電子商務已成為現今的主要經營模式模式，它亦可再細分為不同的商務模式，O2O即是一例。因智慧型裝置的普及使得O2O更為完善與即時，使消費者不同於過去只有單一通路的選擇，進而邁向虛實共存的通路環境。Beacon是虛實共存的關鍵因子，消費者使用Beacon可以進入虛實共存的通路環境，企業亦可藉由Beacon打造更人性化的O2O商務模式。國外許多企業已採用Beacon技術，使此消費模式在消費者間已相當普及，反觀因我國法規與市場等因素限制，而仍處於萌芽期。因此，探討消費者對使用Beacon行為意圖背後關鍵因素係相當重要，可幫助未來研究了解我國企業是否適合採用Beacon建立O2O商業模式。簡言之，本研究旨在探討消費者對使用Beacon行為意圖背後關鍵因素並彙整整合性科技接受理論2、知覺風險及知覺信任相關文獻以建立本研究模型，然後再進行實證研究。
    本研究乃是一個實證性研究，透過問卷調查法，以便利抽樣蒐集我國使用智慧型裝置之使用者之問卷，藉由預試結果修改問卷內容後，再針對回收168份正式問卷，採用多元迴歸進而分析。經實證研究結果發現：
1.  影響消費者使用Beacon應用程式的行為意圖之關鍵因素為「享樂動機」與「知覺信任」。
2. 「績效期望」、「預期努力」、「社會影響」、「知覺風險」並不是影響消費者使用Beacon應用程式的行為意圖之關鍵因素。

Currently E-commerce has already been a main business model which can be divided into different models, O2O is an example. Because of the popularization of smart devices, O2O becomes better and faster. Consumers can choose only one channel in past, but now they can choose the virtual and the physical channels in the same time. Beacon is the key factor. Customers enter the environment of the physical channel coexist with virtual channel by adopting Beacon. Companies create O2O business model by Beacon. Many foreign companies have adopted the consumption pattern of Beacon technology which is popular in foreign market. In Taiwan, it’s not universal to adopt the consumption pattern of Beacon technology because of the legislation, the market, and so on. It’s important that explore consumers' intention to adopt the Beacon App. The major objective of this study is to explore consumers' intention to adopt the Beacon App from the perspective of UTAUT2, perceived risk and perceived trust.
　　This research used convenience sampling to collect the data from users who adopted smart devices, based on modified questionnaire from the pilot-run. There are 168 available questionnaires obtained from respondents. The multiple regression is utilized to analyze the data , the main result after testing the hypotheses are :
1.	Performance expectancy, effort expectancy, social influence are NOT the key factors  influencing consumers' intention to adopt the Beacon App. 
2.	Hedonic motivation and perceived trust are the key factors influencing consumers' intention to adopt the Beacon App.

目錄
目錄	I
表次	III
圖次	V
第一章  緒論	1
第一節　研究背景與動機	1
第二節　研究目的	5
第二章  文獻探討	7
第一節  Beacon及藍芽(Bluetooth)技術沿革	7
第二節  科技使用意圖與行為相關理論	10
第三節  知覺風險理論回顧	20
第四節  知覺信任理論回顧	26
第三章  研究設計	28
第一節  研究架構	28
第二節  研究假說	29
第三節　變數定義與問卷設計	29
第四節  問卷調查對象及抽樣方式	37
第五節  資料分析方法與工具	37
第四章  資料分析	39
第一節　預試分析與發現	39
第二節  效度檢驗	42
第三節  信度分析	45
第四節  Ｔ檢定及單因子變異數分析	46
第五節  相關分析	51
第六節  多元迴歸分析	52
第七節  假說檢定結果	55

第五章  結論與建議	57
第一節  結論	57
第二節  管理意涵	60
第三節  研究限制	61
第四節  建議	61
參考文獻	64
一、中文文獻	64
二、英文文獻	65
附錄：問卷	72

表次
表2-1 「績效期望」構面	15
表2-2 「預期努力」構面	16
表2-3 「社會影響」構面	17
表2-4 「促進條件」構面	17
表2-5 相關知覺風險定義	22
表2-6 學者提出實體通路知覺風險因素之統整	23
表2-7 學者提出虛擬通路知覺風險因素之統整	24
表3-1 本研究假說	29
表3-2 績效期望(PE)之衡量問項	30
表3-3 預期努力(EE)之衡量問項	30
表3-4 社會影響(SI)之衡量問項	31
表3-5 促進條件(FC)之衡量問項	32
表3-6 享樂動機(HM)之衡量問項	32
表3-7 知覺風險(PR)之衡量問項	34
表3-8 知覺信任(PT)之衡量問項	36
表3-9 行為意圖(BI)之衡量問項	36
表4-1 預試因素分析適合度檢定結果 ( KMO and Bartlett's Test )	40
表4-2 刪除題項後的因素分析表	40
表4-3 刪除問項後的信度分析表	41
表4-4 修改後假說	42
表4-5 各題項描述性統計量	43
表4-6 因素分析適合度檢定結果 ( KMO and Bartlett's Test )	44
表4-7 因素分析結果	44
表4-8 信度分析結果	46
表4-9 樣本特徵統計表	46
表4-10「對Beacon那些功能有興趣」次數分配表	48
表4-11  Beacon功能與性別交叉分析表	48
表4-12  Beacon功能與知識交叉分析表	50
表4-13 相關分析結果	51
表4-14 迴歸分析摘要表	53
表4-15 假說檢定結果	56

圖次
圖2-1 Beacon應用流程圖	9
圖2-2 Venkatesh之使用者接受資訊科技模型架構	12
圖2-3 整合性科技接受模式發展來源	13
圖2-4 整合性科技接受模式	15
圖2-5  UTAUT2架構	19
圖3-1 本研究架構	28
圖4-1 本研究待驗證模型	52
圖4-2 模式驗證結果	55

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