臺灣博碩士論文加值系統

　　To fulfill the increasingly compact demand of smartphone adoption by consumers, and it indicates many new opportunities to reach and serve customers. To take advantages from the development of smartphones for purpose introducing an efficient marketing technique for journalism industry, this applies Technology Acceptance Model (TAM) as the foundation to demonstrates the decision making process of customers adopt mobile journalism.
　　The result presents a process of how readers decide using mobile application for reading intention which they will generate the purchase intention and behavior towards this mobile application product. It also concluded some of the implications of the findings on theory and practice, which can provide some ideas for marketers and mobile application designers, and journalism business.

ACKNOWLEDGEMENTS　I
ABSTRACT　II
TABLE OF CONTENTS　III
LIST OF TABLES　VII
LIST OF FIGURES　IX

CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Research Motivation 1
1.2 Research Flow 3
1.3 Subject and Research Scope 3
CHAPTER TWO LITERATURE REVIEW 5
2.1 Mobile marketing 5
2.2 Mobile Application 6
2.3 Theoretical Background 7
2.3.1 Technology Acceptance Model (TAM) 7
2.3.2 S-O-R Theory 8
2.4 Definition of Research Construct 9
2.4.1 Stimulus 9
2.4.1.1 Application Awareness 9
2.4.1.2 Online customer review (OCRs) 10
2.4.1.3 Brand Image 12
2.4.2 Organism 13
2.4.2.1 Perceived Ease of Use 13
2.4.2.2 Perceived Usefulness 14
2.4.2.3 Attitude toward using 15
2.4.3 Response 16
2.4.3.1 Mobile Application Adoption 16
2.4.3.2 Brand Loyalty 17
2.4.3.3 Social Influence 18
2.5 Hypotheses Development 19
2.5.1 The relationship between Application Awareness and Perceived Ease of Use 19
2.5.2 The moderating effect of OCRs on the relationship of Application Awareness and Perceived Ease of Use 20
2.5.3 The moderating effect of Brand Image on the relationship of Application Awareness and Perceived Ease of Use 21
2.5.4 The effect of Perceived Ease of Use on Perceived Usefulness and Attitude toward Using 22
2.5.5 The effect of Perceived Usefulness on Attitude toward Using, Application Adoption and Brand Loyalty 23
2.5.6 The effect of Attitude toward Using on Application Adoption and Brand Loyalty 24
2.5.7 The effect of Application Adoption on Brand Loyalty 25
2.5.8 The moderating effect of Social Influence on the relationship of Application Adoption and Brand Loyalty 26
CHAPTER THREE RESEARCH METHODOLOGY 27
3.1 Research Model 27
3.2 Sampling and Data Collection 28
3.3 Research Hypotheses 28
3.4 Research Instruments 29
3.4.1 Application Awareness 30
3.4.2 Online Customer Reviews 30
3.4.3 Brand Image 31
3.4.4 Perceived Ease of Use 31
3.4.5 Perceived Usefulness 32
3.4.6 Attitude toward Using 33
3.4.7 Application Adoption 33
3.4.8 Brand Loyalty 34
3.4.9 Social Influence 34
3.5 Data Analysis Procedure 35
3.5.1 Descriptive Analysis 35
3.5.2 Reliability of the Measurement Variables 35
3.5.3 Hypotheses Testing Techniques 36
CHAPTER FOUR EMPIRICAL RESULTS 38
4.1 Descriptive Analysis 38
4.2 Response rates and Data Collection 38
4.3 Characteristics of Respondent 38
4.4 Descriptive Analysis of Research Variables 39
4.5 Factor Analysis and Reliability Tests 42
4.5.1 Application Awareness 43
4.5.2 Online Customer Reviews 44
4.5.3 Brand Image 45
4.5.4 Perceived Ease of Use 46
4.5.5 Perceived Usefulness 48
4.5.6 Attitude toward Using 49
4.5.7 Application Adoption 50
4.5.8 Brand Loyalty 51
4.5.9 Social Influence 53
4.6 Hypothesis Testing 54
4.6.1 Evaluation of the Measurement Model 54
4.6.2 Evaluation of the Structural Model 56
CHAPTER FIVE CONCLUSIONS 58
5.1 Research Conclusions 58
5.2 Implication 61
5.3 Limitations and Future Research 64

REFERENCES 65

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