以方法目的鏈探討共同基金的消費者抵制行動商務之研究

雖然行動商務在現今金融產業已成為趨勢，且客戶的投資金額正在穩定成長中，其中一些行業正在努力採用行動商務的新模式並面臨強大的消費者抵制行為，尤其涉及複雜的服務及產品。本研究探討共同基金的消費者之抵制因素，此領域長期以傳統銷售為主，包括：銀行業、證券業和壽險業、投信公司(證券投資信託)、投顧公司(證券投資顧問)，導致傳統通路和新通路特色之間的分歧。儘管創新抵制理論在量化研究中日益增長，反觀若以質性研究觀點探討，尚無法與量化研究之關注相比。本研究透過揭露消費者價值觀與行動通路衝突屬性之間的關係，來確定行動商務之共同基金的抵制來源，因此針對擁有行動商務之共同基金知識的消費者進行了對抵制因素的深度訪談。在一對一深度訪談上使用了階梯式訪談技巧來定義屬性、結果和價值關係，透過繪製價值知覺圖，可以深刻理解消費者的認知。本研究結果得知主要顯示服務不足、資訊系統不穩定、資訊安全疑慮是抵制的關鍵障礙，並討論其管理意涵。

Although mobile commerce has become a trend in today's financial industry, and the amount of customers' investments is growing steadily, some of them are struggling to adopt a new model of mobile commerce and face strong consumer resistance, especially complex services and products. This study explores the resistance factors of mutual fund consumers. This area has long been dominated by traditional sales, including banking, securities, and life insurance, investment companies (securities investment trusts), investment companies (securities investment consultants), Divergence between traditional pathways and new pathway features. Although the theory of innovation resistance is growing in quantitative research, if we look at the qualitative research perspective, we can't compare it with the focus of quantitative research. This study determines the action by exposing the relationship between consumer values and conflicting behaviors of cation channels. The source of the mutual fund of business, so in-depth interviews with the resistance factors for consumers with mutual fund knowledge of mobile commerce. In one-to-one in-depth interviews, step-by-step interview techniques are used to define attributes, results, and value relationships. By drawing a value perception map, you can gain a deep understanding of consumer perception. The results of this study show that the main indication is that the service is insufficient, the information system is unstable, and information security concerns are the key obstacles to the boycott, and the management implications are discussed.