以創新擴散理論及科技接受模式探討影響LINE購物之使用意願因素

隨著4G行動網路及智慧型行動裝置的全面普及，人們的日常購物形態也發生了轉變，在資策會(MIC) 2018中的產業研究報告中指出，臺灣消費者網路購物之頻率已逼近實體店面購物，整體網路購物之頻率已達45%。在台灣LINE用戶每天開啟LINE的頻率高於20次，使用率為LINE全球市場之冠，LINE希望憑藉這項優勢在競爭激烈的網路購物市場創造出一片藍海。2018年LINE正式跨足電子商務－「LINE購物」，LINE購物以行動購物第一站為目標，讓LINE用戶可以從LINE購物裡輕鬆比價不同的電商平台的商品價格。本研究以創新擴散理論及科技接受模式探討影響LINE購物之使用意願因素，在「有使用過LINE購物」及「沒有使用過LINE購物」的研究結果發現，知覺有用性、相對優勢對LINE購物之使用態度有正向顯著影響，而積極的使用態度會影響消費者對LINE購物之使用意願；另外，相容性會積極影響消費者對LINE購物之使用態度及使用意願。

關鍵字

LINE購物；行動商務；使用意願；科技接受模式；創新擴散理論

並列摘要

With the popularity of 4G mobile networks and mobile devices, people's daily shopping pattern has changed. According to the survey conducted by the MIC, the frequency of Online Shopping has been rising and close to Brick-and-Mortar Shopping in Taiwan. The overall Online Shopping ratio in Taiwan has reached 45%. In Taiwan, on average a LINE user opens the LINE App more than 20 times a day and the utilization rate is the highest in the LINE global market. LINE is going to take advantage of such customer loyalty and attempts to create a “blue oceans” in the highly competitive online shopping market. LINE officially stepped into e-commerce by announcing a service called “LINE Shopping” in 2018. The company expects LINE Shopping to become a mobile shopping channel where its hundred millions of active users can easily find out products with compared prices from different marketplaces. This study, based on Innovation Diffusion Theory and Technology Acceptance Model, is to explore the factors affecting the willingness of using LINE shopping. The results show that perceived usefulness and relative advantage were exhibiting a significant impact on attitude toward using, while the positive attitude would affect consumers willingness to use LINE shopping. In addition, compatibility was positively influencing on attitude toward using and willingness to use.

並列關鍵字

LINE Shopping ； Mobile Commerce ； Technology Acceptance Model ； Innovation Diffusion Theory ； Adoption willingness

參考文獻

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