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姓名 林妤玲(Yu-Ling Ling) 電子郵件信箱 m944020013@student.nsysu.edu.tw
畢業系所 資訊管理學系研究所(Information Management)
畢業學位 碩士(Master) 畢業時期 95學年第2學期
論文名稱(中) 影響行動加值服務採用意願之因素:使用情境的效果
論文名稱(英) The Impact of Use Situation on the Acceptance of Mobile Value-added Services
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    摘要(中) 隨著電子商務與行動技術的成熟,許多企業投入大量的資金開發創新的行動加值服務。許多市場調查機構也預期未來幾年行動商務所創造出來的加值服務能為企業帶來可觀的利潤,或者是行動上網會成未來上網的主流。然而目前行動加值服務被消費者接受的程度並不如預期,市場上被廣泛接受的行動加值服務也不多。再加上有許多學者認為情境因子也會對使用者的使用意願影響造成影響。因此,本研究以計畫行為理論模型為基礎並整合任務科技適配模型為理論架構,透過調查研究來探討影響使用者採用行動加值服務意願的因素,再加入時間、任務與地點的情境因子,探討在不同使用情境下使用意願的變化。研究結果發現,第一、不論任何服務類型,任務與科技適配度越高,使用者對行動加值服務的態度也越正面。第二、不論任何服務類型,使用者對行動加值服務的態度越正面,則使用願意會越高。第三、使用者對行動通訊、娛樂與資料搜尋服務的知覺行為控制力越高,則使用該服務的願意也會越高,但行動交易服務的使用意願不受知覺行為控制影響。 第四、使用行動娛樂與交易服務的意圖會受主觀規範的影響。第五、使用情境對各類行動加值服務皆有調節效果,(1)在特定情境下,主觀規範會影響使用行動通訊、資料搜尋服務的意願。(2)在有時間壓力的情況下,使用者會比較在意他人的看法,除了娛樂服務之外。(3)行動通訊與娛樂兩類屬於休閒性質的服務比較在意父母親的看法,而行動交易與資料搜尋兩類有特定目的的服務則比較在意同事、同僚的看法,(4) 在有特定情境的情況下,模組對使用意圖的解釋力會增加,而任務科技適配度對使用態度的R-square解釋力則變低,也就是說情境會有顯著的調節效果。
    摘要(英) As the growth of the E-commerce and mobile technology, value-added services have attracted a substantial amount of attention in mobile applications. Many reports indicate that those mobile value-added services will be the next generation of Internet access and a potential profit maker in the future. However, the actual use of mobile value-added services is not as good as our expectation and the available services as well as user’s intention to use them are not very high.
    The objective of this research is to explore how contextual factors and different types of value-added services may affect the user’s intention to use. The theory underlying the study is the TPB model. An empirical study was conducted to examine the factors that affect the intention of adopting mobile services.
    The results show that (1) For all kind of services, a better task-technology fit resulted in a more positive attitude towards using the value-added services; (2). For all kind of services, user attitude on mobile value-added services was positively related to the user’s willingness to use; (3) For communication, entertainment, and information services, perceive behavior control had a positive effect on user’s willingness to use; (4) Social norms affected the willingness to use only when the nature of services is mobile entertainment or business transaction; (5) Contextual variables such as time pressure and location had mediate effects between attitudes and willingness to use.
    關鍵字(中)
  • 行動加值服務
  • 使用情境
  • 計畫行為理論
  • 任務科技適配
  • 關鍵字(英)
  • TTF
  • TPB
  • use situation
  • time pressure
  • task and location
  • 論文目次 第一章 緒論 1
    第一節 研究背景與動機1
    第二節 研究目的 5
    第三節 研究流程 6
    第四節 論文架構 8
    第二章 文獻探討 9
    第一節 行動加值服務的發展與特性 9
    第二節 計畫行為理論 14
    第三節 任務-技術適配模式 17
    第四節 使用情境相關研究 22
    第五節 行動加值服務使用意願之相關研究 27
    第三章 研究架構與方法 30
    第一節 研究架構 30
    第二節 研究假說 31
    第三節 研究變數之操作型定義與衡量 33
    第四節 資料分析方法 38
    第四章 資料分析與討論 39
    第一節 樣本基本資料檢定分析與描述 39
    第二節 信效度分析 43
    第三節 研究假說之檢定 58
    第四節 研究結果彙整 68
    第五章 結論與建議 72
    第一節 研究結論 72
    第二節 研究貢獻 74
    第三節 研究限制 75
    第四節 未來研究方向 76
    參考文獻 78
    附錄一、問卷內容 89
    參考文獻 參考文獻
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    口試委員
  • 賴香菊 - 召集委員
  • 李雅靖 - 委員
  • 梁定澎 - 指導教授
  • 口試日期 2007-07-19 繳交日期 2007-07-31

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