臺灣博碩士論文加值系統

近年來使用網路購物的人數逐漸增加，也因為智慧型載具的普遍性，造成行動商務APP的下載率與使用率亦跟著提升。本研究要探討影響消費者使用行動商務APP進行網路購物的因素，採用科技接受模式(Technology Acceptance Model, TAM)的四個構面，包含認知有用性、認知易用性、使用者態度與行為意圖，加上知覺風險與從眾行為共六個構面為問卷主軸進行敘述性統計分析、單一樣本T檢定、因素分析、信度分析、皮爾森積差相關分析、單因子變異數分析與迴歸分析。

研究結果顯示，消費者在使用行動商務APP進行網路購物時，(一)認知易用性對認知有用性對消費者而言是有顯著的正向影響。(二)認知有用性對消費者的使用態度有顯著的正向影響。(三)認知易用性對消費者的使用態度有顯著的正向影響。(四)消費者的使用態度對行為意圖有顯著的正向影響。(五)認知有用性對消費者的行為意圖有顯著的正向影響。(六)知覺風險對消費者的行為意圖並不會有顯著的影響。(七)從眾行為對消費者的行為意圖有顯著的正向影響。

In recent years, the number of online shoppers has gradually increased, and the download rate and usage rate of mobile business apps have also increased. This study investigates six aspects, namely the four aspects of cognitive usefulness, cognitive usability, user attitude, and behavioral intention in the Technology Acceptance Model (TAM), plus both aspects of perceived risk and followers’ behavior to facilitate the use of descriptive statistical analysis, independent-samples T Test, factor analysis, reliability analysis, Pearson product moment correlation analysis, one-way ANOVA and regression analysis in exploring the factors that influence consumers' adoption of mobile business apps for online shopping.

The results of the study show the following characteristics when consumers use mobile business apps for online shopping: (1) the perceived ease of use has a positive impact on the perceived usefulness from consumers; (2) the perceived usefulness has a positive impact on the attitude toward usage apps from consumers; (3) the perceived ease of use has a positive impact on the attitude toward usage from consumers; (4) the attitude toward usage has a positive impact on the behavioral intentions of usage from consumers; (5) the perceived usefulness has a positive impact on the behavioral intentions of usage from consumers; (6) the perceived risk does not have an impact on the behavioral intentions of usage from consumers; (7) the followers’ behavior has a positive impact on the behavioral intentions of usage from consumer.

摘要 i
ABSTRACT ii
誌謝 iii
圖目錄 v
表目錄 vi
一、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 論文架構 6
二、文獻探討 7
2.1 行動商務 7
2.2 科技接受模式(Technology Acceptance Model, TAM) 9
2.3 從眾行為 10
2.4知覺風險 11
第三章 研究方法 13
3.1 研究架構 13
3.2 研究假設 13
3.3 操作型定義 14
3.4 問卷設計 15
3.5 抽樣方法 19
3.6 SPSS統計方法分析 19
四、分析與結果 21
4.1 問卷回收率 21
4.2 人口統計變項之描述性統計分析 21
4.3 單一樣本T檢定 32
4.4 因素分析 35
4.5 信度分析 38
4.6 皮爾森積差相關分析 38
4.7 單因子變異數分析 39
4.8 迴歸分析 40
4.9 研究假設顯著效果整理 41
第五章、研究結論與討論 42
5.1 結論 42
5.2 討論 43
參考文獻 44
中文文獻: 44
英文文獻: 45
附錄一、問卷設計 47

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