臺灣博碩士論文加值系統

近年來，行動商務發展迅速，在各個領域都發揮著重要作用。越南是一個快速發展的新興國家，擁有重要及潛在的行動商務市場。然而，關於行動商務及其在越南影響的研究非常有限。因此，本研究的目的是深入調查以找出影響越南消費者由傳統電商轉移到行動商務意願的因素。本研究基於購物偏好理論建立一個研究模型並提出七個假說，以找出重要影響消費者願意轉移至行動商務的決定，並透過線上問卷蒐集 320 名越南消費者。本研究使用 SmartPLS 3 工具進行資料分析與假說驗證，研究結果得知品牌忠誠度對越南消費者轉移至行動商務的意願產生負面影響，而感知信任、社會影響、科技恐懼症、消費者參與和消費者生活方式顯著影響越南消費者轉移行動商務的意圖。其中，行動行銷廣告顯著調節消費者參與度與意願之間具正相關，但對消費者生活方式與消費者轉換意願之間的關係產生負面影響。本研究的貢獻在於，不同的國情與文化，影響消費者行為意向的因素即有所不同，每個因素的影響程度也會有異。具體而言，消費者參與和科技恐懼症是越南移動購物意願中最受關注的問題。最後，希望這項研究的結果，有助於企業深入地了解越南消費者的行為，因而製定更好的行動商務策略。

In recent years, mobile commerce has grown rapidly and now plays an important role in a variety of areas. Vietnam is a fast-growing emerging country with a significant potential m-commerce market. However, there are limited studies researching mobile commerce and its impacts in Vietnam. Therefore, the aim of this research was to deep investigate to find out what factors affect consumer's intentions to switching on mobile commerce in the Vietnam context. In order to do that this study develops and examines a model whose hypotheses were tested and formulated using data from a questionnaire survey, which was based on shopping preference theory and push-pull-mooring theory. This study proposes seven hypotheses to figure out what factors influence consumer's decision to switch on mobile commerce. The results are based on the data analysis collected from 320 Vietnamese participants involved in a survey through online questionnaire. The result of the data analysis process was examined by using SmartPLS 3 showed that brand loyalty negatively influences consumers' intention to switch to mobile commerce in Vietnam. While perceived trust, social influence, technophobia, customer engagement, and customer lifestyle significantly positively affected the intention to switching on mobile commerce in this model. In particular, mobile marketing significantly moderates the positive relationship between customer engagement and intention to switching but negatively affected the relationship between consumer lifestyle and consumers' intention to switching. This study has contributed that depending on country characteristics, the factors that influence behavioral intention will differ, as well as the degree of impact of each factor. Specifically, customer engagement and technophobia are the most concerns in mobile shopping intention in Vietnam. Finally, it is hoped that the findings of this study would aid future research in order to gain a deeper understanding of Vietnamese consumer behavior, as well as business in developing better mobile commerce strategies.

摘要...................................................i
Abstract...............................................ii
Acknowledgements.......................................iii
Table of Contents......................................iv
List of Tables.........................................vi
List of Figures........................................vii
Abbreviations..........................................viii
Chapter 1. Introduction................................1
1.1. Research Background...............................1
1.2. Research Question and Objectives..................3
1.3. Research structure................................4
Chapter 2. Literature Review...........................6
2.1. Mobile Commerce (m-commerce)......................6
2.2. Intention to Switching............................7
2.3. Shopping Preference Theory........................9
2.4. Push-Pull-Mooring Theory..........................10
2.5. Push Factors......................................12
2.5.1. Technophobia....................................12
2.6. Pull Factors......................................13
2.6.1. Mobile Marketing................................13
2.7. Mooring Factors...................................14
2.7.1. Brand Loyalty...................................14
2.7.2. Perceived Trust.................................15
2.7.3. Social Influence................................17
2.7.4. Customer Lifestyle..............................18
2.7.5. Customer Engagement.............................20
Chapter 3. Research Model and Hypotheses Development...23
Chapter 4. Methodology.................................30
4.1. Collect data and questionnaire....................30
4.2. Data Analysis Method..............................30
4.3. Demographic Characteristics.......................31
Chapter 5. Results.....................................33
5.1. Measurement Model.................................33
5.2. Structural Model..................................36
5.3. Moderation Test...................................37
5.4. Discussion........................................40
Chapter 6. Conclusion..................................43
6.1. The Main Findings.................................43
6.2. Theoretical Contributions.........................45
6.3. Managerial Implications...........................46
6.4. Limitations and Further Research..................49
References.............................................51
Appendix I – English Questionnaire.....................74
Appendix II – Vietnamese Questionnaire.................85
Extended Abstract......................................97

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