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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105140

    Title: 隱私風險、主觀規範對於行動購物使用意圖之影響 : 以信任、態度為中介變數
    Other Titles: The impact of privacy risk perception and subjective norm on the intention use mobile shopping : the mediating effect of trust and attitude
    Authors: 張惠珊;Chang, Hui-Shan
    Contributors: 淡江大學國際企業學系碩士在職專班
    張俊惠;Chang, Chun-Hui
    Keywords: 隱私風險;主觀規範;信任;態度;使用意圖;Privacy Risk;Subjective Norm;Use Intention;Trust;Attitude
    Date: 2015
    Issue Date: 2016-01-22 14:48:46 (UTC+8)
    Abstract: 根據資策會產業情報研究所(MIC)2015年1月公佈之「行動購物需求調查分析」結果顯示:台灣網友中已有行動購物的經驗者高達62.5%,且消費者使用行動購物每月平均消費額超過新臺幣1,001元以上,對比2013年行動購物每月平均消費額大幅成長了2.5倍,顯示僅發展短短數年的行動購物市場成長快速。行動購物是電子商務的明日之星,為了能搶佔發展潛力十足的台灣行動購物市場商機,不論是小店家或網路巨擘都紛紛積極投入,因此了解影響消費者使用行動購物的因素探討就更顯得重要,本研究將針對影響台灣行動購物市場相關重要因素進行探討。
    According to Market Intelligence & Consulting Institute (MIC) in January 2015, the analysis of mobile shopping demand shows that there is 62.5% of Taiwanese experienced mobile shopping, and the average expense exceeds NTD 1000 per month. Compared to 2013, the average monthly expense has grown 250%, which also shows that in such short number of years, the growth of mobile shopping market has increased incredibly. As mobile shopping market has grown significantly fast, more and more business aims to seize the opportunity to get into this highly potential market. Therefore, it is significant to discuss the factors influencing consumers’ intentions to use in mobile shopping. The study aims to investigate the important factors influencing mobile shopping market in Taiwan.This study examines consumer’s privacy risk perception towards mobile shopping, subjective norms’ influence on consumer’s trust and attitude, and also how those affect consumer intentions to use in mobile shopping. This study applies paper and online survey questionnaire to collect data and used LISREL 8.7 as data analysis tools.
    The findings are as follow:
    1.In the mobile shopping market, attitude is the key antecedent in consumers’ intentions to use, whereas trust has no direct impact, but through the influence of consumer mobile shopping attitude, consumers’ intentions to use is in turn affected.
    2.For the mobile shopping market, consumers’ privacy risk perception and subjective norms significantly influence trust and attitude, leading to the intentions of engaging in mobile shopping, with attitude as a mediator.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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