根據資策會產業情報研究所（MIC）2015年1月公佈之「行動購物需求調查分析」結果顯示:台灣網友中已有行動購物的經驗者高達62.5%，且消費者使用行動購物每月平均消費額超過新臺幣1,001元以上,對比2013年行動購物每月平均消費額大幅成長了2.5倍，顯示僅發展短短數年的行動購物市場成長快速。行動購物是電子商務的明日之星，為了能搶佔發展潛力十足的台灣行動購物市場商機，不論是小店家或網路巨擘都紛紛積極投入，因此了解影響消費者使用行動購物的因素探討就更顯得重要，本研究將針對影響台灣行動購物市場相關重要因素進行探討。
    本研究探討消費者對行動購物的隱私風險知覺、主觀規範是否會影響其對消費者的信任或態度並進而影響消費者對行動購物之使用意圖。本研究對研究對象進行人員紙本發放及網路問卷的施測，並使用LISREL8.7版作為資料分析工具。
本研究的結論如下：
一、在台灣行動購物市場中，態度確實是影響消費者使用意圖的重要關鍵前因，信任對消費者使用意圖沒有顯著的直接影響，但是會藉由影響消費者對行動購物的態度進而影響消費者的使用意圖。
二、對台灣行動購物市場而言，消費者對行動購物的隱私風險知覺及主觀規範確實會對消費者對行動購物之信任及態度造成影響並進而影響消費者其對行動購物使用意圖的發生，以及態度扮演著重要的中介角色。

According to Market Intelligence & Consulting Institute (MIC) in January 2015, the analysis of mobile shopping demand shows that there is 62.5% of Taiwanese experienced mobile shopping, and the average expense exceeds NTD 1000 per month. Compared to 2013, the average monthly expense has grown 250%, which also shows that in such short number of years, the growth of mobile shopping market has increased incredibly. As mobile shopping market has grown significantly fast, more and more business aims to seize the opportunity to get into this highly potential market. Therefore, it is significant to discuss the factors influencing consumers’ intentions to use in mobile shopping. The study aims to investigate the important factors influencing mobile shopping market in Taiwan.This study examines consumer’s privacy risk perception towards mobile shopping, subjective norms’ influence on consumer’s trust and attitude, and also how those affect consumer intentions to use in mobile shopping. This study applies paper and online survey questionnaire to collect data and used LISREL 8.7 as data analysis tools.
The findings are as follow:
1.In the mobile shopping market, attitude is the key antecedent in consumers’ intentions to use, whereas trust has no direct impact, but through the influence of consumer mobile shopping attitude, consumers’ intentions to use is in turn affected.
2.For the mobile shopping market, consumers’ privacy risk perception and subjective norms significantly influence trust and attitude, leading to the intentions of engaging in mobile shopping, with attitude as a mediator.

目錄
目錄	Ⅰ
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	3
第三節 研究目的	5
第四節 研究範圍及對象	6
第五節 研究流程	7
第二章 文獻探討	8
第一節  隱私風險 (Privacy Risk)	8
第二節 主觀規範(Subjective Norm,SN)	21
第三節 信任(Trust)	25
第四節 態度(Attitude)	29
第五節 使用意圖(Behavior Intention)	34
第三章  研究方法	37
第一節 觀念架構	37
第二節 研究假說	39
第三節 正式問卷研究變數與操作性定義與衡量	43
第四節 研究設計	50
第五節 資料分析方法	52
第四章  資料分析與結果	59
第一節 敘述性統計分析	59
第二節 信度分析	73
第三節 結構方程模式分析	74
第五章 研究結論與發現	88
第一節 研究結論	88
第二節 研究發現	89
第三節 研究限制與未來研究建議	92
參考文獻	93
一、中文部分	93
二、英文部分	98
附錄-正式問卷	110

表目錄
表 2－1   知覺風險定義彙總表	9
表 2－2   知覺風險各構面研究彙總表	13
表 2－3   主觀規範之定義整理彙總表	22
表 2－4   信任之定義整理彙總表	25
表 2－5   態度的定義之整理彙總表	30
表 2－6   行為意圖的定義彙總整理表	35
表 3－1   研究假說整理表	42
表 3－2   隱私風險之操作性定義與衡量	44
表 3－3   主觀規範之操作性定義與衡量	46
表 3－4   情感價值之操作性定義與衡量	47
表 3－5   態度之操作性定義與衡量	48
表 3－6  使用意圖之操作性定義與衡量	49
表 3－7   問卷發放與回收情況	51
表 3－8   Cronbach's α與信度的參考範圍	53
表 3－9   LISREL 參數符號說明	55
表 3－10 整體模式之配適度判斷標準	57
表 4－1   有無行動購物經驗	59
表 4－2   曾經使用過之行動購物平台	61
表 4－3   最常使用之行動購物平台	63
表 4－4   行動購物之平均購買頻率	64
表 4－5   行動購物之平均購買金額	65
表 4－6   性別	66
表 4－7  年齡	67
表 4－8  教育程度	68
表 4－9  目前居住地區	69
表 4－10  職業	70
表 4－11  婚姻狀況	71
表 4－12  平均月收入	72
表 4－13   研究變項之信度分析彙整表	73
表 4－14   結構方程模式之參數說明	75
表 4－15   整體配適度衡量結果	79
表 4－16   整體衡量模式之評估	81
表 4－16   整體衡量模式之評估	82
表 4－17   整體樣本假說驗證結果	84
表 4－18   整體路徑效果分析	87
 
圖目錄
圖 1－1　本研究流程圖	7
圖 3－1　本研究架構圖	38
圖 4－1　整體模式之線性結構關係圖	75
圖 4－2　本研究之路徑結構關係圖	86

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