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研究生: 林維真
Wei-Zhen Lin
論文名稱: 探討於O2O服務模式下影響消費者使用意願之因素研究
Investigating the Influential Factors of Consumer's Use Intention in O2O Service
指導教授: 魏小蘭
Hsiao-Lan Wei
口試委員: 朱宇倩
Yu-Qian Zhu
黃世禎
Sun-Jen Huang
學位類別: 碩士
Master
系所名稱: 管理學院 - 資訊管理系
Department of Information Management
論文出版年: 2021
畢業學年度: 109
語文別: 中文
論文頁數: 55
中文關鍵詞: O2O服務模式品牌偏好消費價值理論
外文關鍵詞: O2O service model, brand preference, consumption value theory
相關次數: 點閱:222下載:0
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摘要 2 Abstract 3 誌謝 4 目錄 5 第一章 前言 9 第一節 研究背景與動機 9 第二節 研究目的 10 第三節 研究流程 10 第二章 文獻探討 12 第一節 使用意願 12 第二節 品牌偏好 12 第三節 消費價值理論 13 2.3.1 功能價值–方便性 15 2.3.2 條件價值–信任 15 2.3.3 社會價值–社會互動 16 2.3.4 情感價值–享受 17 2.3.5 認知價值–新穎性 18 第三章 研究模型 20 第一節 研究架構 20 第二節 假說發展 21 第四章 研究方法 25 第一節 研究設計 25 第二節 問卷設計方法 26 第三節 資料分析方法 27 4.3.1 敘述性統計分析 27 4.3.2 信效度分析 28 4.3.3 研究假說檢定 28 第五章 資料分析 29 第一節 樣本回收與樣本特徵 29 5.1.1 樣本回收 29 5.1.2 樣本特徵 29 第二節 樣本無回應偏差 31 第三節 驗證性因素分析 31 5.3.1 信度 31 5.3.2 效度 33 5.3.3 共同方法變異檢定 35 第四節 研究假說檢定 35 5.4.1 路徑分析 35 5.4.2 控制變數檢驗 36 第五節 檢定分析結果說明 38 第六節 額外分析 38 5.6.1 中介變數檢驗 39 5.6.2 品牌分類分析 40 第六章 結論與建議 42 第一節 研究發現與結論 42 第二節 研究貢獻 44 第三節 研究限制 46 第四節 未來研究方向與建議 47 參考文獻 49 附錄 1:正式問卷 53

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