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系統識別號 U0026-2306201613303700
論文名稱(中文) 以UTAUT模型探討消費者對於行動行銷之接受程度─以手機應用程式LINE@為例
論文名稱(英文) The Study of Customer Acceptance in Mobile Marketing Based on UTAUT Model: An Empirical Study of LINE@ 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 104
學期 2
出版年 105
研究生(中文) 陳霆瑋
研究生(英文) Ting-Wei Chen
學號 R46031191
學位類別 碩士
語文別 中文
論文頁數 61頁
口試委員 指導教授-蔡燿全
口試委員-張心馨
口試委員-黃瀞瑩
口試委員-郭彥廉
口試委員-吳慶壽
中文關鍵字 科技接受與使用統一模型  行動行銷  手機依賴度 
英文關鍵字 Unified Theory of Acceptance and Use of Technology (UTAUT model)  Mobile Marketing  Mobile Phone Dependence 
學科別分類
中文摘要 根據資策會調查指出,2014年台灣地區人口持有智慧型行動裝置的比率為69.1%,推估全台行動族群約有1,432萬人,同時此份調查也提到,台灣地區民眾持有智慧型手機的比率從2010年的10.8%,到2014年上半年已迅速成長至65.4%,據估計,台灣的智慧型手機市場將會在2016年趨近飽和;另份報告指出,台灣地區民眾使用智慧型裝置上網的比率已高達85.8%,已遠超過使用電腦上網之比例,可見智慧型裝置已成為大眾主要上網設備。而行動裝置在全世界的高普及率,因此許多學者都認為行動行銷是相當有潛力的一種行銷模式。
本研究以科技接受與使用統一模型(UTAUT model)為基礎,以LINE@行動行銷平台的手機應用程式作為例,並加入手機依賴度作為調節變數,希望能更進一步地探討消費者對於行動行銷的接受程度及因素,以期幫助行銷人員能將訊息透過正確且有效的方式傳遞給消費者。經由網路問卷調查,共回收300份有效樣本,並以迴歸分析方法檢定本研究各構面與調節變數之假設。經過實證分析後發現:(1) UTAUT模型能夠有效地預測消費者使用LINE@之行為意圖,也就是「績效預期」、「努力預期」、「社會影響」和「促成條件」此四大構面可用來解釋消費者接受行動行銷之因素 (2)性別對四大構面與使用意圖之間無顯著調節效果 (3)年齡對努力預期與使用意圖間具有影響,尤其對21到30歲使用者的影響較為顯著 (4)年齡也對促成條件與使用意圖間產生有調節效果 (5)使用經驗對四大構面與使用意圖之間無顯著調節效果 (6)手機依賴度對四大構面與使用意圖之間無顯著調節效果。
英文摘要 The purpose of this study was to investigate the main factors of customer acceptance in mobile marketing. In addition, we want to know if moderators, such as age, gender, experience and mobile phone dependence, will have a moderating effect on customer acceptance in mobile marketing. The research framework is based on an original UTAUT model, modified according to research needs. The sample collection was obtained through online questionnaires. 300 valid samples were returned during two months. The results indicate that all of the key constructs have a significant positive influence on Behavioral Intention when using the LINE@ app. Also, the result reveals that all of our moderators have a non-significant moderating effect, except “age”.
論文目次 摘要 I
Extended Abstract II
誌謝 V
目錄 VI
表目錄 VIII

第一章、緒論 1
一、研究背景與動機 1
二、研究目的 2

第二章、文獻探討 3
一、行動行銷 3
二、LINE@生活圈 3
三、科技接受與使用統一模型(UTAUT) 5
四、手機依賴程度 12

第三章、研究方法 14
一、研究架構 14
二、研究假設 15
三、問卷設計 17
四、資料收集方法 20
五、資料分析方法 20

第四章、研究結果 23
一、樣本結構分析 23
二、敘述性統計分析 23
三、因素分析與信度檢定 26
四、相關分析 31
五、研究假說驗證 32
六、研究結果整理 46

第五章、結論與建議 47
一、研究結論 47
二、實務意涵 50
三、研究限制與建議 52

參考文獻 53
一、中文部分 53
二、英文部分 53

附錄 56
附錄一、研究問卷 56
參考文獻 [中文部分]
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[英文部分]
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