行動雲端服務使用意圖與實際行為探討

在這個資訊爆炸的世代中，如何才能隨時隨地掌握到即時的資訊，變成是當代人們的一個重要目標。然而，行動通訊的出現，便是扮演了這個重要目標的角色，透過行動裝置的功能不斷進步、行動數據頻寬不斷的提升，人們漸漸的把使用重心由固定式裝置轉移到隨時隨地都能取得的行動裝置上。目前，人們最主要使用的行動雲端項目，應用服務佔第一順位，以往把使用應用服務視為一種功利型目的，在今日也逐漸地開始重視享樂型目的的使用。有鑑於此，本研究將探討使用者在行動雲端服務上的接受程度為何，對於使用者認知的功利型行動雲端服務與享樂型行動雲端服務是否會正向影響使用者的使用意圖進而正向影響實際行為，而使用者的主觀規範是否也會正向影響使用意圖進而正向影響實際行為。本研究回顧行動雲端服務、科技接受模式(TAM)、享樂型功利型與主觀規範的相關文獻進而建立研究假設。研究資料蒐集採線上問卷發放方式，研究對象主要針對一般的行動雲端服務使用者，以SPSS分析個人基本資料，並且驗證各變數之間信效度及相關性。正式問卷中有效問卷293人的資料皆顯示項目間具有高度信效度及相關性。本研究結果為享樂型和功利型行動雲端服務對認知有用性與認知易用性有正向影響；認知有用性與認知易用性對使用意圖有正向影響；主觀規範對使用意圖有正向影響；而使用意圖對於實際行為有正向的影響。其中，由資料分析結果，希望可以提供行動雲端服務開發者與業者對於行動雲端服務的發展策略及推行行動雲端服務的整體行銷方向，更能提供後續研究學者對於行動雲端服務研究的參考指標。

關鍵字

行動雲端服務；享樂型；功利型；主觀規範；使用意圖

並列摘要

How to get the real-time information anytime, anywhere in this information explosion generation that becomes an important goal. However, the emergence of the mobile communication that plays an important role. Because the capability of mobile devices and mobile data bandwidth are continued advancement, people focus to use mobile devices. Currently, applications become the first priority that people use mobile cloud service. In the past, using application is regarded as a utilitarian but the goal start to be respected hedonic today. Therefore, this study explores user acceptance on using mobile cloud service. Whether user perceived utilitarian and hedonic mobile cloud service has positively influenced on user’s intention and hasl positively influenced on actual behavior. And whether user’s subjective norm has positively influenced on use intention and positive influence on actual behavior. This study reviews literature of mobile cloud service and technology acceptance model (TAM) and establish research hypothesis. This study uses online questionnaire to collect samples which targeted on general public users. SPSS is used to analyze general information and verify reliability, validity and correlation between variables. There are 293 valid questionnaires in formal questionnaires and every item has high reliability, validity and correlation. According to the results of analysis, utilitarian and hedonic mobile cloud services have positively influenced on the perceived usefulness and the perceived ease of use; the perceived usefulness and the perceived ease of use have positively influenced on use intention; the subjective norm has positively influenced on use intention. In addition, use intention has positively influenced on actual behavior. However, the findings in this study provide useful information for further research in the field. This study offers business overall marketing directions for the future development of the mobile cloud service.