行動支付服務品質改善與再使用意願之研究

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

10.6846/TKU.2017.00615

鄭抒芸

行動支付 ； 服務品質 ； 結構方程模型 ； IPA模式 ； Kano模式 ； Mobile payment ； Service quality ； SEM ； Kano model ； IPA model

淡江大學企業管理學系碩士班學位論文

2017年

碩士

羅惠瓊

繁體中文

隨著支付方式的推陳出新與智慧型手機的普及，金融服務使用者日漸習慣以手機作為行動載具，因此行動支付這類具有整合功能與方便性的應用服務便受到消費者青睞。台灣在市場條件逐漸完善，加上市場需求持續增加等因素，近年來許多業者紛紛進入市場。目前台灣行動支付正處於導入期進入成長期的階段，各家業者都希望能衝高使用量及市占率。因此，各業者將會更著重於品質改善，期望除了吸引消費者使用之外，還必須留住消費者，延續顧客忠誠度及使用意願。 本研究主要分為兩部分進行探討，第一、先由文獻的收集及行動支付服務現況，找出行動支付的品質要素與服務功能。接著本研究利用結構方程模型(Structural equation modeling, SEM)，由消費者行為面來了解行動支付之服務品質、滿意度與再使用意願間的關聯性，以及消費者對於行動支付服務品質之重要度與績效的看法。第二、本研究以業者提供的服務功能面，進行 Kano 二維品質屬性的分類，最後結合 IPA 與 Kano 模式提出改善排序清單，做為日後投入資源或進行改善的依據。 本研究之結果指出，行動支付之服務品質將顯著正向影響總體滿意度，而總體滿意度顯著正向影響再使用意願且總體滿意度在服務品質與再使用意願之間具有完全中介效果。本研究結合 IPA 與 Kano 模式進行分析後，建議優先改善順序為：(1) 行動支付服務使用的加密方式符合付款的相關安全標準；(2) 在手機及網頁上提供交易紀錄的查詢；(3) 付款時會再次確認金額才能進行付款；(4) 提供合作商家的優惠券或是優惠折扣。

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.

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