影響採用行動數據服務之研究 ─ 計畫行為理論之應用

Understanding Mobile Data Services Adoption Behavior: An Extension of the Theory of Planned Behavior

王聖堯(Shen-Yao Wang)

指導教授 ： 李婷

元智大學/資訊學院/資訊管理學系/碩士(2006年)

https://doi.org/10.6838/YZU.2006.00027

摘要

由於傳統行動通訊市場的飽和，在這激烈的競爭下，電信業者必須開始發展新的行動加值或數據服務以滿足客戶的需求，並藉此開拓新的市場以維持競爭力，然而這些行動數據服務在台灣的發展並不如預期，因此本研究以計畫行為理論為理論基礎，找出並驗證有哪些因素會影響到使用者對於行動數據服務的採用意圖，特別是針對行動訂票的服務而言。
此研究採用線上問卷來收集資料，用以驗證所提出之研究模型，並應用結構方程模式來檢驗潛在變項之間的關係。實證結果發現「態度」、「自我認知」以及「控制機制」是正面影響使用者對於行動訂票服務「使用意圖」的重要因素，至於「主觀規範」則無法顯著預測使用者對於行動訂票服務的「使用意圖」；此外，使用者對於行動訂票的「態度」主要是受到「認知有用性」和「認知金錢價值」的影響，解釋度(SMC)高達83.8%，而「認知易用性」則是透過「認知有用性」來間接地影響使用者對於行動訂票的「態度」，至於「信任」和「態度」之間的關係則不顯著。

關鍵字

行動數據服務 ； 行動訂票 ； 計畫行為理論 ； 使用者接受度

並列摘要

Intense competition in the telecommunication market has urged for the development of mobile value added services in order to sustain the competitiveness of mobile vendors. Yet, the development and usage of mobile internet services has not reached the expectation. Thus, based upon the Theory of Planned Behavior, this study aims to understand the driving factors that influence the behavioral intention to adopt the mobile data services, especially the case of mobile ticketing.
The proposed research model is empirically tested with data collected from an online survey. Structural equation model technique is then applied to evaluate the relationship between the latent variables. Empirical findings suggest that the behavioral intention to use mobile ticketing is determined by attitude, self-efficacy and controllability simultaneously. Furthermore, the attitude toward using mobile ticketing is directly influenced by perceived usefulness and perceived monetary value. Finally, implications of this study and directions for future research are also discussed.

並列關鍵字

Mobile Data Services ； Mobile Ticketing ； Theory of Planned Behavior ； User Adoption

參考文獻

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