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研究生:李昇安
研究生(外文):Li,ShengAn
論文名稱:影響使用者持續使用行動加值服務意圖之研究
論文名稱(外文):A Study of the Influencing Factors on Intention to Using Mobile Value-added Services
指導教授:廖則竣廖則竣引用關係
口試委員:廖則竣陶蓓麗汪志堅翁頌舜
口試日期:2012-07-17
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理學系暨研究所
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:2012
畢業學年度:100
語文別:中文
論文頁數:91
中文關鍵詞:行動加值服務功利主義享樂主義
外文關鍵詞:Mobile Value-added ServicesUtilitarianHedonic
相關次數:
  • 被引用被引用:1
  • 點閱點閱:422
  • 評分評分:
  • 下載下載:29
  • 收藏至我的研究室書目清單書目收藏:2
通訊技術的成熟,通訊基礎設施覆蓋面積的擴大,加上手機的高普及率,導致了行動服務的發展,因此瞭解哪些因素會促進使用者願意使用行動加值服務是業者的首要任務。本研究目的在於探討行動加值服務的持續使用意圖,以功利主義與享樂主義、個人創新性與知覺可靠性等四個構面來探討。

本研究採用網路問卷調查,研究對象為擁有使用行動加值服務經驗的使用者,共回收304份有效問卷,使用smartPLS2.0結構方程模式來驗證模式內各個變數間的因果關係。研究結果發現功利性因素對於態度的影響較享樂性因素強。此外,功利性因素方面的時間便利性、服務相容性與情境式提供會正向影響使用態度,知覺成本會負向影響使用態度,而認知努力並不會影響使用態度,其中又以服務相容性影響最顯著。在享樂性因素方面,樂趣與展現性均呈現正向影響使用態度,其中以樂趣影響較顯著。使用者個人創新性與環境面的知覺可靠性會正向影響使用態度與持續使用意圖,期望本研究的結果研究結果可作為在學術與實務方面的參考與建議。

With the expansion of communication infrastructures coverage and high utility rate of mobile phones promote the development of mobile value-added services. Therefore, understanding the consumer’s demand for mobile value-added services is the important mission that telegraph companies have to do. In this study, a research is conducted on individuals intention to continue using mobile value-added services. The model specifies contextual variables such as utilitarian, hedonic, personal innovativeness and perceived credibility.

We use online survey questionnaire on this research. Through an online survey of 304 respondents, by means of structural equation modeling with smartPLS2.0. The result of this research shows that utilitarian influence is more stronger than hedonic influence. Time convenience, service compatibility, and contextual offer have positive impact on using attitudes and service compatibility is the most significant. However, perceived costs have negative impact on using attitudes and cognitive effort did not significantly influence using attitudes. Enjoyment and expression have positive impact on using attitudes and enjoyment is the most significant. Perceived credibility and personal innovativeness both have positive impact on using attitudes and continued using intentions. The result will be useful to both the academic and business in their advocacy of the conducts of mobile value-added services.

目錄 I
圖目錄 II
表目錄 III
第一章 緒論 III
第一節 研究背景及動機 1
第二節 研究目的與問題 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 行動商務 6
第二節 功利主義與享樂主義 10
第三節 行動服務相關研究 17
第四節 影響行動服務之因素 21
第三章 研究方法 32
第一節 研究模式 32
第二節 研究假說推導與建立 34
第三節 研究變數定義與衡量 39
第四節 調查對象與方式 42
第五節 問卷發展 42
第六節 資料分析方法與工具 46
第四章 資料分析 48
第一節 樣本結構分析 48
第二節 信度與效度分析 51
第三節 研究假說撿定 56
第五章 結論與建議 59
第一節 研究結論 59
第二節 研究貢獻 64
第三節 研究限制 67
第四節 未來研究方向 68
參考文獻 70
附錄一 研究問卷 79

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