| 摘要: | 電子商務的發展，對傳統實體百貨公司造成了強烈的衝擊，線下百貨商場看似已淪為電子商務的體驗中心，然而現在逛街本身已經不僅僅是購物這麼單純，娛樂社交體驗等「消費者必需出門到百貨公司才能獲得的服務」是電商難以取代的面相，目前國內實體百貨正努力以智慧零售的行動網路為核心，藉由虛實整合生活場景和消費全過程中之應用服務，希望能透過手機APP滿足顧客在現實生活中吃喝玩樂購的一站式消費體驗，企圖透過場景體驗優勢，進行轉型和創新，故了解消費者對百貨一站式行動服務APP的使用意圖，對於行動行銷的成功與否至關重要。本研究檢視了目前台灣百貨公司一站式行動服務APP的特徵，並以科技接受模式和創新擴散理論，探討知覺有用性、知覺易用性、時間便利性、兼容性是否與消費者的使用意圖和顧客投入有關，而這又是否影響消費者持續使用一站式行動服務APP。本研究以網路問卷調查，以曾經使用過百貨一站式行動服務APP之消費者為施測對象，共回收308份有效樣本。分析結果顯示，百貨一站式行動服務APP之兼容性、知覺有用性、知覺易用性正向影響使用意圖，時間便利性與兼容性正向影響顧客投入，顧客投入正向影響持續使用意圖。然而，研究結果顯示有三項假說不成立，包含時間便利性對使用意圖，以及知覺有用性、知覺易用性對顧客投入。本研究從結果中討論消費者對百貨公司一站式行動服務APP之使用意圖在理論和實務上的意涵，並提出未來研究方向，以供後續相關議題研究。
The rapid development of e-commerce has exerted a solid impact on the traditionally physical department stores, seemingly rendering out-of-line shops nothing but tentatively experimental locations for e-commerce. On the other hand, going out to department stores consists of a lot more experience than simply buying. The goals for varieties of entertainment, social life or new experience “for which service buyers themselves have to go to department stores” are some obvious cases where e-commerce seems to be incapable of winning all. Currently, many of the physical department stores in Taiwan have been working hard-in terms of taking smart-retail-oriented mobile networking as a kernel, merging the virtual and real scenes of life as well as the application service in the process of consumption, in the hope that they, with the help of mobile apps, can fully satisfy all the demands the customers require in the real life such as taking eating, drinking, having fun and purchasing in a one-stop shopping experience--on gaining advantage through the experience of actual scenes, undergoing service transformation and even innovation. It is, therefore, of critical importance for a successful marketing to realize the customers’ intention to use the one-stop mobile service provided by the department stores. In the paper, we prudently study the qualities available in one-stop mobile app services in the department stores in Taiwan-and based on technology acceptance model and innovation diffusion theory, try to understand whether the nature of perceived usefulness, perceived ease of use, time convenience, and compatibility has to do with the consumers’ intention of use and customer engagement-which turns out to be a critical factor of whether the customer would continue to use a one-stop mobile app service. For better reliability of the paper, we take as subjects the department store customers who have at least experienced department store’s one-stop mobile app service, with the performed by questionnaire survey on line. We collect 308 valid pieces of questionnaires. The analysis demonstrates that the compatibility, perceived usefulness, and perceived ease-of-use influence the intention of use on one-stop mobile service, the time convenience and compatibility influence the customer engagement, the customer engagement influence the continue to use. However, the research results showed that three hypothesis does not hold, include time convenience on intention of use, perceived usefulness and perceived ease of use on customer engagement. We also discuss the theoretical and practical implication of the customers’ participation strategy in the use of one-stop mobile app service of the department stores, and offered several research directions for further studies. |
