行動商務採用的影響因素：文獻回顧與書目計量學觀點的研究

Influence Factors of Mobile Commerce Adoption: A Literature Review and Bibliometric Perspective

李嘉倩(Chia-Chien, Lee)

指導教授 ： 汪志堅

國立臺北大學/商學院/資訊管理研究所/碩士(2010年)

摘要

今日大部分的人幾乎將行動手機視為生活中的必需品，因此行動服務提供商認為行動商務具有潛在能力的市場。行動商務是透過行動裝置來進行交易活動。最近幾年，行動商務漸漸變得盛行，然而卻有一些行動電話的使用者仍只使用聲音和文字訊息的基礎服務，而拒絕其它新的行動服務。因此，本研究的目的希望能了解行動商務採用的發展過程，我們從文獻探討與書目計量學的觀點，去探究行動商務採用的整體發展。
本研究於Science Citation Index Expanded (SCIE)和Social Citation Index (SSCI)資料庫，使用行動商務採用作為關鍵字，蒐集2000至2009年間的期刊文章。為了避免有遺漏，因此增加四本資訊管理期刊，分別為Electronic Commerce Research and Applications、 International Journal of Electronic Commerce、Journal of Organizational Computing 和 Electronic Commerce and Journal of Interactive Marketing，對這四本期刊的從2000到2009年出版的文章逐一確認。本研究主要是從顧客的觀點，最後總共蒐集到67篇行動商務採用的文章並以顧客的角度。
首先，本研究先回顧這67篇行動商務的文章，依據文章所談到的行動商務類型、研究方法和使用那些理論作為依據，並且擷取出文章中所探討的變數，對其進行歸納與整理分類。研究分類的結果發現行動服務類型可分為電信服務、網路應用、商務活動和廣告，而這些行動商務的文章主要以問卷的方式進行研究，大多數的研究主要以四個理論作為研究的基礎，分別是理性行為理論（TRA）、計畫行為理論（TPB）、科技接受模式（TAM）以及創新擴散理論（IDT）。本研究歸納出影響行動商務採用的六個構面，分別是行動商務的優勢、行動商務的障礙、信任、風險、社會影響與個人影響。接著，本研究觀察這67篇文章的其出版年代、出版期刊、作者國家分佈以及此文章在SCIE和SSCI資料庫中被引用的次數。從年代分佈中，發現行動商務採用仍是一個新興的研究主題，並揭露那些文章較常被引用，對於研究行動商務採用有較大影響力。
第二，從67篇文章中，共識別出3,595參考文獻。本研究對參考文獻進行引用和共引用分析。針對文章進行的引用分析，找出引用次數較高的文獻與期刊。此結果能做為新進的研究者認識與了解行動商務採用的起點。針對期刊進行的引用分析，發現Information & Management和International Journal Electronic Commerce，這兩本期刊不只是行動商務核心的期刊同時也是知識來源的主要期刊，知識來源的期刊主要來自三種領域，分別是管理資訊系統、行銷與商業和管理科學領域。最後，本研究藉由共引用分析與多元尺度分析引用次數前22名的文獻，研究結果顯示出文獻間的強弱關係。

關鍵字

行動商務、行動服務、科技採用、文獻回顧、共引用分析、引用分析

並列摘要

Most of people regard mobile phone as daily necessity today, so mobile commerce is considered a large emerging market. Mobile commerce is transaction activities through mobile device. Mobile commerce becomes more popular in these years. However, some mobile phone users only use basic service such as voice service and text message, but reject other mobile service. Therefore, the aim of this paper was to understand development process of mobile commerce adoption. At this point of the development, we take a look at the current state of mobile commerce adoption from a literature review and bibliometric perspective.

The search for articles start with Science Citation Index Expanded (SCIE) and Social Citation Index (SSCI) search for these peer-review articles with keywords that is mobile commerce and only articles published between 2000 and 2009. To avoid missing, adding all articles of four journals as Electronic Commerce Research and Applications, International Journal of Electronic Commerce, Journal of Organizational Computing and Electronic Commerce and Journal of Interactive Marketing between 2000 and 2009. The research would like to focus attention on customer perspective, and then examine articles whether articles are related to mobile commerce adoption. Finally, a total of 67 relevant articles were identified.

First, in the 67 articles aspects, this study reviewed the article context and presents classification which included m-commerce services, research methodologies, research theories and m-commerce adoption variables according to similarity and pattern of their studies. From the result of classification, this study found m-commerce services were divided to four dimensions: telecommunication service, internet application, commerce activities and advertisement and found the research methodologies of m-commerce adoption articles mainly use questionnaire following by experiment, interview and literature review, respectively. In addition, researching mobile commerce adoption took four theories which covered theory of reasoned action (TRA), theory of planned behavior (TPB), Technology accept model (TAM) and innovation diffusion theory (IDT) as researchful foundation principally. This study generalized six dimensions that are respectively advantages of mobile, barriers of mobile, trust, risk, social influence and individual influence for influencing factors of mobile commerce adoption. Besides, the research observed distribution of articles by journal, author’s countries and published years and cited times by other SCIE/SSCI indexed articles. This research found that mobile commerce adoption is an emerging research subject from the distribution of the m-commerce adoption by year. Moreover, the current study also revealed the highly influence mobile commerce adoption articles which were cited most by other SCIE and SSCI indexed articles.

Second, the 3,595 references were identified from 67 articles. The study performed the citation and co-citation analysis for the references. The literatures and journals which is cited frequently by selected articles of mobile commerce adoption are revealed that shown the literatures is an important resource. The new researchers want to recognize and understand in mobile commerce adoption, and then they should begin as a starting point from the literatures. The study found that the two journal which are Information & Management and International Journal Electronic Commerce not only m-commerce core journal but also knowledge source journals of m-commerce which divided into three kinds of journals as management information system, marketing and business, and management science. Finally, the study gained the stronger relationship between top 22 of references by co-citation network and MDS map.

並列關鍵字

Mobile commerce, Mobile service, Technology adoption, Literature review, Co-citation analysis, Citation analysis

參考文獻

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