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研究生:沈威政
研究生(外文):Wei-Cheng Shen
論文名稱:探索行動服務採用者之重要信任影響因素:以社群網路Facebook為例
論文名稱(外文):Exploring Important Trust Factors for Mobile Services: An Example of Facebook
指導教授:張樹之張樹之引用關係
口試委員:李麗華林君維黃蘭锳朱中華
口試日期:2017-05-03
學位類別:博士
校院名稱:國立中興大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:97
中文關鍵詞:整合型科技接受理論社群網路服務隱私疑慮知覺風險信任
外文關鍵詞:Unified Theory of Acceptance & Use of Technology (UTAUT)Social Networking ServicesPrivacy ConcernPerceived RiskTrust
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為了更清楚知道社群網路服務(Social Networking Services, SNS)的行動服務對於其使用者信任感知的影響。本研究利用三個階段的探索,分別針對(1)以整合性科技接受模式檢驗採用者對SNS的信任、(2)以動機理論檢驗採用者信任從智慧型手機SNS獲得旅遊建議、以及(3)使用者如何信任從智慧型手機SNS獲得旅遊建議去進行一系列完整的探索性研究。首先,本研究利用整合型科技接受理論的影響構面去整合隱私疑慮和知覺風險,進而確認使用者對於其信任社群網路的重要影響因素分別為努力期望、群體影響、以及隱私疑慮。第一階段研究主要特色是利用專家訪談和小樣本量化問卷統計,去萃取整個研究架構的初探。第二階段研究瞄準行動社群網路服務應用於休閒旅遊產業,利用智慧型手機經驗、促進條件、SNS活動的愉悅感、以及知覺智慧型手機SNS的價值等關鍵概念,去探索行動使用者(Mobile User)從智慧型手機SNS獲取旅遊建議的信任影響因素。此階段確認SNS活動的愉悅感和智慧型手機SNS的感知價值可以視為使用者信任從智慧型手機獲取資訊的重要影響因素。第三階段研究是整合第一階段和第二階段研究的影響構面,並進一步確認使用者在SNS活動的愉悅感,以及知覺智慧型手機SNS的價值,是會影響行動使用者信任從智慧型手機SNS獲取旅遊建議。然而,隱私疑慮和知覺風險是不會影響使用者對於行動使用者從智慧型手機獲取旅遊建議的信任。這表示當熱衷於相同興趣的人在社群網路互動時通常是不會考慮到隱私疑慮和知覺風險。除此之外,本研究整合問卷調查方法、質化訪談方法、以及量化調查方法,以完成一系列的三階段探索性研究。本研究的研究成果不僅貢獻學術理論的整,而且在實務應用上能夠提供給行動服務提供者、社群服務提供者、以及與行動商務或社群商務相關的業者作為旅遊產品策略發展的重要參考依據。
To better understand the influences of users’ trust perception to mobile services of Social Networking Services (SNS), this study employs an integrated exploratory research, which is composed of three phases to investigate: (1) using Unified Theory of Acceptance and Use of Technology (UTAUT) to verify on aopters’ SNS trust, (2) using Motivation Model (MM) to verify how users trust travel advice acquired from smartphone, and (3) how users trust the travel advice acquired from smartphone. In Phase One, this study uses the dimensions adapted from the UTAUT to integrate the concepts of privacy concerns and perceived risk, and subsequently to confirm that SNS users’ important influential trust factors are effort expectancy, social influence, and privacy concerns. In Phase One, we proceeded with the expert interview based characterics and approaches and the questionnaire-based quantitative stastics for an initial investigation and preliminary exploration of suitable research framework. Phase Two aims to apply mobile networking service in the travel industry, by using smartphone experience (SE), facilitating condition (FC), enjoyment of SNS activity (ESA), and perceived value of smartphone SNS (PVSS) as the main constructs to explore users’ trust in the information, especially the travel advices, acquired from smartphone SNS (TTASS). This phase confirms that ESA and PVSS significantly affect TTASS. Phase Three integrates important factors derived from Phase One and Phase Two, and confirms that both ESA and PVSS significantly influence users’ trust travel advices acquired from smartphone SNS (TTAASS). However, neither privacy concerns nor perceived risk would signifantly affect users’ TTAASS. This result reflects that people have passion to interactions on social networking with friends sharing similar interest, and therefore privacy issues and perceived risk are not their major concerns. Furthermore, this study combines several methodologies including literature survey, qualitative interview, and quantitative survey to accomplish a comprehensive research with three phases. The research outcomes not only contributes theoretical integration to academic research, but also provides important practical implications for services providers and related practitioners in various sectors related to mobile commerce and social commerce to travel production strategies and developments.
目錄
第一章、緒論 1
一、研究背景 1
二、研究動機 2
三、研究目的與問題 4
第二章、文獻探討 8
一、智慧型手機SNS應用於休閒旅遊產業 8
二、整合型科技接受模式 12
三、動機模型理論 13
四、隱私溝通管理與風險理論 15
第三章、研究方法 16
一、研究方法 16
二、研究流程 17
三、資料統計工具 18
第四章、信任從智慧型手機SNS獲得旅遊建議檢驗模型的初探 20
一、以整合性科技接受模式檢驗採用者對SNS的信任 20
二、專家邀請 21
三、專家建議 23
四、研究假說 25
五、研究模型 28
六、問卷設計與前置測試 29
七、實證資料分析與結果 30
八、問題與討論 36
第五章、信任從智慧型手機SNS獲得旅遊建議檢驗模型的建立 38
一、以動機理論檢驗採用者信任從智慧型手機SNS獲得旅遊建議 38
二、研究假說 39
三、研究模型 42
四、問卷設計與前置測試 43
五、實證資料分析與結果 45
六、問題與討論 50
第六章、信任從智慧型手機SNS獲得旅遊建議檢驗模型的驗證 52
一、信任從智慧型手機SNS獲得旅遊建議 52
二、研究假說 52
三、研究模型 55
四、問卷設計與前置測試 56
五、實證資料分析與結果 58
六、問題與討論 62
第七章、管理意涵 64
一、社群網路使用特性影響採用者信任 64
二、社群網路使用的愉悅感和價值感知影響採用者對旅遊建議的信任 64
三、採用者信任感知影響從智慧型手機SNS獲得旅遊建議 65
第八章、結論 67
一、行為理論對信任的影響 68
二、動機理論對旅遊建議信任的影響 69
三、愉悅與價值動機影響採用者信任 70
第九章、研究限制與未來研究 72
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