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題名:消費者對行動加值服務之付費意願
作者:劉文良
作者(外文):Wen-Liang Liu
校院名稱:雲林科技大學
系所名稱:管理研究所博士班
指導教授:湯宗泰
學位類別:博士
出版日期:2007
主題關鍵詞:焦慮行動加值服務付費意願知覺價值情意Perceived ValueAffectMobile Value-Added ServicesWillingness to PayAnxiety
原始連結:連回原系統網址new window
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沒有人是全然理性的,也沒有人是全然感性的。但是回顧付費意願相關文獻卻發現,近年最知名的知覺價值模式(Perceived Value Model),都只從理性的角度切入,十分缺乏從感性的角度來深入探討消費者的付費意願。為此,本研究從態度構成的三元素(認知、情感、行為意向)出發,重新建構消費者對行動加值服務付費意願的知覺價值模式。本研究採用問卷調查法,調查對象為台灣地區有使用行動加值服務的消費者。本研究共發出800份問卷,扣除165份填寫不完整的無效問卷,有效回收635份,有效回收率達79.375%。研究結果顯示,消費者對行動加值服務的認知因素(知覺利益、知覺犧牲、知覺價值)以及情感因素(情意與焦慮)均會顯著影響行動加值服務的付費意願。
Nobody is completely rational, nobody is completely perceptual too. But review relevant literatures to find that the perceived value model in recent years, only think from the rational angle, lack from affective viewpoint to research the consumers'' behavioral intention (willingness to pay). For this reason, three element (cognition, affective, behavioral intention) views formed from the attitude in this research to reconstruct the perceived value model. The proposed model was empirically tested using data collected form a survey of mobile value-added services 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 cognitive factors (perceived benefit, perceived sacrifice, and perceived vlaue) and affective factors (affect and anxiety) have a direct effect on willingness to pay.
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