| 摘要: | 近年來，行動商務盛行，從實際到店購物轉變成線上購物的消費者比例愈來愈高。網路成為商家與消費者之間的橋樑，店家藉由官方網站向大眾曝光資訊以吸引新顧客外，亦推出會員制度維繫原顧客的忠誠度。現今店家多發展自家應用程式(application, App)，以順應行動支付潮流，即提供結合支付機制的商家行動支付應用程式(mobile in-app payment, MIP)予顧客獲得最新消息、優惠方案活動、線上訂購商品、行動支付等服務，然而甚少有學術研究指出影響顧客持續使用商家MIP之前置因素，導致商家僅有需要建立App的認知而忽略宜如何發展出最適功能與特性。現今，幾乎每商家皆有提供App服務，然而真正能提升顧客初次使用商家MIP因素為何?影響顧客持續使用商家MIP因素為何？為此，本研究提出一個以創新擴散理論、期望確認模型、遊戲化及黏著度之研究框架，並以85度C App作為研究情境，目的為以探究影響顧客持續使用商家MIP之因素。本研究採用SPSS及AMOS統計軟體進行數據分析，透過結構方程模型分析檢定研究架構所提之假說關係。根據研究結果，證實創新擴散理論五個構面對產生初次使用(確認)有顯著的正向影響，而且使用後滿意度、知覺有用性及黏著度皆是顯著影響持續使用商家MIP之前置因素。此外，本研究亦證實遊戲化於確認與滿意度之間具有正向調節效果。最後，根據本研究發現提出研究建議及未來研究方向。
In recent years, mobile commerce has become more and more popular, and the proportion of consumers switching from in-store shopping to online shopping is increasing. The Internet has become a bridge between merchants and consumers, and the official website of the store is created to expose information to the public in order to attract new customers, as well as to introduce membership systems to maintain the loyalty of old customers. Nowadays, in response to the trend of mobile payment, many stores are developing their own application (app) with payment mechanism (mobile in-app payment, MIP) and it is available for customers to get the latest news, membership benefits, order online, mobile payment and other services. However, there is a lack of research regarding the determinant that influences the customer's continuance intention of merchant MIP. The stores have the cognition of need of building the app and ignore how to present the most appropriate functions and characteristics. The present day, almost every merchant provides app services, but what are the factors that can certainly enhance customers' initial adoption of merchant MIP? What are the factors that influence the continuance intention of merchant MIP? To this end, this study suggested a research framework that combines innovation diffusion theory (IDT), expectation-confirmation model, gamification and stickiness, and then uses the 85°C Bakery Café App as a research context to explore the factors that affect continuance intention of the merchant MIP. This study used SPSS and AMOS statistical software for data analysis, and the hypothesized relationships in the research framework were examined by structural equation modeling. Based on the results, this study confirms that the five components of IDT have a significant and positive effect on generating initial use (confirmation), and that all post-use satisfaction, perceived usefulness, and stickiness are the determinant of continuance intention of merchant MIP. Furthermore, this study also confirms the positive moderating effect of gamification on the relationship between confirmation and satisfaction. Finally, research implications and directions for future research are proposed based on the findings of this study. |
