隨著電子商務的使用便利，利用3C產品的比率也是逐年上升，電子商務的型態也隨之改變，變成行動商務，在國外行動購物市場占交易量的比率呈正向成長，行動購物已蔚為風潮，因此，本研究以技術接受模型(Technology Acceptance Model) 為基礎，探討臺灣線上訂房網站市場中，消費者的「知覺易用性」、「知覺有用性」、及「態度」對於「使用意願」之影響。
本研究對研究對象進行網路問卷的施測，並使用LISREL來進行SEM分析，以驗證本研究模型與相關假說，得知以下結論：
ㄧ、對台灣線上訂房網站市場而言，消費者的態度是影響消費者使用意願重要的關鍵前因，不論是知覺有用或知覺易用對使用意願影響的過程中，態度都有著重要且關鍵的影響力。
二、對臺灣行動購物市場而言，知覺易用性對行動購物使用意圖的影響中，知覺有用性、信任及態度確實扮演著中介角色，其中以態度最為關鍵。
根據本研究資料分析的結果，態度是影響行動購物使用意圖的關鍵因素，故如何提升消費者正面的態度，並進一步促動使用意圖，將是線上訂房傳平台商需追求目標。

Following the E-commerce is becoming the trend, people used to shop online by 3C products. It also change the way of how to book hotel. Therefore, this study will use TAM model to research how perceived ease of use, perceived usefulness and attitude influence consumer usage intention in Taiwan hotel booking sites market.

  This study used LISREL and SPSS to analysis, and there are some findings from the research:

1.	In Taiwan hotel booking sites market, consumers perceived ease of use and perceived usefulness have significant impact to usage intention.
2.	In Taiwan hotel booking sites market, attitude has mediation effect.

  According to the results, perceived ease of use is the key for influence consumer usage intention.

目錄
表目錄 ...................................................................................................................................... III
圖目錄 ....................................................................................................................................... V
第一章緒論 ................................................................................................................................ 1
第一節研究背景 ................................................................................................................ 1
第二節研究動機 ................................................................................................................ 2
第三研究目的 .................................................................................................................... 3
第四節研究範圍與對象 .................................................................................................... 3
第五節研究流程 ................................................................................................................ 4
第二章文獻探討 ........................................................................................................................ 5
第一節電子商務發展及特性 ............................................................................................ 5
第二節網路線上消費的定義及特性 ................................................................................ 8
第三節技術接受模型與相關模型回顧 .......................................................................... 10
第三章研究方法 ...................................................................................................................... 17
第一節研究架構 .............................................................................................................. 17
第二節研究假設 .............................................................................................................. 18
第三節各研究構面的操作性定義及衡量問項 .............................................................. 20
第四節研究設計 .............................................................................................................. 23
第五節資料分析方法 ...................................................................................................... 24
第四章資料分析與結果 .......................................................................................................... 28
第一節 敘述性統計分析 ................................................................................................ 28
第二節 信度分析 ............................................................................................................ 37
第三節結構方程模式分析 .............................................................................................. 38
第五章研究結論與發現 .......................................................................................................... 44
第一節研究結論 .............................................................................................................. 44
第二節研究發現 .............................................................................................................. 45
第三節研究限制與未來研究建議 .................................................................................. 47
參考文獻 .................................................................................................................................. 48
附錄-正式問卷 ......................................................................................................................... 56

表目錄
表2-1 Kalakota 和Whinston從五個不同的角度來定義電子商務 ........................................ 6
表2-1 技術接受模型相關研究 ............................................................................................... 15
表3-1研究假說整理 ............................................................................................................... 19
表 3-2知覺易用性之操作性定義與衡量問項 ....................................................................... 20
表 3-3知覺有用性之操作性定義與衡量問項 ....................................................................... 21
表 3-4態度之操作性定義與衡量問項 ................................................................................... 21
表 3-5使用意圖之操作性定義與衡量問項 ........................................................................... 22
表3-6問卷發放與回收情況統整表 ....................................................................................... 23
表 3-7 Cronbach'α與信度 ....................................................................................................... 24
表 3-8LISREL 參數符號說明 ................................................................................................. 25
表 3-10整體模式之配適度判斷標準 ..................................................................................... 27
表4-1 使用者所知道的線上訂房網站分佈情形 ................................................................... 28
表4-2 使用者使用過之線上訂房網站分佈情形 ................................................................... 29
表4-3 使用者過去一年內最常使用之線上訂房網站分佈情形 ........................................... 30
表4-4 一年內使用線上訂房網站次數分佈情形 ................................................................... 30
表4-5 使用者最可能使用線上訂房網站訂房之區域分佈情形 ........................................... 31
表4-6 使用者近期最可能使用之線上訂房網站分佈情形 ................................................... 32
表4-7整體有效樣本之性別分佈情形 ................................................................................... 32
表4-8 整體有效樣本之平均月收入分佈情形 ....................................................................... 33
表4-9整體有效樣本之年齡分佈情形 ................................................................................... 34
表4-10 整體有效樣本之教育程度分佈情形 ......................................................................... 35
表4-11整體有效樣本之婚姻狀況分佈情形 ......................................................................... 35
表4-12 整體有效樣本之職業分佈情形 ................................................................................. 36
表 4-12研究變項之信度分析彙整表 ..................................................................................... 37
表 4-13結構方程模式之參數說明 ......................................................................................... 39
表 4-14整體配適度衡量結果 ................................................................................................. 40
表 4-16整體衡量模式之評估 ................................................................................................. 41
表 4-17 研究假說驗證表 ......................................................................................................... 42
表 4-18路徑效果分析 ............................................................................................................. 43

圖目錄
圖1-1研究流程 ......................................................................................................................... 4
圖2-1技術接受模型(Technology Acceptance Model, TAM) ............................................... 10
圖2-2技術接受模型(Technology Acceptance Model, TAM) ............................................... 12
圖2-3技術接受模型擴充理論(ETAM) ................................................................................. 13
圖2-4整合型科技接受模型(UTAUT) ................................................................................... 14
圖3-1觀念架構 ....................................................................................................................... 17
圖 4-1模式之線性結構關係圖 ............................................................................................... 38
圖4-2究之路徑結構關係圖 ................................................................................................... 43

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