消費者行動購物之體驗價值對滿意程度之影響

Abstract

隨著智慧型手機的普遍以及平板電腦的崛起，我們的社會已經逐漸走向行動商務的時代，不論是使用購物網站、社群網站、遊戲、購票等等，都可以利用行動裝置來隨時隨地進行這些活動。行動購物為行動商務之中的ㄧ環，現在也已經廣泛的成為消費者的消費方式之ㄧ。 因此，本研究將科技準備度、知覺有用性、知覺易用性以及功能性價值、情緒性價值、社會性價值來探討消費者對行動購物使用滿意程度之影響。研究對象為台灣曾經使用過智慧型手機或是行動裝置來進行消費之消費者，回收了180份問卷為預試的樣本，接著再發放正式問卷，總共回收有效問卷366份，有效問卷回收率為85.71%。並以結構方程式模型去驗證研究假說之內容。本研究結果發現: (1)使用行動購物之消費者的科技準備度對知覺有用性以及知覺易用性具有顯著的正向影響。 (2)使用行動購物之消費者的知覺有用性對於知覺有用性有顯著的正向影響。 (3)使用行動購物之消費者的知覺有用性對於功能性價值、情緒性價值以及社會性價值具有顯著的正向影響。 (4)使用行動購物之消費者的功能性價值及情緒性價值對使用滿意度具有顯著的正向影響。 因此，業者將如何將消費者的體驗價值提升，吸引消費者使用行動購物來進行消費，讓消費者有良好的使用經驗，確實的感受到行動購物的好處，提高消費者的滿意度。Advancements in wireless communications and the popularization of the Smart Phone and Tablet our society has accelerated the growth of mobile commerce (m-commerce). Whether the shopping web, Social Networking Sites, Game, Tickets booking and so on you can use mobile devices to carry out these activities anywhere and anytime. The mobile-shopping is the part of the mobile commerce. It is one of the popular consumption patterns for people.

This study investigates how e-consumers feel when they shopping by e-commerce. The work used the technology readiness, Perceived Usefulness, Perceived Ease of Use, experiential value (Function Value, Social Value and Emotional Value), and user satisfaction. The objects of study were the people who have used mobile-shopping in Taiwan. An internet questionnaire survey method was adopted in this study, there were 366 effective questionnaires collect, achieving an effective questionnaires return rate at 85.71%.Structural Equation Models were applied as the analyzing tool in hypotheses. The results showed that： (1)The Technology Readiness have positive effect on the PU and PE. (2)The PE have positive effect on the PU. (3)The PU have positive effect on the Function Value, Social Value and Emotional Value. (4)The Function Value and Emotional Value have positive effect on user satisfaction.