隨著全球第三代(3G)行動寬頻基礎建設的普及與升級，行動寬頻上網的資訊傳輸速度已接近固網線路上網體驗，因而造就了行動用戶數的快速成長，預估2011年全球行動用戶數將達到58億戶的水準，其中行動寬頻用戶數成長更為快速，預估可達到10.4億戶，年成長率超過40%（資策會MIC, 2011）。2010年智慧型手機的市場成長率已達244%（www.pcforalla.idg.se，2011），消費者人手一支行動手持裝置，如：智慧型手機或平板電腦也成為劃時代的趨勢與潮流，帶著我們迎向全新的行動寬頻世代。
智慧型手機用戶期待能即時取得與應用多樣化的行動APPS。本研究為了進一步分析智慧型手機用戶對APPS的持續使用意願與用後行為（推薦意願），以個人創新特質與期望確認模型為研究基礎模型，探討智慧型手機用戶的個人創新特質、與「生活應用類」APPS的期望確認程度、認知有用、認知易用、使用滿意度、使用費用、持續使用意願與推薦意願等之間的關聯性。本研究主要以使用過「生活應用類」APPS的智慧型手機用戶為研究對象，總計回收240份，剔除因填答不完整之無效問卷共有1份，實際有效問卷為239份。透過敘述性統計、信效度分析及結構方程模型(Structural Equation Modeling, SEM)中之偏最小平方估計法(Partial Least Square, PLS)進行分析，其主要研究結果如下：
1.個人創新特質對APPS的認知有用性與持續使用意願有顯著正向影響。
2.期望確認程度對APPS的認知有用性與使用滿意度有顯著正向影響。
3.APPS的認知有用性對使用滿意度與持續使用意願有顯著正向影響。
4.APPS認知易用性對認知有用性與APPS使用滿意度有顯著正向影響。
5.APPS使用滿意度對持續使用與推薦意願有顯著正向影響。

With the popularization and upgrading of the infrastructure of the world's third-generation (3G) mobile broadband, the Internet information transmission speed of mobile broadband is close to the fixed-line Internet experience, thus results in a rapid growth of mobile users. It estimates that the number of mobile users will reach the level of 5.8 billion globally in 2011. Especially the users of mobile broadband grow very quickly, and then it forecasts that 1.04 billion users will be reached, and an annual growth rate will above 40% (Institute for Information Industry MIC, 2011). The market growth rate of smart phone has reached 244% in 2010 (www.pcforalla.idg.se, 2011), every consumer has a handheld device, such as smart phone or tablet, become a trend and lead us to new generations of mobile broadband.
The smart phone users expect to be able to obtain immediately and use diversified mobile APPS. This study is to further analyze the continuous intention and post behavior (willingness to recommend) of smart phones users on the APPS. It uses the research model of personal innovativeness and Expectancy Confirmation Model (ECT) to explore the relationships among the smart phone user's personal innovativeness, perceived usefulness, perceived ease of use, satisfaction, costs, continuous intention, and willingness of recommendation. The study object of this research is smart phone users who used “life application category” APPS. Totally 240 returned questionnaires received. There are 239 valid questionnaires after excluding an invalid questionnaire because of incomplete filled in. The quantitative research method including descriptive statistics, validity analysis, reliability analysis, and structural equation modeling (Partial Least Square method) were then conducted for data analysis. The main empirical results are as followings:
1.Personal innovativeness characteristic has positive effect on the perceived usefulness and continuous intention of the APPS.
2.Expectation confirmation towards APPS has positive effect on the perceived usefulness and satisfaction.
3.Perceived usefulness towards APPS has positive effect on perceived satisfaction and continuous intention.
4.Perceived ease of use twoards APPS has positive effect on perceived usefulness and satisfaction.
5.The satisfaction of the APPS has positive effect on continuous intention and willingness of recommendation.

目　錄 I
表目錄 II
圖目錄 III
第一章 緒論 4
第一節 研究背景與動機 4
第二節 研究目的 7
第三節 研究流程 8
第二章 文獻探討 9
第一節 行動應用程式 9
第二節 期望確認理論 15
第三節 個人創新特質 21
第四節 持續採用意願 22
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假設 25
第三節 研究變項操作型定義與衡量 27
第四節 研究對象與範圍 31
第五節 資料分析方法 32
第四章 資料分析 34
第一節 預試分析 34
第二節 樣本結構分析 35
第三節 研究變項之因果關係 38
第四節 使用成本在滿意度與持續使用意願之干擾效果探討 44
第五章 結論與建議 45
第一節 研究結論與發現 45
第二節 管理意涵 47
第三節 研究限制 49
第四節 未來研究方向建議 49
參考文獻 51
附錄：正式問卷 59

表目錄
表1-1 全球行動電話市場發展現況 4
表1-2 全球區域性行動電話市場發展現況 5
表1-3 Top 10 Mobile Applications (全球) 6
表2-1 全球主要的APPS Store平台業者概況 10
表2-2 2010-2011年有關應用期望確認模型的相關研究 19
表3-1「個人創新特質」之操作型定義及衡量題項 27
表3-2「期望確認程度」之操作型定義及衡量題項 28
表3-3「認知有用性」之操作型定義及衡量題項 28
表3-4「認知易用性」之操作型定義及衡量題項 29
表3-5「滿意度」之操作型定義及衡量題項 29
表3-6「持續使用意願」之操作型定義及衡量題項 30
表3-7「推薦意願」之操作型定義及衡量題項 30
表4-1 各構面之Cronbach’s α值 34
表4-2 性別統計 35
表4-3 婚姻狀況統計 35
表4-4 婚姻狀況統計 36
表4-5 教育程度統計	 36
表4-6 行業別統計 36
表4-7 工作年資統計 37
表4-8 職務層級統計 37
表4-9 每月可支配所得統計 38
表4-10 可接受之APPS下載費用統計 38
表4-11 研究構面之信效度表 40
表4-12 區別效度表 41
表4-13 研究模型路徑分析結果表 43
表4-14 使用成本在滿意度與持續使用行為之階層迴歸分析彙整表 44
表5-1 研究假說彙整表 45

圖目錄
圖1-1 研究流程圖 8
圖2-1 全美手機使用者與iPhone使用者使用手機服務概況 9
圖2-2 智慧型手機用戶使用手機服務概述 11
圖2-3 期望確認理論(Expectation Confirmation Theory, ECT) 16
圖2-4 期望確認模型(Expectancy Confirmation Model, ECM) 19
圖3-1 本研究架構圖 24
圖4-1 本研究相關變數之因果關係路徑 43

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