影響行動即時通訊服務採用行為因素之研究

Factors That Influencing Users' Acceptance of Mobile Instant Message Services

10.29767/ECS.201012.0005

翁振銘(Zhen-Ming Weng)；王舒民(Shu-Ming Wang)；林娟娟(Judy Chuan-Chuan Lin)

行動即時通訊 ； 可攜性 ； 即時性 ； mobile instant message ； portability ； immediate

Electronic Commerce Studies

8卷4期（2010 / 12 / 31）

521 - 544

繁體中文

隨著行動通訊技術日漸成熟，廣被大眾接受的網路通訊工具－即時通訊，也由個人電腦上逐漸發展至行動裝置中。然而，行動即時通訊服務(mobile instant message)自推出以來，至今仍未被普遍接受採用。為更深入探討此一現象，本研究應用創新擴散理論，以創新層面、產品特性與社會層面之觀點，探討影響行動通訊用戶採用行動即時通訊服務意願之主要因素。本研究採用網路問卷調查方式，共回收199份有效問卷。結果顯示，使用者對行動即時通訊服務之採用意圖主要受到社會層面因子中的關鍵多數所影響，著重於週遭環境使用人數多寡與身邊重要親友之影響力。就創新層面而言，相對優勢、相容性與可試用性皆會影響行動通訊使用者採用行動即時通訊服務之意圖；在產品特性中，價格也在影響使用意願上扮演了重要的角色。本研究依據研究結果提出可供業者規劃發展行銷策略之方針，期能更進一步達到服務推廣之目標。

With the advances of mobile communication technologies, instant message, a widely accepted internet communication tool, has been migrated from personal computer to mobile devices. However, though mobile instant message was introduced to the market for a while, it still has not been widely adopted by users. Based on the innovation diffusion theory, this study proposed a model which incorporated innovative, mobile and social factors as key determinants of users' behavioral intention. The model was then empirically tested using 199 responses collected via a web survey. Results showed that users' perceived critical mass is the most influential factor in shaping a user's intention to adopt mobile instant message services. On the other hand, for the perspectives of innovation characteristics of Mobile IM, relative advantage, trialability, compatibility are the most prominent affecting factors. Moreover, perceived price played an important role in affecting users’ intention to us Mobile IM. Suggestions to help the practitioners in developing better marketing strategies are drawn from our results. Implications are also discussed.

1. 工業技術研究院（民95）。全年度台灣通訊產業產銷暨國內電信服務市場調查報告，經濟部工業局。
2. 資策會FIND（民97）。全球行動數據服務調查（二），http://www.find.org.tw/find/home.aspx?page=many&id=206，Retrieved Apr. 2009。
3. 資策會FIND（民96）。2007台灣地區行動加值服務調查，http://www.find.org.tw/mit/20071116/survey2007fw_02.html，Retrieved Jul. 2008。
4. 資策會FIND（民97）。全球行動數據服務調查（一），http://www.find.org.tw/find/home.aspx?page=many&id=202，Retrieved Apr. 2009。
5. 策會FIND（民98）。2009年第一季我國行動上網觀測，http://www.find.org.tw/find/home.aspx?page=many&id=223，Retrieved Jun. 2009。
6. Agarwal, R.,Prasad, J.(1997).The Role of Innovation Characteristics and Perceived Voluntariness in the Acceptance of Information Technologies.Decision Sciences,28(3),557-582.
7. Ajzen, I.(1991).The Theory of Planned Behavior.Organizational Behavior and Human Decision Processes,50(2),179-211.
8. Ajzen, I.,Fishbein, M.(1980).Understanding Attitudes and Predicting Social Behavior.Prentice-Hall.
9. Buselle, R.,Joey, R.,Bruce, P.,Kim, J.(1999).Factors Affecting Internet Use in A Saturated-Access Population.Telematics and Information,16(1),45-58.
10. Chen, J. V.,Yen, D. C.,Chen, K.(2009).The acceptance and diffusion of the innovative smart phone use: A case study of a delivery service company in logistics.Information & Management,46(4),241-248.
11. Chin, W. W.(1998).Issues and opinion on structural equation modeling.MIS Quarterly,22(1),vii-xvi.
12. Chin, W. W.,Marcolin, B. L.,Newsted, P. R.(2003).A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study.Information Systems Research,14(2),189-217.
13. Chu, C. W.,Lu, H. P.(2007).Factors Influencing Online Music Purchase Intention in Taiwan: An Empirical Study Based on The Value-Intention Framework.Internet Research,17(2),139-155.
14. Clarke, I.(2001).Emerging Value Propositions for M-Commerce.Journal of Business Strategies,18(2),133-148.
15. Davis, F. D.(1989).Perceived Usefulness, Perceived Ease of Use, and Use Acceptance of Information Technology.MIS Quarterly,13(3),319-340.
16. Fornell, C.,Larcker, D. F.(1981).Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics.Journal of Marketing Research,18(3),382-388.
17. Gera, K.,Chen, L. D.(2003).Wireless Technology Diffusion: An Evaluation Model for Wireless Services.AMCIS 2003 Proceedings,252.
18. Grudin, J.(1994).Groupware and Social Dynamics: Eight Challenges for Developers.Communication of the ACM,37(1),93-105.
19. Hair, J. E.,Rolph, E. A.,Ronald, L. T.,William, C. B.(2006).Multivariate Data Analysis.Prentice-Hall.
20. Hoffer, J. A.,Alexander, M. B.(1992).The Diffusion of Database Machines.ACM SIGMIS Database,23(2),13-19.
21. Hsu, C. L.,Lu, H. P.(2004).Why Do People Play On-Line Games? An Extended TAM with Social Influences and Flow Experience.Information & Management,41(7),853-868.
22. Hsu, C. L.,Lu, H. P.,Hsu, H. H.(2007).Adoption of the Mobile Internet: An Empirical Study of Multimedia Message Service (MMS).Omega,35(6),715-726.
23. Ilie, V. C.,Slyke, V. C.,Green, G.,Lou, H.(2005).Gender Differences in Perceptions and Use of Communication Technologies: A Diffusion of Innovation Approach.Information Resources Management Journal,18(3),13-31.
24. Jacoby, J.,Olson, J. C.(1972).Cue Utilization in The Quality Perception Process.Proceeding of the Third Annual Conference of the Association For Consumer Research
25. Kannan, P. K.,Kopalle, P. K.(2001).Dynamic Pricing on the Internet: Importance and Implications for Consumer Behavior.International Journal of Electronic Commerce,5(3),63-83.
26. Katz, M.,Shapiro, C.(1985).Network Externalities, Competition and Compatibility.The American Economic Review,75(3),424-440.
27. Kotler, P.(1999).Marketing Management.New Jersey:Prentice-Hall International.
28. Leung, L.,Wei, R.(2000).More Than Just Talk on the Move: Uses and Gratifications of Cellular Phone.Journalism and Mass Communication Quarterly,77(2),308-320.
29. Liang, T. P.,Wei, C. P.(2004).Introduction to the Special Issue: A Framework for Mobile Commerce Applications.International Journal of Electronic Commerce,8(3),7-17.
30. Lin, C. S.,Wu, S.,Tsai, R. J.(2005).Integrating Perceived Playfulness into Expectation-Confirmation Model for Web Portal Context.Information & Management,42(5),683-693.
31. Lou, H.,Luo, W.,Strong, D.(2000).Perceived Critical Mass Effect on Groupware Acceptance.European Journal of Information Systems,9(2),91-103.
32. Mallat, N.,Rossi, M.,Tuunainen, V. K.,Oorni, A.(2006).The Impact of Use Situation and Mobility on the Acceptance of Mobile Ticketing Services.Proceedings of the 39th Annual Hawaii International Conference on System Sciences
33. Marcoulides, G. A.,Chin, W. W.,Saunders, C.(2009).A Critical Look at Partial Least Squares Modeling.MIS Quarterly,33(1),171-175.
34. Markus, M. L.(1987).Toward A "Critical Mass" Theory of Interactive Media.Communication Research,14(5),491-511.
35. Marwell, G.,Oliver, P.(1993).The Critical Mass in Collective Action.Cambridge University Press.
36. Moore, G. C.,Benbasat, I.(1991).Development of an Instrument to Measure The Perception of Adopting an Information Technology Innovation.Information Systems Research,2(3),192-222.
37. Morris, M. G.,Dillon, A.(1997).How User Perceptions Influence Software Use Decision Support Systems.IEEE Software,14(4),58-65.
38. Nunnally, J. C.(1978).Psychometric Theory.New York:McGraw-Hill.
39. Rogers, E. M.(2003).Diffusion Of Innovations.Free Press.
40. Rogers, E. M.,Allbritton, M. M.(1995).Interactive Communication Technologies in Business Organizations.Journal of Business Communication,32(2),175-195.
41. Rogers, E. M.,David, G. C.(1962).Methods of Measuring Opinion Leadership.Public Opinion Quarterly,26(3),435-441.
42. Shaoyi, L.,Yuan, P. S.,Huaiqing, W.,Ada, C.(1999).The Adoption of Virtual Banking: an Empirical Study?.International Journal of Information Management,19(1),63-74.
43. Shirley, T.,Todd, P.(1995).Decomposition and Crossover Effects in the Theory of Planned Behavior: A Study of Consumer Adoption Intentions.International Journal of Research in Marketing,12(2),137-155.
44. Taylor, S.,Todd, P. A.(1995).Understanding Information Technology Usage: A Test of Competing Models.Information Systems Research,6(2),144-176.
45. Thompson, R.(1998).Extending the Technology Acceptance Model with Motivation and Social Factors.Proceedings of Association for Information Systems Annual Conference
46. Venkatesh, V.,Morris, M. G.,Davis, G. B.,Davis, F. D.(2003).User Acceptance of Information Technology: Toward a Unified View.MIS Quarterly,27(3),425-478.
47. Voss, G. B.,Parasuraman, A.,Dhruv, G.(1998).The Role of Price, Performance, and Expectations in Determining Satisfaction in Service Exchanges.Journal of Marketing,62(4),46-62.
48. Zhu, K.,Kraemer, K.,Xu, S.(2003).Electronic Business Adoption by European Firms: A Cross-Country Assessment of the Facilitators and Inhibitors.European Journal of Information Systems,12(4),251-268.
49. 林東清(2008)。資訊管理：e化企業的核心競爭能力。台北:智勝文化。
50. 洪聖敏(2009)。行動裝置對入式應用軟體市場與應用趨勢前瞻。資策會產業情報研究所。
51. 謝政益(2003)。碩士論文(碩士論文)。國立台灣科技大學資訊管理系。

1. 陳宜棻(Yi-Fen Chen);賴靖憲(Jing-Sian Lai)(2021)。以方法目的鏈探討中高齡者使用LINE之因素。電子商務學報。23(2)。119-152。