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研究生:張維茹
研究生(外文):Chang, Wei-Ju
論文名稱:消費者對行動商務服務創新行為意圖之研究
論文名稱(外文):A Study On The Consumer’s Behavioral Intention Of Innovative Mobile Commerce Service
指導教授:何雍慶何雍慶引用關係
指導教授(外文):Ho, Yung-Ching
口試委員:賴其勛張永富何雍慶
口試委員(外文):Lai, Chi-ShiunChang, Yong-FuHo, Yung-Ching
口試日期:2012-07-05
學位類別:碩士
校院名稱:國立中正大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:84
中文關鍵詞:行動商務服務創新科技接受模式
外文關鍵詞:Mobile CommerceService InnovationTechnology Acceptance Model
相關次數:
  • 被引用被引用:4
  • 點閱點閱:959
  • 評分評分:
  • 下載下載:71
  • 收藏至我的研究室書目清單書目收藏:6
行動網路的愈趨成熟,加上智慧型手機在市場上的熱銷,帶動行動商務應用服務市場的快速成長,除了促成消費者行為的改變,也深深影響著消費者的生活模式。本研究從使用者角度出發,探討消費者對行動商務服務創新的行為意圖,以科技接受模型為理論基礎,並加入新服務概念、網站品質、顧客賦權等三項衡量服務創新的外生變數以建立本研究架構。

本研究共回收376份有效問卷,以SPSS作為統計工具,使用複迴歸分析探討服務創新與行為意圖間之關係;再以階層迴歸分析探討知覺易用性、知覺有用性與使用者態度是否扮演中介角色。研究結果發現,除新服務概念未對知覺有用和易用性產生影響外,行動商務服務創新對消費者行為意圖皆有正向的影響。

With the maturation of mobile Internet and hot sales of smart phone, we are facing the changes of consumer’s behavior and lifestyle. These factors bring the rapid growing of the mobile commerce market.This study takes the technology acceptance model (TAM) as basis and stands on the consumer’s side to construct a structure to understand the consumers' behavioral intention about adopt the mobile commerceservice.

The sample of research includes 376 users of mobile commerce service. We used SPSS to examine hypotheses.This study used multi-regression to investigate the impact among service innovation andbehavioral intention.Hierarchical regression was used to investigate perceived ease of use, perceived usefulness and attitude toward useas the mediating role to test the proposedmodel. The results indicate that external variables-customer empowerment and website qualitywill have positive effect on behavioral intention through perceived easeof use, perceived usefulness and user attitude except new service concept.

誌謝 I
中文摘要 Ⅱ
英文摘要 Ⅲ
目錄 IV
表目錄 VI
圖目錄 VIII
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 2
第三節研究流程 3
第二章文獻探討 4
第一節行動商務 4
第二節服務創新 10
第三節科技接受模式 18
第四節各研究構面之關係 22
第三章研究方法 26
第一節研究架構 26
第二節研究假設 27
第三節變數操作性定義 29
第四節變數衡量問項 30
第五節資料蒐集方式 34
第六節資料分析方法 34
第四章實證結果分析 37
第一節研究樣本基本資料分析 37
第二節信度與效度分析 39
第三節複迴歸分析 42
第四節中介效果分析 48
第五節研究假設驗證結果 54
第五章結論與建議 55
第一節研究結論 55
第二節研究貢獻與管理意涵 60
第三節研究限制與未來研究建議 62
參考文獻 64
附錄一 72

一、中文部分
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18.湯玲郎,蔡瑋真,王盈超,2009。物流服務業導入服務創新對營運績效之影響,管理評論,第二十八卷,第二期,25-50。
19.湯宗泰,劉文良,湯宗益,2006。行動商務創新採用與企業經營績效之相關研究,電子商務學報,第八卷第一期,1 -24。
20.曾秀芬,2009。採用行動定位服務的關鍵因素:信任及使用動機,國立臺灣大學管理學院商學研究所博士論文。
21.張碩毅,洪育忠,洪為璽,張益誠,彭添誠,2009。以系統生命週期與鑽石模式探討影響企業採用行動商務關鍵成功因素之研究,資訊管理學報,第十六卷,第三期,85 -110。
22.董彥欣,2010。探討Facebook粉絲專頁使用意圖及其對品牌形象、購買意願之影響:以KKBOX為例,國立中正大學電訊傳播研究所碩士論文。
23.楊台寧,張書豪,蕭煥龍,2011。影響納稅義務人網路報稅行為意圖之研究,顧客滿意學刊,第七卷,第二期,161-188。
24.楊敦質,2008。以科技接受模型分析數位有線電視之使用者採用行為,國立中山大學傳播管理研究所碩士論文。
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26.蔡明田,莊立民,陳建成,趙新銘,2010。服務創新、規範性評估、服務品質與顧客滿意度關係之研究-以台灣小客車租賃業爲例,品質學報,第 十七卷,第三期,207-227。
27.蔡錦富,2008。台灣壽險業服務品質、顧客價值對顧客滿意度影響之研究-服務創新調和作用之驗證,國立成功大學高階管理碩士在職專班碩士論文。
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三、網站資料
1.資訊工業策進會,2010。智慧型手機使用者常用的行動商務應用服務取自http://www.find.org.tw/find/home.aspx?page=many&id=287。
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London, from http://www.durlacher.com/O’keefe, G.J., & Sulanowski, B.K.

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