臺灣博碩士論文加值系統

當今行動裝置愈來愈普及，人們在接收和處理資訊、消費、娛樂以及種種生活便利服務的需求不減反增，衍生出的行動加值性服務也愈來愈多元，造就了行動商務的蓬勃發展。由於台灣行動電話持有率與全民上網普及率均在全球市場上名列前矛，然而消費者對行動商務的接受度普遍仍不高，因此本研究目的在找出影響台灣地區使用者採用行動商務的因素，並探索這些因素之間如何相互影響，最後如何影響使用者的採用意願。
本研究將以Sally& Indrit所提出的概念性整合性行動商務採用模型為基礎，加以修正後利用結構方程式進行假說驗證，並以不同類型的行動商務服務如功利型與享樂型作為調節變數，探討使用者在使用不同類型的服務時，影響其採用該服務的因素會對其採用態度有何種程度的影響，試圖解釋台灣地區使用者的採用行動商務之行為。
本研究結果發現：
(1)使用者愈認為該行動商務的服務是有用的、有娛樂性的、使用過程是安全的和能維護隱私的，以及價格愈合理，使用者採用該行動商務服務的態度即愈正向。
(2)價格因素除了直接影響採用態度之外，還會對採用意願有直接影響。
(3)當使用者覺得該服務容易使用時，同時也較會認為該服務是有用的。
(4)當使用者認為該行動商務之服務為有用時，同時則認為該服務的娛樂性是較低的。
(5)使用者先前的使用知識與經驗及其所能掌控該服務的能力愈高，會增加其認知易用性，進而透過認知有用性的提升，其採用態度愈正向。
(6)使用者認為該服務有用與否及是否具有娛樂性，易受同儕或廠商的行銷活動影響，進而影響其採用態度，外部影響力與廠商的行銷活動對採用態度有間接的影響。
(7)使用者在使用功利型服務時，相較於使用享樂型的服務時，其對服務的認知有用性這項因素對其採用該服務的態度會有較大的影響。
(8)使用者所認知的易用性這項因素在使用者採用享樂型服務時更顯重要。

With the higher availability of mobile devices, people’s needs in receiving information, consuming, pursuing entertainment, and other convenient services in life have augmented, resulting in the increase the variety of mobile services and attributing to the prosperity of mobile commerce. Both the possession rate of mobile phones and the penetration rate of the access to the Internet in Taiwan occupied the leading positions in global market, yet the consumers’ acceptance for mobile commerce is comparatively low. Thus, the purpose of the research is to discover possible factors that influence users’ adoption of mobile commerce in Taiwan, and to explore how these factors affect one another and further make impact on the users’ intention to use.
This research, based on the conceptual framework for the acceptance of mobile commerce proposed by Sally & Indrit (2007), underwent the revision of the model and validated the hypotheses, including using different kinds of mobile services such as utilitarian and hedonic types as moderators to explore how these factors can influence the users’ attitude toward use differently when adopting different types of mobile services. The research intends to explicate the users’ adoption behavior of mobile commerce in Taiwan.
The research induces the following findings:
(1)The higher degree the users perceive that the mobile services are useful, joyful, secure, and that the price of the services is reasonable, the more positive the users’ attitude toward adoption for mobile services is.
(2)The factor of price not merely influences the users’ attitude toward use, but also influences their intention to use.
(3)When the users find the mobile services easy to use, they tend to feel that the services are useful.
(4)When the users find the mobile services very useful, they tend to perceive less enjoyment of the services.
(5)When the users possess more prior knowledge, experience, and behavior control for the mobile services, they tend to perceive higher degree of ease of use, which results in higher perceived usefulness, and their attitude toward use for mobile services will be more positive.
(6)Peer influence and promotion from the enterprises can easily affect the users’ perception of usefulness and enjoyment for mobile services, which further influences their attitude toward use. External influence and promotion from the enterprises will make indirect impact on users’ attitude toward use.
(7)The users’ perceived enjoyment makes greater influence to their attitude toward use when using utilitarian services than hedonic services.
(8)The users’ perceived ease of use makes greater influence to their attitude toward use when using hedonic services than utilitarian services.

第壹章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究問題與研究目的 3
第三節 研究範圍 3
第四節 研究流程 4
第貳章 文獻探討 6
第一節 行動商務定義 6
第二節 行動商務市場概況 7
一、全球市場 7
二、中國市場 8
三、台灣市場 8
第三節 行動商務的服務分類 12
第四節 科技接受行為理論回顧 13
一、理性行為理論(Theory of Reasoned Action, TRA) 13
二、計畫行為理論(Theory of Planned Behavior，TPB) 14
三、科技接受模型(Technology Acceptance Model, TAM) 15
四、動機理論(Motivational Theory) 16
五、創新擴散理論(Innovation Diffusion Theory) 18
六、科技準備度(Technology Readiness, TR)理論 21
七、行動商務採用模型(An Adoption Model for Mobile Services) 23
八、行動商務類型對創新採用之影響 25
第叁章 研究方法 26
第一節 研究架構 26
第二節 研究假設 27
一、直接與間接影響 27
二、跨服務的比較 32
第三節 研究變數的定義與衡量 34
一、使用者特質 35
二、認知易用性 37
三、認知有用性 37
四、認知娛樂性 37
五、社會影響 38
六、促進條件 38
七、對行動商務的採用態度 39
八、行動商務的使用意願 39
九、價格 40
十、其他個人資料 40
第四節 問卷發展 41
第五節 資料蒐集方法 43
一、母體界定 43
二、抽樣方法與抽樣對象 43
三、抽樣樣本數 44
四、資料蒐集 45
第六節 資料分析方法 47
一、信度與效度分析 47
二、驗證性因素分析 48
三、結構方程式(SEM) 48
四、調節變數分析 50
第肆章 資料分析 51
第一節 樣本結構分析 51
第二節 使用頻率與人口統計變數之關連 58
一、 「性別」與「使用頻率」 58
二、 「年齡」與「使用頻率」 58
三、 「教育程度」與「使用頻率」 60
四、 「職業」與「使用頻率」 60
五、 「所得」與「使用頻率」 62
第三節 信度與效度分析 63
一、信度分析 63
二、效度分析 64
第四節 驗證性因素分析 64
一、CFA配適度分析 66
二、收斂效度與區辨效度分析 66
第五節 結構方程式(SEM)模式分析 70
一、SEM適配度分析 72
二、模型的比較 73
三、研究模式各變數間因果關係 74
第六節 科技特性在不同類型的服務中對態度的影響 84
第伍章 結論與建議 86
第一節 研究結論 86
一、行動商務之採用因素與採用態度及使用意願間的直接關連性 86
二、行動商務採用因素之間的相互關聯性 87
三、行動商務之採用因素與採用態度間的間接關連性 88
四、科技採用因素在不同類型的行動商務服務會對採用態度產生不同的影響程度 89
第二節 實務意涵 90
第三節 研究貢獻 91
第四節 研究限制與未來研究建議 92
參考文獻 93
附錄 97

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