消費者採用行動商務之科技特徵：TPB與TAM之延伸研究

Determining the influence of consumer technology traits on mobile commerce adoption by applying the extended TPB and TAM

10.6214/JSRM.1204.001

林芳珍(Fang-Chen Lin)；趙正敏(Cheng-Min Chao)

行動商務 ； 調節效果 ； 自我效能 ； 科技創新性 ； Mobile Commerce ； Moderators Effect ； Self-efficacy ； Technology Innovativeness

運動休閒管理學報

12卷4期（2015 / 12 / 01）

1 - 17

繁體中文

本研究目的旨在提出一個概念模式，用以探討大學生使用行動商務瀏覽或購買運動用品的影響因素。本研究主要以計畫行為理論與科技接受模式為基礎，結合知覺有趣性、科技創新性、自我效能等理論，並假設一個理論模式來預測與解釋大學生使用行動商務瀏覽或購買運動用品的使用意向。本研究以臺灣中部地區大專院校學生為研究對象，採自陳式問卷方式調查。以立意抽樣方式抽取出800位大學生為研究樣本，回收有效問卷493份，有效回收率為61.6%。採用結構方程模型（SEM）進行資料分析。研究結果顯示：1.知覺有用性、知覺易用性、自我效能對態度呈現顯著正向影響；2.態度、主觀規範、知覺行為控制對使用意向呈現顯著正向影響；3.研究發現知覺有趣性對態度、科技創新性對使用意向之徑路並無顯著關係；4.自我效能並未具有調節效果。最後，本研究針對理論模式與後續研究提出建議。

This study proposes a conceptual model for investigating the factors affecting university students’ intention to browse or purchase sporting goods from mobile shopping websites. To explain and predict this intention, we used the theory of planned behavior and the technology acceptance model to develop the research model, and integrated perceived enjoyment, technology innovativeness, and self-efficacy to hypothesize a theoretical model. Self-report questionnaires were distributed to university students in Central Taiwan. From the 800 distributed questionnaires, we received 493 completed questionnaires, yielding a response rate of 61.6 %. Structural equation modeling was performed, and the results showed that: A. perceived usefulness, perceived ease of use, and self-efficacy had a significantly positive effect on attitude; B. attitude, subjective norm, and perceived behavioral control had a significantly positive effect on intention to use; C. the path coefficient of perceived enjoyment on attitude and of technology innovativeness on intention to use were not significant; and D. self-efficacy was not a moderator. The study concludes with a discussion of its limitations and the implications for further research and practice.

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