行動網路的愈趨成熟,加上智慧型手機在市場上的熱銷,帶動行動商務應用服務市場的快速成長,除了促成消費者行為的改變,也深深影響著消費者的生活模式。本研究從使用者角度出發,探討消費者對行動商務服務創新的行為意圖,以科技接受模型為理論基礎,並加入新服務概念、網站品質、顧客賦權等三項衡量服務創新的外生變數以建立本研究架構。 本研究共回收376份有效問卷,以SPSS作為統計工具,使用複迴歸分析探討服務創新與行為意圖間之關係;再以階層迴歸分析探討知覺易用性、知覺有用性與使用者態度是否扮演中介角色。研究結果發現,除新服務概念未對知覺有用和易用性產生影響外,行動商務服務創新對消費者行為意圖皆有正向的影響。
With the maturation of mobile Internet and hot sales of smart phone, we are facing the changes of consumer’s behavior and lifestyle. These factors bring the rapid growing of the mobile commerce market.This study takes the technology acceptance model (TAM) as basis and stands on the consumer’s side to construct a structure to understand the consumers' behavioral intention about adopt the mobile commerceservice. The sample of research includes 376 users of mobile commerce service. We used SPSS to examine hypotheses.This study used multi-regression to investigate the impact among service innovation andbehavioral intention.Hierarchical regression was used to investigate perceived ease of use, perceived usefulness and attitude toward useas the mediating role to test the proposedmodel. The results indicate that external variables-customer empowerment and website qualitywill have positive effect on behavioral intention through perceived easeof use, perceived usefulness and user attitude except new service concept.