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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 翁崇雄 | |
| dc.contributor.author | Ya-Hsin Huang | en |
| dc.contributor.author | 黃雅歆 | zh_TW |
| dc.date.accessioned | 2021-06-16T09:20:00Z | - |
| dc.date.available | 2018-07-07 | |
| dc.date.copyright | 2017-07-07 | |
| dc.date.issued | 2017 | |
| dc.date.submitted | 2017-07-04 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/59304 | - |
| dc.description.abstract | 本研究旨在探討行動支付環境中，感知價值、滿意度及幸福度對行為意圖之影響，並且比較具行動支付使用經驗之使用者及無使用經驗之潛在使用者的兩個群組，找出影響兩群組行為意圖的關鍵因素。我們將感知價值劃分為功利價值及享樂價值，亦將行為意圖依使用經驗區分為(初次)使用意圖及持續使用意圖，提出包含功利價值/享樂價值、滿意度/幸福度及行為意圖等五個變數之模型，並進行實證研究。
實證研究中，本研究回收255份有效問卷，具行動支付使用經驗之受訪者佔52.55% (134位)，無使用經驗之潛在使用者則為47.45% (121位)，配合信效度檢驗及PLS-SEM得出模型結果，歸結之發現如下：(1) 比較兩個群組，發現具使用經驗群組相對於無使用經驗群組，有較高之感知價值、滿意度/幸福度及行為意圖，因此，行動支付是對社會有正向影響的科技服務。(2) 功利價值直接影響使用者之(初次)使用意圖；而功利價值與享樂價值則是透過滿意度間接影響持續使用意圖，其中享樂價值影響大於功利價值之影響，此發現亦可解釋實務上之現象：廠商推出新產品、服務及平台到市場上時，一開始先提供方便性、功能、補貼等功利價值吸引使用者，但若是希望使用者長期使用服務，則必須提供享樂價值（愉悅、期待、樂在其中）以提高滿意度，最後形成持續使用意圖。(3) 本研究認為台灣處於行動支付發展前期，受訪者無法連結幸福度與行為意圖，因此幸福度對(初次)使用意圖及持續使用意圖不存在顯著且正向的影響關係。最後，根據研究結果提出學術及實務之相關建議。 | zh_TW |
| dc.description.abstract | This research aims to discover the impacts of perceived value, satisfaction and happiness on behavioral intention in mobile payment (m-payment). We also compare the discrepancy between those who have used m-payment service (group 1) and those who haven’t used m-payment service (group 2). The perceived value contains utilitarian and hedonic value. In addition, based on the m-payment experience, we divide behavioral intention into intention and continuance intention to compare the two groups.
In the empirical experiment, we collect 255 valid questionnaires. The proportion of group 1 is 52.55% while group 2 is 47.45%. With the examination of reliability and validity, we utilize PLS-SEM to validate the research and obtain conclusions as follows: 1. In comparison of the two groups, the averages of utilitarian and hedonic values, satisfaction and happiness to group 1 are significantly higher than the averages to group 2. Therefore, m-payment has positive impacts on the society. 2. Utilitarian value directly affects intention in group 1while utilitarian and hedonic values indirectly affect continuance intention via satisfaction in group 2. Besides, in group 2, the impact of hedonic value is higher than utilitarian value. It also explains the practical phenomenon: once the service providers launch new service to the market, they should provide convenience, functions, subsidies and so on, which are utilitarian value related, to attract users. However, if they intend to keep users in the services or platforms, they should provide users with pleasure, expect, enjoyment and related hedonic values to raise satisfaction level and finally form the continuance intention. 3. In Taiwan, m-payment is in the beginning of development cycle, so participants cannot make a connection between happiness and behavioral intention in m-payment context. That’s why happiness has no significant and positive effect to behavioral intention. Finally, based on the results, we provide academic and practical implications and suggestions. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-16T09:20:00Z (GMT). No. of bitstreams: 1 ntu-106-R04725047-1.pdf: 1608616 bytes, checksum: 86dc7d17ba30b9a13130375797ffb72c (MD5) Previous issue date: 2017 | en |
| dc.description.tableofcontents | 誌謝 i
論文摘要 ii ABSTRACT iii 目錄 v 圖目錄 vii 表目錄 viii 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第二章 文獻探討 4 第一節 行動支付 (Mobile Payment) 4 第二節 功利價值與享樂價值 6 2.2.1 功利價值(Utilitarian Value) 6 2.2.2 享樂價值(Hedonic Value) 7 第三節 滿意度與幸福度 9 2.3.1 滿意度(Satisfaction) 9 2.3.2 幸福度(Happiness) 10 第四節 行為意圖 12 第三章 研究方法 14 第一節 研究架構與假設 14 第二節 變項定義與衡量 16 3.2.1 功利價值 16 3.2.2 享樂價值 17 3.2.3 滿意度 17 3.2.4 幸福度 17 3.2.5 行為意圖 18 第三節 研究抽樣與資料搜集 19 第四節 資料研究方法 19 第四章 資料分析與研究結果 20 第一節 問卷回收及樣本結構分析 20 第二節 信效度分析 22 4.2.1 信度衡量 22 4.2.2 效度衡量 23 第三節 結構模式分析 27 4.3.1 模型適配度分析 27 4.3.2 研究假設檢定 28 第四節 敘述統計量分析 31 第五章 結論與建議 37 第一節 研究結論 37 第二節 學術及實務上之意涵 38 第三節 研究限制與未來方向 39 參考文獻 40 附錄一：問卷 44 | |
| dc.language.iso | zh-TW | |
| dc.subject | 享樂價值 | zh_TW |
| dc.subject | 滿意度 | zh_TW |
| dc.subject | 行動支付 | zh_TW |
| dc.subject | 幸福度 | zh_TW |
| dc.subject | 行為意圖 | zh_TW |
| dc.subject | 功利價值 | zh_TW |
| dc.subject | M-payment | en |
| dc.subject | Behavioral Intention | en |
| dc.subject | Happiness | en |
| dc.subject | Satisfaction | en |
| dc.subject | Hedonic Value | en |
| dc.subject | Mobile Payment | en |
| dc.subject | Utilitarian Value | en |
| dc.title | 探討行動支付中功利價值與享樂價值對行為意圖之影響 | zh_TW |
| dc.title | Examine the effects of utilitarian and hedonic value on behavioral intention in mobile payment | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 105-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 練乃華,孔令傑 | |
| dc.subject.keyword | 行動支付,功利價值,享樂價值,滿意度,幸福度,行為意圖, | zh_TW |
| dc.subject.keyword | Mobile Payment,M-payment,Utilitarian Value,Hedonic Value,Satisfaction,Happiness,Behavioral Intention, | en |
| dc.relation.page | 48 | |
| dc.identifier.doi | 10.6342/NTU201701279 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2017-07-04 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 資訊管理學研究所 | zh_TW |
| 顯示於系所單位： | 資訊管理學系 | |
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