|Abstract: ||全球網際網路流量逐年成長,利用行動裝置上網的比率也是逐年上升,電子商務 的型態也隨之改變,變成行動商務,在國外行動購物市場占交易量的比率呈正向成 長,行動購物已蔚為風潮,因此,本研究以技術接受模型(Technology Acceptance Model) 為基礎,加入信任變數,探討臺灣行動購物市場,消費者的「知覺易用 性」、「知覺有用性」、「信任」及「態度」對於「使用意圖」之影響。|
本研究對研究對象進行人員紙本發放以及網路問卷的施測,並使用 LISREL 來進 行 SEM 分析,以驗證本研究模型與相關假說,得知以下結論: ㄧ、對臺灣行動購物市場而言,消費者的態度是影響消費者使用意圖重要的關鍵前因,信任對使用意圖無直接影響效果,但會透過態度間接影響使用意圖。
The global Internet traffic growth has been increasing year after year and same as to the ration of using mobile devices to access to the Internet. And this has caused E-business pattern transforming into mobile commerce one. Actions’ shopping is a trend and the trading volume in foreign markets also shows a growth rate.
Therefore, on the basis of Technology Acceptance Model (TAM), this study is aimed to examine the effect of the four variables: the customers’ “Perceived Ease of Use(PEU)”, “Perceived Usefulness(PU)”, “Trust” and “Attitude” on“Behavioral Intention to Use” and furthermore to propose subjective suggestion to Taiwan actions’ shopping market. In this study, both paper and online questionnaires are collected, and LISREL is adopted for SEM analysis to validate this model and related research hypothesis.
The results of this study are as follows:
1. A customer’s attitude is the important key antecedent to affecting his or her intention; trust has no direct but indirect effect through the use of intent attitude.
2. Perceived usefulness, trust and attitude do play a mediation role to the influence of PEU on the shopping action intention, in which attitude is the key.
According to the study, a customer’s attitude is a key factor affecting the intended use of the shopping action. To enhance a customer’s perception attitude, it is essential that action shopping development and design should be based on a customer’s point of view. In addition, the formation of the trust is the cornerstone of a customer’s attitude. Therefore, shopping platform providers need to devote into pursuing the goal of enhancing positive customer attitudes, and further promote intended use.