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作者:吳政憲
作者(英文):Cheng-Hsien Wu
論文名稱:線上購物社群中行動商務無所不在對價值共創之探討
論文名稱(英文):Investigating the Effect of Mobile Commerce Ubiquity on Value Co-creation on Online Shopping Communities
指導教授:池文海
指導教授(英文):Wen-Hai Chih
口試委員:袁國榮
藍毓莉
口試委員(英文):Kuo-Jung Yuan
Yu-Li Lan
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
學號:610532037
出版年(民國):109
畢業學年度:108
語文別:英文
論文頁數:181
關鍵詞:行動商務行動商務無所不在依附價值共創
關鍵詞(英文):Mobile CommerceM-commerce UbiquityAttachmentValue Co-creation
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隨著行動裝置普及愈來愈多消費者使用行動裝置搜尋產品/服務訊息,然而行動商務的成長卻是緩慢的。價值共創是影響線上購物社群中購買意願的因素之一,應予以重視。過去的研究很少有調查行動商務環境下線上購物社群中價值共創的前因,本研究以三成份態度模型為基礎,驗證線上購物社群中行動商務無所不在對價值共創的影響,並確認依附(人際依附、團體依附和網站依附)的中介作用。本研究以線上問卷調查取得251位行動購物者填答資料,並使用結構方程模型驗證研究假說。結果顯示行動商務無所不在顯著正向影響依附,團體依附顯著正向影響價值共創,依附在行動商務無所不在與價值共創之間具有中介效果。本研究針對線上購物社群中行動商務管理的理論及實務意涵進行討論。
With the prevalence of mobile devices, an increasing number of consumers use their mobile device to search product/service information. However, the growth of mobile commerce has been slow. More attention should be paid to value co-creation as it is one of the factors that influence purchase intention on online shopping communities. Little research has investigated the antecedents of value co-creation on online shopping communities in the mobile commerce context. Based on the tricomponent attitude model, this study investigates the effect of m-commerce ubiquity on value co-creation on online shopping communities. The mediating role of attachment (interpersonal, group, and site attachments) is also identified. Two hundred and fifty-one mobile shoppers were recruited for an online survey and the Structural Equation Modeling was used to test research hypotheses. The results indicate that m-commerce ubiquity positively influences attachment. Group attachment positively influences value co-creation. These three attachments have mediating effects in the relationship between m-commerce ubiquity and value co-creation. Theoretical and managerial implications for m-commerce and online shopping community management are discussed.
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 4
1.3 Research Questions and Objectives 6
1.4 Research Gaps and Contributions 7
1.5 Sampling Scope and Subjects 9
1.6 Research Procedure 9
Chapter 2 Literature Review 11
2.1 Tricomponent Attitude Model 11
2.2 M-commerce Ubiquity 13
2.3 Attachment 16
2.4 Value Co-creation 20
2.5 M-commerce Usage Habit 26
2.6 Collectivism and Individualism 30
Chapter 3 Methodology 35
3.1 Research Framework and Hypotheses 35
3.2 Operational Definition and Measurement Items of Constructs 38
3.3 Questionnaire Design 46
3.4 Data Collection 48
3.5 Data Analysis Method 48
3.6 Examination of Common Method Variance 51
3.7 Pilot Test Results 52
Chapter 4 Data Analysis 59
4.1 Formal Survey 59
4.2 Descriptive Statistical Analysis 60
4.3 Examination of Common Method Variance 69
4.4 Examination of Validity and Reliability 73
4.5 Structural Equation Modeling 82
4.6 Mediation Test 89
4.7 Moderation Test 94
Chapter 5 Conclusion and Suggestion 102
5.1 Research Conclusion 102
5.2 Managerial implications 103
5.3 Research Limitations 106
5.4 Future Research Suggestions 106
References 107
Appendix 1: Pilot Test Questionnaire (In English) 143
Appendix 2: Pilot Test Questionnaire (In Chinese) 149
Appendix 3: Questionnaire Sources 153
Appendix 4: Pilot Test Examination of Common Method Variance - Exploratory Factor Analysis 156
Appendix 5: Pilot Test Examination of Common Method Variance - Confirmatory Factor Analysis 157
Appendix 6: Pilot Test Model fit Comparison between Proposed Model and Single Latent Factor Model 160
Appendix 7: Pilot Test Convergent Validity 161
Appendix 8: Pilot Test Discriminant Validity and Correlation Matrix for Measurement Items 165
Appendix 9: Pilot Test Reliability Analysis 166
Appendix 10: Formal Survey Questionnaire (In English) 170
Appendix 11: Formal Survey Questionnaire (In Chinese) 176
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