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    題名: 行動購物使用意圖影響之研究 : 技術接受模型觀點
    其他題名: A study of the influencing the using intention of mobile shopping : the TAM model perspective
    作者: 蘇慧芳;Su, Hui-Fang
    貢獻者: 淡江大學國際企業學系碩士在職專班
    張俊惠
    關鍵詞: 行動購物;技術接受模型(TAM);信任;Mobile Shopping;Technology Acceptance Model;Trust
    日期: 2015
    上傳時間: 2016-01-22 14:49:48 (UTC+8)
    摘要: 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。
    二、對臺灣行動購物市場而言,知覺易用性對行動購物使用意圖的影響中,知覺有用性、信任及態度確實扮演著中介角色,其中以態度最為關鍵。
    根據本研究資料分析的結果,態度是影響行動購物使用意圖的關鍵因素,故如何提升消費者正面的態度,並進一步促動使用意圖,將是購物平台商需追求目標。
    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.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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