以科技接受模式與創新擴散理論探討行動優惠券之使用意圖

Using the technology acceptance model and innovation diffusion theory to explore the intention of using mobile coupons

陳素雯 ； 李明錡 ； 許乃樺

《NCS 2017 全國計算機會議》 2017 (2018/01) Pp. 578-583

https://doi.org/10.29428/9789860544169.201801.0109

摘要

近年來隨著行動裝置的普及，愈來愈多企業利用行動優惠券來進行行銷活動。然而過去的研究大多著重於實體優惠券，較少有研究探討行動優惠券的使用意圖。本研究結合科技接受模式(TAM)、創新擴散理論(IDT)與計畫行為理論(TPB)提出整合性研究模型，並加入認知價值和促銷兩個前置因素，探討消費者使用行動優惠券之意圖。本研究以曾經使用過行動優惠券的消費者為研究對象，並採用結構方程模型(SEM)來驗證研究模型。研究分析結果顯示，個人創新顯著影響消費者對使用行動優惠券的認知有用性與認知易用性；認知易用性、相容性與認知價值皆顯著影響消費者的態度；認知有用性、主觀規範、促銷與態度皆直接顯著影響消費者使用行動優惠券的意圖。最後，學術上與管理上的意涵在文章中討論。

關鍵字

科技接受模式 ； 創新擴散理論 ； 計畫行為理論 ； 行動優惠券

並列摘要

With the popularity of mobile devices, more and more companies are conducting mobile marketing campaign through mobile coupons. However, previous studies mostly focus on entity coupons while little research has been conducted to explore intention of consumers' using mobile coupons. This study proposes an integrated research model based on Technology acceptance model (TAM), Innovation diffusion theory (IDT) and Theory of planned behavior (TPB), and adds two antecedent factors (i.e., perceived value and promotion), to explore factors influencing consumers' using mobile coupons. In this study, consumers who used to use mobile coupons were selected as the research subjects and Structural equation model (SEM) were used to validate the research model. The results show that personal innovation significantly affects perceived usefulness and perceived ease of use. Perceived ease of use, compatibility and perceived value significantly affect consumer attitudes. Perceived usefulness, subjective norms, promotions and attitudes directly and significantly affect the consumers' intention to use mobile coupons. Finally, the theoretical implications and managerial implications are discussed in the article.

並列關鍵字

Technology acceptance model (TAM) ； Innovation diffusion theory (IDT) ； Theory of planned behavior (TPB) ； Mobile coupon