IC儲值卡使用意願之研究─以高市星巴克為例

• Main Authors: LIN CHIEN HUI, 林千惠
• Other Authors: CHEN, HENG-YI
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/51710807419246266771

碩士 === 高苑科技大學 === 經營管理研究所 === 101 === ABSTRACT In recent years, with progress of science and technology, the intersection of IC card and the intersection of function and pluralism. The IC card has already been used extensively the traffic, telecommunication trade abroad. Our country, to replacing the small terms of payment of traditional cash with the plastic currency, have already been accepted by masses gradually. The main purpose of this research lies in that it influences consumers to use the factor of IC savings card will to canvass, regard technology acceptance model as main the intersection of theory and structure, consider others may influence to item consumer behaviour, join the theory of consumption values,theory of diffusion of innovation such as perceived risk,etc., develop research structure of this research out, canvass consumption values, perceived usefulness , perceived ease of use, compatibility and influence that the perceived risk uses IC savings card will to consumers. This study through literature review and expert discussions, the establishment of the IC stored value cards willingness to use the Analytic Hierarchy Process (AHP) to measure the dimensions and hierarchical structure, Kaohsiung Starbucks consumer questionnaires were issued, the questionnaires were collected to quantify. The result of study finds, influence consumer IC savings cards to use in the will factor, whom consumer pay attention to it constructs surfaces to be consumption values , the intersection of consciousness and faith, perceived risk in order mainly. And social value that inclusive that the five main keys assess the criterion functional value, perceived usefulness, financial risk of consciousness, consciousness among them.