顧客對行動商務購物意願之影響因素－由安全及風險觀點探討

The Factors Influencing the Purchase Intention in Mobile Commerce: From the Perspectives of Safety and Risk

孫思源(Szu-Yuan Sun) ； 詹淑敏(Shu-Min Chan) ； 趙珮如(Pei-Ju Chao)

《顧客滿意學刊》 5卷2期 (2009/09) Pp. 127-154

https://doi.org/10.30066/JCS.200909.0006

摘要

當消費者進行行動商務購物時，由於行動設備使用的限制與無線網路的特點，得靠著消費者對供應商的信任才能進行交易，這隱含著行動商務存在許多風險及安全性議題，這些議題都考驗著消費者對行動商務網站的交易意願。因此，本研究之目的，主要由安全與風險的觀點爲主軸，結合信任與科技接受模式作爲理論基礎，建立本研究之研究模式，同時應用調查研究法，以問卷蒐集受測者的認知看法，並以統計軟體進行問卷信效度及模式假說之驗證。本研究的研究結果顯示：(1)認知安全性會顯著影響消費者的信任，並間接影響使用行動商務網站的交易意願；(2)認知風險會降低消費者使用行動商務網站交易意願；(3)消費者對行動商務購物網站的認知易用性、及認知有用性，對行動商務網站交易意願有顯著的正向影響；(4)消費者覺得隱私權保障程度愈高，則對行動商務網站的信任愈有正面的影響；(5)行動通訊業者的無線服務技術能力，能正向顯著的影響消費者對行動商務網站的信任；(6)當消費者愈信任行動商務網站之供應商，則對於行動交易的意願便愈強。

關鍵字

行動商務 ； 信任 ； 科技接受模式 ； 認知風險 ； 認知安全性

並列摘要

Due to the limitations of mobile equipments and the uniqueness of the wireless network, the customers have to trust the vendors before they can begin to process the transactions. That means that the mobile commerce implies the issues of risk and security, all the issues will affect the customers' purchase intentions in wireless web site. The purpose of this study intends to construct a research model to integrate trust and perceived risk with TAM to investigate the impact of customer trust and perceived risk on the acceptance of mobile commerce. Survey research was employed in this study. Statistical techniques were used to validate the reliability and validity of the measurement and validate the research model and hypotheses. The result suggests that: (1) ”perceived security” is the factor that influences building customer trust and also affects the customers' purchase intention in mobile commerce web site. (2) ”perceived risk reduces the customers' purchase intention in mobile commerce web site. (3) ”perceived ease of use” and ”perceived usefulness” have positive impacts on the customers' purchase intention in mobile commerce web site. (4) customers' ”perceived privacy protection” has a positive impact on customers' ”trust” in mobile commerce web site. (5) the vendors' capabilities on ”wireless technology” positively affect the customers' ”trust” in mobile commerce web site. (6) ”Trust” positive impacts on the intention of purchase with mobile commerce.

並列關鍵字

Mobile Commerce ； Trust ； TAM ； Perceived Risk ； Perceived Security

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