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研究生:Chirachaya Martkamjorn
研究生(外文):馬琦
論文名稱:影響泰國消費者使用電子錢包忠誠度因素研究
論文名稱(外文):Factors Affecting Brand Loyalty of the Electronic Wallets in Thailand
指導教授:葉曉萍葉曉萍引用關係
指導教授(外文):Yeh, Hsiaoping
口試委員:胡寬裕趙沛
口試委員(外文):Hu,KuanyuZhao, Pei
口試日期:2023-07-31
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:國際管理碩士學位學程
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2023
畢業學年度:111
語文別:英文
論文頁數:63
中文關鍵詞:電子錢包品牌意識品牌關聯品牌忠誠度客戶體驗客戶努力
外文關鍵詞:E-walletBrand AwarenessBrand AssociationBrand LoyaltyCustomer experienceCustomer Effort
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電子錢包,也稱為電子錢包或數字錢包,近年來由於其眾多的優點和功能而獲得了顯 著的重要性和流行度。此外,由於電子錢包的非接觸式性質和社交距離措施的需要, 在 COVID-19 大流行期間變得更加重要。它們為傳統支付方式提供了安全、便捷、衛生
的替代方案,支持個人、企業和社區應對危機的挑戰。電子錢包對泰國人民的生活方 式也至關重要,尤其是在新冠肺炎 (COVID-19) 疫情期間。有兩款應用廣受用戶
青睞:TrueMoney Wallet 和 Pao Tang。本研究的目的是比較泰國的這兩種電子錢包應用 程序,並研究影響曼谷用戶品牌忠誠度的因素。該研究共有 416 名參與者,其中一半
使用 TrueMoney Wallet,另一半使用 Pao Tang。使用 SPSS 進行數據分析。研究發現
TrueMoney Wallet 和 Pao Tang 總體上沒有顯著差異。然而,結果表明,TrueMoney Wallet 的客戶體驗對品牌知名度對品牌聯想的影響有正向調節作用,而 Pao Tang 的案例則不 然,兩個電子錢包品牌的客戶努力對品牌聯想的影響沒有正向調節作用關於品牌忠誠
度。而且,結果兩者的品牌聯想的中介效果卻存在不同。品牌聯想在 TrueMoney 僅在 品牌知名度和品牌忠誠度之間為部分中介關係,但對於 Pao Tung 而言,則為完全中介 關係。
Electronic wallets, also known as e-wallets or digital wallets, have gained significant importance and popularity in recent years due to their numerous advantages and functionalities. Moreover, e-wallets have become even more significant during the COVID-19 pandemic due to their contactless nature and the need for social distancing measures. They have provided a safe, convenient, and hygienic alternative to traditional payment methods, supporting individuals, businesses, and communities in navigating the challenges of the crisis. E-wallets have also been crucial to the way of life of Thai people, particularly during the COVID-19 circumstance. There are two applications that are widely favored by users: TrueMoney wallet and Pao Tang. The purpose of this study was to compare these two e-wallets applications in
Thailand and examine the factors influencing brand loyalty among users in Bangkok. A total of 416 participants were included in the research, with a half using TrueMoney Wallet and the other Pao Tang. The data analysis was conducted using SPSS. State general analytical results of the framework. Interestingly, the study found no significant difference between TrueMoney Wallet and Pao Tang overall. However, the result shows that TrueMoney wallet’s customer experience has positively moderating effect on the influence of brand awareness on brand association while Pao Tang’s case does not and both two e-wallet brands’s customer effort does not have a moderating effect on the influence of brand association on brand loyalty.
Furthermore, the results did reveal significant differences between the two e-wallet brands regarding the mediation effect of brand association that acted as a partial mediator between brand awareness and brand loyalty for TrueMoney wallet, while fully mediating the relationship for Pao Tang.
TABLE OF CONTENTS

CHINESE ABSTRACT i
ABSTRACT ii
ACKNOWLEDGEMENT iii
TABLE OF CONTENTS iv
LIST OF TABLES vi
LIST OF FIGURES vii
CHAPTER 1 INTRODUCTION 1
1.1 Research Background 2
1.2 Major e-wallet brands in Thailand 4
1.2.1 TrueMoney Wallet 5
1.2.2 Pao Tang 5
1.3 Research Motivation 8
1.4 Research Objectives 8
1.5 Thesis Structure 9
CHAPTER 2 LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT 10
2.1 E-wallet 10
2.2 Brand Equity 12
2.2.1 Brand Awareness 13
2.2.2 Brand Association 14
2.2.3 Brand Loyalty 15
2.3 Customer Experience 15
2.4 Customer Effort 16
2.5 Hypothesis Development 17
2.5.1 Relationship between brand awareness and brand association 17
2.5.2 Relationship between brand association and brand loyalty 18
2.5.3 Moderating effect of customer experience 19
2.5.4 Moderating effect of customer effort 20
2.5.5 Difference between TrueMoney Wallet and Pao Tang 21
CHAPTER 3 RESEARCH METHODOLOGY 22
3.1 Conception Model 22
3.2 Research Design, Participant and Data Collection 22
3.2.1 Research Design and Instrument 22
3.2.2 Data Collection 23
3.3 Variable Measurement 24
CHAPTER 4 DATA ANALYSIS AND RESULT 28
4.1 Demographics 28
4.2 Reliability Analysis 30
4.3 Factor Analysis 31
4.4 Path Analysis 33
4.5 Moderating Effect 35
4.5.1 Moderating Effect of Customer Experience 35
4.5.6 Moderating Effect of Customer Effort 36
4.6 Mediating Effect of Brand Association 37
CHAPTER 5 CONCLUSION 39
5.1 Discussion 39
5.2 Managerial Implications 41
5.2 Limitations and recommendations 42
REFERENCES 44
APPENDIX 52
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