| Summary: | 碩士 === 國立臺中科技大學 === 流通管理系碩士班 === 107 === Although mobile commerce has become a trend in today''s financial industry, and the amount of customers'' investments is growing steadily, some of them are struggling to adopt a new model of mobile commerce and face strong consumer resistance, especially complex services and products. This study explores the resistance factors of mutual fund consumers. This area has long been dominated by traditional sales, including banking, securities, and life insurance, investment companies (securities investment trusts), investment companies (securities investment consultants), Divergence between traditional pathways and new pathway features. Although the theory of innovation resistance is growing in quantitative research, if we look at the qualitative research perspective, we can''t compare it with the focus of quantitative research. This study determines the action by exposing the relationship between consumer values and conflicting behaviors of cation channels. The source of the mutual fund of business, so in-depth interviews with the resistance factors for consumers with mutual fund knowledge of mobile commerce. In one-to-one in-depth interviews, step-by-step interview techniques are used to define attributes, results, and value relationships. By drawing a value perception map, you can gain a deep understanding of consumer perception. The results of this study show that the main indication is that the service is insufficient, the information system is unstable, and information security concerns are the key obstacles to the boycott, and the management implications are discussed.
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