| Summary: | 碩士 === 亞洲大學 === 會計與資訊學系 === 106 === This study is to explore the service quality and attraction from online accounting service providers how to influence the perceived value and consuming intention of consumers when choosing service platform. The mainly research frameworks are service quality, attraction, perceived value and consuming intention.
This study uses questionnaire survey to conduct a quantity study, mainly for consumers who has using or have been using online accounting services, and collects data by questionnaire on open discussion platforms like Facebook. Then uses descriptive statistics analysis, factor analysis, reliability analysis, and structural equation modeling to make sure that the hypothesizes established or not. The empirical results indicate that service quality has significant effect on consuming intention and perceived value, but attraction only can impact consuming intention, and perceived value has significant effect on consuming intention. Therefore, if operators can strengthen the service quality of online account services, it can improve the customer’s perceived value and increase consumer intention.
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