探討使用行動應用程式購物之前置因素

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Title:	探討使用行動應用程式購物之前置因素
Other Titles:	The antecedents of use mobile App
Authors:	林泰平;Lin, Tai-Ping
Contributors:	淡江大學會計學系碩士班方郁惠
Keywords:	行動購物;創新抵制;適時適地服務;持續採用意願;再購意願;LBS;Innovation resistance;Perceived Usefulness;continuous adoption intention;Repurchase Intention
Date:	2016
Issue Date:	2017-08-24 23:43:05 (UTC+8)
Abstract:	隨著行動通訊科技的快速進步與智慧型手機的蓬勃發展，而行動應用程式（Application，APP）超越時間、空間限制的特性與優點，亦有業者開始藉由行動商務市場販售商品。惟APP行銷尚屬創新性服務方式，未來是否普遍流行，仍須值得進一步觀察。本研究Ram（1989）所提出的「創新抵制」，探討使用APP購物之前置因素，並進而知悉藉由APP瀏覽後的購物方式是否將會提升消費者購買意願，且瞭解此服務方式之優缺點，提供業者可玆運用的行銷策略，期望能克服消費者的創新障礙，並加速開發行動商務市場的擴散與發展。　　本研究以此為研究動機，並結合適時適地服務、知覺有用性、創新抵制要素、持續採用意願及再購意願對於行動購物整體的效應，因此本研究提出以下幾項研究目的：一、分析行動購物中創新擴散及創新抵制之因素。二、探討適時適地性服務對於知覺有用性與創新抵制之影響。三、知覺有用性與創新抵制因素對於持續採用意願或再購意願之影響。　　整體而言，本研究的進行將填補過去研究之空缺，研究成果得作實務上之應用，對學術及實務均具有相當程度的貢獻。 With the flourish of the rapid advances in mobile communications technology and smart phones, the mobile applications (Application, APP) beyond time and space constraints features and benefits, industry also began to sell merchandise by mobile commerce market. But App marketing is still innovative service mode, whether the future will still be worth further observation prevalent. In this study, Ram (1989) proposed the "Innovation resistance", explore the use of APP shopping antecedents, and thus knows the way if after browse by App shopping will increase consumer purchase intention. And to understand the advantages and disadvantages of this service mode, provide the industry may use marketing strategies, expect consumers to overcome barriers to innovation, and accelerate the development of mobile commerce diffusion and development of the market. 　　In this study, in order to study the motivation to try to explore innovation diffusion and innovation resist for the browsing behavior of the relationship, and browsing behavior of relationship with the consumer purchase intention, therefore, this study presents the following several research purposes: First, analysis the factors that mobile shopping of innovation resist. Second, to explore LBS of influence for innovation resist and perceived usefulness. Third, the innovation resist and perceived usefulness of influence for continuous adoption intention and repurchase intention. 　　The overall purpose of this study was to fill the vacancy of past research. Research was made on the practical application of academic and practice have a considerable degree of contribution.
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