探討消費者持行動APP到實體商店購物意圖

Explore the Intentions of Using Mobile APP in Physical Retail Stores

由於行動商務興起，許多企業會設計行動APP吸引顧客使用，加上O2O的概念興起，實體企業更會使用行動APP吸引顧客至實體店面消費。本研究架構是以Kim等學者所建立的價值接受模式（VAM）為理論基礎，並以消費者的觀點，將行動APP之業者所提供的促銷利益（節省、品質、便利、價值傳達），與使用行動APP時所產生之技術性來建立。本研究透過問卷調查方式，採用迴歸分析方式進行驗證分析。試圖找出行動APP影響消費者價值認知之原因，進一步提供業者瞭解消費者的需求，以提升消費者持行動APP到店購物之意圖。

Due to the rise of mobile commerce, many companies will design mobile APP to attract customers. With the rise of the concept of O2O, the entity companies will use mobile APP to attract customers to the physical store. This research framework is based on the Valuebased Adoption Model (VAM) established by Kim and other scholars, and from the viewpoint of consumers, the promotional benefits (savings, quality, convenience, and value communication) provided by the operators of mobile apps are The technical know-how created when using the mobile APP is established. This study uses questionnaires to conduct regression analysis and verification. Trying to find out the reason why mobile APP affects the perception of consumer value, and further provides the industry with the understanding of the needs of consumers in order to enhance the intention of consumers to take mobile apps to shop.