應用科技接受模型(TAM)與計畫行為理論(TPB)探討消費者QR Code網路購物之行為意圖

隨著智慧型手機與網際網路的普及化，使用QR-CODE資訊系統的應用也越來越普遍；從最簡單的獲取產品資訊，到加好友、訂購產品或行動支付等，各種應用也隨處可見。本研究結合科技接受模型與計畫行為理論，探討消費者使用QR-CODE網路購物之行為意圖。本研究採用問卷調查方式蒐集資料，以網路平台與民眾作為研究對象，發放400份問卷，有效樣本為390份，無效問卷為10份。研究結果發現，認知易用性對認知有用性有顯著正向影響；認知有用性對使用者態度有顯著正向影響；認知易用性對使用者態度有顯著正向影響；認知有用性對行為意圖有顯著正向影響；使用者態度對行為意圖有顯著正向影響；主觀規範對行為意圖有顯著正向影響；知覺行為控制對行為意圖有顯著正向影響；知覺行為控制對行為有顯著正向影響；行為意圖對行為有顯著正向影響；使用者態度在認知有用性對行為意圖的關係具有中介效果；行為意圖在知覺行為控制對行為的關係具有中介效果。

關鍵字

QR-CODE ；科技接受模型；計畫行為理論

並列摘要

Smartphone is one of the most innovative devices. It’s an App world and everyone is addicted to smartphone. A smartphone with apps has become everyone's best companion. One can hardly manage without possessing a phone. This study applies the integration of TAM and TPB to explore consumers’ behavior intention of QR code internet shopping. Moreover, the role of attitude between perceived usefulness and behavior intention, and the role of behavior intention between perceived behavior control and behavior are examined for identifying the mediating effect. A questionnaire survey was conducted to fulfill this purpose using a sample of 390 effective questionnaires gathered from the internet and residents at Tainan city. The analyses of statistics such as independent-samples t test, Pearson correlation coefficient, and regression analysis were used to analyze the data, with the software of SPSS. The research results show that all the hypotheses are supported. Attitude turned out to partially mediate the effects of perceived usefulness on behavior intention. Behavior intention has a significant mediating effect on the relationships between perceived behavior control and behavior. Finally, implications and future directions are discussed.