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研究生:李逸婕
研究生(外文):Yi-Chieh Li
論文名稱:影響消費者採用智慧型手機應用軟體商店行為因素之研究
論文名稱(外文):Understanding the factors influencing consumers’ behavior on adopting application store
指導教授:蕭文龍蕭文龍引用關係
指導教授(外文):作者未提供
學位類別:碩士
校院名稱:銘傳大學
系所名稱:資訊管理學系碩士班
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:2013
畢業學年度:101
語文別:中文
論文頁數:112
中文關鍵詞:方便性整合性科技接受模式應用軟體商店行動商務
外文關鍵詞:convenienceapplication storeUnified Theory of Acceptance and Use of Technolomobile commerce
相關次數:
  • 被引用被引用:4
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本研究的目的為探討消費者使用智慧型手機內建商城(或稱應用軟體商店)的影響因素,以整合性科技接受理論為基礎,並以實際有使用過智慧型手機應用軟體商店的消費者為研究對象,自行建置網路問卷系統以及紙本進行資料蒐集,發放時間分別為2012年11月13日至2012年12月5日,與2013年3月7日至2013年3月28日,有效問卷共329份。使用SmartPLS2.0 M3作為資料分析的工具,分析外模式與內模式。分析結果顯示節省時間、移動性、努力對方便性會有正向影響。方便性、績效期望、社會影響對行為意圖有正向影響。方便性、行為意圖對使用者採用有正向影響。而使用時間會調節績效期望、社會影響與行為意圖之間的關係以及幫助條件與使用者採用之間的關係。根據本研究另一個研究結果顯示,方便性為一個形成性構面,是由節省時間、努力、移動性所組合而成。最後,本研究結果真對學術研究以及企業提供幾項建議以及未來研究方向,做為後續研究者進一步討論之參考。
The aim of this study investigated the effects of convenience, performance expectancy, and social influence of application stores on user adoption through behavioral intention. 329 participants were surveyed online and papers, and the participants were among the real application stores’ users. The research finding indicated that time, mobility, and effort were significantly positive affected to convenience of using applications stores; convenience, performance expectancy, and social influence were also significantly positive affected to behavioral intention of using application store; convenience, behavioral intention were significantly positive affected to user adoption of application stores. In addition, the findings point out that the convenience is the formative construct; it was combined with time saving, effort, and mobility.
目錄 I
圖目錄 IV
表目錄 V
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 5
第三節 論文架構 6
第貳章 文獻探討 8
第一節 行動商務(Mobile Commerce) 8
第二節 整合性科技接受模式(UTAUT) 14
第三節 方便性(Convenience) 20
第參章 研究方法 25
第一節 研究流程 25
第二節 反映性模式與形成性模式 26
一、 反映性模式(Reflective model) 26
二、 形成性模式(Formative model) 27
第三節 研究模式與假說 28
一、 節省時間、移動性、努力 30
二、 方便性 31
三、 績效期望 32
四、 社會影響 33
五、 幫助條件 33
六、 行為意圖 34
七、 調節變數 35
第四節 操作性定義與衡量 37
一、 節省時間 37
二、 移動性 38
三、 努力 38
四、 方便性 39
五、 績效期望 40
六、 社會影響 40
七、 幫助條件 41
八、 行為意圖 42
九、 使用者採用 42
第五節 問卷設計 43
一、 抽樣方法 43
二、 資料分析方法與工具 44
第肆章 資料分析與結果 46
第一節 樣本基本資料分析 46
一、 性別 46
二、 年齡 46
三、 教育程度 47
四、 職業 47
五、 目前使用的智慧型手機內建商城 48
六、 平均每月收入(可支配零用金) 48
七、 使用智慧型手機內建商城的經驗 48
八、 平均每週使用智慧型手機內建商城的次數 49
九、 平均每週使用智慧型手機內建商城的時數 49
第二節 無回應偏差分析 49
第三節 共同方法偏差 50
第四節 研究變項初步分析 50
一、 變項各構面之敘述性統計 50
二、 多重共線性 52
第五節 驗證假說與模式 53
一、 無前置影響因素的反映性與形成性模式 53
(一) 模式一反映性模式 54
(二) 模式二形成性模式 57
(三) 調節變數 61
(四) 無前置影響因素總結 64
二、 有前置影響因素的反映性與形成性模式 68
(一) 模式三反映性模式 68
(二) 模式四形成性模式 72
(三) 調節變數 77
(四) 有前置影響因素總結 81
第伍章 討論與結論 84
第一節 研究討論 84
一、 節省時間、移動性、努力對方便性的影響 84
二、 方便性對行為意圖與使用者採用的影響 85
三、 績效期望對行為意圖的影響 85
四、 社會影響對行為意圖的影響 86
五、 幫助條件對使用者採用的影響 86
六、 行為意圖對使用者採用的影響 87
七、 調節變數 87
第二節 研究結論 89
第三節 研究貢獻 90
一、 學術方面 90
二、 實務方面 90
第四節 研究限制與未來研究方向 91
一、 研究限制 91
二、 未來研究方向 92
參考文獻 93
附錄 正式問卷 100
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