文化因素對行動商務採用的跨國性比較

The Internatoinal Comparison of Cultural Effect on the Adoption of Mobile Commerce

鍾瑞烟(Ruei-Yan Chung)

指導教授 ： 洪嘉良

國立暨南國際大學/管理學院/資訊管理學系/碩士(2009年)

https://doi.org/10.6837/NCNU.2009.00166

摘要

雖然行動電話在世界上已被廣泛的使用，但是行動商務的發展仍舊不普遍，所以本研究主要是以文化的角度去探討，在不同國家內對於行動商務接受度之間的差異。在研究中則是採用Davis(1989)所提出來的科技接受模式，以知覺有用性與知覺易用性為主要變數去檢測對於行動商務採用的影響。在國家文化方面是運用Hofstede(2001)所提出來的權力距離、不確定性規避、個人主義、剛性作風與長期導向的五個文化構面為干擾變數，去探討在不同的國家文化構面下，知覺有用性與知覺易用性會對行動商務的採用所產生的影響。最後結果顯示，在台灣方面，知覺有用性對於行為意圖會受到不確定性規避、個人主義和剛性作風的影響，而知覺易用性對於行為意圖會受到權力距離、不確定性規避和個人主義的影響。在香港方面，知覺有用性對於行為意圖會受到權力距離、不確定性規避、個人主義的影響，而知覺易用性對於行為意圖會受到權力距離、不確定性規避和剛性作風的影響。在馬來西亞方面，知覺有用性對於行為意圖只受到權力距離和剛性作風的影響。在印尼方面，知覺易用性對於行為意圖會受到不確定性規避、個人主義、剛性作風和長期導向的影響，而知覺易用性對於行為意圖會受到權力距離和長期導向的影響。由上述結果可以發現，行動商務的採用會受到當地文化型態的影響，所以行動業者在發展行動策略時，文化特質是一個值得考量的因素。

關鍵字

行動商務 ； 國家文化 ； 科技接受模式

並列摘要

Mobile phones have been being used widely all over the world, but the development of mobile commerce is not still widespread until now. Under this premise, this research focuses mainly on the differences of the adoption of mobile commerce from country to country with regard to cultures. This research adopts the technology acceptance model proposed by Davis (1989), the main variables—perceived usefulness and perceived ease of use—to test the influence on the adoption of mobile commerce. The five cultural dimensions—power distance, individualism, uncertainty avoidance, masculinity, and long-term orientation proposed by Hofstede (2001)—function as the moderators to study the influence of perceived usefulness and perceived ease of use on the adoption of mobile commerce under the cultural dimensions of different four nations, including Taiwan, Hong Kong, Malaysia, and Indonesia. The results indicate that, in Taiwan, the first relationship between perceived usefulness and behavioral intention (1) is moderated by uncertainty avoidance, individualism, and masculinity. On the other hand, the second relationship between perceived ease of use and behavioral intention (2) is by power distance, uncertainty avoidance, and individualism. In Hong Kong, (1) is influenced by power distance, uncertainty avoidance and individualism and (2) is by the power distance, uncertainty avoidance, and masculinity. In Malaysia, (2) is affected by the power distance and masculinity alone. In Indonesia, (1) is moderated by uncertainty avoidance, individualism, masculinity and long-term orientation and (2) is by the power distance, and long-term orientation. The above-mentioned results find that the adoption of mobile commerce is influenced by local cultural style. When mobile vendors develop the mobile strategies, the factor of cultural characteristics is mainly worthy of considering.

並列關鍵字

Mobile commerce ； National culture ； Technology acceptance model

參考文獻

參考文獻

一、中文部分

1. 林東清(2005)，「資訊管理：e化企業的核心競爭能力」，再版，智勝文化事業有限公司。

2. 吳忠吉(2004)，「數位時代產業及就業問題之探討」，行政院研究發展考核委員會編印。

3. 謝淳雅(2007)，「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」，暨南大學資訊管理研究所碩士論文。