國立臺灣師範大學博碩士論文全文系統

簡易檢索 / 詳目顯示

回結果列表

研究生：	陳貝莉 Pachasiri Saengsuwan
論文名稱：	泰國消費者對於Uber計程車搭乘意願之研究 A Study on Uber Taxi Riding Intention of Thailand Consumers
指導教授：	周世玉 Chou, Shih-Yu
學位類別：	碩士 Master
系所名稱：	全球經營與策略研究所 Graduate Institute of Global Business and Strategy
論文出版年：	2016
畢業學年度：	104
語文別：	英文
論文頁數：	48
中文關鍵詞：	優步、行為意圖、服務品質、感知價值、滿意
英文關鍵詞：	Uber, Behavioural intention, Service quality, Perceived value, Satisfaction
DOI URL：	https://doi.org/10.6345/NTNU202203928
論文種類：	學術論文
相關次數：	點閱：145 下載：26
分享至:	分享至facebook 分享至twitter

查詢本校圖書館目錄查詢臺灣博碩士論文知識加值系統勘誤回報

社群網站於現今生活中扮演重要的角色，特別是教育部份隨著科技進步也有了新的發展。本研究的目標為乘客對於應用程式「優步」(Uber)之行為意圖(Behavioral Intention)。此研究中調查幾項因素可能會對乘客之行為意圖造成影響，如：服務品質(Service Quality)、感知價值(Perceived Value)和滿意程度(Satisfaction)。在研究中調查了三百位在泰國曼谷的優步使用者。我們以迴歸分析進行研究假設的檢驗。分析結果顯示服務品質對感知價值有正向影響，服務品質對滿意度有正向影響，服務品質對行為意圖亦有正向之影響。另外，感知價值對滿意度有正向影響，感知價值對行為意圖亦有正向之影響。最後，滿意度對於行為意圖也是有正向的影響。最後本研究之Uber研究限制與未來研究建議

Mobile application plays an important role in our daily lives, especially with regard to education in new developments available through technology. The intentions of passengers’ behavior that used the service from the application of Uber passengers were the objectives of this research. This study investigated the factors which impacted on Uber passengers’ behavioral intentions such as service quality, perceived value, and satisfaction. The research sample consisted of 300 Uber passengers in Bangkok, Thailand. The data were analyzed by exploratory factor analysis using principal linear regression. The results determined that service quality has a positive influence on perceived value, service quality has a positive influence on satisfaction, service quality has a positive impact on behavioral intention, perceived value has a positive effect on satisfaction, perceived value has a positive influence on behavioral intention, and satisfaction has a positive influence on behavioral intention.

Table of Contents

Abstract    i
摘要    ii
Acknowledgement    iii
Table of Contents    iv
List of Figures    vi
List of Tables    vii

CHAPTER 1 Introduction    8
1.1 Background    8
1.2 Statement of the problem    8
1.3 The proposes of this research    9
1.4 Significances of this research    9
1.5 Scope and limitations    9

CHAPTER 2 Literature Review    11
2.1 Theoretical of variables and hypotheses    11
2.1.1 Definition of behavioral intention     11
2.1.2 Definition of perceived value     12
2.1.3 Definition of satisfaction    13
2.1.4 Definition of service quality    13
2.2 What is Uber?     15
2.3 Uber in Thailand     15
2.4 Research Framework      16
2.5 Research Hypothesis     16


CHAPTER 3 Research Methodology    18
3.1 Research design    18
3.2 Construct of measuring variables    19
3.2.1 Service quality     19
3.2.2 Perceived value     20
3.2.3 Satisfaction     20
3.2.4 Behavioral intention     20
3.3 Data Collection    20
3.4 Data Analysis and methodology     21
3.6.1 Descriptive Statistical Analysis     21
3.6.2 Multiple Linear Regression Analysis     21

CHAPTER 4 Data Analysis and result    22
4.1 Measuring Variables data analysis and results     22
4.2 Demographics Data of Sample     25
4.3 Reliability Analysis     27
4.5 Hypothesis Testing     27


CHAPTER 5 Conclusion and Suggestions    34
5.1 Research Findings and Conclusion     34
5.2 Limitations and Suggestions for Future Research     37

REFERENCE    39
APPENDIX A    43
APPENDIX B    46

List of Figures

Figure1 The conceptual framework    16
Figure2 The estimate conceptual framework    36


List of Tables

Table 1 The mean ( ) and the standard deviation (S.D.) of the samples    23
Table 2 The number of frequency and percentage of the samples - Gender of respondents    25
Table 3The number of frequency and percentage of the samples - Ages of respondents     25
Table 4 the number of frequency and percentage of the samples – Marital status of respondents    26
Table 5 the number of frequency and percentage of the samples - Highest education level of respondents    26
Table 6 the number of frequency and percentage of the samples – Income per month of respondents    26
Table 7 Reliability Analysis Result for the Measures (Cronbach’s Alpha)    27
Table 8 Summary of simple regression model results     28
Table 9 Summary of multiple regression model results     32
Table 10 Summary of Hypothesis Results     33
                                

REFERENCES

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour: Prentice-Hall.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.

Armitage, C. J., & Conner, M. (2001). Efficacy of the Theory of Planned Behaviour: A meta-analytic review. British Journal of Social Psychology, 40(4), 471-499.

Bureau of Registration Administration, M. o. I. (2015). Population and Household Statistics. Retrieved 12 Mar, 2016,

Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55-68.

Cronin Jr, J. J., et al. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.

Chen, C.-F. (2008). Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan. Transportation Research Part A: Policy and Practice, 42(4), 709-717.

Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6-21.

Hair, J. F. J., et al. (2010). Multivariate data analysis: A global perspective (7 ed.). New Jersey, USA: Pearson.

Johnson, M. D., et al. (1995). Rational and Adaptive Performance Expectations in a Customer Satisfaction Framework. Journal of Consumer Research, 21(4), 695-707.

Joewono, T. B., & Kubota, H. (2007). User satisfaction with paratransit in competition with motorization in indonesia: anticipation of future implications. Transportation, 34(3), 337-354. doi: 10.1007/s11116-007-9119-7

Jen, W., & Hu, K.-C. (2003). Application of perceived value model to identify factors affecting passengers' repurchase intentions on city bus: A case of the Taipei metropolitan area. Transportation, 30(3), 307-327. doi: 10.1023/a:1023983627092

Lai, W.-T., & Chen, C.-F. (2011). Behavioral intentions of public transit passengers—The roles of service quality, perceived value, satisfaction and involvement. Transport Policy, 18(2), 318-325.

Lovelock, D. (2007). CH (2000), Service marketing: Prentice Hall International, NJ Lee and JH Ahn, Reward systems for intra-organizational knowledge sharing, European Journal of Operational Research.

Manager. (2015, 1 Octorber 2015). Moblie booking taxi application Retrieved 15 March, 2016, from http://www.manager.co.th/Home/ViewNews.aspx?NewsID=9580000109759

Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33-44. doi: 10.2307/1252099

Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469. doi: 10.2307/3150499

Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the customer. New York.

Olsen, S. O. (2007). Repurchase loyalty: The role of involvement and satisfaction. Psychology and Marketing, 24(4), 315-341. doi: 10.1002/mar.20163

Hair, J. F. J., et al. (2010). Multivariate data analysis: A global perspective (7 ed.). New Jersey, USA: Pearson.oewono, T. B., & Kubota, H. (2007). User satisfaction with paratransit in competition with motorization in indonesia: anticipation of future implications. Transportation, 34(3), 337-354.

Johnson, M. D., et al. (1995). Rational and Adaptive Performance Expectations in a Customer Satisfaction Framework. Journal of Consumer Research, 21(4), 695-707.

Joewono, T. B., & Kubota, H. (2007). User satisfaction with paratransit in competition with motorization in indonesia: anticipation of future implications. Transportation, 34(3), 337-354.

Lovelock, D. (2007). CH (2000), Service marketing: Prentice Hall International, NJ Lee and JH Ahn, Reward systems for intra-organizational knowledge sharing, European Journal of Operational Research.

Manager. (2015, 1 Octorber 2015). Moblie booking taxi application Retrieved 15 March, 2016

Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33-44.

Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisi

Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the customer. New York.

Olsen, S. O. (2007). Repurchase loyalty: The role of involvement and satisfaction. Psychology and Marketing, 24(4), 315-341.

Petrick, J. F. (2004). The roles of quality, value, and satisfaction in predicting cruise passengers’ behavioral intentions. Journal of travel research, 42(4), 397-407.

Rose, D. S. (2014, Jan 25 2014). What is the difference between an UberX, Uber Black and Uber Taxi? Retrieved 14 May, 2016, from https://http://www.quora.com/What-is-the-difference-between-an-UberX-Uber-Black-and-Uber-Taxi

Rusli, E. (2014, 17 September 2014). Uber Dispatches trips. Retrieved 13 May, 2016

UberTechnologiesInc. (2016). UBER estimate pricing. Retrieved 14 May, 2016, from https://http://www.uber.com/cities/bangkok/

Woodruff, R. B. Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.

Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology and Marketing, 21(10), 799-822.

Zeithaml, V. A., et al. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.

簡易檢索 / 詳目顯示

相關論文