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研究生:賴昇鴻
研究生(外文):Sheng-hong Lai
論文名稱:探討行動適地性服務之干擾效果對使用者接受度之影響
論文名稱(外文):Investegating the Moderating Effects of Mobile Location-Based Services on Users'' Acceptance
指導教授:湯宗泰湯宗泰引用關係
指導教授(外文):Jeung-tai Tang
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:資訊管理系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:97
中文關鍵詞:科技接受模式適地性服務行動商務干擾效果
外文關鍵詞:Mobile CommerceTechnology Acceptance ModelModerating EffectLocation-Based Services
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隨著資訊科技日新月異,行動通訊技術已經從1G發展至4G,全球定位系統(GPS)亦逐漸普及化,這代表適地性服務足以產品化的時機已成熟,使得各家業者競相投入適地性服務的開發工作,將適地性服務列為M世代之發展重點。
為了瞭解使用者對於適地性服務之接受情形,本研究分別於台灣北、中、南商圈實地發放問卷,共計回收316份有效問卷,以結構化方程模式(SEM)進行實證研究,並將科技接受度模式(Techynology Acceptance Model)予以修正,使其符合適地性服務之主題再進行假設檢定以及干擾效果分析。根據研究結果顯示(1)影響使用者接受適地性服務之顯著因素可歸納為績效期望(Performance Expectancy)、付出期望(Effort Expectancy)、社會影響(Social Influence)、促成條件(Facilitating Conditions)以及隱私顧慮(Privacy Concern)等五項構面;另外,再進一步將樣本依不同的年齡(Age)、性別(Gender)、職業(Occupation)、教育程度(Education)、經驗(Experience)和個人創新特質(Personal Innovativeness)等六項因素分類,進行干擾效果分析,更可以發現(2)不同使用者受外部因素影響的程度具有顯著性的不同,顯然此六種干擾因素分別可以成功地將大眾市場予以切割,幫助業者利用有限資源,達到精準行銷的目的。
Along with the evolution of mobile communication from 1G to 4G and the popularization of GPS, industries believe that it is time to get involved with research and development of LBS and start marketing Location-Based Services (LBS) in the M-generation.
Based on the purpose of understanding the users’ acceptance of LBS, this study has conducted the questionnaire investigation in the northern, middle and southern commerce districts in Taiwan. Consequently, 316 valid questionnaires were returned and were analyzed by the method of structure equation modeling (SEM). Hypotheses and moderating effects were tested according to the proposed model refined in accordance with LBS theme. As a result, the findings revealed that (1) Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, and Privacy Concern are verfied as significant constructs to users’ acceptance of LBS. To take a step further, samples were grouped by diverse Ages, Gender, Occupation, Educations, Experience, and Personal Innovativeness. The analysis of moderating effects turns out that (2) exogenous factors have significant and distinguish influences on individual groups. The implications of the findings help industries segmentalize population for optimizing resources utilization and achieving the business goal.
摘 要 i
Abstract ii
誌 謝 iii
目 錄 iv
表目錄 vi
圖目錄 vii
一、 緒論 1
1-1 研究背景 1
1-2 研究動機 4
1-3 研究目的 8
1-4 研究對象與範圍 8
1-5 研究步驟 9
1-6 論文架構 12
二、 文獻探討 14
2-1 適地性服務 14
2-2 隱私權 15
2-2-1 隱私權的定義 15
2-2-2 資訊網路與隱私權 16
2-2-3 適地性服務與隱私權 16
2-2-4 使用者之隱私顧慮 17
2-3 科技接受之理論基礎 18
2-3-1 理性行為理論 20
2-3-2 計畫行為理論 21
2-3-3 動機理論 21
2-3-4 科技接受模型 22
2-3-5 TAM&TPB之整合模型 23
2-3-6 電腦使用模型 24
2-3-7 創新擴散理論 26
2-3-8 社會認知理論 27
2-3-9 UTAUT 28
2-4 干擾變數彙整 30
2-4-1 年齡 36
2-4-2 性別 36
2-4-3 職業 37
2-4-4 教育程度 37
2-4-5 經驗 37
2-4-6 個人創新特質 38
三、 研究方法 39
3-1 研究架構 39
3-2 研究假說 40
3-3 操作性定義與問卷設計 43
3-3-1 自變數 44
3-3-2 應變數 46
3-3-3 干擾變數 47
3-4 樣本抽樣方法 47
3-5 資料分析 49
3-5-1 資料分析步驟 49
3-5-2 統計分析方法 51
四、 研究結果 52
4-1 樣本基本資料描述 52
4-1-1 受訪者基本資料 52
4-2 衡量模式之評估 54
4-2-1 模型之基本適配度分析 54
4-2-2 信度分析 55
4-2-3 效度分析 58
4-3 結構模型的評估 59
4-3-1 整體模式適配度評估 59
4-3-2 路徑分析 61
4-3-3 干擾變數的影響 63
五、 結論與建議 74
5-1 結構模型解析 74
5-2 干擾因素解析與管理意涵 75
5-3 後續研究建議 78
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