臺灣博碩士論文加值系統

近年來由於資訊科技的進步，手機功能愈趨多元，適地性服務（Location-Based Services, LBS）為行動行銷中的創新服務。適地性服務結合了地理定位功能，提供給消費者各種與當下所在地方的相關訊息，而至今市面上已出現許多適地性服務的相關應用。台灣適地性服務市場目前仍處於成長階段，因此必須要去了解消費者對適地性服務的接受程度，了解消費市場。
本研究引用整合性科技接受模式作為主要理論架構，探討消費者的績效期望、付出期望、社會影響是否會影響消費者的行為意圖；接著再探討消費者的行為意圖是否會影響實際的使用行為。本研究另外再加上知覺玩性、信任與行動互動性來探討影響消費者行為意圖的前置因素。
本研究台灣地區大學院校學生為研究對象，最後回收有效問卷共計662份。並將問卷資料進行敘述性統計分析、信效度分析、相關分析、多元迴歸分析及結構方程模式(SEM)進行統計分析，來驗證研究假設。
結果顯示，適地性服務特性中的績效期望、付出期望、社會影響、知覺玩性、信任、無所不在的通訊連結、符合當前情境的資訊提供皆顯著正向影響消費者的行為意圖；而適地性服務之促成條件、消費者行為意圖與使用行為間也有顯著的正向關係。本研究所提出之適地性服務特色均正向影響消費者之行為意圖及其使用行為，顯現台灣消費者對適地性服務的接受程度偏高。另外本研究最後根據分析結果提出研究貢獻與實務意涵，研究限制並給予未來研究建議。

In recent years, because of the advances in information technology, mobile phones have much more different functions. Location-based services combines geography positioning, provides consumers immediate information. Location-based services in Taiwan market is still in the growth stage, so we must to understand what will influence the consumer acceptance of location-based services.
Based on unified theory of acceptance and use of technology (UTAUT) and the factors of perceived playfulness, trust and mobile interaction, this study examined the influences of different information attributes on consumers’ behavior intention and actual behavior of LBS.
The study used a questionnaires-based survey instrument, and the main investigation samples are university students in Taiwan. 662 valid samples were collected. The research hypotheses were examined by several statistical techniques, including descriptive statistical analysis, Pearson correlation analysis, multiple regression analysis and SEM analysis.
The empirical result showed that customers’ behavior intention were positively affected by several attributes, including performance expectancy, effort expectancy, social influence, perceived playfulness, trust and mobile interaction. This study also found that customers’ actual behavior strongly influenced by facilitating conditions and consumer’s behavior intention. Finally, according to the empirical results, we proposed several research contributions, practical implications, research limitations, and suggestions for future research.

第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究問題 2
第三節 研究流程 3
第二章 文獻探討 5
第一節 適地性服務 5
第二節 整合性科技接受模式 11
第三節 知覺玩性 21
第四節 信任 22
第五節 行動互動性 24
第六節 行為意圖 26
第三章 研究方法 28
第一節 研究架構與假說 28
第二節 研究設計 30
第三節 研究對象與問卷發放 39
第四節 資料分析方法 39
第四章 資料分析 42
第一節 敘述性統計分析 42
第二節 抽樣誤差檢定 46
第三節 信度分析 48
第四節 效度分析 50
第五節 Pearson相關分析 60
第六節 研究假說驗證 62
第五章 結論與建議 72
第一節 研究結論 72
第二節 理論意涵與實務意涵 76
第三節 研究限制及未來發展建議 79
中文文獻 81
英文文獻 82
附錄一 問卷設計 88

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