以聯合分析法探討消費者屬性偏好之「最佳組合」－以「行動支付」產業為例

Abstract

Apple Pay於2017年正式進入台灣，因此掀起了台灣目前行動支付市場的一大革命。人們的消費行為，從早期的現金支付，轉入中期的信用卡支付，近期更是行動支付百家爭鳴的時代。本研究欲探討台灣消費者，於眾多行動支付之組合中，對哪些功能最在乎，是包含悠遊卡功能為主要成份效用，亦或支援多家信用卡，為本研究欲探討的主要範圍與議題。 本研究首先透過屬性的選定，透過前測問卷找出消費者優先在乎的屬性排序，並設立重要屬性之水準，最後透過正式問卷的迴歸分析，找出各大屬性的成份效用，供企業發行新行動支付的產品概念與產品輪廓，又可供現有的行動支付企業，找出優勢的目標客群。

Apply pay launched in Taiwan in 2017. There are several mobile payment such as Line, T-wallet and so on. The study wants to find consumers’optimal combination of mobile payment nowadays. First we found eleven attributes to test the level of these attributes. Then we chose top six and set each levels. Third, through Orthogonal Design, we got sixteen cards(product profile)that we could test part-worth of the top six attributes. The result of Conjoint Analysis help us give some advice to the company. Whether we should devote ourselves into the attribute like credit cards or not, the result of this study will prove us.Regression Analysis also gave us to illustrate the product profile that we could know where’s our main consumers and what kinds of attributes they want.