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研究生(外文):Liao, Meng-Yun
論文名稱(外文):The Application of Conjoint Analysis on Consumer Preference for Mobile Payment
外文關鍵詞:Conjoint analysisMobile paymentPerceived risk propensityPromotion propensity
  • 被引用被引用:1
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As the mobile payment services in the market have sprung up, it is important that business managers grasp this trend to build up competitive advantage for firms. This study aims to offering marketing strategy suggestions for mobile payment service providers by finding out how consumers choose the mobile payment service by means of joint analysis. This study explores how different user characteristics such as promotion propensity, perceived risk propensity, demographics, and frequency of using mobile payment services have impacts on mobile payment choices. The product attributes of this study were designed according to the mobile payment survey proposed by the 2019 and 2018 Institute of Information Industry, with the reputation, payment method, authentication security, availablity, and bonus feedback as the elements to be explored. The study was conducted using a survey research. People who were 18 years old or older, used or knew the action payment service were allowed to fill out a questionnaire which was put on Survey Cake servies platform. This survey collected a total of 259 valid samples.

The empirical results obtained by this study show that the preferences of overall sample and the different characteristics (promotional propensity, perceived risk propensity and demographics) are as following: The first priority of the public is the popularity, followed by the bonus feedback, while the latter three ranking varies depending on the different features. The first priority of the sample "use occationally" is the bonus feedback, followed by the popularity; while the "never use it" sample considers popularity at first, followed by the authentication security.

Therefore, based on the results of the study, for the users who have used it, this study suggests to increase product visibility by bonus feedback or community activities. For potential customers who have not used it, this study proposes to improve identity identification and product stability, and to remove the public's myths and doubts about low security.
摘要 i
Abstract ii
第一章 緒論 1
第二章 文獻探討 5
第一節 行動支付 5
第二節 創新擴散與消費者創新性 9
第三節 促銷傾向與知覺風險 13
第四節 聯合分析法 15
第三章 研究方法 23
第一節 理論架構與變數定義 23
第二節 研究設計—聯合分析法 30
第三節 資料分析與研究問題 39
第四章 樣本輪廓描述及聯合分析研究結果 41
第一節 樣本輪廓分析 41
第二節 效度與信度分析 48
第三節 各構面之相關分析 51
第四節 整體樣本之聯合分析結果 52
第五節 用戶傾向之集群分析 59
第六節 不同市場區隔之聯合分析結果 61
第五章 結論與建議 93
第一節 理論架構實證結果 93
第二節 研究結果之應用 98
第三節 研究限制 100
第四節 後續研究建議 101
參考文獻 102
附錄一 問卷內容 I
附錄二 聯合分析語法 X


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