行動裝置(手機)的普及化搭配網際網路的穩定與強大的功能下，除了帶動了商務平台如雨後春筍般的出現外，更引爆了破壞性的創新發展，UBER就是在這個時期風潮下孕育出來的旋風式知名產物之一。因此本研究希望能探討並找出UBER如何運用行動裝置的優勢提供適地性服務品質與滿意度而創造出商機。

本研究以科技接受模式為研究架構的基礎，並結合Kalinic & Marinkovic(2015)和Koenig-Lewis et al(2015)所提出的影響因素與參考過往的相關文獻，建立出影響消費者在使用行動裝置搭乘交通工具行為意圖的調查，並從是否與創新接受度，互動性，客製化，機動性，口碑，易用性，有用性之構面以及易用性與有用性對於行為意圖構面之關係去作探討。本研究透過線上電子問卷SurveyCake經通訊軟體進行發放，共計回收211份，有效問卷共計211份，有效問卷率達100%。採敘述性統計、獨立樣本T檢定等分析方法，進行影響因素探討。

研究結果顯示：（1）易用性、有用性對行為意圖有正向顯著影響。（2）互動性、客製化、口碑對易用性有正向顯著影響。（3）互動性、客製化、機動性、口碑對有用性有正向顯著影響。

The popularization of mobile devices (mobile phones) with the stability and function of the Internet, led to the emergence of business platforms, but also brought about destructive innovation and development, UBER is in this era of the tide of one of the whirlwind well-known products. Therefore, this study hopes to explore and find out how UBER can use the advantages of the action device to provide appropriate quality of service and satisfaction to create business opportunities.

This study, based on the scientific and technological acceptance model, combined with the influencing factors presented by Kalinic and Marinkovic (2015) and Koenig-Lewis et al (2015) and references to past literature, establishes a survey that affects consumers' intention to use mobile devices for transportation behavior, and from whether or not to engage with innovation acceptance, interactivity, customization, mobility, reputation , ease of use and usefulness, The relationship between the structure of usefulness and the ease of use and usefulness is to explore the structure of behavior intention. The study was distributed through online electronic questionnaire SurveyCake through the communication software, a total of 211 copies were recovered, a total of 211 valid questionnaires, effective questionnaire rate of 100%. The analysis methods of narrative statistics and independent sample T-checking were taken to explore the influencing factors.

The results show that: (1) Ease of use and usefulness have a positive and significant influence on behavioral intent. (2) Interaction, customization, word-of-mouth has a positive and significant impact on ease of use. (3) Interaction, customization, mobility, reputation has a positive and significant impact on usefulness.

論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 1
第三節 研究流程 2
第二章 文獻探討 3
第一節 創新接受度 3
第二節 互動性 3
第三節 客製化 4
第四節 機動性 4
第五節 口碑 5
第六節 易用性與有用性 5
第七節 行為意圖 6
第三章 研究設計 7
第一節 研究模型與假說 7
第二節 操作型定義及問卷設計 8
第三節 研究方法 16
第四章 實證分析 20
第一節樣本基本資料分析 20
第二節 項目分析-獨立樣本T檢定 28
第三節 信度分析 29
第四節 效度分析 30
第五節 行動裝置搭乘交通工具使用意圖之分析 34
第六節 人口統計變數 43
第五章 結論與建議 77
第一節 結論 77
第二節 建議 80
第三節 管理意涵 81
參考文獻 82
附錄 84

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