文化構面與消費價值對行動商務的採用影響－以台灣年輕族群為例

在行動網路的商業應用上成長緩慢不如預期般的推測，即使行動電話在世界上已被廣泛的使用。本研究的目的是從非技術面的角度去驗證文化構面對採用上的影響以及衡量行動商務的消費價值。應用Sheth(1991)等學者所提出的消費者模型做為基礎架構，也就是消費價值，其中包含功能性價值、社會性價值、情感性價值、嘗新性價值與條件性價值。研究中也運用由 Hofstded(2001)所提出的文化構面做為影響因素，包含權力距離、個人主義、不確定性規避、剛性作風與長期導向。將這兩種理論放進本研究中打算證實是否文化因素對創新的行動商務所期望的消費價值產生影響，在調查年輕的行動用戶與進行典型相關分析之後，資料顯示在文化影響因素與消費價值之間產生兩組典型相關結果；第一組將它命名為「成就型」相關，意指行動用戶將具有較高的權力距離、個人主義、剛性作與長期導向之特性，對於行動應用的期望在於擁有更多的功能性價值、嘗新性價值與條件性價值之需求。相對的，第二組將它命名為「順從型」相關，意指行動用戶較順從於高不確定性規避，對於行動應用的要求在於社會性價值與情感性價值。而研究結果將洞悉出這些技術的先驅者，尤其是行動的操作者與行動設備業者在設計內容與介面上必須考慮到與文化契合的行動策略，以便確定的擴散行動力量。

關鍵字

消費價值；文化影響；消費者行為；行動商務

並列摘要

The commercial applications of mobile network grew slower than the expected figure even though the mobile phone had been used world widely. The purpose of this research is to exam the influences of cultural dimension on the adoption and perceived consumption value of mobile commerce from another perspective beyond technological factors. This research applies the consumer behavior model developed by Sheth (1991) as the basic framework, that is, the consumption value model, which included the functional value, the social value, the emotional value, the epistemic value and the conditional value. The researcher also includes some cultural dimensions proposed by Hofstede (2001) as the influencers, that is, the power distance, individualism, uncertainty avoidance, masculinity, and long-term orientation. As putting these two theories together, this research intends to verify whether the expected consumption value of innovative mobile commerce will be influenced by cultural factors. After surveying young mobile users and implementing a canonical analysis, the data reveals two types of correlation between cultural influencers and mobile consumption values. One is defined as the achievement-facilitated relationship, which means that the mobile belonging to of higher power distance, individualism, masculinity, but less long-term orientation will be positively correlated to more demands on mobile applications possessed with higher functional, epistemic, and conditional value. Contrarily, the second type is called the compliance-maintained relationship, which means that the mobile users possessed more compliant to aversion of uncertainty will be highly demanding on mobile applications of social and emotional value. The research results will give insights to those technological pioneers, especially, the mobile operator and the mobile equipment vendors, by considering the culture-fitted mobile strategy in designing content and interface, so as to properly diffuse the mobile momentum.