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研究生:張若儀
研究生(外文):Ruo-Yi Zhang
論文名稱:運用跨層次分析探討影響消費者APP購買意圖之研究
論文名稱(外文):A Cross Level Analysis of Consumer Purchase Intention in APP
指導教授:呂慈恩呂慈恩引用關係
學位類別:碩士
校院名稱:健行科技大學
系所名稱:國際企業經營系碩士班
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:2017
畢業學年度:105
語文別:中文
論文頁數:98
中文關鍵詞:計畫行為理論聲譽商品形象購買意圖價格意識
外文關鍵詞:Theory of planned behaviorreputationproduct imagepurchase intentionprice consciousness
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隨著資訊科技日新月異的進步,行動電商的崛起帶動了新的消費模式。消費者購物除了以往的實體店家、網站平台更可透過行動電商的APP直接進行下單消費。行動購物成了新興的消費型態,如何擬訂行銷策略吸引消費者進入APP瀏覽進而購買商品是行動電商業者經營的一大課題。
本研究從行動電商與消費者的層面,分別探討APP聲譽、商品形象與價格意識如何影響APP態度、主觀規範、知覺行為控制與購買意圖的關係。以問卷統計調查來分析結果,問卷對象以行動購物APP的消費者為主,共計發放600份問卷,回收584份有效問卷,有效問卷回收率為97.33%。研究結果顯示如下:
一、APP態度、主觀規範、知覺行為控制對於購買意圖皆具有正向顯著影響。
二、在消費者層級方面,價格意識於對於APP態度、主觀規範與購買意圖具有負向調節影響。
三、在行動電商APP層級方面,APP聲譽於對於主觀規範與購買意圖有負向調節影響。
四、在行動電商APP層級方面,商品形象對主觀規範、知覺行為控制與購買意圖具有負向調節影響。
摘  要 ii
Abstract iii
誌  謝 iv
目  錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 研究流程 5
第二章 文獻探討與假設 7
2.1 行動電商APP應用程式 7
2.2 計畫行為理論 9
2.3 APP聲譽(reputation) 13
2.4 商品形象 14
2.5 價格意識(Price Consciousness) 17
第三章 研究方法 21
3.1 研究架構 21
3.2 研究假說推導 22
3.3 變數的操作型定義與衡量 28
3.4 問卷抽樣方法 34
3.5 研究對象 35
3.6 問卷設計 36
3.7 控制變數 37
3.8 分析方法 37
3.8.1 敘述性統計分析 37
3.8.2 信度分析 38
3.8.3 效度分析 38
3.8.4 相關分析 38
3.8.5 共同方法變異檢測 39
3.8.6 變數之組內與組間變異成份分析 39
3.8.7 階層線性模式分析 39
第四章 實證資料分析 41
4.1 敘述性統計分析 41
4.1.1 行動電商APP基本資料 42
4.2 相關分析 43
4.3 信度分析 44
4.4 建構效度分析 44
4.4.1 收斂效度 45
4.4.2 區別效度分析 47
4.5 共同方法變異(CMV) 47
4.6 變數之組內與組間變異成份分 48
4.7 階層線性模型(HLM) 50
4.7.1 APP購買意圖之虛無模型 50
4.7.2 APP態度、主觀規範、知覺行為控制對APP購買意圖之關係 52
4.7.3 APP聲譽對APP態度與網站購買意圖之調節關係 54
4.7.4 APP聲譽對主觀規範與網站購買意圖之調節關係 56
4.7.5 APP聲譽對知覺行為控制與APP購買意圖之調節關係 59
4.7.6 商品形象對APP態度與APP購買意圖之調節關係 61
4.7.7 商品形象對主觀規範與APP購買意圖之調節關係 63
4.7.8 商品形象對知覺行為控制與網站購買意圖之調節關係 67
4.7.9 價格意識對APP態度與APP購買意圖之調節關係 70
4.7.10 價格意識對主觀規範與APP購買意圖之調節關係 71
4.7.11 價格意識對知覺行為控制與APP購買意圖之調節關係 74
第五章 結論 76
5.1 研究結論 76
5.2 實務建議與管理意涵 82
5.3 研究限制與建議 83
參考文獻 84
附 錄 95
簡 歷 98
摘  要 i
Abstract ii
誌  謝 iii
目  錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 研究流程 5
第二章 文獻探討與假設 7
2.1 行動電商APP應用程式 7
2.2 計畫行為理論 9
2.3 APP聲譽(reputation) 13
2.4 商品形象 14
2.5 價格意識(Price Consciousness) 17
第三章 研究方法 20
3.1 研究架構 20
3.2 研究假說推導 21
3.3 變數的操作型定義與衡量 27
3.4 問卷抽樣方法 34
3.5 研究對象 35
3.6 問卷設計 36
3.7 控制變數 36
3.8 分析方法 36
3.8.1 敘述性統計分析 37
3.8.2 信度分析 37
3.8.3 效度分析 37
3.8.4 相關分析 38
3.8.5 共同方法變異檢測 38
3.8.6 變數之組內與組間變異成份分析 38
3.8.7 階層線性模式分析 39
第四章 實證資料分析 40
4.1 敘述性統計分析 40
4.1.1 行動電商APP基本資料 41
4.2 相關分析 42
4.3 信度分析 43
4.4 建構效度分析 43
4.4.1 收斂效度 44
4.4.2 區別效度分析 46
4.5 共同方法變異(CMV) 47
4.6 變數之組內與組間變異成份分 48
4.7 階層線性模型(HLM) 49
4.7.1 APP購買意圖之虛無模型 50
4.7.2 APP態度、主觀規範、知覺行為控制對APP購買意圖之關係 52
4.7.3 APP聲譽對APP態度與網站購買意圖之調節關係 54
4.7.4 APP聲譽對主觀規範與網站購買意圖之調節關係 56
4.7.5 APP聲譽對知覺行為控制與APP購買意圖之調節關係 59
4.7.6 商品形象對APP態度與APP購買意圖之調節關係 61
4.7.7 商品形象對主觀規範與APP購買意圖之調節關係 63
4.7.8 商品形象對知覺行為控制與網站購買意圖之調節關係 66
4.7.9 價格意識對APP態度與APP購買意圖之調節關係 69
4.7.10 價格意識對主觀規範與APP購買意圖之調節關係 71
4.7.11 價格意識對知覺行為控制與APP購買意圖之調節關係 73
第五章 結論 75
5.1 研究結論 75
5.2 實務建議與管理意涵 81
5.3 研究限制與建議 82
參考文獻 83
附 錄 95
簡 歷 98
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