题名

消費者行動服務使用意願之研究：跨服務與跨使用者之比較

并列篇名

The Determinants of Consumer Intentions to Use Mobile Services: Cross-Service and Cross-User Comparisons

DOI

10.6160/2012.06.05

作者

張愛華(Ai-Hwa Chang)；蕭丞傑(Cheng-Chieh Hsiao)

关键词

行動服務 ； 科技接受與使用之統合理論（UTAUT） ； 服務類型 ； 使用經驗 ； 市場區隔 ； Mobile service ； unified theory of acceptance and use of technology (UTAUT) ； service type ； user experience ； market segmentation

期刊名称

中山管理評論

卷期/出版年月

20卷2期（2012 / 06 / 01）

页次

603 - 635

内容语文

繁體中文
中文摘要

本研究依據科技接受與使用之統合理論（UTAUT）提出一項行動服務使用之延伸架構，一方面再次檢驗影響行動服務使用之努力預期、表現預期、內在動機、社會影響、知覺控制性及知覺保全性對於行動服務使用意願之影響，另一方面比較不同行動服務類型與不同使用經驗在各項關係所產生之相對影響效果。本研究收集了402份有效樣本，運用結構方程模式進行假設檢驗。研究結果發現行動服務使用之努力預期、表現預期、內在動機、知覺控制性及知覺保全性皆顯著影響行動服務使用意願，並且上述部份關係會受到服務類型與使用經驗之不同而有所差異，進而反映出行動服務使用之不同型態。根據研究發現，本研究提出許多行動服務之行銷意涵，以供行動服務業者參考。
英文摘要

Based on the unified theory of acceptance and use of technology (UTAUT), the present study proposes an extended framework for acceptance and use of mobile services. Our framework depicts the impacts of effort expectancy, performance expectancy, intrinsic motivation, social influence, perceived control and perceived security on consumers' intentions to use mobile services. Furthermore, the relative effects of hypothesized relationships are compared between different mobile service types and between different user experiences. Analysis upon 402 usable responses using structural equation modeling reveals that effort expectancy, performance expectancy, intrinsic motivation, perceived control and perceived security are positively associated with consumers' intentions to use mobile services. In addition, our results show that some of above relationships have different patterns between goal-oriented and experience-oriented service types, as well as between expert and novice users. Marketing implications and future research directions are further discussed.
主题分类 社會科學 > 管理學
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被引用次数
  1. 陳志萍,陳正義(2019)。新科技之消費行為：探索愛評生活通美食App。中山管理評論，27(3)，473-510。
  2. 胡宗鳳、江文鉅(2017)。以整合性科技接受模式探討閱聽者下載新聞類行動應用程式之意願。管理資訊計算，6(1)，125-134。
  3. 黃聰輝、曾欽正、林杏虹(2016)。以顧客價值探討旅遊行動服務使用意願之研究。臺灣企業績效學刊，9(2)，137-156。
  4. 康心勻,李緒東(2021)。以固守現狀觀點探討消費者對純網銀之採用意願。東吳經濟商學學報，103，39-66。
  5. 蘇伃君、林聖偉(2016)。旅客採用自助服務科技行為模式之研究。中原體育學報，9，69-78。
  6. 楊美雪、陳盈如(2015)。影響民眾下載廣告型行動應用程式意願研究。中國廣告學刊，20，30-53。
  7. 張勝雄、張書芸(2017)。從衆行為理論與科技接受模式探討使用者對行動裝置遊戲App下載意圖：以遊戲開發團隊之國家文化距離為干擾變數。商略學報，9(1)，1-16。
  8. (2020)。影響兩岸消費者使用行動支付因素之比較分析。臺灣銀行季刊，71(2)，91-120。
  9. (2024)。嗶一下：從行為推理理論探討消費者行動支付持續使用意願。資訊社會研究，46，31-66。
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