近年來，消費者的購物通路有了更多選擇，尤其是行動裝置的使用越趨普遍，再加上網路的無所不在，逐漸轉變為以行動購物為消費者購物的管道之一。而隨著行動商務的發展趨勢，有愈多專屬品牌應用程式(App)可讓用戶下載使用，令消費者透過App的推播功能即可優先知道促銷活動的消息，以及瀏覽最新的商品訊息，增加聰明購物的感受與購買慾望。因此，本研究以行動商務App的購物情境作為瞭解消費者願意持續使用行動購物App之行為。本研究預期行動購物App的使用者對商品的促銷活動和新潮趨勢會顯著影響消費者的聰明購物感受，再間接影響消費者衝動性購買行為及繼續使用行動購物App的意圖。

Recently, consumers have more choices of shopping channels, such as using mobile devices because of its ubiquity. Mobile shopping has become the main shopping channel. With this trend, users can download more exclusive brand APPs which allow direct access to product information and shop through them.  Therefore, this study aims to understand the experience of smart consumption from the mobile APP perspective. This study proposes promotion, and new trend as two antecedents of consumer smart shopping feeling from the mobile APP. The study proposes a positive impact of smart shopper feeling on consumers’ impulsive buying , which then influences  consumers’ continuance intention to use mobile shopping APPs. Implications for theory and practice are also included in this study.

目錄
第一章  緒論
    第一節  研究背景與動機 ……………………………………………………1
    第二節  研究目的與問題 ……………………………………………………5
    第三節  預期之研究貢獻 ……………………………………………………6
    第四節  論文架構 ……………………………………………………………7
第二章  文獻探討
    第一節  行動商務應用程式 …………………………………………………8    
    第二節  促銷活動……………………………………………………………10
    第三節  新潮趨勢……………………………………………………………13
    第四節  聰明購物感受………………………………………………………15
    第五節  衝動性購買…………………………………………………………18
    第六節  持續意圖……………………………………………………………20
第三章  研究方法
    第一節  研究假說……………………………………………………………22
    第二節  研究架構……………………………………………………………25
    第三節  研究變數與衡量……………………………………………………26
    第四節  研究對象與問卷收集方法…………………………………………31
    第五節  資料分析方法………………………………………………………32
第四章  實證分析與討論
    第一節  樣本基本資料分析…………………………………………………36
    第二節  信度分析……………………………………………………………40
    第三節  效度分析……………………………………………………………44
    第四節  敘述性統計分析……………………………………………………50
    第五節  結構方程模式分析…………………………………………………54
    第六節  事後分析……………………………………………………………62
    第七節  實證討論……………………………………………………………65
第五章  結論與建議
    第一節  研究意涵……………………………………………………………68
    第二節  管理意涵……………………………………………………………70
    第三節  研究限制與後續研究建議…………………………………………73

參考文獻 ……………………………………………………………………75


圖目錄
圖 1-1-1  台灣行動裝置分佈比例概況 …………………………………… 2
圖 1-4-1  論文架構 ………………………………………………………… 7
圖 3-2-1  研究架構 …………………………………………………………25
圖 4-5-1  結構方程模式之路徑係數 ………………………………………61


表目錄
表 3-3-1  促銷活動之衡量問項 ……………………………………………26
表 3-3-2  新潮趨勢之衡量問項 ……………………………………………27
表 3-3-3  聰明購物感受之衡量問項 ………………………………………28
表 3-3-4  衝動性購買之衡量問項 …………………………………………29
表 3-3-5  持續意圖之衡量問項 ……………………………………………30         
表 3-5-1  本研究所採用之適配度指標 ……………………………………35
表 4-1-1  樣本資料分析 ……………………………………………………38
表 4-2-1  信度分析表 ………………………………………………………40
表 4-2-2  促銷活動衡量問項信度分析 ……………………………………41
表 4-2-3  新潮趨勢衡量問項信度分析 ……………………………………41
表 4-2-4  聰明購物感受衡量問項信度分析 ………………………………42
表 4-2-5  衝動性購買衡量問項信度分析 …………………………………42
表 4-2-6  持續意圖衡量問項信度分析 ……………………………………43
表 4-3-1  促銷活動構面之驗證性因素分析 ………………………………45
表 4-3-2  新潮趨勢構面之驗證性因素分析 ………………………………45
表 4-3-3  聰明購物感受構面之驗證性因素分析 …………………………46
表 4-3-4  衝動性購買構面之驗證性因素分析 ……………………………47
表 4-3-5  持續意圖構面之驗證性因素分析 ………………………………47
表 4-3-6  相關係數與區別效度分析 ………………………………………49
表 4-4-1  促銷活動之敘述性統計量 ………………………………………50
表 4-4-2  新潮趨勢之敘述性統計量 ………………………………………51
表 4-4-3  聰明購物感受之敘述性統計量 …………………………………51
表 4-4-4  衝動性購買之敘述性統計量 ……………………………………52
表 4-4-5  持續意圖之敘述性統計量 ………………………………………52 
表 4-5-1  結構方程模式之衡量分析結果 …………………………………55
表 4-5-2  結構方程模式配適度指標 ………………………………………57
表 4-5-3  各個假說之假設結果 ……………………………………………60
表 4-6-1  Sobel檢驗與拔靴法的中介效果檢定表  ……………………… 64
表 4-6-2  中介效果之迴歸分析 ……………………………………………64

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