知覺風險與生活型態對使用意願影響之研究—以icash悠遊卡為例.docVIP

知覺風險與生活型態對影響之研究—以icash悠遊卡 蕭穎謙賴淑慧白榮吉 摘要本研究主要目的探討知覺風險與生活型態對icash悠遊卡的影響。本研究問卷調查法蒐集資料，用性統計、信度分析分析、歸分析集群分析等。持有悠遊卡或是icash卡使用意願顯著使用意願女性icash悠遊卡使用意願高於男性；風險對使用意願有顯著向影響生活型態對使用意願顯著差異追求自我型型。關鍵字：使用意願、知覺風險、生活型態The Effects of Perceived Risk and Life style to Use Intention – A Case of Icash EasyCard Ying-Chien Hsiao Department of Logistics Management Takming University of Science and Technology Shu-Hui Lai Graduate Institute of Business Management in Industry Takming University of Science and Technology Jung-Chi Pai Department of Business Administration Takming University of Science and Technology Abstract The purpose of this study was to research the influence of perceived risk and life style to use intention of Icash EasyCard. There are 232 available visitors of this questionnaire survey, and using descriptive statistics, reliability analysis, factor analysis, regression analysis and cluster analysis. Consumers can be divided into less desirable, self-absorbed, and active groups depending on their life style. Our research found that whether to have EasyCard or Icash Card is no significant difference on use intention. Sex has significant difference to use intention. That reveals the feminine consumers have more use intention. Perceived risk negative affects use intention. That reveals more perceived risk, less use intention. Life style has significant difference to use intention. The self-absorbed consumers have more use intention than the less desirable consumers. Keywords：  壹、緒論 一、研究與動機 隨這2009年1月23日三讀通過電子票證發行管理條例，電子現金儲值卡的應用倍受矚目統一超商盟。。本研究探討消費者對於icash悠遊卡的使用意願是否如廠商預期同時探討知覺風險與生活型態消費者對icash悠遊卡使用意願 二、研究目的 本研究icash悠遊卡探討下： ()探討知覺風險對於icash悠遊卡使用意願的影響。(二)探討生活型態對於icash悠遊卡使用意願的影響。(三)根據實證研究結果對業者提出具體的建議。獻探討 icash悠遊卡現況 icash悠遊卡是由悠遊卡股份有限公司與統一超商策略聯盟合作發行，它結合了悠遊卡與icash卡的功能除了捷運、臺鐵、計程車、客運、公車、停車場等交通用途外，還可在台北市立動物園、台北市立聯合醫院、台北縣/市與宜蘭縣圖書館使用全省30個通路品牌的特約商店消費也可以用icash悠遊卡付款30個通路品牌可分為7大類別，(1)超商：包括7-ELEVEN、全家便利商店、萊爾富與OK超商；(2)超市：頂好與松青；(3)飲品：星巴客、天仁茗茶、IS COFFEE、怡客咖啡、85度C；(4)食品：必勝客、達美樂、新東陽、山崎麵包(Yamazaki)、麵包優先、