臺灣博碩士論文加值系統

隨著智慧型手機和平板電腦的普及，根據台灣網路資訊中心(TWNIC)於2013年所作出的調查指出台灣使用無線網路(包含行動網路)的使用者已經達到一千一百萬，相較去年同期成長了 14.97個百分點，顯示在台灣行動上網的成長快速並且已經成為主要的上網方式之一，因此行動商務被認為具有巨大發展潛力。然而台灣使用者使用行動商務服務和其應用程式數量仍然有限。因此，本研究旨在調查台灣消費者採用行動商務的關鍵因素。本研究藉由使用學者Venkatesh所提出的整合型科技接受模式，及Hofestede 所提出國家文化構面的「權力距離」和「不確定性規避」為調節變數來了解台灣消費者使用行動商務的行為意圖。
本研究以量化方式在線上發放問卷，共計有效問卷435份，以SPSS 及 smartPLS 統計軟體測試各項結果與解釋數據，研究顯示努力期望、績效期望及社會影響及信任對於使用者的採納行動商務意圖具有相對高的影響程度，且權力距離與社會影響具有顯著的干擾效果。

With the highly growing popularity of smartphones and tablets, the amount of users who use wireless Internet including mobile Internet have reached 11 million in 2013 (TWNIC 2013), it increased 14.97% compared to the same period last year. Mobile commerce (m-commerce) is regarded as a tremendous market potential for businesses and customers. However, the expected benefits have not yet to be realized. The number of m-commerce services and applications accepted by the customers in Taiwan is still small. As a result, it becomes significant for researchers to understand customers’ mobile commerce adoption behavior through national culture in Taiwan. This study aims to investigate the factors that predict users’ behavioral intention to adopt m-commerce in Taiwan. Based upon the revised Unified Theory of Acceptance and Use of Technology model (UTAUT), this research used two of Hofstede’s cultural dimensions: power distance and uncertainty avoidance as moderators on the UTAUT model to enhance the understanding of influencing users’ intention or actual use of m-commerce.
In the research, the study sample consists of 435 valid respondents by using online questionnaires to collect data. The SPSS and smartPLS will be used to analyze and explain the meaning of each factor. According to the research result, it shows that effort expectation, performance expectation, social influence, and trust significantly influence the behavioral intention to use m-commerce. For moderator effects, power distance has interacting effect with social influence, and has negative relationship with social influence on behavioral intention to use m-commerce.

Table of Contents
1. Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 4
1.3 Research Process 4
2. Literature Review 5
2.1 Definitions of Mobile Commerce (m-commerce) 5
2.2 Hofstede’s Cultural Dimensions Theory 9
2.2.1 Definitions of Culture 9
2.2.2 Cultural Dimensions Theory 9
2.3 The Unified Theory of Acceptance and Use of Technology Model (UTAUT) 14
3. Methodology 21
3.1 Research Framework and Model 21
3.2 Variables and Research Hypotheses 23
3.3 Questionnaire Design 25
3.4 Data Collection 26
3.5 Analysis Method 26
4. Data Analysis and Findings 27
4.1 Descriptive Statistics 27
4.1.1 Gender 27
4.1.2 Age 28
4.1.3 Level of Education 29
4.1.4 Experience 30
4.1.5 Descriptive Statistics- Mean and Standard Deviation 31
4.2 Reliability and Validity 32
4.2.1 Reliability 32
4.2.2 Construct Validity 33
4.3 Correlation Analysis 35
4.4 Structural Equation Modeling 37
5. Conclusions and Implications 43
5.1 Conclusions 43
5.2 Contribution and Practical Implication 44
5.3 Limitations 45
References 46
Appendix I. Questionnaire 53

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