影響讀者使用振興三倍券消費文化商品行為因素之初探

南華大學機構典藏系統 > 管理學院 > 文化創意事業管理學系 > 博碩士論文 > Item 987654321/28921

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題名:	影響讀者使用振興三倍券消費文化商品行為因素之初探
其他題名:	A Preliminary Study on the Factors Influencing Readers' Use of Revitalizing Triple Stimulus Voucher to Consume Cultural Commodities
作者:	陳佩君 CHEN, PEI-CHUN
貢獻者:	文化創意事業管理學系黃昱凱;黃芳琪 HUANG, YU-KAI;HUANG, FANG-CHI
關鍵詞:	結構方程模型;振興三倍券;數位綁定;計畫行為理論 structural equation model;triple coupon;digital binding;The Theory of Planned Behavior(TPB)
日期:	2021
上傳時間:	2022-08-22 11:23:09 (UTC+8)
摘要:	2019年年底爆發了傳染力驚人的新型冠狀病毒COVID-19至今(2021)疫情仍持續延燒蔓延到世界各地。COVID-19不僅是帶來全新的病毒讓人措手不及，更因為超高的傳染力讓人們不得不改變既有的生活模式，減少接觸、戴口罩、保持社交距離，當然更連帶的影響導致全球經濟萎靡衰退，各國分別提出各種紓困的方案來挽救經濟，台灣也繼2009消費劵後在2020年推出消費劵，定名為「振興三倍券」來刺激經濟。　　本研究以計劃行為理論為基礎，探討影響讀者使用振興三倍券消費文化商品行為因素，並分析大學生綁定數位振興三倍券的態度、主觀規範、知覺行為控制與行為意圖間之關聯性。本研究受試對象為南部大學生，共計回收有效問卷 284份。利用採結構方程式模型等統計方法進行分析。根據資料分析結果，本研究發現：一、不同戶籍地的大學生對於領取振興券方式、用途、數位綁定的擔憂和振興三倍券限定在出版商品的使用都有顯著差異性。二、大學生的數位綁定振興三倍券態度對消費行為意圖有正向影響。三、大學生的數位綁定振興三倍券的主觀規範對消費行為意圖有正向影響。四、大學生的數位綁定振興三倍券知覺行為控制對消費行為意圖有正向影響。　　At the end of 2019, a novel coronavirus COVID-19 broke out with surprisingly infectious power. The epidemic has continued to spread to all parts of the world until now (2021). COVID-19 is a new virus that caught people off guard.Because of its high infectious power, people have to change their existing lifestyles, reduce exposure, wear masks, and maintain social distancing. Of course Meanwhile, more collateral relative effects have led to the decline of global economy. In the sluggish recession, various many countries have put forward various rescue plans to save the economy. Taiwan has also launched consumer vouchers in 2020 . Coming after the consumer vouchers in 2009, triple stimulus vouchers are propmoted to stimulate the economy.　　Based on the theory of planned behavior, this study explores the behavioral factors that influence readers to use the revitalization triple coupon to consume cultural goods and analyzes the correlation between the attitude, subjective norms, perceptual behavior control, and behavior intention of college students who bind electronic revitalization triple coupons. The subjects of this study were Southern University students, and a total of 284 valid questionnaires were collected. Use statistical methods such as structural equation modeling for analysis. According to the results of data analysis, this study found that:1. University students in different places of residence are concerned about the way, the use, and the link of electronic ticket to the triple stimulus voucher program (digital Triple Stimulus voucher). There are significant differences in the use of products restricted to publications.2. The attitude of university students' digital triple stimulus coupons has a positive effect on consumer behavior intentions.3. The subjective norms of university students’ digital triple stimulus coupons have a positive impact on consumer behavior intentions.4. The perceptual behavior control of digital triple stimulus coupons of university students have a positive effect on consumer behavior intention.
顯示於類別:	[文化創意事業管理學系] 博碩士論文

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