臺灣博碩士論文加值系統

隨著高速無線上網的興起與智慧型手機、平板電腦不斷推陳出新暨普及化，行動購物市場隨之年年成長，行動購物 APP 已然成為新一代的行銷顯學，然而過去研究行動購物 APP之文獻仍缺乏討論使用者 “操作行動購物APP 消費” 時其行為機制之影響，因此本研究擬探討消費者使用行動購物 APP購物時之影響因素。以 UTAUT2 模型為基礎架構，其中包含績效預期、努力預期、社會影響、促進條件、娛樂動機、價格價值等構面對行為意圖之影響且調整養成消費者自動執行動作之「習慣構面」為中介，並額外加入知覺風險、信任為另外二中介變數。採用問卷調查法以線上方式邀請曾經使用女鞋行動購物 APP之消費者為填答對象，共收集 403 份有效問卷使用結構方程模式進行假設驗證，研究結果顯示消費者使用APP 消費之習慣會受到績效預期、社會影響、享樂動機正向影響但受到努力預期、促進條件負向影響，知覺風險會受到習慣正向影響並進而正向影響行為意圖；努力預期與價格價值會正向影響使用APP 消費之信任而行為意圖亦受信任正向影響，建議經營者可以透過提高 APP操作便利性與消費後價值感，增強使用者使用 APP 消費之信任，並可增加提升購物效率相關功能、休閒娛樂與社群連結方式養成使用者使用此 APP 消費之習慣，進而提升使用意圖。

With the rapid growth of high-speed wireless internet service and the increasing market penetration of smartphones and tablet computers, there has been an emergence in mobile shopping market. Mobile shopping APP has seemingly becoming a prominent marketing strategy. However, Previous related studies on mobile shopping APP lack the assessment of Customer’s behavior Mechanism. The objectives of this study are to investigate factors that will affect consumer to use Mobile Shopping APP. Based on UTAUT2 model included performance expectancy、effort expectancy、social influence、facilitating conditions、hedonic motivation、price value and habit to affect behavior intention and adjust the habit as moderator also add perceived risk and trust to be the other two Moderator. The methodology of this study is conducting SEM in order to achieve quantitative data and in-depth understanding of the issue. 403 valid surveys were collected. The research observes that the Performance Expectancy、Social Influence、Hedonic Motivation and Price Value have a positive effect on Habit. Effort Expectancy and Facilitating Conditions have a negative effect on Habit. Habit and Perceived risk Effort have a positive relationship. There is also positive relationship between Perceived risk and Behavior Intention. Expectancy and Price Value have significant effects on Trust. There is positive relationship between Trust and Behavior Intention. It is recommended that operators can enhance the Trust of users in using APP shopping by improving the operation convenience and the value. It can also increase shopping efficiency by related functions, leisure and entertainment, and social connection methods to develop users'' habit of using this APP, thereby enhancing usage intentions.

摘要 i
Abstract ii
目 錄 iii
表目錄 iv
圖目錄 v
第一章 緒 論 1
第一節　研究背景與動機 1
第二節　研究目的 3
第三節　研究流程 4
第二章　文獻探討 5
第一節　行動購物APP (Mobile Shopping APP) 5
第二節　延伸型整合科技接受模式 (UTAUT2) 7
第三節　習慣 12
第四節　知覺風險 14
第五節　信任 15
第三章　研究方法 17
第一節　研究架構 17
第二節　研究對象與衡量構面 17
第三節　問卷設計 19
第四節　資料處理與分析 22
第四章　實證分析與結果 25
第一節　樣本敘述性統計分析 25
第二節　量表信效度分析 27
第三節　結構方程模式之檢定與假設驗證 31
第五章　結論與建議 33
第一節　研究結果 33
第二節　研究貢獻與管理意涵 34
第三節　研究限制與建議 36
參考文獻 37
附　錄 43

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