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論文名稱:消費者對網路購物行銷策略與網路購物消費行為研究-以UTAUT、D&M ISS及TTF理論基礎探討兩岸行動支付
論文名稱(外文):A Research on Online Shopping Marketing Strategies and Online Shopping Consumption Behavior-Explore Cross-strait Mobile Payment Based on UTAUT、D&M ISS and TTF theory
外文關鍵詞:UTNUTD&M ISSTTFmobile payment
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本研究採用三種理論模型結合任務科技配適模式(TTF)、DeLone and McLean 資訊系統成功模型(D&M ISS)與整合科技接受模型(UTAUT)理論模型交叉比對驗證,探討行動支付款機制消費者的任務特徵、科技特徵、任務科技配適度、系統品質、資訊品質、服務品質、使用者滿意度、績效期望、努力期望、社會影響、便利條件及使用意圖等12個構面構成10大假說以解釋對行為意圖的影響。本研究採便利抽樣,以中國與台灣的網路購物消費者為研究對象,採問卷調查,有效問卷台灣地區消費者發放問卷1000份,回收614份;中國地區消費者發放問卷3000份,回收1387份。
The "mobile payment" with the Taiwan’s e-commerce market share of 49.6% became the preferred payment method in 2019. The "mobile payment" mechanism not only provides more secure services for payment/collection transactions but also offers a much better e-commerce environment. This payment method has become an indispensable part in facilitating and improving daily life. It also replaces money and creates huge business opportunities.
This study uses three theoretical models combining Task-technology Fit model, Delone and McLean IS success model and Unified Theory of Acceptance and Use of Technology model theoretical model for exploring mobile payment mechanism and the interaction effect among various twelve variables (consumers’ task and technological characteristic; Fitness of task technology; system, information, and service quality; users’ satisfaction; performance and effort expectation; social influence; convenience condition and usage intention) comprising ten hypotheses and behavioral intentions. This research adopts the convenience sampling method using online survey to China and Taiwan online consumers. The researcher sends a total of 1000 survey collecting 614 valid replies in Taiwan and 3000 survey resulting in 1387 valid responses in China.
This research proposes an integration model combining three different advantages of various models. The research results show that performance expectation, social impact, and convenience conditions significantly affect usage intentions based on Taiwan and China survey results. It implies a couple of points. First, users in both countries believe that the user interface of mobile payment still has room for improvement. Second, users expect mobile payment to bring higher efficiency for meeting consumers’ expectations. Third, mobile payment is more susceptible to information interception for preventing leakage. Therefore, users are more concerned about security, care about performance expectations, and hope that mobile payment providers have better computer coding technology in order to provide better safe and reliable mobile payment tool. Regarding the significant effect on social impact, users’ choice is affected by others in social groups. This kind of phenomenon might become a trend and cause consumers to use mobile payment. Taiwanese users have shown an insignificant response to the convenience condition dimension, which is different from China users’ results. It is very common and convenient to use credit card, cash-on-delivery, and supermarket pick-up and so on as payment methods in Taiwan. So, convenience is not the main reason for Taiwanese users to choose mobile payment.
二、整合科技接受模型- UTAUT
五、結合UTAUT與D&M ISS模型之研究探討
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