專注未必有用－從媒介特性及認知專注探索行動通訊App的持續意圖

Does Absorption Definitely Work? Exploring the Continuance Intention of Mobile Instant Messaging by Software Characteristics and Cognitive Absorption

侯正裕(Avus C.Y. Hou)；尚榮安(Rong-An Shang)

行動通訊App ； 認知專注 ； 知覺有用性 ； 持續意圖 ； mobile instant messaging ； cognitive absorption ； continuance intention ； perceived usefulness

行銷評論

15卷1期（2018 / 03 / 01）

167 - 191

繁體中文

行動通訊App廣受消費大眾青睞，認知專注理論指出使用科技軟體過程就是一種最優經驗，並影響知覺有用性進而讓使用者持續，但亦發現享樂導向的軟體科技，認知專注對知覺有用性是受限制的。若能讓行動通訊App的認知專注對知覺有用性產生影響，將能吸引使用者黏著，進而帶來商業機會及成為有效的行銷工具。本研究提出關鍵多數及社會互動性作為認知專注的前因，來觀察認知專注與知覺有用性及持續意圖之間的關係，收集278位LINE使用者資料再藉由結構方程模式檢測研究假說，結果顯示藉由社會互動性及關鍵多數就能產生知覺有用性並影響持續意圖。本研究在結論提出可能的解釋並討論其學術及實務意涵，提供App軟體服務公司及電信營運商參考。

Mobile instant messaging (MIM) has been a type of hedonic software that popular among modern people for recent years. The present research attempts to explore the relationship between cognitive absorption and perceived usefulness and its impact on continuance intention. Prior studies have indicated that the cognitive absorption is positively associated with perceived usefulness. Scant research has explored the relationship between cognitive ab-sorption when using MIMs and perceived usefulness. This research proposed critical mass and social interactivity as antecedents of cognitive absorption in MIMs. Samples collected from 278 LINE users via an online survey. Structural equation modeling was used to verify the research model. The research findings indicated that cognitive absorption when using MIMs had no influence on perceived usefulness but had influence on continuance intention. Critical mass and social interactivity are determinants of cognitive absorption, and are significantly associated with continuance intention. Findings and implications are discussed.

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