全球網際網路流量逐年成長,利用行動裝置上網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,加入信任變數,探討臺灣行動購物市場,消費者的「知覺易用 性」、「知覺有用性」、「信任」及「態度」對於「使用意圖」之影響。
   本研究對研究對象進行人員紙本發放以及網路問卷的施測,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、對臺灣行動購物市場而言,消費者的態度是影響消費者使用意圖重要的關鍵前因,信任對使用意圖無直接影響效果,但會透過態度間接影響使用意圖。
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,將是購物平台商需追求目標。

The global Internet traffic growth has been increasing year after year and same as to the ration of using mobile devices to access to the Internet. And this has caused E-business pattern transforming into mobile commerce one. Actions’ shopping is a trend and the trading volume in foreign markets also shows a growth rate.
Therefore, on the basis of Technology Acceptance Model (TAM), this study is aimed to examine the effect of the four variables: the customers’ “Perceived Ease of Use(PEU)”, “Perceived Usefulness(PU)”, “Trust” and “Attitude” on“Behavioral Intention to Use” and furthermore to propose subjective suggestion to Taiwan actions’ shopping market. In this study, both paper and online questionnaires are collected, and LISREL is adopted for SEM analysis to validate this model and related research hypothesis.
The results of this study are as follows:
1. A customer’s attitude is the important key antecedent to affecting his or her intention; trust has no direct but indirect effect through the use of intent attitude.

2. Perceived usefulness, trust and attitude do play a mediation role to the influence of PEU on the shopping action intention, in which attitude is the key.
According to the study, a customer’s attitude is a key factor affecting the intended use of the shopping action. To enhance a customer’s perception attitude, it is essential that action shopping development and design should be based on a customer’s point of view. In addition, the formation of the trust is the cornerstone of a customer’s attitude. Therefore, shopping platform providers need to devote into pursuing the goal of enhancing positive customer attitudes, and further promote intended use.

目錄
第一章　緒論
第一節 研究背景	1
第二節 研究動機	4
第三節 研究目的	6
第四節 研究範圍與對象	6
第五節 研究流程	7

第二章 文獻探討
第一節 行動商務發展及特性	8
第二節 技術接受模型與相關模型回顧	15
第三節 信任	25

第三章 研究方法
第一節 研究架構	29
第二節 研究假設	30
第三節 各構面的操作性定義及衡量工具	32
第四節 研究設計	36
第五節 資料分析方法	37

第四章 資料分析與結果
第一節 敘述性統計分析      41
第二節 信度分析	52
第三節 結構方程模式分析	52

第五章 研究結論與發現
第一節 研究結論	63
第二節 研究發現	64
第三節 研究限制與未來研究建議	67

參考文獻	68
附錄-正式問卷	77

 

表目錄
表2-1    不同角度對電子商務之定義	9
表2-2    行動商務之定義	11
表2-3    技術接受模型相關研究	25
表2-4    各領域對信任的敘述的定義	26
表2-5    各學者對信任的定義	27
表2-6    各學者對電子商務消費者關係中之信任定義	31
表3-1    研究假說整理	32
表 3-2    知覺易用性之操作性定義與衡量問項	33
表 3-3    知覺有有性之操作性定義與衡量問項	33
表 3-4    信任之操作性定義與衡量問項	33
表 3-5    態度之操作性定義與衡量問項	34
表 3-6    使用意圖之操作性定義與衡量問項	35
表 3-7    問卷發放與回收情況統整表	36
表 3-8     Cronbach'α與信度	37
表 3-9     LISREL 參數符號說明	38
表 3-10  整體模式之配適度判斷標準	40
表 4-1    有無行動購物經驗	41
表 4-2    曾經使用過之行動購物平台	43
表 4-3    最常使用之行動購物平台	45
表 4-4   行動購物之平均購買頻率	46
表 4-5    行動購物之平均購買金額	47
表 4-6    性別	48
表4-7    年齡	48
表 4-8    教育程度	49
表4-9    目前居住地區	49
表4-10  職業	50
表 4-11  婚姻狀況	51
表 4-12  平均月收入	51
表 4-13  研究變項之信度分析彙整表	52
表 4-14  結構方程模式之參數說明	54
表 4-15  整體配適度衡量結果	56
表 4-16  整體衡量模式之評估	57
表 4-17  整體樣本假說驗證結果	60
表 4-18  整體路徑效果分析	62

圖目錄
圖1-1上網工具個人電腦與行動裝置使用狀態比較…………………………… 1
圖1-2  研究流程	7
圖 2-1  臺灣「電子商務」市場交易金額	14
圖2-2  技術接受模型發展圖	15
圖2-3理性行為理論模型 (Theory of Reasoned Action,TRA)	16
圖2-4  計劃行為理論模型(Theory of Planned Behavior, TPB)	17
圖2-5  技術接受模型(Technology Acceptance Model, TAM))	18
圖2-6  技術接受模型擴充理論(ETAM)	22
圖2-7  整合型科技接受模型(UTAUT)	23
圖3-1  研究架構	29
圖 4-1  整體模式之線性結構關係圖	53
圖 4-2  本研究之路徑結構關係圖	62

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