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題名：行動科技應用：科技使用意圖與線上購買意圖之整合性觀點
作者：楊忠民
作者(外文)：Jhong-Min Yang
校院名稱：國立中興大學
系所名稱：科技管理研究所
指導教授：何建逹
學位類別：博士
出版日期：2017
主題關鍵詞：行動商務；行動科技；理性行為理論；使用滿足理論；二維條碼；資訊吸引力；使用意圖；購買意圖；Mobile commerce；Mobile technology；The theory of reasoned action (TRA)；Uses and gratifications (U&G)；QR codes；Information attractiveness；Usage intention；Purchase intention
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包含了硬體（行動裝置，例如智慧型手機）與軟體（應用程式，apps）二部分，行動科技支撐了整個行動商務的運作。換句話說，行動科技在整個行動商務的運作流程中扮演了一個關鍵的角色。於此，許多的研究者將其研究偏重於行動裝置，用以瞭解使用者對科技的接受及使用意圖。然而對於應用程式端的相關研究則顯得相對缺乏，尤其是應用於行動商務的相關研究更是少見。正因為缺乏了系統性的研究，這讓應用行動科技於行動商務的相關研究顯得迫切且至關重要。
本論文將整個研究架構區分成兩組研究模型。隨後運用這兩組模型將整個研究劃分成了研究1和研究2，分別調查影響使用者行動科技使用意圖的影響因子以及存在於行動科技使用與行動商務購買意圖之間的關係。在研究1中，我們以一個在行動商務中備受關注的應用程式 － 二維條碼（QR Code）做為研究例子，同時使用了理性行為理論 (TRA) 來做為研究理論架構。在分析中，我們蒐集了172份有效問卷並且使用了Smart PLS 3.0分析軟體來進行結構方程式模型分析 (SEM)。結果顯示，所有的研究假說都受到顯著支持。但是我們發現到這一個看似完美的分析數據卻無法解釋我們在取樣過程中所觀察到的現象，同時也是行銷人員在推廣QR Code使用中所面臨到的問題：“為什麼人們的使用意圖並不高?”因此我們在研究1中延伸了研究採用了質性分析方法來分析受測者的回饋。最終我們歸納出了4個｢個人無法使用QR Code｣的原因，以及6個｢阻礙使用意願｣的類別限制因素。藉由這些結果，我們不僅提出了影響使用意圖的正向因子，同時也解釋了影響使用意圖的負向因素。
對於企業應用行動科技於行動商務中而言，其最終的目的在於提升銷售。因此在研究2中，我們繼續採用二維條碼做為研究背景，並且運用使用與滿足理論 (U&G) 與資訊吸引力的概念來探索存在於行動科技使用與行動商務購買意圖之間的關係。藉由456份有效問卷，我們使用SPSS 12.0統計軟體來進行探索性因素分析 (EFA)，同時使用AMOS 22.0統計軟體來進行驗證性因素分析 (CFA) 及結構方程式分析。分析結果顯示網站所提供的資訊所產生的吸引力以及對行動科技使用後的滿足二者皆對行動商務購買意圖有著直接影響效果。分析結果同時也表示資訊吸引力對行動科技的使用滿足有著顯著的正向影響效果。進一步，透過使用後的滿足做為中介，資訊吸引力對行動商務購買意圖總體影響效果將會顯著增加。
　　藉由研究2問卷填寫前實際的二維條碼掃描行為，本論文將兩個研究模型整合形成了一個完整且全面的理論模型架構，藉以同時對學術界及實務領域做出貢獻。研究成果所涉及的不僅是使用者行動科技使用意圖的正向與反向觀點，同時也更是填補了探索行動科技使用與行動商務購買意圖之間所存在關係的相關研究缺乏的研究缺口。藉由兩模型的整合所得出的成果，我們將在後續章節對本論文的學術及實務應用進行討論；並且基於研究成果提出對產業及學術研究的建議。本研究相信我們所提出的清晰且完整的行動科技應用於行動商務模型將可以協助行銷者對未來行動商務佈局進行策略規劃，並且對電子商務及行動商務領域的研究者提供未來研究的指引。
Mobile commerce (MC) is supported by mobile technologies (MTs), including mobile devices (the hardware, such as smartphone) and applications (the software, such as apps) installed on mobile devices. On the other hand, mobile technology plays the key role in mobile commerce. As such, many researchers have conducted studies to understand user’s intentions regarding to technology acceptance/adoption, especially the hardware aspect. However, a lack of software relevant study from user’s perspective making the mobile technology issue becomes crucial in mobile commerce.
This dissertation divided the research architecture into two models. Consequently, two studies were conducted to investigate the factors affect users’ mobile technology usage intentions, as well as the relationship between the behaviour of mobile technology use and the intention of purchasing in mobile commerce. In the study 1, the QR code, one of the most compelling apps for mobile commerce, is used as research context example to explore factors which affecting users’ mobile technology usage intentions. We applied the theory of reasoned action (TRA) as a research framework, and structural equation modelling (SEM) analysis was performed by using Smart PLS 3.0 with 172 samples. Results show that all of the hypotheses are supported by significant path coefficients and a high level of R2. While this appeared to be a perfect result, it did not explain phenomena that the authors observed during sampling procedures, and could not by itself solve the problems that marketers have faced in their promotion of mobile QR code usage. Therefore, the study 1 was extended through qualitative analysis. By this analysis, we determined that there are four reasons that individuals cannot scan QR codes, and six categories in limited usage, which explain customers’ scanning willingness and are crucial to future practice.
However, an ultimate purpose of firms applying mobile technology is for improving businesses. In the study 2, we extended the work of the study 1 with the same research context of QR code scanning by using the uses and gratifications(U&G) theory with the concept of information attractiveness trying to explore the relationship between customers’ mobile technology usage and customer online purchase intentions. With a sample of 456 valid respondents exploratory factor analysis (EFA) was performed to extract factors by using SPSS12.0. In addition, using AMOS 22.0, confirmatory factor analysis (CFA) and structural equation modelling were carried out to examine the measurement and structural model. The results indicated that both information attractiveness and gratifications of MT use directly affect purchase intentions. It also indicated that information attractiveness positively affect gratifications of MT use. Furthermore, through the gratifications, the total effects from information attractiveness to purchase intentions were enhanced.
By an actual QR code scanning before answering the questionnaire of the study 2, this dissertation integrated these two research models to provide a comprehensive model contributing to both academia and practice. The results involved not only the positive perspective but also the negative viewpoint of users’ MT usage intention, while it also filled the research gap of scarcity of the relationship between MT use and MC purchase intention. By integrating these two studies together, we discussed the practical and academic implications and provide recommendations based on the findings and a clear and comprehensive pattern is provided to assist marketers to plan future mobile commerce strategies and to guide researchers to engage in further positivist researches in both fields of MT and MC.
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