隨著行動商務服務的成長，許多人開始依賴行動裝置，已逐漸改變每個人消費方式，所以行動購物被預測為未來購物管道的一大趨勢 。並且希望能透過行動裝置使購物過程變得更富價值感以滿足消費者，進而願意使用行動購物。另外，不同的消費族群會有不同的決策模式。因此，本研究透過價格、社會、情感價值與滿意來探討消費者對於行動購物的使用意圖。此外，本研究還瞭解了行動購物使用者的個人特徵及使用行動購物的相關行為。而研究結論不僅為往後的研究帶來了一些建議，更為業者針對發展行動購物提供建議。
本研究使用LISREL作為資料分析工具，經由結構方程模式驗證研究假說，得知以下結論：
1.	在台灣行動購物市場中，行動購物滿意會對消費者的行動購物使用意圖造成影響。
2.	在台灣行動購物市場中，消費者對行動購物情感價值的知覺是行動購物使用意圖的關鍵要素。 
3.	在台灣行動購物市場中，行動購物滿意是消費者社會、情感價值的知覺與行動購物使用意圖間的重要中介角色。

As the popularity of m-commerce services has grown, many people rely on mobile devices. Everyone has been gradually changing consumption patterns, so mobile shopping is predicted for future action a major trend in shopping pipeline. And want to make the shopping experience more valuable to meet consumer, and thus willing to shopping via using mobile devices. In addition, different consumer groups have different decision-making mode. Therefore, this study via price, social, emotional value and satisfaction to explore consumers’ usage intention of mobile shopping. And this study attempts to understand user's personal characteristics and related behaviors of using mobile shopping. Results not only bring out some suggestions for future research, and provide the attractive layout of mobile shopping for the vendors.
The research applied LISREL to assess if the theory. And after researching, there are three findings from the resarch:
(1) Consumers’ satisfaction about Mobile Shopping have a positive impact on usage intention in the Taiwan mobile shopping market.
(2) Consumers’ perceived emotional value about mobile shopping has the most important factor of usage intention in the Taiwan mobile shopping market.
(3) Consumers’ satisfaction about mobile shopping has the important mediation role of consumers’ perceived social and emotional value to usage intention in the Taiwan mobile shopping market.

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	5
第三節 研究目的	6
第四節 研究範圍與對象	7
第五節 研究流程	8
第二章 文獻探討	9
第一節 行動購物市場概況介紹	9
第二節 行動購物價值	13
第三節 行動購物滿意	23
第四節 行動購物使用意圖	33
第五節 電子商務市場國內外相關研究	37
第三章 研究方法	40
第一節 觀念架構	40
第二節 研究假說	41
第三節 各變數之操作性定義與衡量	44
第四節 研究設計	51
第五節 資料分析與方法	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	74
第三節 結構方程模式分析	75
第五章 研究結論與發現	91
第一節 研究結論 	91
第二節 研究發現	92
第三節 研究限制	95
參考文獻	97
中文部份 	97
英文部份	99
附錄 研究問卷	118
 
表目錄
表 2－1 知覺價值定義之整理	14
表 2－2 消費者知覺價值衡量構面之整理	20
表 2－3 Sweeney & Souter (2001)對價格、社會及情感價值的知覺構面及定義	22
表 2－4 消費者滿意定義之整理	25
表 2－5 消費者行為意圖定義之整理	34
表 2－6 國內外相關文獻之整理	38
表 3－1 研究假說整理表	44
表 3－2 價格價值之操作性定義與衡量	45
表 3－3 社會價值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 滿意之操作性定義與衡量	49
表 3－6 使用意圖之操作性定義與衡量	50
表 3－7 問卷發放與回收情況統整表	52
表 3－8 Cronbach's α與信度	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	60
表 4－2 曾經使用過之行動購物平台	61
表 4－3 最常使用過之行動購物平台	64
表 4－4 行動購物之平均購買頻率	66
表 4－5 行動購物之平均購買金額	67
表 4－6 性別	68
表4－7 年齡	69
表 4－8 教育程度	70
表4－9 目前居住地區	71
表4－10 職業	71
表 4－11 婚姻狀況	73
表 4－12 平均月收入	74
表 4－13 研究變項之信度分析彙整表	75
表 4－14 結構方程模式之參數說明	78
表 4－15 整體配適度衡量結果	82
表 4－16 整體衡量模式之評估	83
表 4－17 整體樣本假說驗證結果	86
表 4－18 整體路徑效果分析	90

 
圖目錄
圖 1－1 全球裝置出貨市佔比	2
圖 1－2 台灣12歲以上民眾持有智慧行動裝置的人口比例	2
圖 1－3 每天花費使用數位裝置的時間	3
圖 1－4 台灣民眾透過手機所使用的行動應用服務	4
圖 1－5 本研究流程圖	8
圖 2－1 美國「網購星期一」(Cyber Monday)銷售額	10
圖 2－2 美國「黑色星期五」銷售額	10
圖 2－3 中國「雙11購物狂歡節」交易金額	11
圖 2－4 台灣「電子商務」市場交易金額	12
圖 3-1 本研究架構圖	41
圖 4-1 整體模式之線性結構關係圖	77
圖 4－2 本研究之路徑結構關係圖	90

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