Opportunities at your fingertips : An empirical study of change in consumer usage behavior towards mobile shopping

[[abstract]]隨著現代科技與網際網路的發展，行動商務目前已逐漸成為人們生活方式的一環。而行動裝置的普及，也成為扮演著這場商務戰役當中不可或缺的一個重要角色。消費者可以不受到時間與地域的限制完成個人化購買服務，且此種交互行為的發生也讓行動商務提供者在雲端購物市場中得以發展出新穎的購物經營模式。因此，本研究將探討不同影響因素對於消費者的的使用行為程度改變之影響，以提供行動購物提供者在商業策略發展之參考。 本研究以擴展之科技接受模型來探究消費者對於行動購物使用行為程度改變，將所搜集之樣本劃分為四個族群，包含未曾使用者、很少使用者、偶爾使用者與經常使用者，以利於後續研究分析。 本研究以台灣地區擁有智慧型手機之族群作為研究對象，並透過網路問卷進行調查，整體有效問卷為1666份，再運用統計軟體SPSS 22 0與AMOS 6 0進行結構模式分析，其研究結果發現：第一，整體而言，知覺有用性、知覺娛樂性、社會影響與知覺成本皆不會直接影響消費者行動購物的實際購買行為。知覺娛樂性與知覺有用性皆會透過態度的間接效果而影響實際使用行為。第二，在使用行為程度改變方面，知覺娛樂性、知覺風險與知覺成本皆無法用來預測消費者的實際購買行為。最後，本研究提出理論意涵與實務意涵，並提出未來研究建議。[[abstract]]With the development of modern technology and the Internet mobile commerce has gradually become part of people's lifestyles It also provides for new ways that may potentially fulfill customer needs People will no longer be constrained by time or place to complete the purchase of personalized goods of service Therefore this study will examine factors which drive the change in consumer usage behavior The research results can provide mobile shopping vendors in developing business strategies In this study an extended theory of Technology Acceptance Model (TAM) was used to examine different levels of consumer usage behavior The usage levels were divided into four degrees (i e non-user lightly-user middle-user and heavy-user) This study adapted a judgment sampling to collect data from smartphone user in Taiwan A valid sample with 1666 data was used for further empirical hypothesis test Structure Equation Modeling (SEM) with SPSS 22 0 and AMOS 6 0 was applied to test the research hypotheses The empirical findings are summarized as follows: (1) Overall the factors such as perceived usefulness perceived enjoyment social influence and perceived cost had no direct effect on the actual usage behavior of consumers mobile shopping Both factors perceived enjoyment and perceived usefulness had indirect impact on the actual usage behavior through the usage attitude (2) Perceived enjoyment perceived risk and perceived cost were not able to predict the different levels of mobile shopping behavior Finally the study discussed theoretical and practical implications for mobile commerce industry Some directions for future research were suggeste