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系統識別號 U0026-1601201416544300
論文名稱(中文) 探討知覺風險在行動裝置購物中對於績效期望、社會影響與使用者意圖的干擾效應
論文名稱(英文) The Moderating Role of Perceived Risk in the Relationships between Performance Expectancy, Social Influence and Behavior Intention to Mobile Shopping
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 102
學期 1
出版年 103
研究生(中文) 黃玲嘉
研究生(英文) Ling-Chia Huang
學號 RA7994176
學位類別 碩士
語文別 英文
論文頁數 85頁
口試委員 指導教授-陳永信
口試委員-林豪傑
召集委員-鄭至甫
中文關鍵字 科技接受模式  行為意圖  使用者行為  知覺風險  行動裝置購物 
英文關鍵字 Technology acceptance model  Behavioural intention  Use behavior  Perceived risk  Mobile shopping 
學科別分類
中文摘要 近年來,隨著智慧型手機的快速成長,行動裝置購物也越來越引人注意。許
多企業也開發了行動裝置購務專業、平台或是行動應用程式來吸引使用者。與網
路購物不同的是,行動裝置購物可以隨時進行,不受地點與時間限制,消費者只
需要使用他們手邊的行動裝置就可以購買物品。本研究探討行動裝置購物之使用
者意圖與四個構面: 績效期望、努力期望、社會影響、個人使用習慣之關係。「知覺風險」為干擾變數,本研究也分析干擾變數對於使用者意圖與績效期望和社會影響之作用關係。

透過線上問卷調查,本研究共搜集了213 份有效問卷。本研究進行了敘述性
變量分析、信度分析、因素分析、效度分析及路徑分析等。研究結果顯示使用者
對於行動裝置購物的使用意圖皆有正面的回應。此外,在績效期望、社會影響及
個人使用習慣三個構面中,對於使用者意圖有正向的影響;而知覺風險對於社會
影響和使用者意圖之間具有干擾作用。實務管理探討與本研究之限制及建議也一
併呈現在此論文中。
英文摘要 In recent years, with the growth of the smartphone, mobile shopping has become popular in Taiwan. More and more enterprises provide mobile shopping platforms applications to attract customers. Not like internet shopping, one of the features for mobile shopping is no time and place limitation. Customers could purchase products through their mobile devices anywhere. The study is to investigate the relationships among performance expectancy, effort expectancy, social influence, habit and behavior intention to mobile shopping. In addition, perceived risk is introduced to the conceptual framework as the moderator for evaluating how perceived risk demonstrates its moderating effects on the relationship between performance expectancy, social influence and behavior intention.

Through online survey, a total of 2013 effective questionnaires have been collected. In this study, descriptive analysis, confirmatory factor analysis, path analysis and moderating effect analysis were employed. The finding shows that mobile shopping is highly accepted by customers in Taiwan. The results indicate that performance expectancy, social influence expectancy and habit have positive impact on customers’ behavior intention to mobile shopping. Further, it is discovered that perceived risk exists in the relationship between social influence and behaviour intention. The managerial implication and limitations and suggestions are also presented in the study.
論文目次 TABLE OF CONTENTS
ABSTRACT....................................................................................................................I
摘要............................................................................................................................... II
ACKNOWLEDGEMENTS.........................................................................................III
TABLE OF CONTENTS.............................................................................................IV
LIST OF TABLES..................................................................................................... VII
LIST OF FIGURES .....................................................................................................IX
CHAPTER ONE INTRODUCTION.............................................................................1
1.1 Research Background and Motivation.............................................................1
1.2 Research Objective and Scope.........................................................................7
1.3 Contribution of the Study. ................................................................................8
1.4 Research Procedures. .....................................................................................10
1.5 Research Structure. ........................................................................................11
CHAPTER TWO LITERATURE REVIEW...............................................................13
2.1 Technology Acceptance Model (TAM)..........................................................13
2.2 UTAUT and UTAUT2. ..................................................................................16
2.2.1 Performance Expectancy. ....................................................................21
2.2.2 Efforts Expectancy. ..............................................................................22
2.2.3 Social Influence. ..................................................................................23
2.2.4 Habit....................................................................................................24
2.2.5 Behavioral Intention............................................................................25
2.3 Perceived Risk. ..............................................................................................25
2.4 Hypothesis Development. ..............................................................................27
2.4.1 The Relationship among Performance Expectancy, Effort Expectancy,
Social Influence and the Behavioral Intention to Adopting Mobile
Shopping Technology. ..........................................................................27
2.4.2 The Relationship among Habit and the Behavioral Intention to
Adopting Mobile Shopping Technology. ..............................................29
2.4.3 The Moderating Effect of Perceived Risk. ...........................................29
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY......................31
3.1 The Research Model. .....................................................................................31
3.2 The Construct Measurement Procedures. ......................................................32
3.3 Questionnaire and Sampling Plan. .................................................................36
3.4 The Data Analysis Procedure. ........................................................................37
CHAPTER FOUR RESEARCH RESULTS ...............................................................39
4.1 Descriptive Analysis. .....................................................................................39
4.1.1 Characteristics of Respondents. ..........................................................39
4.1.2 Measurement Results of Research Variables. ......................................42
4.2 Score Reliability. ............................................................................................44
4.3 Item-to-Total Correlation. ..............................................................................46
4.4 Item to Item Correlation Matrix.....................................................................48
4.5 Confirmatory Factor Analysis (CFA).............................................................48
4.5.1 Convergent Validity..............................................................................48
4.5.2 Discriminant Validity. ..........................................................................58
4.6 Path Analysis..................................................................................................60
4.7 Moderating Effect by Multiple Regression....................................................61
4.7.1 Moderating Effect of Perceived Risk between PE and BI. ..................62
4.7.2 Moderating Effect of Perceived Risk between SI and BI.....................63
CHAPTER FIVE CONCLUSION AND SUGGESTIONS.........................................65
5.1 Research Conclusions and Discussions. ........................................................65
5.2 Research Contribution. ..................................................................................68
5.3 Managerial Implications. ...............................................................................68
5.4 Research Limitations and Future Research Suggestions. ..............................69
REFERENCES ............................................................................................................71
APPENDICES .............................................................................................................74
Appendix 1: Questionnaire. .................................................................................74
Appendix 2: Item to Item Correlation Matrix......................................................82


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