臺灣博碩士論文加值系統

本研究結合了科技接受模型與理性行為理論來探討消費者對於行動上網的態度，並加入主觀規範對態度的影響，以及整合行動上網文獻整理出對態度產生影響之變數，且透過消費者使用行動上網經驗的有無來比較兩者間的差異；在實證研究部份，本研究以擁有手機以及具有網際網路經驗的消費者作為本研究對象，並利用結構方程模式作為資料分析方法以及驗證各研究假設。
研究結果顯示，態度對意圖產生正向顯著的影響效果，並找出了目前消費者對於行動上網所在意的因素，分別以知覺有用性、知覺易用性、知覺樂趣與知覺價格影響最為顯著，且瞭解透過經驗對消費者在印象、知覺品質、知覺樂趣與主觀規範上有著顯著的差異，因此透過本研究也瞭解到，電信業者可針對不同的族群進行行動上網的推廣。

This paper uses TAM and TRA to explore consumer attitude to mobile internet completely, and combines subjective norm influencing on attitude. We also integrate variables influencing on attitude from mobile internet literatures. Besides, we use expe-rience of mobile internet to compare the difference. In this paper, samples are both mobile phone subscribers and internet users. The collected data were analyzed and con-firmed hypotheses by using SEM.
The results indicate that attitude positively influence intention and found consum-ers are significantly influenced by perceived ease of use、perceived usefulness、perceived enjoyment and perceived price. This paper also indicates image、perceived enjoyment、perceived quality and subjective norm have significantly difference between experience and inexperience samples. In addition, we also understand telecommunication operators can promote mobile internet for different groups.

摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究對象 5
第五節 研究流程 5
第二章 文獻探討 6
第一節 行動上網 6
第二節 態度 12
第三節 行動上網與態度 13
第三章 研究假設與研究設計 21
第一節 研究假設 21
第二節 研究架構 28
第三節 操作型定義與衡量 28
第四節 研究設計 32
第五節 前測分析 33
第六節 資料分析方法 34
第四章 資料分析 38
第一節 敘述性統計分析 38
第二節 因素分析 46
第三節 信度分析 50
第四節 驗證性因素分析 52
第五節 效度分析 56
第六節 結構模型分析 59
第七節 消費者經驗分析 64
第八節 驗證樣本差異 75
第九節 結果討論與分析 76
第五章 結論與行銷意涵 82
第一節 研究結論 82
第二節 行銷管理意涵 89
第三節 研究限制 91
參考文獻 92
附錄一 正式問卷 99

[中文部分]
1.邱皓政 (2005) 結構方程模式，雙葉書局，臺北。
2.蘇祐毅、吳顯東 (2002) Mobile Internet產業年鑑，資策會市場中心，臺北。
[網站部分]
1.資策會創新應用服務研究所，http://www.find.org.tw/find/home.aspx
2.日本電氣通信事業者協會，http://www.tca.or.jp/index-e.html
3.工業技術研究院，http://newwww.itri.org.tw/
4.國際電信聯盟，http://www.itu.int/net/home/index.aspx
5.Strategy Analytics，http://www.strategyanalytics.net/
6.WMIS，http://www.wmis.net/
7.Computer Industry Almanac Inc.，http://www.c-i-a.com/
8.comScore，http://www.comscore.com/
[英文參考文獻]
1.Adams, D. A., Nelson, R. R. and Todd, P. A. (1992) “Perceived usefulness, ease of use and usage of information technology: a replication”, MIS Quarterly, Vol.16, No2, pp.227-247.
2.Anderson, J. C. and Gerbing, D. W. (1988) “ Structural equation modeling in practice: A review and recommended two-step approach”, Psychological Bulletin, , Vol.103 , No.3, pp.411-423.
3.Assael, H. (1998) “ Consumer behavior and marketing action”, South-Western press.
4.Agarwal, R. and Prasad, J.(1998) “A conceptual and operational definition of personal innovativeness in the domain of information technology”, Information Systems Research, Vol.9,No.2, pp.204–215.
5.Ahuja, M.K. and Thatcher, J.B. ( 2005 )“Moving beyond Intentions and toward the Theory of Trying: Effects of Work Environment and Gender on Post-Adoption Informa-tion Technology Use,” MIS Quarterly, Vol. 29, No. 3, pp.427-459.
6.Ajzen I. and Fishbein M. (1975) “Belief, attitude, intention and behavior: an introduction theory and research. Reading ”, Addison-Wesley.
7.Atkinson, M.A. and Kydd, C.(1997) “Individual characteristics associated with world wide web use: an empirical study of playfulness and motivation” ,The data base for ad-vances in information systems, Vol.28, No.2, pp.53-62.
8.Bagozzi, R. P. and Burnkrant, R. E. (1980) “Single component versus multicomponent models of attitude: some cautions and contingencies for their use”, Advances in consum-er research, Vol.7, pp.339– 344.
9.Bagozzi, R.P. and Yi, Y. (1988) “On the evaluation of structural equation models” , Academy of Marking Science, Vol. 16, pp.76-94.
10.Bentler, P. M. (1995) “EQS structural equations program manual”, Multivariate Software, Encino, CA .
11.Bentler, P.M. and Bonett, D.G. ( 1980) “Significance tests and goodness of fit in the analysis of covariance structures,” Psychological Bulletin, Vol. 88, pp.588-606.
12.Beyah, G., Xu, P., Woo, H., Mohan, K. and Straub, D.( 2003) “Development of an in-strument to study the use of recommendation systems”, Proceedings of AMCIS.
13.Bock ,G.W., Zmud Robert W., Kim Y. G. and Lee J.N. (2005) “Behavioral intention formation in knowledge sharing: examining the roles of extrinsic motivators, so-cial-psychological forces, and organizational climate”, MIS Quarterly, Vol. 29, No. 1, pp. 87-111.
14.Brown, S.A. and Venkatesh, V. (2005) “Model of adoption of technology in households: a baseline model test and extension incorporating household life cycle,” MIS Quarterly, Vol. 29, No. 3, pp.399-426.
15.Bruner II, G. C. and Kumar, A. (2005) “Explaining consumer acceptance of handheld Internet devices” Journal of Business Research, Vol.58, pp.553– 558.
16.Byrne, B.M (1989) “A primer of lisrel：basic applications and programming for confir-matory factor analytic models” ,Spring-Verlag , New York.
17.Cheong, J. H. and Park, M. C. (2005) “Mobile internet acceptance in Korea”,Internet Research ,Vol.15, pp.125-140.
18.Chin, W. W. and Todd, P. A. (1995) “On the use, usefulness and ease of use of structural equation modeling in mis research: a note of caution”, MIS Quarterly, Vol.19, No. 2, pp.237-247.
19.Davis, F.D. (1989) “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology”, MIS Quarterly, Vol.13, No.3, pp.319–340.
20.Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. (1989) “User acceptance of computer technology: a comparison of two theoretical models”,Management Science, Vol.5, pp.982–1003.
21.DeLone, H. and McLean, R. (1992) “Information system success: The quest for the de-pendent variable”, Information Systems Research, Vol.3, No.1, pp.60–95.
22.Engel, J. F., Blackwell, R. D. and Miniard, P.W. (1995) “ Consumer behavior”, The Dryden Press.
23.Etezadi, A. J. and Farhoomand, A. F. (1996) “A structural model of end user computing satisfaction and user performance”, Information and Management, Vol.30, No. 2, pp.65-73.
24.Fornell, C. and Larcker, D.F. (1981) “Evaluating structural equation models with unob-servable variables and measurement error” Journal of Marketing Research, Vol. 18, No.3, pp. 39-50.
25.Funk, J. L. (2007) “Solving the startup problem in western mobile internet markets”, elecommunications Policy, Vol.31 , pp.14–30.
26.Funk, J. L.(2005) “The future of the mobile phone internet: an analysis of technological trajectories and lead users in the japanese market”, Technology in Society, Vol.27, pp.69–83.
27.Gefen, D. (2000) “E-Commerce: The role of familiarity and trust” Omega , Vol.28, No.6, pp.725-748.
28.Gefen, D., Straub, D.W. and Boudreau, M.C. (2000) “Structural equation modeling and regression: guidelines for research practice” , Communications of the Association for In-formation Systems, Vol. 4, No.7, pp.1-70.
29.Ha, I., Yoon, Y. and Choi, M. (2007) “Determinants of adoption of mobile games under mobile broadband wireless access environment”, Information & Management, Vol.44, pp.276–286.
30.Hairs, J. F., Anderson, R. E., Tatham, R. L. and Black, W.C.(1998) “Multivariate data analysis”, Macmillan ,New York
31.Hartwick, J. and Barki. H. (1994) “Explaining the role of user participation in information system use”, Management Science, Vol.40, No.4, pp.440–65.
32.Hawkins, D. I., Roger. J.B. and Kenneth, A.C.(2001) “Consumer behavior: building marrketing strategy”, McGraw Hill, New York
33.Heijden, H. (2004) “User acceptance of hedonic information systems”, MIS Quarterly, Vol.23, No.4, pp.695–704.
34.Hoffman, D. L., Novak, T. P. and Peralta, M. (1999) “Building consumer trust online”, Comm. ACM., Vol.42, No.4, pp. 80-85.
35.Holak, S.L. and Lehmann, D.R. (1990) “ Purchase intentions and dimensions of innova-tion: an exploratory model”, Journal of Product Innovation Management, Vol.7, pp.59–73.
36.Hoyer, W. D. and MacInnis, D. J. (2004 )“Consumer behavior” , Houghton Mifflin, Boston.
37.Hsu, C. L., Lub, H. P. and Hsuc, H.H. (2007) “Adoption of the mobile Internet: An em-pirical study of multimedia message service (MMS) ” ,Omega, Vol. 35, pp.715 – 726.
38.Hu P. J., Chau P. Y .K., Sheng Liu O. R. and Tam K. Y. (1999) “Examining the tech-nology acceptance model using physician acceptance of telemedicine technology”, Jour-nal of Management Information Systems, Vol.16 ,pp.91-112.

39.Hu, L. and Bentler, P. M.(1999) “Cutoff criteria for fit indexes in covariance structural analysis: conventional criteria versus new alternatives” ,Structural Equation Model, Vol. 6, No. 1, pp.1-55.
40.Hung, S.Y., Ku C.Y. and Chang, C.M. (2003) “Critical factors of WAP services adop-tion: an empirical study”, Electronic Commerce Research and Applications, Vol.2, pp.42–60.
41.Jackson, L. A., Eye, A. V., Barbatsis, G., Biocca, F., Zhao ,Y., Fitzgerald. and H. E. (2003) “Internet attitudes and Internet use: some surprising findings from the HomeNet-Too project”, Int. J. Human-Computer Studies , Vol.59 , pp.355–382.
42.Joreskog, K. G. and Sorbom, D. (1992) “ New features in lisrel 8”, Sciecntific Software International, Chicago.
43.Kaiser, H.F. and Rice, J. (1974) “Little Jiffy Mark IV” ,Educational and Psychological Measurement, Vol.34, p.111-117.
44.Karahanna, E. ,Straub, D.W. and Chervany, N.L. (1999) “Information technology adop-tion across time: a cross-sectional comparison of pre-adoption and post-adoption be-liefs”,MIS Quarterly, Vol.23, No.2, pp.183–223.
45.Kerlinger, F. N. (1986) “Foundations of behavioral research” , Rinehart and Winston , New York.
46.Kim, H.W., Chan, H. C. and Gupta, S. (2007) “Value-based adoption of mobile inter-net:an empirical investigation”, Decision Support Systems, Vol.43 , pp.111 –126.
47.Kotler , P. and Keller, K. L.(2006) “Marketing management”, Pearson Education.
48.Kwon, H. S. and Chidambaram, L. (2000) “A test of the technology acceptance model the case of cellular telephone adoption”, Proceedings of the 33rd Hawaii International Conference on System Sciences, pp.1-10.
49.Lee, B.C.Y.(2007) “ Consumer attitude toward virtual stores and its correlates”, Journal of Retailing and Consumer Services , Vol.14, pp.182–191.
50.Lee, M. (1999) “A study on the determinants of service loyalty”,Korean Marketing Re-search, Vol.14, No.1, pp.21-45.
51.Lee, W.J., Kim, T.U. and Chung, J.Y. (2002) “User acceptance of the mobile internet, working paper, IT Management Research Center”, Graduate School of Business, Sung-kyunkwan university, Seoul.
52.Lewis, W., Agarwal, R. and Sambamurthy, V. (2003) “Sources of influence on beliefs about information technology use: an empirical study of knowledge workers”, MIS Quarterly , Vol.27 , pp. 657–679.
53.Liao, Z. and Cheung, M.T.(2001) “Internet – based e-shopping and consumer attitudes：an empirical study”, Information and Management,Vol.38, No.5, pp.299-306.
54.Liaw, S.S. (2002)“An internet survey for perceptions of computers and the world wide web：relationship, prediction, and difference” ,Computers in Human Behavior, Vol.18, pp.17-35.
55.Lin, C.C. and Lu, H.P. (2000) “ Towards an understanding of the behavioral intention to use a web site”, International Journal of Information Management , Vol.20 , pp.197-208.
56.López, M.F. J , Luna, P. and Martínez, F.J. (2005) “Online shopping, the standard learn-ing hierarchy, and consumers'' internet expertise An American-Spanish comparison”, In-ternet Research, Vol.15, No. 3, pp. 312-334.
57.Lu, J., Yu C.S., Liu C. and Yao J. E. (2003) “Technology acceptance model for wireless Internet”, Internet Research, Vol.13, No. 3, pp.206-222.
58.Mathieson, K. (1991) “Predicting user intentions: comparing the technology acceptance model with the theory of planned behavior”, Information Systems Research, Vol.2, No.3, pp.173-191.
59.McDonald, R. P. and Ho, M. R. (2002) “Principles and practice in reporting structural equation analysis”, Psychological Methods, Vol. 7, pp.64-82.
60.McKnight and Chervany (2001) “What trust means in e-commerce customer relation-ships: an interdisciplinary conceptual typology,” International Journal of Electronic Commerce, Vol. 6, No. 2, pp.35-59.
61.Moon, J. and Kim, Y. (2001) “Extending the TAM for a World-Wide-Web context”, In-formation & Management, Vol.38, No.4, pp.217–230.
62.Moore, G.C. and Benbasat, I. (1991) “Development of an instrument to measure the per-ceptions of adopting an information technology innovation”, Information System Re-search, Vol.2, No.3, pp.192–222.
63.Mulaik, S.A., James, L.R., Van Altine ,J., Bennett, N., Lind, S. and Stilwell, C.D.(1989) “Evaluation of goodness-of-fit indicies for structural equations models”, Psychological Bulletin, Vol.105, pp.430-445.
64.Novak ,T., Hoffman, D. and Yung, Y. (2000) “Measuring the customer experience in on-line environment: a structural modeling approach”, Marketing Science, Vol. 9, No.1 , pp.22–44.
65.Nunnally, J. (1978) “Psychometric Methods”, McGraw-Hill, New York.
66.Nysveen, H. , Pedersen, P. E. and Thorbjørnsen, H. (2005) “Explaining intention to use mobile chat services: moderating effects of gender”, The Journal of Consumer Marketing, Vol.22, pp. 247-256.
67.Nysveen, H., Pedersen, H., Thorbjornsen, H. and Berthon, P. (2005) “Mobilizing the brand”, Journal of Service Research, Vol.7, pp. 257–276.
68.Porter, C. E. and Donthu, N. (2006) “Using the technology acceptance model to explain how attitudes determine internet usage: the role of perceived access barriers and demo-graphics”, Journal of Business Research, Vol.59, pp.999-1007.
69.Rice, R.E. and Katz, J.E. (2003) “ Comparing internet and mobile phone usage: digital divides of usage, adoption, and dropouts”, Telecommunications Policy , Vol.27 , pp. 597- 623.
70.Rogers, E.M.(1983) “Diffusion of innovations”, New York: Free Press.
71.Ryan, M.J.(1982), “Behavioral Intention Formation：The interdependency of attitudinal and social influence variable”, Journal of Consumer Research, Vol. 9 , pp.263-278.
72.Shimp, T.A. and Kavas, A. (1984), “The theory of reasoned action applied to coupon usage”, Journal of Consumer Research, Vol.11, pp.795–809.
73.Shin, D. H.(2007) “User acceptance of mobile Internet: Implication for convergence technologies”, Interacting with Computers, Vol.19, pp.472–483.
74.Shumacker and Lomax (1996) “A beginner’s guide to structural equation modeling”, Mahwah, Lawrence Erlbaum Associates , New Jersey.
75.Sun, H. and Zhang, P. (2006) “The role of moderating factors in user technology accep-tance”, International Journal of Human-Computer Studies, Vol.64, pp.53–78.
76.Taylor, S. and Todd, P. (1995) “Assessing IT usage: the role of prior experience”, MIS Quarterly, Vol.19, No.4, pp.561–570.
77.Teo, S.H. and Pok, S. H. (2003)“Adoption of WAP-enabled mobile phones among Inter-net users”, Omega-International Journal Of Management Science, Vol.31, pp.483–498.
78.Thompson, R ., Higgins, C. and Howell, J. (1994) “Influence of experience on personal computer utiliation: testing a conceptual model”, Journal of MIS , Vol.11, No.1, pp.167–188.
79.Triandis, H.C. (1971) “ Attitude and attitude change”, Wiley, New York.
80.Tsai, C. C. and Lin C. C. (2004) “Taiwanese adolescents’ perceptions and attitudes re-garding the internet: exploring gender differences”, Adolescence, Vol.39, pp.725-734.
81.Tsai, C. C. and Lin, S. S. J. (2001) “Analysis of attitudes toward computer network and internet addiction of Taiwanese adolescent”, CyberPsychology & Behavior, Vol.4, pp.373-376.
82.Tsai, C.C., Lin S. S.J. and Tsai, M. J. (2001) “Developing an internet attitude scale for high school students”, Computers & Education , Vol.37, pp.41–51.
83.Tsang, M. M., Ho, S. C. and Liang, T. P. (2004)“Consumer attitudes toward mobile ad-vertising: an empirical study”, International Journal of Electronic Commerce,Vol.8, pp.65-78.
84.Turban, E., Lee, J., King,D. and Chung, H.M.(2000)“Electronic commerce：a managerial perspective”, Prentice Hall, Englewood Cliffs, NJ
85.UCLA Internet Project Reports (2001) Surveying the digital future. UCLA Center for Communication Policy, University ofCalif ornia, Los Angeles, CA. www.ccp.ucla.edu
86.Venkatesh, V. and Davis, F. D. (2000) “A theoretical extension of the technology accep-tance modes：Four longitudinal field studies” Management Science, Vol.46, No.2, pp.186-204.
87.Wagner, P. D. and Wagner, T. A. (1997) “The World Wide Web in the classroom: access without adult material”, The Technology Teacher, Vol.56, No.5, pp. 22-25.
88.Xie, W., Sun, H., Cao, Y. and Trivedi, K.S.(2003) “Modeling of user perceived webserv-er availability”, Proceedings of the IEEE International Conference on Communications, pp. 21–29.
89.Yu, J.E., Ha, I.S., Choi, M.K. and Rho, J.J. (2005) “Extending the TAM for t-commerce”, Information & Management, Vol.42, No.7, pp. 965–977.
90.Zeithaml, V.A.(1988) “Consumer perceptions of price, quality and value：a means-end model and synthesis of evidence”,Journal of Marketing, Vol.52, pp.2-22.