近年來隨著科技的進步與發展，消費者生活型態也在改變，零售業通路以跨領域結合數位科技，提供行動支付、電子支付、到店取貨與宅配到府等手法，用虛擬服務提升顧客於實體消費時賦予全新體驗，以消費者忠誠度為軸心。本研究將著重於消費者對全聯PX Pay使用意向為研究主題。

本研究根據DeLone & McLean（1992）資訊系統成功模式，同時參考Wang（2008）電子商務系統成功模式與范雅筑（2012）衡量行動服務品質M-S-QUAL為基礎，以臺灣北、中、南部以及離島地區使用PX Pay行動支付軟體的消費者為研究對象，採便利取樣抽樣法在網路上蒐集樣本，共回收525份，有效問卷共524份，有效回收率99.8%。透過結構方程模型（Structural Equation Model，SEM）探討系統品質、資訊品質、服務品質、知覺價值、使用者滿意度，以及行為意向之關聯性，將其研究資料整合並做統計，運用驗證性因素分析、描述性統計分析、獨立樣本t檢定與各構面路徑分析導出結果。

本研究證實系統品質、資訊品質、服務品質、知覺價值、使用者滿意度與行為意向間之關聯性，因此建議PX Pay軟體業者應提升資訊品質與服務品質，以增加使用者正向的使用滿意度，進而增加用戶的行為意向與忠誠度，並根據本研究之結果，提供建議給後續研究參考方向。

Technology has changed consumer lifestyles in recent years. The retail channel incorporates the latest technology to provide options for electronic payment, in-store pickup, and home delivery, thus enhancing the customer experience. This thesis investigated PX Pay, the mobile payment platform of the Taiwanese supermarket chain PX Mart, specifically analyzing intention to use PX Pay. Our findings can aid enterprises in formulating a business model for the electronic payment market.

In this thesis, we adopted Wang’s (2008) modification of DeLone and McLean’s (1992) information system success model to the context of e-commerce systems and Fan’s (2012) M-S-QUAL measure of mobile service quality. Customers who had used PX Pay in northern, central, and southern Taiwan as well as in Taiwan’s outlying islands constituted the research sample. Participants were recruited through convenience sampling over the Internet. Of the 525 questionnaires returned, 524 were valid and included in the analysis (effective recovery rate: 99.8%). We then used structural equation modeling to analyze the relevance of system quality, information quality, service quality, perceived value, user satisfaction, and behavioral intention. The statistical methods adopted were factor analysis, descriptive statistical analysis, path coefficient analysis, and an independent sample t-test.

This thesis verified the effects of system quality, information quality, service quality, perceived value, user satisfaction, and behavioral intention. We conclude that PX Pay can be improved by enhancing information quality and service quality as well as users’ behavioral attitudes to gain customer loyalty. We also suggest future research directions.

摘要 i
ABSTRACT ii
目錄 iii
表目錄 v
圖目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
一、研究背景 1
二、研究動機 3
第二節 研究目的 5
第三節 研究範圍與對象 5
第四節 研究流程 6
第二章 文獻探討 8
第一節 全聯行銷模式 8
第二節 全聯PX Pay行動支付 11
一、PX Pay市場範疇 12
二、PX Pay行銷模式 14
三、PX Pay下載現況與回饋 22
四、行動支付概況 24
第三節 資訊系統成功模型 28
第四節 系統品質（System Quality） 33
第五節 資訊品質（Information Quality） 40
第六節 服務品質（Service Quality） 46
第七節 知覺價值（Perceived Value） 57
第八節 使用者滿意度（User Satisfaction） 63
第九節 行為意向（Behavioral Intention） 65
第三章 研究方法 69
第一節 研究架構 69
第二節 研究假說 71
第三節 變數定義與衡量 81
第四節 資料蒐集與問卷設計 87
第五節 抽樣設計 98
第六節 資料分析方法 101
第七節 前測分析 109
第四章 實證分析 112
第一節 描述性統計個人基本資料分析 112
第二節 描述性統計資料分析 115
第三節 信度分析 121
第四節 驗證性因素分析 122
第五節 模型適配度 125
第六節 效度分析 128
第七節 結構模式分析 134
第五章 結論與建議 140
第一節 研究結論 140
第二節 研究限制 142
第三節 研究建議 143
參考文獻 146
一、中文部分 146
二、英文部分 148
三、網路資料 155
附錄 158

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