消費者對行動加值服務之付費意願__臺灣人文及社會科學引文索引資料庫

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題名：	消費者對行動加值服務之付費意願
書刊名：	電子商務學報
作者：	劉文良／湯宗泰
作者(外文)：	Liu, Wen-liang／Tang, E. Jeung-tai
出版日期：	2007
卷期：	9:3
頁次：	頁577-598
主題關鍵詞：	行動商務；行動加值服務；知覺價值；付費意願；Mobile commerce；Mobile value-added services；Perceived value；Willingness to pay
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(8) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:6 共同引用:11 點閱:41

本研究基於消費者的知覺價值觀點，目的在於探討消費者對於行動加值服務的付費意願。本研究採用問卷調查法，調查對象為台灣地區七大行動加值服務業者的現有用戶。本研究共發出400份問卷，回收333份，扣除11份填寫不完整的無效問卷，有效回收322份，有效回收率達80.5%。研究結果顯示，消費者對行動加值服務的知覺利益會正向影響知覺價值；消費者對行動加值服務的知覺犧牲會負向影響知覺價值；消費者對行動加值服務的知覺價值會正向影響付費意願。此外，本研究亦發現消費者性別、年齡、月收入以及月手機費用對整體模式並無顯著差異影響，但經由進一步分析卻發現，消費者性別、年齡、月收入以及月手機費用會顯著影響「知覺利益→知覺價值」的徑路係數；消費者月收入以及月手機費用會顯著影響「知覺犧牲→知覺價值」的徑路係數。

以文找文

This study presents the viewpoint of perceived value to investigate the willingness to pay for mobile value-added services. The proposed model was empirically tested using data collected form a survey of mobile value-added service consumers. The structural equation modeling technique was used to evaluate the causal model and confirmatory factor analysis was performed to examine the reliability and validity of the measurement model. Our findings indicated that perceived benefit has a direct effect on perceived value; perceived sacrifice has a direct effect on perceived value; and perceived value has a direct effect on Willingness to Pay.

以文找文

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圖書論文
1.	Holbrook, Morris B.、Corfman, K. P.(1985)。Quality and Value in the Consumption Experience: Phaedrus Rides Again。Perceived Quality: How Consumers View Stores and Merchandise。Lexington Book。
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