臺灣博碩士論文加值系統

近年來隨著智慧型手機的銷售快速成長，與位置相關的服務及應用因此受到注目，其中適地性服務就是當前最受注目的應用之一。然而目前有關適地性服務的研究大多為技術導向，鮮少有研究從科技採用觀點來作研究，因此本研究將從使用者採用行為的觀點出發，來探討影響使用者對適地行服務採用意願的相關影響因素。本研究以科技接受模型為主要的理論依據，加入可能影響的使用意圖之變數，分別為空間知識及特定科技因素，並據此發展出本研究架構。同時本研究採用問卷調查法，以有使用智慧型手機的人為主要抽樣調查對象，紙本問卷回收統計後，有效問卷228份。經過資料分析後，發現空間知識、知覺服務可獲得性、知覺貨幣價值各會以不同方式影響使用者對適地性服務的採用意願，並依據此對實務與後續研究提出相關建議。

With the advancement of technology and prevalence of Internet , the services and applications based on location therefore be attention , especially Location Based Services. However , which are stemmed mostly from technology , where as the research conducted on the technology adoption to explore the intention of behavior. The framework of research basis on the Technology Acceptance Model to join the variables which are Spatial Knowledge and Specific Technological Factors. Moreover statistic 228 data of questionnaire have been using Smartphone to do the main of objects . After data analysis , find that the Spatial Knowledge、Perceived Service Availability and Perceived Monetary Value each will affect the intention of behavior in different way , and provide some suggestion with follow-up this research.

目 錄
摘 要 I
Abstract II
目 錄 III
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 研究目的與價值 3
第三節 研究範圍與限制 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 探討適地性服務 6
第二節 探討認知行為 11
第三節 科技接受模型 20
第四節 特定科技因素 24
第五節 小結 26
第三章 研究方法 27
第一節 研究架構與理論 27
第二節 研究假說 29
第三節 研究設計與問項定義 32
第四節 資料分析方法 36
第四章 研究結果與分析 38
第一節 樣本資料說明與敘述統計分析 38
第二節 信度分析與效度分析 47
第三節 衡量模型分析 54
第四節 整體結構模型分析 57
第五章 結論與建議 60
第一節 研究結論 60
第二節 理論貢獻 64
第三節 實務意涵 66
第四節 後續研究建議 68
參考文獻 70
附錄一 正式問卷 76


圖 目 錄
圖‎1-1 研究流程 5
圖‎2-1 概念性互動關係圖 12
圖‎2-2 影響尋路表現的內、外部因素 19
圖‎2-3 科技接受模型 21
圖‎2-4 價格效果概念性關係 26
圖‎3-1 研究架構 28
圖‎4-1 整體結構模型圖示（Full Model） 58


表 目 錄
表‎2-1 行動通訊技術之演進 6
表‎2-2 適地性服務之概念整理 8
表‎2-3 適地性服務之類型整理 9
表‎2-4 影響尋路行為之相關因素 18
表‎3-1 衡量構念與研究假說 31
表‎3-2 空間知識之衡量問項 33
表‎3-3 特定科技因素之衡量問項 34
表‎3-4 科技接受模型之衡量問項 35
表‎3-5 適配度衡量指標 37
表‎4-1 問卷回收狀況統計表 38
表‎4-2 有效樣本結構-性別 39
表‎4-3 有效樣本結構-年齡 39
表‎4-4 有效樣本結構-職業 40
表‎4-5 有效樣本結構-教育程度 40
表‎4-6 有效樣本結構-月收入 41
表‎4-7 有效樣本結構-智慧型手機使用經驗 41
表‎4-8 有效樣本結構-每週行動上網時間 42
表‎4-9 有效樣本結構-行動上網方式 43
表‎4-10 有效樣本結構-最常使用之服務類型 43
表‎4-11 有效樣本結構-電信業者 44
表‎4-12 各構念之敘述統計 45
表‎4-13 Cronbach’s 係數所對應之意涵 47
表‎4-14 研究構念之信度彙總表 48
表‎4-15 空間知識之參數估計表 50
表‎4-16 一階構念之參數估計表 51
表‎4-17 空間知識之收斂效度與組合信度 52
表‎4-18 一階構念之收斂效度與組合信度 52
表‎4-19 空間知識衡量模型之適配度 55
表‎4-20 一階構念衡量模型之適配度 55
表‎4-21 各構念修正後之問項彙整 56
表‎4-22 整體結構模型之適配度 57
表‎4-23 變數因果關係與t值 59
表‎5-1 研究假說驗證結果 60

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