臺灣博碩士論文加值系統

在現今行動網路影響之下，即時行動通訊使用者大量增加。本研究以印尼三大行動通訊軟體：BBM, LINE,以及WhatsApp為對象，並以滿足為中介變項探討服務品質認知與知覺好玩性對於即時行動通訊網路的使用成效。本研究之問卷經過信效度檢驗，由三寶瓏大學中具有即時行動通訊的學生或是職員作為受試者填寫問卷。研究結果產生之模型經由結構方程式檢驗獲得證實。

Mobile phone is now widely used to connect to the internet owing to its advancing capabilities that allows users accessing the internet effortlessly. Mobile Instant Messaging (MIM) is a widely used internet based communication media nowadays. Three most popular MIM applications used in Semarang, Indonesia, namely BBM, LINE, and WhatsApp are targeted in this study. To understand the behavior and adoption of MIM usage, this study applies Perceived Service Quality and Perceived Playfulness with Gratification as the mediating construct to investigate the factors related to MIM usage. After testing and validating the reliability and validity for this study, a questionnaire study was conducted to university students and employees in Semarang, Indonesia whom already used MIM applications. The outcomes of the questionnaire study are then tested through structural equation modeling (SEM) to test whether the proposed constructs is confirm to the designated model.

Recommendation Letter from the Thesis Advisor
Thesis Oral Defense Committee Certification
Acknowledgments iii
摘要 iv
Abstract v
Table of Contents vi
List of Figures ix
List of Tables x


Chapter 1: Introduction 1
1.1 Overview 1
1.2 Mobile Instant Messaging (MIM) 1
1.3 Background of Study 2
1.4 Purpose of the Study 4
1.5 Outline of Thesis 4

Chapter 2: Literature Review 6
2.1 Overview 6
2.2 Technology Acceptance Model (TAM) 7
2.3 Perceived Service Quality 8
2.4 Perceived Playfulness 13
2.5 Gratifications 14
2.6 Social Influence 16
2.7 MIM Applications 17

Chapter 3: Methodology
3.1 Overview 20
3.2 Conceptual Model and Hypotheses 20
3.3 Questionnaire and Pre-test 23
3.4 Sample 23
3.5 Measurement 24
3.6 Data Analysis 24
3.7 Qualitative Research 26

Chapter 4: Analysis and Results 27
4.1 Overview 27
4.2 Descriptive Statistics 27
4.3 Item Reliabilities 29
4.4 Confirmatory Factor Analysis (CFA) 30
4.5 Second-Order Factor 30
4.5.1 Perceived Service Quality 31
4.5.2 Gratifications 32
4.6 Data Imputation 34
4.7 Structural Equation Modeling (SEM) 34
4.8 Modification Indices 38
4.9 Findings on Qualitative Research 43

Chapter 5: Discussion and Conclusion 47
5.1 Overview 47
5.2 Discussion 47
5.3 Contributions and Implications 52
5.4 Limitations and Implications for Future Research 53
5.5 Conclusion 54
References 56
Appendix 1 Questionnaire in English 62
Appendix 2 Questionnaire in Indonesian 65
Appendix 3 Confirmatory Factor Analysis (CFA) 68
Appendix 4 Interview in English 71
Appendix 5 Interview in Indonesian 74

List of Figures
Figure 1.1 Outline of Thesis......................................................................... 5
Figure 2.1 Technology Acceptance Model................................................... 8
Figure 2.2 Perceived Service Quality Construct ........................................ 12
Figure 2.3 Gratifications Construct ............................................................ 15
Figure 2.4 BBM Interface........................................................................... 17
Figure 2.5 WhatsApp Interface .................................................................. 18
Figure 2.6 LINE Interface........................................................................... 19
Figure 3.1 Proposed Conceptual Model ..................................................... 21
Figure 4.1 The Second-Order Factor of Perceived Service Quality........... 32
Figure 4.2 The Second-Order Factor of Gratifications .............................. 33
Figure 4.3 Structural Equation Modeling of Proposed Model ................... 35
Figure 4.4 Structural Equation Modeling of Modified Model ................... 39


List of Tables
Table 4.1 Respondents Information............................................................ 28
Table 4.2 Reliability of Constructs............................................................. 29
Table 4.3 Structural Equation Modeling (Proposed Model) ...................... 36
Table 4.4 Fit Indices of Proposed Model ................................................... 38
Table 4.5 Structural Equation Modeling (Modifies Model)....................... 40
Table 4.6 Fit Indices of Modified Model ................................................... 43
Table 5.1 Hypotheses Results..................................................................... 48
Table 5.2 Standardized Regression Weights of MIM Applications........... 51

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