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研究生:陳裕霖
研究生(外文):Yu-Lin Chen
論文名稱:支付形式與支付意願關聯之研究
論文名稱(外文):An Empirical Study- The Impact of Payment Mode on Consumer's Willingness to Pay
指導教授:陳炫碩陳炫碩引用關係
指導教授(外文):Ken Chen
學位類別:碩士
校院名稱:國立中央大學
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:2017
畢業學年度:105
語文別:中文
論文頁數:68
中文關鍵詞:行動支付支付意願付費痛感
外文關鍵詞:Mobile PaymentWillingness to PayPain of Paying
相關次數:
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隨著近年來智慧型手機與裝置的普及,日常生活中許多的事情利用行動裝置能夠達到更方便、快速以及有效率地解決,使用行動支付更是目前最受關注的項目。Apple Pay、Samsung Pay乃至目前仍在研發中的Google Pay這些行動支付方式,已在全世界各個國家開始受到矚目。
過往探究支付方式的文獻中提到,在購買決策中,使用不同的支付方式,會使得消費者有不同的行為表現與支付意願。本研究依據Soman(2003)所提出,支付透明度與支付意願之關聯,選擇目前最火熱的行動支付方式Apple Pay,與過往常見的支付方式做比較,探討行動支付是否會減少使用者的付費痛感,並提高他們的支付意願。
本研究透過實驗方式驗證假說,有效樣本共計205份。此外,資料分析方式則以IBM SPSS 24.0進行敘述性分析,以及雙因子及單因子變異數分析支付方式對支付意願的影響效果。研究結果顯示:(1)使用透明度愈低的支付方式會使得消費者有更高的支付意願。(2)上述效果對於小氣鬼也存在,但對於原本就沒有什麼付費痛感的揮霍者並沒有這種效果。(3)(1)所提到的效果並沒有在小氣鬼的情況下特別顯著。最後本研究表現出了小氣鬼與揮霍者之間的差別會隨著支付方式而改變。
With the ubiquity of smart phones and devices in recent years, users are able to accomplish thing more conveniently and efficiently-especially paying through smart phones. Apple Pay, Samsung Pay or even Google Pay- which is still being developed, have started being concerned all over the world.
The past stream of research on payment modes indicated that the payment itself does affect the willingness to pay and behavior during consumer’s purchasing decision. According to the impact of payment transparency on willingness to pay proposed by Soman(2003), this paper discusses Apple Pay- which is the most attractive these days, in comparison with others, and investigate whether consumers feel less “pain of paying” then pay more for identical products using Apple Pay compared to other methods.
We conduct an experiment to validate the hypotheses of this paper, 205 people participated and their responses were collected. In order to study the effect of payment mode on spending, descriptive analysis, one-way and two-way ANOVA were analyzed by IBM SPSS 24.0. The results imply that (1) Consumers tend to spend more when they purchase with a less transparent mode. (2) This effect also works on Tightwads. For Spendthrifts, who spend with no “pain” originally, the impact doesn’t exist anymore. (3) The effects mentioned by (1) are not statistically significant whether classifying as Tightwads. Finally, this paper develop that the difference between Tightwads and Spendthrifts diminished with paying with a less transparent mode.
目錄
摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VII
圖目錄 IX
一、緒論 1
1-1 研究背景與動機: 1
1-2 研究目的與問題: 3
二、文獻探討 5
2-1行動支付 ( Mobile Payment ) 5
2-2 付費的痛感 ( Pain of Paying ) 5
2-3 小氣鬼與揮霍者 ( Tightwads and Spendthrifts ) 6
2-4 消費與付款的聯結 ( Payment Coupling ) 7
2-5 支付的形態 ( Payment Form ) 7
2-6 支付的透明度 ( Payment Transparency ) 7
2-7 支付意願 ( Willingness to Pay ) 8
三、研究方法與假說 10
3-1 研究假說與架構 10
3-2 實驗設計 16
3-3 抽樣對象 18
四、資料分析 19
4-1資料處理與統計方法 19
4-1-1資料處理 19
4-1-2統計分析類別 19
4-2敘述性統計分析 19
4-2-1性別分析 19
4-2-2年齡分析 20
4-2-3教育程度分析 21
4-3支付方式與人格特質之變異數分析 21
4-4 不同人格特質下之支付方式變異數分析 25
4-4-1 人格特質為小氣鬼之支付方式變異數分析 25
4-4-2 人格特質為揮霍者之支付方式變異數分析 27
4-5 支付意願提高之效果於人格特質間之差異程度分析 30
4-5-1 Apple Pay與信用卡 31
4-5-2 Apple Pay與現金 31
4-5-3 禮券與信用卡 32
4-5-4 禮券與現金 33
4-5-5 信用卡與現金 33
五、結論與建議 36
5-1 研究結論 36
5-1-1 不同支付方式對於支付意願之影響 36
5-1-2 人格特質固定下支付方式對於支付意願之影響 38
5-1-3 人格特質對於支付方式影響支付意願效果之影響 38
5-2 建議與方向 39
5-2-1 研究限制 39
5-2-2 管理意涵 40
六、參考文獻 41
七、附錄 43
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