Predicting Consumer Intentions to Use Mobile Shopping

[[abstract]]雖然眾多企業已花費大量資源在建立行動購物系統，然而目前採用行動購物的消費者仍舊很少，因此有必要進一步研究消費者為何會使用行動購物系統。雖然過去有很多研究運用科技接受模式(TAM)來預測個人對於資訊系統的採用行為，但是科技接受模式在行動商務環境中的主要限制有兩項：第一、科技接受模式忽略了在電子與行動商務環境中的信任構念，第二、科技接受模式假定如果個人想要使用某一個資訊系統時，並不會有任何障礙。是故針對上述的問題，本研究將以計畫行為理論(TPB)以及科技接受模式的相關文獻為基礎，提出知覺可信度(perceived credibility)、知覺自我效能(perceived self-efficacy)、知覺財務成本(perceived financial cost)等信任與資源相關的構念，並以嚴謹的角度來將這三個構念整合到傳統科技接受模式的法理結構中，使擴充的科技接受模式更適用於行動商務的環境中。本研究將進一步在台灣蒐集樣本資料，並運用結構方程模式來進行資料分析。最後，本研究將討論研究成果對於資訊科技接受理論以及行動購物管理實務的相關意涵。[[abstract]]Although millions of dollars have been spent on building mobile shopping systems, report on mobile shopping has shown that potential consumers may not use the systems in spite of their availability. Thus, there is a need for research to identify the factors that determine consumers』 acceptance of mobile shopping. While there has been considerable research on the technology acceptance model (TAM) that predicts whether individuals will accept and voluntarily use information systems, limitations of TAM include that it omits the importance of trust-based construct in the context of electronic/mobile commerce, and that it assumes there are no barriers that would prevent an individual from using an IS if he or she chose to do so. Based on the theory of planned behavior (TPB) and TAM-related literature, this study extends TAM』s applicability to the context of mobile shopping by adding one trust-related construct (「perceived credibility」) and two resource-related constructs (「perceived self-efficacy」 and 「perceived financial cost」) to the model, with carefully attention to placing these constructs in TAM』s existing nomological structure. Data collected from potential users in Taiwan will be tested against the augmented TAM using the structural equation modeling approach. Finally, several implications for IT/IS acceptance research and mobile shopping management practices will be discussed