臺灣博碩士論文加值系統

摘要

行動裝置的普及造就行動商務的發達，資策會的研究顯示台灣十二歲以上的民眾，約有63.72%都擁有一台以上智慧型手機。根據2014年Yahoo!奇摩提出的未來行銷策略(YAHOO!奇摩電子商務事業群組經理王志仁,2014)以及2012年企業對未來行銷技術與功能的看好程度排行(資策會,2012)，本研究認為，在物聯網應用徹底普及之前的過渡期間，會有一批與物聯網緊密相關的先驅應用，倘若研究出先驅應用可行的普及方法與影響因素，就可以大幅度推進新科技的普遍應用。而跟物聯網最緊密相關的正是定位應用(物對物、物對人)，由於行動商務的應用市場已足夠普及而且穩定，故本研究將研究主題縮小至其與LBS定位之結合的移動定位服務導向行動商務，而不是總括所有行動商務的應用。

本研究透過網路問卷搭配情境影片來分析量化數據，探討影響使用者再次使用移動定位服務導向行動商務的主要因素與限制，並探討可改進的方案。問卷總計回收354份有效問卷，分析結果後發現感知風險(Perceived Risk)並不會影響消費者再使用的意圖，而滿意度則是最大的影響因素。在所有因素中，感知享樂性和個人化設計正是主要影響滿意度因子。本研究最關鍵的變數是滿意度和再購買意圖，它們的適配度R^2值依序是0.551和0.345，表示都具有良好的解釋力。

Abstract

It made mobile commerce steadily and ubiquitously develop that mobile devices have been popular for many years. In that case, the location-based service also has the potential to become new type commerce. So, our research model uses Unified Theory of Acceptance and Use of Technology (UTAUT) and user satisfaction to choose the constructs for it.

The result indicated that repurchase intention is strongly affected by the satisfaction and satisfaction is strongly affected by both perceived enjoyment and personalized system design. This implies that LBS-based mobile commerce needs to concern both perspectives of the entertainment perception and the customized perception of user interface design.


Keyword: Location-based service, Perceived usefulness, Perceived enjoyment, Perceived Risk, PIIT, Personalized design, Location Dependency, Satisfaction, Repurchase intention

目錄
第一章 緒論.........................................................1
第一節 研究動機................................................1
第二節 研究目的與問題..........................................7
第三節 研究流程與論文結構......................................8
第四節 對學術或社會的貢獻......................................9
第二章 文獻探討....................................................10
第一節 移動定位服務導向行動商務(LBS-based m-commerce) .........10
一、 移動定位服務與行動商務分析..........................10
二、 本研究所言之移動定位服務導向行動商務定義............16
三、 移動定位服務導向行動商務應用之情境..................17
第二節 研究理論...............................................19
一、 整合科技接受模型(UTAUT)............................20
二、 滿意度與再購買意圖..................................23
三、 消費者行為學觀點的消費者動機理論....................28
第三節 個人對資訊創新接受度...................................32
第三章 研究方法....................................................36
第一節 研究假說之推導與建立...................................38
第二節 研究變數之操作型定義...................................45
第三節 研究設計...............................................46
第四章 資料分析方法................................................51
第一節 敘述性統計分析.........................................51
第二節 信度、效度分析..........................................52
第三節 偏最小平方法分析.......................................53
第四節 路徑係數檢定...........................................54
第五節 模型預測力估計.........................................54
第五章 研究結果與分析..............................................55
第一節 敘述統計分析...........................................55
第二節 測量模式分析...........................................62
第三節 基本假設檢定...........................................75
第四節 假說檢定結果...........................................79
第六章 結論與建議..................................................81
第一節 研究結論...............................................81
第二節 研究貢獻.............................................. 83
第三節 研究限制...............................................84
第四節 未來研究方向...........................................84
參考文獻...........................................................85
附錄：研究問卷.....................................................92

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