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研究生:蔡佳玟
研究生(外文):TSAI, CHIA-WEN
論文名稱:瞭解零售產業的顧客轉換意圖與實際行為:從推拉維繫理論的角度進行實證研究
論文名稱(外文):Understanding users' Switching intention and Actual behavior of retail customer: An empirical study from the perspective of push-pull-mooring framework.
指導教授:鍾國章鍾國章引用關係陳俊宏陳俊宏引用關係
指導教授(外文):Chung, Kuo-ChengChen, Jun-Hong
口試委員:郭思瑜吳信德
口試委員(外文):Kuo, Szu-YuWu, Hsin-Te
口試日期:2021-05-19
學位類別:碩士
校院名稱:國立澎湖科技大學
系所名稱:行銷與物流管理系服務業經營管理碩士在職專班
學門:民生學門
學類:其他民生學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:中文
論文頁數:169
中文關鍵詞:PPM理論行動支付風險優惠待遇資訊品質企業社會責任轉換成本訊息提供轉換意圖實際行為
外文關鍵詞:PPM theoryMobile Payment RiskPreferential TreatmentInformation QualityCorporate Social ResponsibilitySwitching CostInformation ProvisionSwiching IntentionsActual Behaviors
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  零售業不斷創新技術朝向全通路多元化發展,多元化發展主要來自消費者需求的異質性。零售通路的選擇是顧客購買產品或服務時做出的重點決定之一,選擇零售通路涉及搜索產品資訊、評估替代方案來做出購買決定,透過瞭解消費者選擇零售通路的決定因素及行為,對零售商經營策略非常重要;消費者在選擇零售通路的購買行為非常複雜,可能僅以單一或多個通路進行購買活動,因此,進一步瞭解消費者的需求及購買行為的影響格外重要。
  本研究透過推、拉、維繫理論的角度瞭解零售產業中顧客轉換意圖的關鍵因素,驗證零售業提供服務面向如何影響消費者行為,並以訊息提供作為調節效果,探討轉換意圖及實際行為構面之間關係強度的影響。以曾經在台灣地區零售業購物之消費者作為抽樣對象,共回收435筆有效問卷,並以SPSS 22 及Smart PLS3.0分析檢定。實證研究結果得知支付風險會負向影響轉換意圖與實際行為,優惠待遇正向影響轉換意圖與實際行為,資訊品質正向影響轉換意圖與實際行為,轉換成本正向影響轉換意圖與實際行為,企業社會責任會正向影響轉換意圖與實際行為。
  在零售業全通路發展時代,未來必以消費者為主體的時代,消費者行為研究是核心。透過本研究各變數與消費者行為的關連性給予零售商在經營管理、決策參考,並以全通路零售行銷之全台灣一般消費者的消費行為的普世價值以量化研究探討,據此研究結果作為應變的策略,達到具效率、效能的經營策略,使零售業者得以掌握、提升市場競爭力。

The retail industry continually changes with technology innovation and the latest concepts that cause types of retail stores to be more diversified. This is a result of demand heterogeneity from various consumer groups.The selection of retail channels is one of the important decisions which consumers make while they purchase a product or services.How to select a retail channel depends on product information searching, evaluation of alternatives, and making a purchasing decision regarding the products. Hence, consumers will have complex purchasing behavior when selecting retail channels.Consumers may complete all purchasing activities by one stop shopping or multiple retail channels.Therefore, it is extremely important to further understand how consumers’ demand affect their buying behavior.
It is especially important to retailer’s business strategy by understanding what factors and behaviors will influence consumers’ choice of retail channel. This research is to understand what crucial factors will transform customers’ intentions in the retail industry from the Push-Pull-Mooring (PPM) theory and use the provision of information as an interference variable to explore whether it will affect the strength of the relationship between conversion intentions and actual behavioral dimensions.A total of 435 valid questionnaires were collected from consumers who used to shop in the retail industry in Taiwan and analyzed them with Spss 22 and Smart PLS3.0. then it comes out the result of analysis that the Mobile Payment Risk will affect the Swiching Intentions and Actual Behaviors negatively, Preferential Treatment and Information Quality will affect the the Swiching Intentions and Actual Behaviors positively, Corporate Social Responsibility and Switching Cost will affect the the Swiching Intentions and Actual Behaviors positively.
In the era of omni-channel development of the retail industry, consumers will be the mainstay in the future, whose behavior is the core, and retailers need to consider their demand in strategy in order to be closer to the requirements of consumers. With the correlation between the various variables and consumers’ behavior in this research, This study can provide it to the retail industry as reference for business management and decision making and use omni-channel retail marketing to quantify the universal value of the consumer behavior of general consumers in Taiwan. Based on this analysis result as a contingency strategy, This study can assist retailers to grasp the market and enhance market competitiveness to achieve more efficient and effective management decisions.
國立澎湖科技大學學位論文授權書i
國立澎湖科技大學研究所學位論文考試審定書ii
中文摘要iii
ABSTRACTiv
誌謝v
表目錄ix
圖目錄x
第一章、緒論1
1.1 研究背景1
1.2 研究動機4
1.3 研究目的8
1.4 研究範圍與對象9
1.5 研究流程9
第二章、文獻探討11
2.1 零售業的發展 (Retail development)11
2.1.1 零售業發展階段11
2.2 推、拉、維繫理論 (Push-Pull-Mooring; PPM)14
2.2.1 推、拉、維繫理論的歷史14
2.2.2 推、拉、維繫理論的意涵14
2.2.3 推、拉、維繫理論的發展15
2.3 行動支付風險(Mobile payment risk; MPS)17
2.3.1 行動支付之重要性17
2.3.2 行動支付風險之意涵17
2.4 優惠待遇、資訊品質20
2.4.1 優惠待遇的重要性與意涵20
2.4.2 資訊品質的重要性與意涵21
2.5 企業社會責任、轉換成本24
2.5.1 企業社會責任的重要性與意涵24
2.5.2 轉換成本的重要性與意涵26
2.6 訊息提供28
2.6.1 訊息提供的重要性與意涵28
2.7 轉換意圖31
2.7.1 轉換意圖的重要性與意涵31
2.8 實際行為32
2.8.1 實際行為的重要性與意涵32
第三章、研究方法33
3.1 研究架構與研究假說33
3.1.1 行動支付風險 (Risk of using mobile payment) 與轉換意圖 (Swiching Intentions)、實際行為 (Actual Behaviors) 之間關係34
3.1.2 優惠待遇 (Preferential Treatment)與轉換意圖 (Swiching Intentions) 、實際行為 (Actual Behaviors) 之間的關係35
3.1.3 資訊品質 (Information Quality) 與轉換意圖 (Swiching Intentions)、實際行為 (Actual behaviors) 之間的關係35
3.1.4 企業社會責任 (Corporate Social Responsibility, CSR) 與轉換意圖 (Swiching Intentions)、實際行為 (Actual Behaviors) 之間的關係36
3.1.5 轉換成本 (Switching Cost) 與轉換意圖 (Swiching Intentions)、實際行為(Actual Behaviors) 之間的關係36
3.1.6 訊息提供 (Information Provision) 與轉換意圖 (Swiching Intentions)、實際行為 (Actual behaviors) 之間的關係37
3.1.7 轉換意圖 (Swiching Intentions) 與實際行為 (Actual Behaviors) 之間的關係 38
3.1.8 行動支付風險 (Risk of using mobile payment) 與實際行為 (Actual Behaviors) 之間關係38
3.1.9 優惠待遇 (Preferential Treatment)與實際行為 (Actual behaviors)之間的關係 39
3.1.10 資訊品質 (Information Quality)與實際行為 (Actual behaviors) 之間的關係 39
3.2 研究變數操作型定義與衡量41
3.2.1 優惠待遇 (Preferential Treatment, PT)41
3.2.2 資訊品質 (Information Quality, IQ)42
3.2.3 行動支付風險 (Risk of using mobile payment, MPR)43
3.2.4 轉換成本 (Switching Cost, SC)43
3.2.5 企業社會責任 (Corporate Social Responsibility, CSR)45
3.2.6 轉換意圖 (Swiching Intentions, SI)46
3.2.7 訊息提供 (Information Provision, IP)46
3.2.8 實際行為 (Actual Behaviors)48
3.3 問卷設計48
3.4 資料蒐集方法50
第四章 實證研究51
4.1 研究統計方法51
4.1.1 敘述性統計分析 (Demographics Analysis)51
4.1.2 因素分析 (Factor Analysis)51
4.1.3 共同方法變異(Common Method Variance, CMV)52
4.1.4 信度分析與效度分析52
4.1.5 偏最小平方法 (Partial Least Squares, PLS)54
4.1.6 路徑分析54
4.2 樣本結構分析55
4.3 衡量題項之敘述性統計分析57
4.3.1 行動支付風險57
4.3.2 優惠待遇57
4.3.3 資訊品質58
4.3.4 轉換成本59
4.3.5 企業社會責任60
4.3.6 訊息提供61
4.3.7 轉換意圖62
4.3.8 實際行為63
4.4 KMO與Bartlett球形檢定64
4.5 共同方法變異 (CMV)65
4.6 信度分析67
4.7 收斂效度分析68
4.8 區別效度分析70
4.9 整體結構模型分析73
4.9.1 模型配適度73
4.9.2 路徑分析及假說檢定74
4.10 中介效果之檢定77
4.11 調節效果之檢定78
第五章、結論與建議81
5.1 敘述性分析81
5.2 研究結論83
5.2.1 優惠待遇及資訊品質構面題項結果83
5.2.2 行動支付風險構面題項結果83
5.2.3 企業社會責任及轉換成本構面題項結果84
5.2.4 訊息提供構面題項結果85
5.2.5 PPM理論架構應用之探討85
5.2.6 實證研究結果探討86
5.3 管理意涵與貢獻87
5.3.1 學術意涵87
5.3.2 實務意涵89
5.4 未來研究建議91
英文文獻92
中文文獻154
附錄一、問卷156
英文文獻
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