以科技接受模式探討消費者接受行動商務的行為意圖

The Study of Behavuor Intention to Accept Mobile Commerce in Technology Acceptance Model

蕭景宏(Ching-Hung Hsiao)

指導教授 ： 洪育忠

大同大學/經營設計學院/資訊經營學系所/碩士(2004年)

摘要

隨著行動設備逐漸普及，全球行動上網人口亦逐年增加，根據 Jupiter Research的研究顯示，2002年全球行動上網人口為1.3億人，至2004年將成長至3.7億人，廣大的行動上網人口成了新的潛力市場。另一方面，行動上網設備的功能亦逐漸提昇，對於人類生活的影響程度與日俱增，許多業者看重這樣的商機而開始積極進行行動商務。由於不同消費者對新的技術，可能會有不同的反應。消費者可能因此對於系統有不同需求。因而在經過使用後，產生不同的知覺態度。以至於產生不同的評價，進而影響其使用意圖。本研究目的是利用科技接受模式探討在實際情形下，探討消費者對行動商務服務的知覺態度及消費者的使用意圖。於使用行動商務的意圖上，迴歸分析結果顯示主要的影響因素為對行動商務的態度，表示對行動商務的態度強烈主導著使用行動商務的意圖，對行動商務的態度越正面；其使用行動商務的意圖會越明顯。另外有用知覺和易用知覺也會影響使用行動商務的意圖，但其兩者增加的解釋量並不高，影響力並不大。

關鍵字

迴歸分析 ； 行動商務 ； 科技接受模式 ； 路徑分析

並列摘要

The more mobile device is used, the larger the group of people who use mobile internet is. According to the survey done by Jupiter Research, the users for mobile internet was 139 million in 2002, but it will grow to 373 million in 2004. The rapidly growing population for mobile internet users will be a potential market for many dealers. On the other hand, due to the broader use of mobile internet, the function for it is improved as well. For the greater influence mobile device would be on us, many dealers do believe it’s a good chance and have started to invest in this field actively. Since different consumers might have different responses toward new technique, they would also have different requests toward the system. And the different cognitive attitudes brought out after using it will make the users evaluate the system divergently, and influence their intention for using the technology. By using Technology Acceptance Model (abbreviated as TAM), the purpose of this research is to find out how consumers cognize the services for mobile commerce and their intention for using it. The regression analysis shows that the attitude is the main factor for using mobile commerce, which means the attitude toward mobile commerce influence significantly the users’ intention for using mobile commerce. The more positive attitude the users have toward mobile commerce, the greater their intention would be. In addition, perceived usefulness and perceived ease of use would affect users’ intention toward using mobile commerce as well, but these two perceptions wouldn’t prompt the intention too greatly.

並列關鍵字

Mobile Commerce ； Path Analysis ； Regression Analysis ； Technology Acceptance Model

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