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研究生:林育廷
研究生(外文):Lin, Yu-Ting
論文名稱:行動支付產業中行銷創新、服務創新、使用意圖之關係-企業形象之中介效果與知覺風險之干擾效果
論文名稱(外文):The Relationship between Marketing Innovation, Service Innovation and Use Intention in Mobile Payment Industry- mediation effect of Corporate Image and moderation effect of the Perceived Risk
指導教授:李育憶李育憶引用關係粘孝堉粘孝堉引用關係
指導教授(外文):Lee, Yu-INien, Hsiao-Yu
口試委員:林尚平周雅燕
口試委員(外文):Lin, Shang-PingChou, Ya-Yen
口試日期:2017-06-09
學位類別:碩士
校院名稱:遠東科技大學
系所名稱:行銷與流通管理系碩士班
學門:商業及管理學門
學類:行銷與流通學類
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:77
中文關鍵詞:行動支付行銷創新服務創新使用意圖企業形象知覺風險
外文關鍵詞:mobile paymentmarketing innovationService InnovationUse IntentCorporate Imagperceived risk
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現今台灣智慧型手機普及化、行動網路的快速發展、電子支付條例通過與消費者對於使用行動支付的接受度逐漸提升等條件下,帶動「行動支付」產業的商機。相較於傳統的交易支付方式,行動支付勢必帶來更加快速且便利。行動支付對於使用者和企業皆是屬於高成本效益,如何同時提供創新與便利服務,又能兼顧交易安全,降低新興科技所帶來的風險,推廣行動支付產業應用為主要議題。因此本研究將探討行動支付之行銷創新、服務創新、企業形象對使用意圖之影響,並探討企業形象之中介效果與知覺風險之干擾效果。研究結果顯示: (1)行銷創新對企業形象產生正向顯著影響。(2)服務創新對企業形象產生正向顯著影響。(3)企業形象對使用意圖產生正向顯著影響。(4)行銷創新對使用意圖產生正向顯著影響。(5)服務創新對使用意圖產生正向顯著影響。(6-1)行銷創新與使用意圖之間,企業形象產生部分中介效果。(6-2)服務創新與使用意圖之間,企業形象產生部分中介效果。(7)企業形象與使用意圖之間,知覺風險不具有干擾效果。
With the rapid development of smart phones and mobile networks in Taiwan, under the condition of the electronic payment regulations passed and the acceptance of consumers’ use of mobile payments, which have driven the business opportunities of the "mobile payment" industry.
Compared to the traditional way of transaction payment, mobile payment is bound to bring more convenience and effectiveness.
As for the main topic, mobile payments are cost-effective for both users and businesses. How to provide innovative and convenient services at the same time? But at the same time Safety of tradement as well, reduce the risks posed by emerging technologies; and promote mobile payment industrial applications.
Therefore, this study will explore the marketing innovation, service innovation, corporate image on the use of intentions, and explore the corporate image of the mediator and perceived risk of interference effects.
research shows:
(1) Marketing innovation has a significant positive impact on corporate image.
(2) Service innovation has a significant positive impact on corporate image.
(3) Corporate image on the use of intent to have a significant positive impact.
(4) Marketing innovation has a significant positive impact on the use intention.
(5) Service innovation has a significant positive impact on the use intention.
(6-1) marketing innovation and the use of intent between the corporate image to produce part of the mediator.
(6-2) service innovation and the use of intent between the corporate image to produce part of the mediator.
(7) Between the corporate image and the use of intent, perceived risk does not have interference effect.

誌謝 I
中文摘要 II
英文摘要 III
目錄 V
表目錄 VIII
圖目錄 X
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與對象 3
第四節 研究流程 3
第貳章 文獻探討 5
第一節 行動支付 5
一、定義 5
二、類型 5
三、產業概況 8
四、兩岸發展行動支付之概況 9
第二節 行銷創新 10
第三節 服務創新 11
第四節 企業形象 12
第五節 知覺風險 14
第六節 使用意圖 15
第參章 研究方法 16
第一節 研究架構 16
第二節 研究假設 16
第三節 操作型定義 17
一、行銷創新 17
二、服務創新 17
三、企業形象 18
四、知覺風險 18
五、使用意圖 18
第四節 假設推論 18
第五節 研究設計 23
一、問卷設計 23
二、題項設計來源 23
三、研究對象之抽樣方法 24
四、統計分析方法 25
第六節 問卷前測信度分析 27
第肆章 實證分析 29
第一節 敘述性統計分析 29
第二節 信效度分析 37
一、信度分析 37
二、效度分析 38
第三節 因素分析 38
第四節 獨立樣本T檢定 43
第五節 迴歸分析(ANALYSIS OF REGRESSION) 44
第伍章 結論與建議 53
第一節 研究結論 53
第二節 管理實務之意涵 60
第三節 研究限制與建議 61
參 考 文 獻 63
附 錄 一 73

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