行動支付服務品質改善與再使用意願之研究

鄭抒芸

doi:10.6846/TKU.2017.00615

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行动支付服务品质改善与再使用意愿之研究

A Study on Service Quality Improvement and Reuse Intention for Mobile Payment

郑抒芸 , 硕士　　导师：罗惠琼　　

繁体中文 DOI： 10.6846/TKU.2017.00615

行动支付；服务品质；结构方程模型； IPA模式； Kano模式； Mobile payment ； Service quality ； SEM ； Kano model ； IPA model

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摘要 │ 参考文献 (55) │ 国际计量

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With the continuous development of the payment technology and the popularity of the smartphone, users of financial service are accustomed to using mobile phones as mobile vehicles. The integrated functions and convenience of the service are the bright spots that attract the attention of customers. In recent years, the mobile payment market has grown significantly in Taiwan and many service providers have entered the market. In Taiwan, mobile payment industry is moving from start-up stage toward the growth stage. The service providers seek to promote the usage amount and increase company’s market share. They adopt the strategy of improving service quality in order to attract the customers and facilitate the re-use intention.
The focus of this study is two-fold. First, using literature review and the analysis of the present situation of mobile payment services, this study identified the mobile payment service quality and service functions. From the perspectives of customer behavior, this study applied structural equation modeling (SEM) to analyze the relationship of service quality, satisfaction and re-use intention of mobile payment and investigate consumers' viewpoints on the importance and performance of service quality. Second, the Kano model was applied to classify the service functions. Using IPA and Kano model analysis, this study suggests a list of prioritized services functions for quality improvement. The results would be useful to practitioners for resources allocation and future improvements.
The results of this study indicate that mobile payment service quality will positively affect satisfaction and satisfaction will positively affect re-use intention. The relationship between service quality and re-use intention is completely mediated by satisfaction. The study also identifies four priority service functions for improvements: (1) Mobile payment operations conform to the safety standards; (2) Provide transaction records query; (3) Reconfirm the amount of payment; (4) Provide coupons and discounts offer.

参考文献 ( 55 ) 〈TOP〉

Lee, G. G., & Lin, H. F. （2005）. Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161-176.
连结：
Lu, Y., Yang, S., Chau, P. Y. K., & Cao, Y. （2011）. Dynamics between the trust transfer process and intention to use mobile payment services: A cross-environment perspective. Information & Management, 48(8), 393-403.
连结：
Liu, B. B. （2012）. Understanding consumers’ intention to use mobile payment services: the perspective of university students in Northern Jiangsu area. Second International Conference on Business Computing and Global Informatization, 257-260.
连结：
Moore, G. C., & Benbasat, I. （1991）. Development of an instrument to measure the perceptions of adopting an information technology innovation. Information Systems Research, 2(3), 192−222.
连结：
Matzler, K., & Hinterhuber, H. H. （1998）. How to make product deployment projects more successful by integrating Kano’s model of customer satisfaction into quality function deployment. Technovation, 18(1), 25-38.
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引用含有DOI的文献

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。 如想对DOI的使用与概念有进一步了解，请参考 （ ） 。

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。