Study on Using Social Media APP by Increasing the Willingness of Purchasing Red Wine via the Technology of Acceptance Model

[[abstract]]現今智慧型手機行動裝置日漸普及，新科技技術功能不斷積極重新形塑，從行動應用程式、到手機使用者介面設計、甚至擴展到整體行動應用程式的資訊廣泛性及依賴性。透過設計出行動應用程式科技效能與實體單一產品的結合來提升消費者的購買慾，本文藉由科技接受模式理論觀察的結果。本研究主要藉由科技接受模式探討消費者利用智慧型手機行動應用程式，來提高購買高價位商品之葡萄酒的意願，經由行動應用程式的使用認知有用性和認知易用性創造便利性及吸引性之效能、介面設計之重要性使使用者簡易操作之影響、及使用者對社群網站資訊的信賴度和廣泛性上進行探討。本研究將以利用SurveyCake網站進行問卷調查，問卷量表內容衡量尺度。正式問卷發放共計500份問卷，資料收回252份問券，排除作答不完整，收回有效問卷共計216份，有效問卷回收率為43.2%。 資料回收後採用SPSS 23統計系統分析並進行研究假說。 研究結果發現，App平台的「便利性」對消費者「使用行為意圖」具正向影響效用；其平台的「資訊透明化」使「消費者依賴度」對消費者使用意向具有正向影響效用。[[abstract]]Nowadays, smartphone mobile devices are becoming part of daily necessities, which makes new technology are constantly remodified; from mobile phone applications, to mobile application interface design, and even further to the extension of overall mobile functioning applications that leads to the next level of new technology world. The main theory of this study is to use the Technology Acceptance Model and its theoretical observations to increase consumers’ desirous of purchases by designing the combination of technology performance of mobile applications and physical products. The purpose of this study is to explore consumers' willingness on purchasing high-priced red wines by using smartphone mobile applications via the Technology Acceptance Models, which creates convenience and attractiveness through the use of mobile applications to recognize the perceived usefulness and perceived ease of use. The performances of an APP interface design that allow to impact on basic interface functioning; meanwhile, to gain user's trust and the dependency of wide-spread information on social networking sites, are in further discussion. The study of the questionnaires is conducted with online survey via SurveyCake website. The content of the questionnaire includes three dimensions of the TAM. Assuming questionnaires are issued a total of 500 samples, actual samples are collected a total of 252, by excluding the incomplete questionnaires, which final leads to the valid questionnaires of 216. The effective validity questionnaire rate is 43.2%. As the questionnaire data are collected, it runs through SPSS 23 software for further statistical analysis and hypothesis test. The result finds that the “convenience” of an APP platform has significant influence on consumer’s “behavioral intentions”; in addition to the “informative transparency” and “consumer’s dependency” on its platform has significant influence on consumer’s “use of behavioral intentions”