具顯著正向影響;(3)內在動機中「創新性」與「享樂」對「認知評價」均具顯著正向影響;(4)外在動機中「社會互動」、「社會影響」與「資訊」對「認知評價」均具顯著正向影響;(5)「情感評價」與「認知評價」對「持續使用意圖」和「推薦意圖」均有顯著正向影響,其中「認知評價」對「持續使用意圖」有較大的影響,而「情感評價」對「推薦意圖」有較大的影響。
The popularity of the development of mobile devices and Internet application has changed people's habits and the ways of receiving messages. It has become the new trend of the marketing channels that stores specifically design the network application platform or App for consumers to make mobile shopping. The subjects of this study are those using mobile shopping more than half year in Taiwan. This study investigates the relationships among intrinsic and extrinsic motivations, affective and cognitive appraisal, continuance intention, and referral intention. This study confirms the following results. (1) Personal innovativeness, enjoyment, convenience motivation, and pass time of intrinsic motivation have significant and positive effects on affective appraisal. (2) Social interaction and social influence of extrinsic motivation have significant and positive effects on affective appraisal. (3) Personal innovativeness and enjoyment of intrinsic motivation have significant and positive effects on cognitive appraisal. (4) Social interaction, social influence, and information motivation of extrinsic motivation have significant and positive effects on cognitive appraisal. (5) Affective appraisal and cognitive appraisal have significant and positive effects on continuance intention and referral intention. The effect of affective appraisal is greater on referral intention than on continuance intention. In addition, the influence of cognitive appraisal is greater on cognitive appraisal than on referral intention.
目錄
頁次
致謝...........................ii
中文摘要.......................iii
Abstract......................iv
目錄...........................v
圖目錄.........................vii
表目錄.........................viii
第一章 緒論.....................1
第一節 研究背景..................1
第二節 研究動機..................5
第三節 研究問題與研究目的..........8
第四節 研究重要性與貢獻...........9
第五節 研究範圍與對象.............10
第六節 研究流程..................11
第二章 文獻探討..................15
第一節 行動購物(Mobile Shopping)......................15
第二節 刺激-有機體-反應理論(Stimulas-Organism-Rosponse)...16
第三節 動機(Motivation)..........17
第四節 評價(Appraisal)...........21
第五節 行為意圖(Behavioral Intention)...................29
第三章 研究方法..................33
第一節 研究架構與研究假說.........33
第二節 研究變數操作性定義與衡量...... 36
第三節 問卷設計...................44
第四節 資料蒐集方法 ...............45
第五節 資料分析方法...............46
第六節 共同方法變異問題之處理與檢測...49
第七節 前測問卷分析結果.............51
第四章 資料分析....................57
第一節 正式問卷發放.................57
第二節 敘述性統計分析...............59
第三節 共同方法變異檢測.............68
第四節 信度與效度分析...............72
第五節 結構模式分析 .................81
第五章 結論與建議..................89
第一節 結論.......................89
第二節 管理意涵與貢獻...............91
第三節 研究限制....................94
第四節 後續研究建議.................95
參考文獻..........................97
附錄一、前測問卷...................115
附錄二、英文原始量表................118
附錄三、前測共同方法變異檢測-探索性因素分析....121
附錄四、前測共同方法變異檢測-驗證性因素分析....122
附錄五、前測各構面量表收斂效度分析............125
附錄六、前測區別效度分析暨變數相關係數表.......129
附錄七、前測各構面信度分析...................130
附錄八、正式問卷...........................133
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