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題名：影響行動即時通訊服務採用行為因素之研究
書刊名：電子商務研究
作者：翁振銘／王舒民／林娟娟 引用關係
作者(外文)：Weng, Zhen-ming／Wang, Shu-ming／Lin, Judy Chuan-chuan
出版日期：2010
卷期：8:4
頁次：頁521-544
主題關鍵詞：行動即時通訊；可攜性；即時性；Mobile instant message；Portability；Immediate
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:0
  • 點閱點閱:78
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。尌創新層面而言，相對優勢、相容性與可詴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.
期刊論文
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20.Venkatesh, Viswanath、Morris, Michael G.、Davis, Gordon B.、Davis, Fred D.(2003)。User Acceptance of Information Technology: Toward a Unified View。Management Information Systems Quarterly，27(3)，425-478。  new window
21.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
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25.Clarke, Irvine III(2001)。Emerging value propositions for m-commerce。Journal of Business Strategies，18(2)，133-149。  new window
26.Hsu, Chin-Lung、Lu, Hsi-Peng(2004)。Why do people play on-line games? An extended TAM with social influences and flow experience。Information & Management，41(7)，853-868。  new window
27.Grudin, Jonathan(1994)。Groupware and Social Dynamics: Eight Challenges for Developers。Communications of the ACM，37(1)，92-105。  new window
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30.Davis, Fred D.(1989)。Perceived Usefulness, Perceived Ease of Use, & User Acceptance of Information Technology。MIS Quarterly，13(3)，319-340。  new window
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會議論文
1.Olson, Jerry C.、Jacoby, Jacob(1972)。Cue Utilization in the Quality Perception Process。Third Annual Conference of the Association for Consumer Research。Association for Consumer Research。167-179。  new window
2.Gera, K.、Chen, L. D.(2003)。Wireless Technology Diffusion: An Evaluation Model for Wireless Services252。  new window
3.Thompson, R.(1998)。Extending the Technology Acceptance Model with Motivation and Social Factors757-759。  new window
4.Mallat, N.、Rossi, M.、Tuunainen, V. K.、Oorni, A.(2006)。The Impact of Use Situation and Mobility on the Acceptance of Mobile Ticketing Services2，42。  new window
研究報告
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。  延伸查詢new window
學位論文
1.謝政益(2003)。網路電話接受度之研究(碩士論文)。國立台灣科技大學。  延伸查詢new window
圖書
1.Marwell, Gerald、Oliver, Pamela(1993)。The Critical Mass in Collective Action: A Micro-social Theory。Cambridge University Press。  new window
2.Ajzen, I、Fishbein, M.(1975)。Understanding attitudes and predicting social behaviour。New Jersey：Prentice-Hall。  new window
3.Kotler, P.(1999)。Marketing Management: Anslysis, Planning, Implementation and Control。Englewood Cliffs, NJ：Upper Saddle River, NJ：Prentice-Hall, Inc.。  new window
4.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2006)。Multivariate data analysis。Pearson Prentice Hall。  new window
5.Rogers, Everett M.(2003)。Diffusion of innovations。Free Press。  new window
6.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
7.林東清(民97)。資訊管理：e化企業的核心競爭能力。台北。  延伸查詢new window
8.洪聖敏(2009)。行動裝置對入式應用軟體市場與應用趨勢前瞻。  延伸查詢new window
其他
1.資策會FIND(2009)。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， 200906。  延伸查詢new window
2.資策會FIND(2007)。2007台灣地區行動加值服務調查，http://www.find.org.tw/mit/20071116/survey2007fw_02.html， 200807。  延伸查詢new window
3.資策會FIND(2008)。全球行動數據服務調查，http://www.find.org.tw/find/home.aspx?page=many&id=202， 200904。  new window
4.資策會FIND(2008)。全球行動數據服務調查，http://www.find.org.tw/find/home.aspx?page=many&id=206， 200904。  new window
 
 
 
 
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