Exploring the relationship between social media management and the number of views of YouTube contents : A case of skincare youtuber

• Main Authors: Tsai-Yu Ma, 馬彩瑜
• Other Authors: Yi-Fei Chen
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/ebw4e8

碩士 === 淡江大學 === 管理科學學系碩士班 === 106 === The rise of mobile payments in recent years has caused a huge change in people’s living habits. Therefore, this study explores the factors that influence consumers’ use of cloud payments, which are based on consumers who use financial credit cards. The questionnaire tests the intention of using cloud payment. This study uses the TTF (Task Technology Fit Model) and UTAUT (Unified Theory of Acceptance and Use of Technology Model) as the theoretical framework, and joins the Mobile Payment System Characteristics, Consumer –Based Brand Equity, and user intention to construct the overall architectural model of this research. In this study, a physical questionnaire and an online questionnaire were used. A total of 506 valid questionnaires were collected, and AMOS 20.0 statistical software was used analyze the research. The results of this study show that: (1) The task characteristics(TC) of cloud payment will positively affect the task- characteristics fit(TCF), and the task- characteristics fit(TCF) will positively affect performance expectancy(PE) and effort expectancy(EE). Compatibility(COM) will positively influence consumer-based brand equity(CBBE), convenience(CON), compatibility(COM) and consumer-based brand equity(CBBE) will positively affect the user intention(UI). (2) Technological characteristics(TLC) will negatively affect the task-characteristics fit(TCF), effort expectancy(EE), mobility(MOB), and reachability(RE) will all negatively affect the user intentions(UI), and mobility(MOB) will negatively affect consumer-based brand equity(CBBE). (3) The moderating variables of Income affected some hypotheses on this research aspect. Finally, according to the results of this study, the bank-side or technology-related reference suggestions for cloud payment will be provided.