以整合性科技接受理論2、知覺風險及知覺信任觀點探討消費者使用Beacon應用程式之行為意圖

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Title:	以整合性科技接受理論2、知覺風險及知覺信任觀點探討消費者使用Beacon應用程式之行為意圖
Other Titles:	Exploring consumers' intention to adopt the Beacon App from the perspective of UTAUT2, perceived risk and perceived trust
Authors:	陳加倫;Chen, Chia-Lun
Contributors:	淡江大學企業管理學系碩士班王居卿;Wang, Chu-Ching
Keywords:	知覺風險;知覺信任;虛實整合;整合性科技接受使用理論2;perceived risk;Perceived Trust;O2O;UTAUT2;Beacon
Date:	2015
Issue Date:	2016-01-22 14:55:01 (UTC+8)
Abstract:	電子商務已成為現今的主要經營模式模式，它亦可再細分為不同的商務模式，O2O即是一例。因智慧型裝置的普及使得O2O更為完善與即時，使消費者不同於過去只有單一通路的選擇，進而邁向虛實共存的通路環境。Beacon是虛實共存的關鍵因子，消費者使用Beacon可以進入虛實共存的通路環境，企業亦可藉由Beacon打造更人性化的O2O商務模式。國外許多企業已採用Beacon技術，使此消費模式在消費者間已相當普及，反觀因我國法規與市場等因素限制，而仍處於萌芽期。因此，探討消費者對使用Beacon行為意圖背後關鍵因素係相當重要，可幫助未來研究了解我國企業是否適合採用Beacon建立O2O商業模式。簡言之，本研究旨在探討消費者對使用Beacon行為意圖背後關鍵因素並彙整整合性科技接受理論2、知覺風險及知覺信任相關文獻以建立本研究模型，然後再進行實證研究。本研究乃是一個實證性研究，透過問卷調查法，以便利抽樣蒐集我國使用智慧型裝置之使用者之問卷，藉由預試結果修改問卷內容後，再針對回收168份正式問卷，採用多元迴歸進而分析。經實證研究結果發現： 1. 影響消費者使用Beacon應用程式的行為意圖之關鍵因素為「享樂動機」與「知覺信任」。 2. 「績效期望」、「預期努力」、「社會影響」、「知覺風險」並不是影響消費者使用Beacon應用程式的行為意圖之關鍵因素。　　Currently E-commerce has already been a main business model which can be divided into different models, O2O is an example. Because of the popularization of smart devices, O2O becomes better and faster. Consumers can choose only one channel in past, but now they can choose the virtual and the physical channels in the same time. Beacon is the key factor. Customers enter the environment of the physical channel coexist with virtual channel by adopting Beacon. Companies create O2O business model by Beacon. Many foreign companies have adopted the consumption pattern of Beacon technology which is popular in foreign market. In Taiwan, it’s not universal to adopt the consumption pattern of Beacon technology because of the legislation, the market, and so on. It’s important that explore consumers'' intention to adopt the Beacon App. The major objective of this study is to explore consumers'' intention to adopt the Beacon App from the perspective of UTAUT2, perceived risk and perceived trust. 　　This research used convenience sampling to collect the data from users who adopted smart devices, based on modified questionnaire from the pilot-run. There are 168 available questionnaires obtained from respondents. The multiple regression is utilized to analyze the data , the main result after testing the hypotheses are : 1. Performance expectancy, effort expectancy, social influence are NOT the key factors influencing consumers'' intention to adopt the Beacon App. 2. Hedonic motivation and perceived trust are the key factors influencing consumers'' intention to adopt the Beacon App.
Appears in Collections:	[Graduate Institute & Department of Business Administration] Thesis

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