| Summary: | 碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 108 === With the popularization of mobile Payment and the fierce competition between banks and merchants, user loyalty is the key to success. Marketing activities are undoubtedly one of the ways to improve loyalty. In the past related research, most of the questionnaires were used to understand users. Intention, did not listen to the influencing factors of its loyalty, so this study will take in-depth interviews to explore the impact of marketing activities on user loyalty of mobile Payment.
The research's facets are divided into action Payment, loyalty and marketing activities and loyalty. The factors are first use and use case, monetary and non-monetary. For the purpose of improving the validity, the use of close-range mobile phone action Payment attributes is the same. The senior users are interviewees, and the research results indicate that the influencing factors include:
(1) The first use and use of mobile Payment: the impact of peers, the convenience of using Payment, the benefits and rewards used, the ease of implementation of the first use, and the brand name of the Payment. (2) Loyalty: the convenience of using mobile Payment, the habit of using action Payment, the discount of using action Payment, the system using action Payment, and the APP using action Payment. (3) Marketing activities affect loyalty: whether the first brushing and marketing activities of marketing activities are cash feedback, the instant enjoyment of marketing activities, the feedback of marketing activities, and the practicality of marketing activities.
Based on the conclusions of the comprehensive study, it is suggested that in the future, it is possible to conduct research on whether to sign a business with the Payment of cooperation, and discuss a win-win marketing plan in order to make a better APProach.
|
|---|
