隨著網際網路與行動通訊技術的成長,民眾正透過網路與行動裝置,邁向科技智慧新生活。從資策會2014年的調查報告中顯示,台灣民眾持有行動裝置的比率高達7成,可見行動裝置的使用正快速成長到普及化。從調查中得知前五名應用服務分別是「手機網路通訊」、「智慧化交通付費」、「數位交易」、「數位影音」及「社交網絡」。當在行動商務的數位交易結合社交網絡時,會有哪些因素影響的購買意圖。本研究以Davis(1989)的科技接受模式(Technology Acceptance Model, TAM)作為主要理論基礎架構,探討LINE用戶對於網路口碑、社群認同與網路安全對行動商務購買意圖之影響。 本研究調查是以國內LINE通訊軟體用戶為研究對象,透過紙本問卷調查蒐集資料,總計收回269份問卷,其中有效問卷250份,有效樣本比率92.94%。再透過敘述性統計、信效度分析與迴歸分析等研究方法,針對研究假設進行驗證。研究驗證結果顯示: 1、網路口碑訊息對LINE行動社群網站的信任有正向顯著的影響。2、社群認同對LINE行動社群網站的信任有正向顯著的影響。3、網路安全對LINE行動社群網站的信任有正向顯著的影響。4、信任對LINE行動社群網站的使用態度有正向顯著的影響。5、認知有用性對LINE通訊軟體的使用態度有正向顯著的影響。6、認知易用性對LINE通訊軟體的使用態度有正向顯著的影響。7、LINE通訊軟體的使用態度對購買意圖有正向顯著的影響效果。
With the growth of Internet and mobile communications technology, people through the Internet and mobile devices, into a new smart life science and technology .According to the Institute for Information Industry survey in 2014, the ratio of the people of Taiwan to hold up to 70% of mobile devices, using the mobile devices is rapidly growing to the popular. That the top five applications from the survey report are "mobile network communication", "wisdom transportation charge", "digital transactions", "digital video" and "social networking".When digital mobile commerce transactions come across the social network, what the factors influencing purchase intention. In this study, Davis’s Technology Acceptance Model(TAM) as the main theoretical foundation was to explore the effect of LINE user for online word of mouth in online, community identity and network security for mobile commerce purchase intentions. The research was based on surveys of domestic LINE communications software user for the study, collecting information through questionnaires, a total of 269 questionnaires were recovered, of which 250 valid questionnaires, the effective sample rate of 92.94%. The study used of descriptive statistics, reliability and validity analysis, regression analysis methods for hypothesis validation. The results showed that, (1) Online word of mouth messages has a positive impact on confidence of the mobile communications social software LINE APP .(2) Community indentity has a positive impact on confidence of the mobile communications social software LINE APP. (3) Network security has a positive impact on confidence of the mobile communications social software LINE APP. (4) The trust has a positive impact on the attitude in using the mobile communications social software LINE APP. (5) Perceived usefulness has a positive effect on the attitude in using the mobile communications social software LINE APP.(6) Perceived ease of use have a positive impact on confidence of the mobile communications social software LINE APP .(7) The user’s attitude for the mobile commerce social software LINE APP has significant influence on purchase intent.