臺灣博碩士論文加值系統

Grab是一家以應用程式技術為基礎的公司，該公司透過網路行動應用程式為計程車預訂帶來了便利性。 Grab在印尼獲得成功的一個關鍵因素是網路計程車服務的定價策略，該策略比傳統的計程車便宜，其應用程式的系統品質和信息品質可以吸引並且使客戶更容易使用網路預訂計程車服務。此外，Grab創新的網路計程車預訂可以創造客戶價值並為公司樹立良好的品牌形象。這使作者想了解印尼Grab的網路計程車服務，由客戶價值、品牌形象和客戶滿意度所介導的價格知覺適用性、系統品質和信息品質對網路回購意願所產生的影響。
本研究數據透過509位受訪者之網路問卷蒐集並使用便利抽樣法。研究方法為SEM（結構方程模型）分析並使用IBM SPSS AMOS 26程序執行。研究結果顯示，價格、系統品質和信息品質的適用性對客戶價值、品牌形象和客戶滿意度有顯著的正面影響。另一方面，客戶價值和品牌形象對客戶滿意度和網路回購意願有明顯的顯著影響。此外，品牌形象在提高客戶價值方面具有重要作用。該研究結果也證實客戶滿意度對網路回購意願有顯著且正面影響。
實際上，該研究為網路運輸服務公司提供了最影響網路回購意願的因素。這項研究的結果表示，管理者可透過改善系統的品質（例如：系統必須易於客戶使用、具有良好的導航系統且擁有客戶容易接近的通路）提升客戶價值、品牌形象及客戶滿意度。並能透過提供小部份用戶相關訊息，在客戶使用應用程式時能提供清楚的說明指示，使資訊品質更加提升。

關鍵詞：價格，系統質量，信息質量，客戶價值，品牌形象，客戶滿意度，在線回購意向的適用性。

Grab is a company based on application technology that offers the convenience of taxis reservations through an online mobile application. A key element of Grab's success in Indonesia is the pricing strategy for online taxi services which is cheaper than a conventional taxi, system quality, and information quality of the application that could attract and makes customers easier to do the online reservation for taxi services. In addition, the online taxi reservation innovation conducted by Grab can create customer value and build a good brand image for the company. This makes the author interested to determine the effect of perceived suitability of price, system quality and information quality on online repurchase intention toward online taxi grab services in Indonesia mediated by customer value, brand image, and customer satisfaction.
The data were collected through an online questionnaire from 508 respondents using the convenience sampling method. Data analysis techniques were performed using SEM (Structural Equation Modelling) analysis with the IBM SPSS AMOS 26 program for windows. The results of this study indicate that perceived suitability of price, system quality, and information quality has a significant positive effect on customer value, brand image, and customer satisfaction. On the other hand, customer value and brand image have a significant positive effect on customer satisfaction and online repurchase intention. Besides, brand image has an important role to improve customer value significantly positive. The result also determines that customer satisfaction has a significant positive impact on online repurchase intention.
Practically, this study contributes insights for online transportation service companies about what factors most influence online repurchase intention. The results of this study suggest the implications for the manager to increase the value for customers, brand image and customer satisfaction by improving the quality of the system (e.g., the quality of the system must be easy to use for customers, have a good navigation system, and easily accessed by customers) and the quality of information by providing pieces of in-formation that relevant to customers and provide clear instructions for using mobile applications.

Keywords: Perceived Suitability of Price, System Quality, Information Quality, Customer Value, Brand Image, Customer Satisfaction, Online Repurchase Intention.

CONTENTS

ACKNOWLEDGEMENTS I
ABSTRACT III
CONTENTS IV
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER I INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2 RESEARCH OBJECTIVES 4
1.3 CONTRIBUTION OF STUDY 5
1.4 RESEARCH STRUCTURE 5
CHAPTER II LITERATURE REVIEW 6
2.1 PERCEIVED SUITABILITY OF PRICE 6
2.2 SYSTEM QUALITY 8
2.3 INFORMATION QUALITY 10
2.4 CUSTOMER VALUE 12
2.5 BRAND IMAGE 14
2.6 CUSTOMER SATISFACTION 17
2.7 ONLINE REPURCHASE INTENTION 18
CHAPTER III METHODOLOGY 21
3.1 RESEARCH DESIGN 21
3.2 POPULATION AND SAMPLE 22
3.2.1 POPULATION 22
3.2.2 SAMPLE 22
3.2.3 SAMPLING TECHNIQUE 22
3.3 DATA COLLECTION PROCEDURE 23
3.4 QUESTIONNAIRE 23
3.5 RESEARCH VARIABLE 23
3.6 DESIGN ITEMS 24
3.7 HYPOTHESIS DEVELOPMENT 26
3.7.1 PERCEIVED SUITABILITY OF PRICE 26
3.7.2 SYSTEM QUALITY 27
3.7.3 INFORMATION QUALITY 27
3.7.4 CUSTOMER VALUE 28
3.7.5 BRAND IMAGE 28
3.7.6 CUSTOMER SATISFACTION 29
3.8 CONCEPTUAL FRAMEWORK 29
3.9 ANALYSIS TECHNIQUE 30
3.9.1 VALIDITY AND RELIABILITY TEST 31
3.9.2 DESCRIPTIVE ANALYSIS 31
3.9.3 MODEL ANALYSIS AND HYPOTHESIS TEST 31

CHAPTER IV RESEARCH RESULTS AND ANALYSIS 33
4.1 INTRODUCTION 33
4.2 TESTING OF CONVERGENT VALIDITY 33
4.3 CORRELATIONS AND TESTING OF DISCRIMINANT VALIDITY 34
4.4 DESCRIPTIVE ANALYSIS 35
4.4.1 SEX 39
4.4.2 AGE 39
4.4.3 EDUCATION 39
4.4.4 OCCUPATION 40
4.4.5 MONTHLY INCOME 40
4.4.6 FREQUENCY OF USING GRAB ONLINE TAXI 40
4.4.7 SPENDING MONEY FOR USING GRAB ONLINE TAXI 41
4.4.8 DESCRIPTIVE DATA 41
4.5 TESTING OF THE MODEL FIT 41
4.6 TESTING OF HYPOTHESIS 43
CHAPTER V CONCLUSION AND RECOMMENDATION 45
5.1 CONCLUSION 45
5.2 IMPLICATION 46
5.2.1 MANAGERIAL IMPLICATION 46
5.2.2 THEORETICAL IMPLICATION 47
5.3 LIMITATIONS 48
5.4 FUTURE RESEARCH 49
REFERENCES 50
APENDIX 57

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