影響使用者採用行動條碼關鍵性因素之研究

A Study of Critical Factors on User’s Adoption of Mobile Barcode

黃以淳(Yi-Chun Huang)

指導教授 ： 薛夙珍

朝陽科技大學/資訊學院/資訊管理系碩士在職專班/碩士(2010年)

摘要

近年來行動通訊的技術已日益成熟，隨著3G 及3.5G 無線通訊系統的發展，為消費者提供了價格更經濟、內容更豐富的行動加值服務。根據國家通訊傳播委員會(National Communications Commission, NCC)提供的資料顯示，臺灣地區手機門號人口普及率為116.6%，然而根據資策會FIND　(Foreseeing Innovative New Digiservices)調查顯示，台灣地區行動數據服務營收占ARPU(Average Revenue Per User：平均每戶營收)的比例僅有8.3%。此外，行動條碼被視為佔有行動加值服務市場的新殺手級應用，故本研究以行動條碼服務為討論主題，探討消費者採用行動條碼服務的成功關鍵性因素。
本研究以科技接受模型為理論基礎，給合創新擴散理論和知覺價值的觀點，以『知覺有用性』、『知覺易用性』、『個人創新特質』、『相容性』、『知覺娛樂性』、『知覺成本』、及『知覺價值』等構面探討消費者對於行動條碼服務的使用意願之影響。在研究對象上，以目前台灣地區行動電話使用者為調查對象，透過立意抽樣共收集到416 份有效問卷，並以統計方法進行結果驗證。經研究結果發現：(1) 消費者之知覺易用性對其知覺有用性有正向影響；(2) 消費者的知覺價值對其行動條碼的使用意願有正向影響；(3) 消費者的知覺易性對其行動條碼的知覺價值有正向影響；(4) 消費者的知覺有用性對其行動條碼的知覺價值有正向影響；(5) 消費者的知覺娛樂性對其行動條碼的知覺價值有正向影響；(6) 知覺有用性為影響行動條碼知覺價值最為關鍵之因素，知覺易用性對於知覺有用性有高度正向影響。
因此，本研究建議相關電信業者應提供消費者所認知有用及易用性最大之功能，並評估各項關鍵影響因素後，擬定適合的行銷策略，以提高未來行動電視條碼服務之使用意願。

關鍵字

行動條碼 ； 科技接受模型 ； 創新擴散理論 ； 知覺價值

並列摘要

In recent years, with the development of 3G and 3.5G mobile Internet the maturing telecommunication technology has provided with more economic and plentiful mobile value added services. According to the information which the National Communications Commission (NCC) releases demonstrates that the usage rate of the cellular phone number is 116.6% in Taiwan. However, a recent survey of Foreseeing Innovative New Digiservices shows that the mobile digital service revenue occupies the proportion of average revenue per user (ARPU) only has 8.3%. Furthermore, the mobile barcode services, sounds that is a killer application of the mobile value added service market share. This study explore the critical success factors that affect user’s adoption of Mobile Barcode services.

This study takes the technology acceptance model (TAM) as basis and combines the characteristics of the innovation diffusion theory (IDT) and perceived value theory, the study proposed a model for mobile barcode services adoption. The model consists of eight critical factors: perceived usefulness, perceived ease of use, personal innovation, , perceived playfulness, perceived cost, and perceived value. We conducted a questionnaire survey on mobile phone users in Taiwan by hapahazard sampling, and 416 people participated in this survey, and statistics is used to testify our model. We got the results which are as followed. (1)There is a positive relationship between perceived ease of use and perceived usefulness, (2) Perceived value significantly affects intention of use positively, (3) There is a positive relationship between Perceived ease of use and perceived value, (4) Perceived playfulness significantly affects perceived value positively, (5) Perceived ease of use significantly affects perceived value positively, (6) The most important critical factor is perceived usefulness which had the greatest effect on preceived value, there is high significant relationship between preceived ease of use and perceived usefulness.

We suggest two marketing strategies in the future. First, the telecom vendor should provide with maximized function of perceived usefulness and perceived ease-of-use of Mobile Barcode servcie. Second, we should assess all of the critical factors and develop a suitable marketing strategy to different segments of consumers in order to increase the aspiration to use Mobile Barcode servcie and usage rate.

並列關鍵字

Mobile Barcode ； Technology Acceptance Model ； Innovation Diffusion Theory ； Perceived Value

參考文獻

[3] 王明坤、黃國平(2007)，「電信新產品服務知覺品質、服務等候、企業形象與知覺價值對消費者行為意向之影響」，電子商務學報，第九卷，第四期，第887-924頁。

[20]劉文良、湯宗泰(2007)，「消費者對行動加值服務之付費意願」，電子商務學報，第九卷，第三期，第577-598頁。

[7] 徐心怡(2000)，消費者促銷知覺價值與促銷偏好程度之研究-產品類別干擾效果之探討，碩士論文，元智大學管理研究所，中壢。

[8] 高翔群(2006)，行動導覽服務使用者接受模型分析-創新擴散之觀點，碩士論文，大同大學經營學研究所，臺北。

[11]張彥淳(2006)，影響消費者採用行動付款因素之研究，碩士論文，國立中央大學資管所，中壢。