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題名：顧客對行動商務購物意願之影響因素--由安全及風險觀點探討
書刊名：顧客滿意學刊
作者：孫思源 引用關係／詹淑敏／趙珮如
作者(外文)：Sun, Szu-yuan／Chan, Shu-min／Chao, Pei-ju
出版日期：2009
卷期：5:2
頁次：頁127-154
主題關鍵詞：行動商務；信任；科技接受模式；認知風險；認知安全性；Mobile commerce；Trust；TAM；Perceived risk；Perceived security
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(4) 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:4
  • 共同引用共同引用:0
  • 點閱點閱:55
當消費者進行行動商務購物時，由於行動設備使用的限制與無線網路的特點，得靠著消費者對供應商的信任才能進行交易，這隱含著行動商務存在許多風險及安全性議題，這些議題都考驗著消費者對行動商務網站的交易意願。因此，本研究之目的，主要由安全與風險的觀點爲主軸，結合信任與科技接受模式作爲理論基礎，建立本研究之研究模式，同時應用調查研究法，以問卷蒐集受測者的認知看法，並以統計軟體進行問卷信效度及模式假說之驗證。本研究的研究結果顯示：(1)認知安全性會顯著影響消費者的信任，並間接影響使用行動商務網站的交易意願；(2)認知風險會降低消費者使用行動商務網站交易意願；(3)消費者對行動商務購物網站的認知易用性、及認知有用性，對行動商務網站交易意願有顯著的正向影響；(4)消費者覺得隱私權保障程度愈高，則對行動商務網站的信任愈有正面的影響；(5)行動通訊業者的無線服務技術能力，能正向顯著的影響消費者對行動商務網站的信任；(6)當消費者愈信任行動商務網站之供應商，則對於行動交易的意願便愈強。
Due to the limitations of mobile equipments and the uniqueness of the wireless network, the customers have to trust the vendors before they can begin to process the transactions. That means that the mobile commerce implies the issues of risk and security, all the issues will affect the customers' purchase intentions in wireless web site. The purpose of this study intends to construct a research model to integrate trust and perceived risk with TAM to investigate the impact of customer trust and perceived risk on the acceptance of mobile commerce. Survey research was employed in this study. Statistical techniques were used to validate the reliability and validity of the measurement and validate the research model and hypotheses. The result suggests that: (1) "perceived security" is the factor that influences building customer trust and also affects the customers' purchase intention in mobile commerce web site. (2) "perceived risk reduces the customers' purchase intention in mobile commerce web site. (3) "perceived ease of use" and "perceived usefulness" have positive impacts on the customers' purchase intention in mobile commerce web site. (4) customers' "perceived privacy protection" has a positive impact on customers' "trust" in mobile commerce web site. (5) the vendors' capabilities on "wireless technology" positively affect the customers' "trust" in mobile commerce web site. (6) "Trust" positive impacts on the intention of purchase with mobile commerce.
期刊論文
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6.Hoffman, D.、Novak, T.、Peralta, M.(1999)。Building Customer Trust Online。Communications of the ACM，42(4)，54-57。  new window
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8.Siau, K.、Sheng, H.、Nah, F.(2004)。A Qualitative Investigation on Consumer Trust in Mobile Commerce。International Journal of Electronic Business，2(3)，283-300。  new window
9.Tan, Y.、Thoen, W.(2001)。Toward a Generic Model of Trust for Electronic Commerce。International Journal of Electronic Commerce，5(2)，61-74。  new window
10.Antony, S.、Lin, Z.、Xu, B.(2006)。Determinants of Escrow Service Adoption in Consumer-to-consumer Online Auction Market: An Experimental Study。Decision Support Systems，42(3)，1889-1900。  new window
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14.Shneiderman, B.(2000)。Designing trust into online experiences。Communications of the ACM，43(12)，57-59。  new window
15.Siau, K.、Shen, Z.(2003)。Building Customer Trust in Mobile Commerce。Communications of the Association for Computing Machinery，46(4)，91-94。  new window
16.Lee, H. G.(1998)。Do Electronic Marketplaces Lower the Price of Goods?。Communications of the ACM，41(1)，73-80。  new window
17.Jarvenpaa, S. L.、Tractinsky, N.、Saarinen, L.(1999)。Consumer trust in an internet store: A cross-cultural validation。Journal of Computer-Mediated Communication，5(2)，1-35。  new window
18.Barnes, S. J.(2002)。The mobile commerce value chain: Analysis and future developments。International Journal of Information Management，22(2)，91-108。  new window
19.Venkatesh, V.、Davis, F. D.(1996)。A Model of the Antecedents of Perceived Ease of Use: Development & Test。Decision Sciences，27(3)，451-481。  new window
20.Venkatesh, Viswanath(1999)。Creation of Favorable User Perceptions: Exploring the Role of Intrinsic Motivation。MIS Quarterly，23(2)，239-260。  new window
21.Gefen, D.、Straub, D. W.(2003)。Managing user trust in B2C e-services。e-Service Journal，2(2)，7-24。  new window
22.Siau, Keng、Lim, Ee-Peng、Shen, Zixing(2001)。Mobile commerce: Promises, challenges and research agenda。Journal of Database Management，12(3)，4-13。  new window
23.Reichheld, Frederick F.、Schefter, Phil(2000)。E-loyalty: Your secret weapon on the web。Harvard Business Review，78(4)，105-113。  new window
24.Venkatesh, Viswanath、Davis, Fred D.(2000)。A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies。Management Science，46(2)，186-204。  new window
25.Gefen, David、Karahanna, Elena、Straub, Detmar W.(2003)。Trust and TAM in Online Shopping: An integrated Model。Management Information Systems Quarterly，27(1)，51-90。  new window
26.Legris, P.、Ingham, J.、Collerette, P.(2003)。Why do people use information technology? A critical review of the technology acceptance model。Information & Management，40(3)，191-204。  new window
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28.Dowling, Grahame R.、Staelin, Richard(1994)。A model of perceived risk and intended risk-handling activity。Journal of consumer Research，21(1)，119-134。  new window
29.Suh, B.、Han, I.(2003)。The Impact of Customer Trust and Perception of Security Control on the Acceptance of Electronic Commerce。International Journal of Electronic Commerce，7(3)，135-161。  new window
30.Jarvenpaa, Sirkka L.、Knoll, Kathleen、Leidner, Dorothy E.(1998)。Is Anybody Out There? Antecedents of Trust in Global Virtual Teams。Journal of Management Information Systems，14(4)，29-64。  new window
31.Jarvenpaa, Sirkka L.、Tractinsky, Noam、Vitale, Michael(2000)。Consumer Trust in an Internet Store。Information Technology and Management，1(1/2)，45-71。  new window
32.Brynjolfsson, Erik、Smith, Michael D.(2000)。Frictionless Commerce? A Comparison of Internet and Conventional Retailers。Management Science，46(4)，563-585。  new window
33.Venkatesh, Viswanath(2000)。Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model。Information Systems Research，11(4)，342-365。  new window
34.Lu, June、Liu, Chang、Yu, Chun-Sheng、Wang, Kanliang(2008)。Determinants of accepting wireless mobile data services in China。Information & Management，45(1)，52-64。  new window
35.Pavlou, Paul A.(2003)。Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model。International Journal of Electronic Commerce，7(3)，101-134。  new window
36.Kim, Dan J.、Ferrin, Donald L.、Rao, H. Raghav(2008)。A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents。Decision Support Systems，44(2)，544-564。  new window
37.Grazioli, S.、Jarvenpaa, S. L.(2000)。Perils of Internet Fraud: An Empirical Investigation of Deception and Trust with Experienced Internet Consumers。IEEE Transactions on Systems, Man, and Cybernetics, Part A: Systems and Humans，30(4)，395-410。  new window
38.Venkatesh, Viswanath、Morris, Michael G.(2000)。Why Don't Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior。MIS Quarterly，24(1)，115-139。  new window
39.Gefen, David(2000)。E-commerce: The role of familiarity and trust。Omega: The International Journal of Management Science，28(6)，725-737。  new window
40.Hu, Li-tze、Bentler, Peter M.(1999)。Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives。Structural Equation Modeling: A Multidisciplinary Journal，6(1)，1-55。  new window
41.Bhattacherjee, Anol(2002)。Individual Trust in Online Firms: Scale Development and Initial Test。Journal of Management Information Systems，19(1)，211-241。  new window
42.Davis, Fred D.、Bagozzi, Richard P.、Warshaw, Paul R.(1989)。User acceptance of computer technology: A comparison of two theoretical models。Management Science，35(8)，982-1003。  new window
43.Luarn, Pin、Lin, Hsin-Hui(2005)。Toward An Understanding of The Behavioral Intention Use Mobile Banking。Computers in Human Behavior，21(6)，873-891。  new window
44.Schoorman, F. David、Mayer, Roger C.、Davis, James H.(2007)。An Integrative Model of Organizational Trust: Past, Present, and Future。Academy of Management Review，32(2)，344-354。  new window
45.Davis, Fred D.(1989)。Perceived Usefulness, Perceived Ease of Use, & User Acceptance of Information Technology。MIS Quarterly，13(3)，319-340。  new window
會議論文
1.Cheung, C.、Lee, M.(2000)。Trust in Internet Shopping: A Proposed Model and Measurement Instrument。America Conference of Information System。Long Beach, CA。  new window
2.Chircu, A. M.、Davis, G. B.、Kauffman, R. J.(2000)。Expertise and Ecommerce Intermediary Adoption。Sixth Americas Conference on Information Systems。New York, NY。710-716。  new window
3.Featherman, M.、Pavlou, P.(2002)。Predicting E-Services Adoption: A Perceived Risk Facets Perspective。Eighth Americas Conference on Information Systems。New York, NY。1034-1046。  new window
4.Siau, K.、Sheng, H.、Nah, F.(2003)。Development of a Framework for Trust in Mobile Commerce。2nd Annual Workshop on HCI Research in MIS。Seattle, WA。  new window
研究報告
1.Sultan, F.、Urban, G. L.、Shankar, V.、Bart, I.(2002)。Determinants and Consequences of Trust in e-Business。Cambridge, MA：Sloan School of Management, MIT。  new window
圖書
1.Bauer, R. A.(1960)。Risk Taking and Information Handling in Consumer Behavior。Cambridge, MA：Harvard University Press。  new window
2.Shaw, P.(2001)。E-Business Privacy and Trust: Planning and Management Strategies。New York, NY：John Wiley and Sons, Inc。  new window
3.Fukuyama, F.(1995)。Trust: The Social Values and the Creation of Prosperity。New York：Free Press。  new window
4.Kerlinger, F. N.(1986)。Foundations of Behavior Research。NY。  new window
5.Bentler, Peter M.(1995)。EQS: Structural equations program manual。Multivariate Software, Inc.。  new window
6.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
7.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
其他
1.資策會Find中心(2008)。日本野村2013年網路商務及行動市場規模預測，http://www.find.org.tw/find/home.aspx?page=news&id=5380。  延伸查詢new window
2.資策會Find中心(2008)。2008年第三季我國行動上網觀測，http://www.fmd.org.tw/find/home.aspx?page=many&id=207。  延伸查詢new window
圖書論文
1.Smith, M.、Bailey, J.、Brynjolfsson, E.(2000)。Understanding Digital Markets: Review and Assessment。Understanding the Digital Economy。Cambridge, MA：MIT Press。  new window
2.Boon, S. D.、Holmes, J. G.(1991)。The Dynamics of Interpersonal Trust: Resolving Uncertainty in the Face of Risk。Cooperation and Prosocial Behaviour。Oxford：Cambridge：Basil Blackwell：Cambridge University Press。  new window
 
 
 
 
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