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題名：行動服務之再使用意願：一項整合模式之檢驗
書刊名：輔仁管理評論
作者：張愛華 引用關係／蕭丞傑 引用關係
作者(外文)：Chang, Aihwa／Hsiao, Cheng-chieh
出版日期：2010
卷期：17:2
頁次：頁69-94
主題關鍵詞：行動服務；理性行動理論；科技接受模式；創新擴散理論；再使用意願；Mobile service；Theory of reasoned action；Technology acceptance model；Innovation diffusion theory；Intention to reuse
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(2) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:17
  • 點閱點閱:89
依據理性行動理論、科技接受模式與創新擴散理論，本研究提出一項整合模式來探討消費者對於行動服務之再使用意願，目的在於檢驗影響行動服務接受之數項因素（易用性、有用性、娛樂性、規範壓力、相容性、可觀察性、價格合理性）對於行動服務態度與再使用意願的效果。本研究收集了402份有效樣本，運用結構方程模式進行假設檢驗，研究結果發現，行動服務之易用性、有用性、娛樂性、相容性、可觀察性與價格合理性皆會正向影響到消費者對於行動服務之態度，進而正向影響到消費者繼續使用行動服務之意願，但規範壓力則無顯著影響。最後，本研究提出行銷策略之建議與未來研究方向，以供行動服務業者與學者之參考。
According to the theory of reasoned action, technology acceptance model and innovation diffusion theory, the present study provides an integrative model to investigate consumers' intention to reuse mobile services. The primary objective of this study is to examine how several factors of mobile service acceptance-ease of use, usefulness, playfulness, normative pressure, compatibility, observability and price acceptability-influence consumers' attitude toward mobile services and their reuse intentions. Analysis upon 402 usable responses using structural equation modelling reveals that ease of use, usefulness, playfulness, compatibility, observability and price acceptability have significantly positive influences on consumers' attitude which further affects their reuse intention. However, normative pressure has no significant impact on reuse intention. Finally, a number of marketing implications and future research directions are offered to mobile service providers and researchers.
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