臺灣博碩士論文加值系統

近年來使用智慧型手機的消費者日益增加，智慧型手機操作系統可透過行動上網瀏覽網頁、影音娛樂…等，種類眾多的APP軟體隨之產生，有些APP軟體可透過銀行轉帳或信用卡直接消費，例如:須付費APP、APP內購功能、訂票系統、影音播放、通訊軟體、文書軟體、雲端軟體、餐飲美食軟體…等。當消費者使用APP軟體時，若能對軟體品質產生信任，並知覺到軟體的價值，進而降低使用時的知覺風險而提高使用意願。因此，本研究以科技接受模式來探討消費者對APP之使用意願。本研究以紙本問卷及網路問卷發放，共計發放400份，扣除無效問卷，獲得346份有效問卷，採用SPSS 20.0統計軟體做為分析工具。研究結果顯示，信任對知覺易用性具有正向顯著影響；知覺價值對知覺有用性具有正向顯著影響；品質對知覺易用性具有正向顯著影響；知覺風險對知覺易用性沒有顯著影響；知覺易用性對知覺有用性具有正向顯著影響；知覺有用性對使用意願具有正向顯著影響。最後提出管理意涵，做為APP軟體業者行銷實務之建議與未來學術研究方向之參考。

Increasing group of consumer usage the smart phone, besides the operating system could provided consumers that bowing website by mobile internet, entertainment, as well as to replace the functional of the PC. The APP software consequent, and many species and some APP software is available through the banks, reservation systems, audio and video playback, communications, instruments, cloud software, and food &; beverage APP so that consumers do not have many things can be done through the computer. The consumers used APP software which trusted of the software quality, perceived value of the software, using perceived risk.
This study aimed to explore TAM toward APP used intention for consumers. This research issued the questionnaire, a total payment of 400, deduction is not valid questionnaires received 346 valid questionnaires, used SPSS 20.0 version statistical software for analysis. Research results shows that trust positive effect on perceived ease of used; perceived value positive on perceived usefulness; quality hasn’t positive on perceived usefulness; perceived risks positive on perceived ease of used; perceived ease of used positive on perceived usefulness; perceived usefulness positive on intention of use. Finally, propose management meaning that recommendations for software manufacturers and future research directions.

誌謝……………………………………………………………………….i
中文摘要.…...……………………………………………………………ii
英文摘要………...………………………………………………………iii
目錄……………………………………………………………………...iv
圖目錄………………………………………………………….………...v
表目錄…………………………………………………………………...vi
第一章 緒論…………………………………………………………..1
第一節 研究背景與動機…………………………………………..1
第二節 研究目的…………………………………………………..4
第三節 研究流程…………………………………………………..4
第二章 文獻探討……………………………………………………..6
第一節 信任………………………………………………………..6
第二節 知覺價值…………………………………………………..6
第三節 品質………………………………………………………..7
第四節 知覺風險…………………………………………………..8
第五節 科技接受模式……………………………………………..9
第六節 行動應用程式……………………………………………15
第三章 研究方法……………………………………………………16
第一節 研究架構…………………………………………………16
第二節 研究假設…………………………………………………17
第三節 研究變數操作性定義與衡量……………………………19
第四節 研究對象及研究範圍……………………………………24
第五節 問卷設計及前測分析……………………………………25
第六節 分析方法…………………………………………………34
第四章 實證資料分析………………………………………………36
第一節 樣本基本資料分析………………………………………36
第二節 研究各構面之敘述統計…………………………………44
第三節 研究各構面之信度分析…………………………………50
第四節 研究各構面之因素分析…………………………………53
第五節 相關分析…………………………………………………59
第六節 迴歸分析…………………………………………………60
第五章 結論與建議…………………………………………………62
第一節 研究結論…………………………………………………62
第二節 管理意涵…………………………………………………63
第三節 研究限制與未來研究方向………………………………64
參考文獻………………………………………………………………..65
附錄……………………………………………………………….…….73

中文文獻
資策會(2014)。http://www.iii.org.tw/m/News-more.aspx?id=1475。
資策會(2014) http://www.iii.org.tw/m/News-more.aspx?id=1476。
李若吟(2012)。量販店網路購物使用意願之研究-以新竹市消費者為例。中華大學，科技管理學系碩士班，碩士論文。
高玉芬，邱雅萍。以科技接受模式探討線上學習系統之使用意願－以網路大學爲例。萬能商學學報 ； 13 期 (2008 / 07 / 01) ， P83 - 101。
曹文琴，謝銘倉(2013)。應用QR Code 優惠券於行動行銷－以知覺QR Code優惠券價值為觀點。亞太經濟管理評論，第十六卷，第二期，第27-38頁。
梁世安，余國瑋(2005)。以科技接受模式探討二輪式電動代步車消費者接受程度。行銷評論 ； 2 卷 2 期 (2005 / 06 / 01) ， P135 - 148。
陳怡靜，徐牧群，胡學誠(2010)。便利商店自我服務系統使用行為之實證研究。中華管理評論國際學報，第十三卷，第三期。
郭建明，黃偉傑(2011)。軟體開發評估模式－以Apple App Store 軟體為例。資訊與管理科學，第4卷，第2期，第86 -105頁。
陳哲川(2007)。利用資訊品質及延伸性科技可接受模型探討虛擬社群對電子化顧客忠誠度的影響。成功大學，企業管理學系，碩士論文。
陳棟樑(2012) 。以科技接受模式探討消費者網路購物意願-以量販店為例。中華大學，科技管理學系，教師著作。
黃泰餘(2014)。應用程式(App)消費者知覺有用性、知覺易用性、信任、知覺風險及購買意願關係之研究。國立勤益科技大學，企業管理系，碩士論文。
黃運圭、楊文繹及陳重鑠(2014)。圖書館Facebook粉絲專頁持續使用意願之研究，德明學報 ； 38 卷 2 期 (2014 / 12 / 01) ， P63 - 72。
陳慧君(2009) 。網路品質、知覺易用性、知覺有用性、信任及滿意度對顧客忠誠度影響之分析－以電子零售商為例。中興大學，電子商務研究所，碩士論文。
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，第161-188頁。
董湘湘(2011)。以科技接受模型探討網路購物服務品質、信任對再購意圖之影響。南台科技大學，行銷與流通管理系，碩士論文。
劉孟基(Meng-Chi Liu) ，李慶章(Ching-Chang Lee) ，張晴翔(Ching-Hsiang Chang) ，林克峯(Ke-Feng Lin)。探究長照機構護理人員對雲端藥事照護系統之使用意願。醫務管理期刊 ； 14 卷 4 期 (2013 / 12 / 01) ， P310 - 337。
韓文斌(2014) 。以科技接受模式探討平板電腦之使用行為－以雲林縣國小教師為例。虎尾科技大學，資訊管理研究所在職專班，碩士論文。
謝佩育(2009)。臺北市動態公車資訊系統使用意圖之研究－以科技接受模式為基礎。大同大學，事業經營學系，碩士論文。
鍾士芳(2013) 以科技接受模式探討智慧型手機使用者對行動圖書館服務的使用意圖。台灣大學，資訊學研究所，碩士論文。




西文文獻
Ajzen, I.(1985) From intentions to action: A theory of planned behavior. Action-control from cognition to behavior, Heidelberg: Springer, pp. 11-39.
Ajzen, I. (1988). Attitudes, personality, and behavior. Chicago: Dorsey Press.
Ajzen, I. (1991). Theory of planned behavior. Organizational behavior and human decisionprocesses. 50, 179-211.
Ángel F. Agudo-Peregrina , Ángel Hernández-García, Félix J. Pascual-Miguel. Behavioral intention, use behavior and the acceptance of electronic learning systems: Differences between higher education and lifelong learning. Computers in Human Behavior. Volume 34, May 2014, Pages 301–314.
Barney, J. B. &; Hanson, M. H. (1994). Trustworthiness as a source of competitive advantage. Strategic Management Journal, 15(Special issue), 175-190.
Bauer, R. A. (1960). Consumer Behavior as Risk Taking, in R. S . Hancock(Ed), Dynamic Marketing for a Changing World , Chicago: American Marketing Association.
Bhuian, S. N., 1997. Marketing Cues and Perceived Quality: Perception of Saudi Consumers toward Products of the U.S., Japan, Germany, Italy, U.K. and France. Journal of Quality Management, 2(2): 217-235.
Boon, S. D., &; Holmes, J.G. (1985). The Dynamics of Interpersonal Trust：Resolving Uncertainty in the Face of Risk. In Robert A. Hinde &; Jo Groebel (eds.), Cooperation and Personal Behavior, New York: Cambridge University, 190-211.
Chang-Hyun Jin. (2014) Adoption of e-book among college students: The perspective of an integrated TAM. Computers in Human Behavior ,Volume 41, Pages 471–477.
Chang, T. Z., &; Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(1), pp. 16-27.
Ching-Fu Chena, , , Pei-Chun Chenb, Applying the TAM to travelers’ usage intentions of GPS devices. Expert Systems with Applications Volume 38, Issue 5, May 2011, Pages 6217–6221
Chiu, Y.B., Lin, C.P. and Tang, L.L. （2005）. “Gender Differs: Assessing a Model of Online Purchase Intentions in e-tail Service”. International Journal of Service Industry Management, 16（5）, 416-435.
Cox, D. F. (1967). Risk Taking and Information Handling in Consumer Behavior. Harvard Univeristy Press, Boston, MA.
Cunningham, S. M.(1967). The major dimensions of perceived risk. In D. F. Cox(ed), Risk taking and information handing consumer behavior. Boston: Harvard university press, pp.82-108.
Davis, F. D. (1986). A technology acceptance model for empirically testing new-user information system: Theory and results. Doctoral dissertation, Sloan school of management, Massachusetts institute of technology.
Davis, F. D. (1989), “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technologies”, MIS Quarterly, 13(3), pp.319-340.
Davis, F. D., Bagozzi, R., &; Warshaw, P. R.(1989). User acceptance of computer technology: Acomparison of two theoretical models. Management scince, 35(8), pp. 307-319.
DeLone, W. H. and McLean, E. R. (1992), “Information Systems Success: The Quest for the Dependent Variable”, Information Systems Research, 3(1), pp.60-95.
Deutsch, M. (1962). Cooperation and Trust: Some Theoretical Notes. Industrial Relations, 8(1), 1-27.
Dodds, W.B., &; Monroe, K.B. (1985). The effect of brand &; price information on subjective product evaluations. Advances in Consumer Research, 12(1), pp.85-91.
Dodds, W. B., K. B. Monroe, and D. Grewal. , (1991).The Effects of Price, Brand, and Store Information on Buyer’s Product Evaluations. Journal of Marketing Research, 28(3), pp. 307-319.
Doney, P. M. &; Cannon, J. P.(1997). An Examination of Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, 61(2), 35-51.
Featherman, M. S. and Fuller, M., 2003, Applying TAM to E-services Adoption:　The Moderating Role of Perceived Risk, Proceeding of the 36th Annual　Hawaii International Conference on System Sciences, Big Island, HI.
Fishbein, M. and Ajzen, I. (1975), Belief, attitude, Intention, and Behavior: An Introduction to Theory and Research, MA: Addison-Wesley.
Garvin, D.A. (1984) What does ‘product quality ‘really means? Sloan Management Review, 26 (1), pp. 25-43.
Grewal, D., Kent B. Monroe, &; Krishnan R.(1998). The effects of price–comparison advertising on buyers&;#39; perceptions of acquisition value, and behavioral intentions, Journal of Marketing, 62(2), pp. 46-59.
Hartwick, J. and Barki, H.(1994). Explaining the role of user participation in information systems use. Management science, 40, pp. 440-465.
Igbaria, M., Parasuraman, S., &; Baroudi, J.J.(1996). A motivational model of microcomputer usage. Journal of Management Information Systems, 13(1), 127-143.
Jacob Jacoby and Leon B. Kaplan (1972) ,&;quot;The Components of Perceived Risk&;quot;, in Proceedings of the Third Annual Conference of the Association for Consumer Research, eds. , Proceedings of the Third Annual Conference of the Association for Consumer Research : Association for Consumer Research, Pages: 382-393.
Jordan Shropshirea, Merrill Warkentinb, , Shwadhin Sharmab. Personality, attitudes, and intentions: Predicting initial adoption of information security behavior. Computers &; Security.Volume 49, March 2015, Pages 177–191.
José Manuel Ortega Egea , María Victoria Román González.(2011). Explaining physicians’ acceptance of EHCR systems: An extension of TAM with trust and risk factors. Computers in Human Behavior 27, 319–332.
Kim, E. Y. &; Tadisina, S.(2007). A model of customers trust in e-business: micro-level inter-party trust formation. Journal of Computer Information Systems, 48(1), 88-104.
Lewicki, R. J. &; Bunker, B.(1995). Trust in Relationships: A Model of Trust Development and Decline. Conflict cooperation and justice: 133-173, San Francisco: Jossey-Bass.
Li, Y. H. and Huang, J. W., 2009, Applying Theory of Perceived Risk and　Technology Acceptance Model in the Online Shopping Channel, World　Academy of Science, Engineering and Technology, 53(1), 919-925.
Lim, N. (2003). Consumers’ Perceived Risk: Sources versus Consequences. Electronic Commerce and Applications, 2, pp.216-228.
Lin, J. C. C. &;Lu H. P.(2000).Towards an Understanding of the Behavioural Intention to Use a Web Site, International Journal of Information Management, 20(3), 197-208.
Littler, D. and Melanthiou, D. （2006）. “Consumer perceptions of risk and uncertainty and the implications for behavior towards innovative retail services: the case of internet banking”. Journal of Retail. Consumer Service, 13（6）, 431-43.
Lovelock C., and Wirtz J., (2004). Services Marketing: People, Technology, Strategy, 5th ed., Prentice-Hall Upper Saddle River. NL.
Mayor, R. C., Davis, J. H. &; Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. Academy of Management Review, 20(3), 709-734.
McLain, D. L., &; Hackman, K. (1999). Trust, Risk, and Decision making in　Organizational Change. Public Administration Quarterly, 23(2), 152-176.
Monroe, and R. Krishnan (1985), “The Effect of Price on Subjective Product Evaluation,” In Perceived Quality: How Consumers View Stores and Merchandise. Eds. Jacob and Jerry C. OlsonLexington. MA: Lexington Books, pp.209-232.
Morgan, R. M., &; Hunt, S. D. (1994). The Commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Neal, W. D., (1990). Satisfaction is Nice, but Value Drives Loyalty. Marketing Research, 18(1), pp. 20-23.
Pavlou, P, A. (2003). Consumer acceptance of electronic commerce: Integrating trustand risk with the technology acceptance model. International Journal ofElectronic Commerce, 7(3), 101-133.
R. Arteaga Sáncheza, , , , A. Duarte Huerosb, Computers in Human Behavior,　Volume 26, Issue 6, November 2010, Pages 1632–1640
Roselius, T.(1971), ”Consumer rankings of risk reduction methods”, Journal of Marketing, Vol.35(Jan), pp.56-61.
Said S. A. G.(2011). Modeling the electronic transactions acceptance using an extended technology acceptance model. Applied Computing and Informatics, 9, pp. 47-77.
Security Science: The Theory and Practice of Security,7.
Steenkamp, B., 1990. Conceptual Model of the Quality Perception Process. Journal of Business Research, 21(7): 309-333.
Sweeney, J.C., Soutar, G.N., &; Johnson, L.W. (1999). The role of perceived risk in the quality-value relationship : A study in a retail environment. Journal of Retailing, 5(1), pp. 105.
Venkatesh, V., Davis, F. D.(2000). A theoretical extension of the technology acceptance model: for longitudal field. Management Science, 46, pp. 186-204.
Wang, Y. S., Yeh, C. H. &; Liao, Y. W.(2013). What drives purchase intention in the context of online content services? The moderating role of ethical self-efficacy online piracy.
Woodruff, R. B., (1997). Customer Value: The next Source of Competitive Advantage. Journal of the Academy of Marketing Science, 25(2), pp.139-153.
Woodside, A. G. (1968). Group Influence and Consumer Risk Taking: An Experimental Study. Unpublished Doctoral Disserration the Pennsylvanis State University.
Yung Kyun Choia, , , Jeff W. Tottenb, Self-construal&;#39;s role in mobile TV acceptance: Extension of TAM across cultures. Journal of Business Research Volume 65, Issue 11, November 2012, Pages 1525–1533
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Qulity and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, pp. 2-22.