消費者對於企業會員卡APP使用意圖之研究-以習慣為干擾變數

• Main Authors: Jia-Lun Jiang, 江佳倫
• Other Authors: Shih-Hao Wu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/t6rjsp

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 104 === In recent years, smart phones, tablet PCs and other mobile devices have become increasingly popular. Various types of mobile APP are booming fast, and also many companies have created their own exclusive APP eyeing on this mobile APP trends. This study intends to investigate whether corporate membership card members would want to download membership APP or not, and the post actual use behaviors after downloading the APP. This study divided corporate membership card members into “have not downloaded the membership APP” and “have downloaded the membership APP”. This study use convenience sampling method with a total of 250 “have not downloaded membership APP” samples, and 202 “have downloaded membership APP” samples. Structural equation model (SEM) was used for testing the hypothesis relations. The research findings are as following: For members who have not downloaded membership APP, this study found that: (1) Reward, Perceived Value, Compatibility and Social Influence have positive impact on Usage Intention; however, ability’s impact on usage intention is not significant. (2) Habit has positive impact on Reward, Perceived Value, Compatibility and Social Influence. For members who have downloaded membership APP, this study found that: (1) Perceived Value, Compatibility and Social Influence have positive impact on Usage Intention. . (2) Usage Intention has positive impact on Actual Usage Behavior. (3) Habit does not have positive impact on Usage Intention toward Actual Usage Intention.