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系統識別號 U0026-2106201716252000
論文名稱(中文) 探討消費者持續使用行動商務App之影響因素
論文名稱(英文) Exploring the Influencing Factors of Consumer’s Continuance Intention in Mobile Commerce App
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 105
學期 2
出版年 106
研究生(中文) 陳芝宇
研究生(英文) Chih-Yu Chen
學號 R46041170
學位類別 碩士
語文別 中文
論文頁數 49頁
口試委員 指導教授-蔡燿全
口試委員-陳住銘
口試委員-潘忠煜
口試委員-吳慶壽
口試委員-小堀和彥
中文關鍵字 行動商務App  知覺易用性  知覺有用性  信任  持續使用意圖 
英文關鍵字 e-Commerce App  Perceived Ease of use  Perceived Usefulness  Trust  Continuance Intention 
學科別分類
中文摘要 隨著網際網路普及與網路購物平台日漸蓬勃,人們的消費習慣早已被改變,資策會(MIC)在2015年進行了一項《行動購物消費者調查分析》,指出台灣整體網購族已突破85%,顯示出電子商務市場的成熟,而近十年來的智慧型手機革命更是將全球帶入了一個行動商務時代。
然而,行動裝置在台灣的普及率雖逐年上升,行動商務型App也如雨後春筍般地出現,但是並非所有消費者皆已習慣透過行動裝置來進行網路購物行為,仍有多數人是經由PC完成訂購程序。因此本研究試圖探究消費者在使用行動商務App上的經驗,以了解哪些因素會影響消費者繼續使用該App的意願。
本研究之樣本收集採用線上問卷調查方式,主要透過社群網站Facebook及主流論壇PPT為發放管道;共計回收了233份問卷,其中有效問卷數為224份。之後以敘述性統計分析、因素與信度分析、相關分析以及迴歸分析等方法對收集到的樣本進行分析並驗證研究假設,經由驗證結果發現:
一、 消費者對行動商務App的知覺易用性會顯著正向影響知覺有用性。
二、 消費者對行動商務App的知覺有用性會顯著正向影響其持續使用意圖。
三、 消費者對行動商務App的信任會顯著正向影響其持續使用意圖。
信任在知覺有用性與持續使用意圖之間不具有顯著的調節效果。
英文摘要 With the popularity of Internet, the online shopping platform is booming and people's spending habits have been changed. According to MIC (2015), the ratio of overall online shopping community has been over 85%, showing the maturity of e-Commerce market. Moreover, the smart phone revolution in the last decade made whole world enter a mobile business era.
Although the penetration rate of mobile devices in Taiwan is increasing year by year, and the mobile apps are also mushrooming, not all consumers are accustomed to doing online shopping through mobile devices. Many people still finished order procedure via PC. So we attempt to explore the experience of consumers in using mobile App to understand which factors will affect consumers to continuance intention in using the App.
In this study, the sample was collected by online questionnaire, mainly through the community website (Facebook) and mainstream forum (PPT). We received a total of 233 questionnaires, of which 224 were valid. After analyzing the samples, the verification results are as following:
1. Perceived ease of use significantly positively influence perceived usefulness.
2. Perceived usefulness significantly positively influence continuance intention.
3. Trust significantly positively influence consumers’ continuance intention.
4. Trust doesn’t have a significant moderation effect between perceived usefulness and consumers’ continuance intention.
Size of the mobile device screen doesn’t have significant difference in consumers’ perceived ease of use.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 4
第二章 文獻探討 5
第一節 科技接受模型 5
第二節 持續使用意圖 8
第三節 信任 11
第三章 研究方法 13
第一節 研究架構與研究假設 13
第二節 研究變項之操作型定義與衡量 16
第三節 資料收集與分析方法 19
第四章 研究結果與分析 21
第一節 樣本資料分析 21
第二節 敘述性統計分析 24
第四節 相關分析 31
第五節 迴歸分析 32
第五章 結論與建議 37
第一節 研究結論 37
第二節 管理意涵 38
第三節 研究限制與未來研究建議 39
參考文獻 41
附錄一 研究問卷 46
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