影響使用者持續使用行動加值服務意圖之研究

A Study of the Influencing Factors on Intention to Using Mobile Value-added Services

李昇安(Li,ShengAn)

指導教授 ： 廖則竣

國立中正大學/管理學院/資訊管理學系/碩士(2012年)

摘要

通訊技術的成熟，通訊基礎設施覆蓋面積的擴大，加上手機的高普及率，導致了行動服務的發展，因此瞭解哪些因素會促進使用者願意使用行動加值服務是業者的首要任務。本研究目的在於探討行動加值服務的持續使用意圖，以功利主義與享樂主義、個人創新性與知覺可靠性等四個構面來探討。

本研究採用網路問卷調查，研究對象為擁有使用行動加值服務經驗的使用者，共回收304份有效問卷，使用smartPLS2.0結構方程模式來驗證模式內各個變數間的因果關係。研究結果發現功利性因素對於態度的影響較享樂性因素強。此外，功利性因素方面的時間便利性、服務相容性與情境式提供會正向影響使用態度，知覺成本會負向影響使用態度，而認知努力並不會影響使用態度，其中又以服務相容性影響最顯著。在享樂性因素方面，樂趣與展現性均呈現正向影響使用態度，其中以樂趣影響較顯著。使用者個人創新性與環境面的知覺可靠性會正向影響使用態度與持續使用意圖，期望本研究的結果研究結果可作為在學術與實務方面的參考與建議。

關鍵字

行動加值服務 ； 功利主義 ； 享樂主義

並列摘要

With the expansion of communication infrastructures coverage and high utility rate of mobile phones promote the development of mobile value-added services. Therefore, understanding the consumer’s demand for mobile value-added services is the important mission that telegraph companies have to do. In this study, a research is conducted on individuals intention to continue using mobile value-added services. The model specifies contextual variables such as utilitarian, hedonic, personal innovativeness and perceived credibility.

We use online survey questionnaire on this research. Through an online survey of 304 respondents, by means of structural equation modeling with smartPLS2.0. The result of this research shows that utilitarian influence is more stronger than hedonic influence. Time convenience, service compatibility, and contextual offer have positive impact on using attitudes and service compatibility is the most significant. However, perceived costs have negative impact on using attitudes and cognitive effort did not significantly influence using attitudes. Enjoyment and expression have positive impact on using attitudes and enjoyment is the most significant. Perceived credibility and personal innovativeness both have positive impact on using attitudes and continued using intentions. The result will be useful to both the academic and business in their advocacy of the conducts of mobile value-added services.

並列關鍵字

Mobile Value-added Services ； Utilitarian ； Hedonic

參考文獻

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