根據資策會產業情報研究所（MIC）於2018年調查臺灣消費者網購行為發現，有64.9%曾以智慧型手機或平板裝置進行購物。然而，69.9%臺灣網購族仍習慣以個人電腦完成購物，顯示行動購物市場尚有發展空間。另一方面，臺灣網購族每人的行動裝置平均擁有3個購物APP，顯示行動購物市場亦具有高競爭的特性。
本研究以TAM模型為基礎，結合Kalinic & Marinkovic(2015)和Koenig-Lewis et al(2015)所提出的影響因素，整理八項構面，共28個問項之問卷，探討「社會影響」、「個人創新接受度」、「客製化」、「機動性」、「娛樂感受」構面與「易用感受」、「有用感受」構面之關係，以及「易用感受」、「有用感受」構面與「行動購物使用意願」構面之關係，以研究行動購物使用者意願之影響要素。問卷自民國108年5月5日起以線上電子問卷SurveyCake經通訊軟體Line進行發放，截至108年5月14日共計回收308份，有效問卷共計308份，有效問卷率達100%。
研究結果顯示:1.「客製化」構面對「易用感受」及「有用感受」有顯著正向影響。2.「機動性」構面對「易用感受」及「有用感受」有中度正向影響。3.「娛樂感受」構面對「易用感受」及「有用感受」有中度正向影響。4.「個人創新接受度」構面對「有用感受」有中度正向影響。5.「易用感受」對「行動購物使用意願」有顯著正向影響。6.「有用感受」對「行動購物使用意願」有顯著正向影響。其中又以「客製化」構面影響最顯著，次為「機動性」及「娛樂感受」構面，爰建議行動購物網經營業者提升客製化服務，並強化機動性及娛樂感受功能，以提高行動購物使用者意願。

According to a study case conducted by Market Intelligence & Consulting Institute(MIC) in 2018 surveying customer behavior of online shopping in Taiwan, 64% of respondents have shopped by smartphones or tablets, whereas 69.9% of them are still used to complete orders through personal computers. On the other hand, respondents have 3 shopping APPs in average on their mobile devices. The case indicates both the potential and competing sides of mobile shopping market.
Based on Technology Acceptance Model(TAM),this paper combines influencing factors from both Marinkovic(2015)and N.Koenig-Lewis et al(2015) as the foundation to analyze user’s motivation behind mobile shopping behavior. A questionnaire which consists of eight constructs deploying to 28 questions was distributed through LINE. Valid questionnaire number is 308.
The results reveal:1.Customization has a significant positive effect on Ease of Use and Perceived Usefulness.2.Mobility has a moderate positive effect on Ease of Use and Perceived Usefulness.3.Perceived Enjoyment has a moderate positive effect on Ease of Use and Perceived Usefulness.4.Personal Innovativeness has a moderate positive effect on Perceived Usefulness.5.Ease of Use has a significant positive effect on Behavioral Intention.6.Perceived Usefulness has a significant positive effect on Behavioral Intention. Above all, Customization is the most significant, while Mobility and Perceived Enjoyment are next in importance. We suggest focusing on Customization, Mobility as well as Perceived Enjoyment to enhance users’ usage intention.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 v
表次 vi
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
第四節 研究範圍與限制 3
第二章 文獻探討 4
第一節 行動購物之定義、特性及臺灣行動購物市場概況 4
第二節 科技接受模式 5
第三節 影響行動購物之相關因素 7
第三章 研究設計 13
第一節 研究模式 13
第二節 操作型定義及衡量方法 14
第四章 資料分析與討論 19
第一節 人口統計資料與敘述統計 19
第二節 信度分析與因素分析 28
第三節 回歸分析 44
第四節 人口統計變數 50
第五章 結論與建議 72
第一節 結論 72
第二節 管理意涵 77
第三節 研究限制與後續研究建議 78
參考文獻 79
附錄 86

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三、 網路
GEMarketing，2016，GOOGLE 2016年「台灣數位消費者研究報告」大解密，https://www.gemarketing.com.tw/relatnews/research/google-2016-%E5%B9%B4%E3%80%8C%E5%8F%B0%E7%81%A3%E6%95%B8%E4%BD%8D%E6%B6%88%E8%B2%BB%E8%80%85%E7%A0%94%E7%A9%B6%E5%A0%B1%E5%91%8A%E3%80%8D%E5%A4%A7%E8%A7%A3%E5%AF%86/
財團法人資訊工業策進會，2018，台灣人更黏手機了！近8成民眾每天使用手機逾2小時 資策會：掌握娛樂市場需求成下一波商機，https://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=2081&fm_sqno=14
資策會產業情報研究所（MIC），2018，【網購大調查系列二】行動網購普及率達64.9％，https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=489。