A Study of the Impact of Cultural Differences on the M-Commerce Shopping Intention

[[abstract]]近幾年來，全球行動商務的使用人口數，每年都是呈現急劇成長的情況，並不斷持續發展的趨勢。而行動商務設備除具備一般電話功能之外，行動設備業者及電信業者，無不都是竭盡所能的提供各樣的加值服務，或者附加先端功能，以滿足形形色色使用者的需求，但究竟這些服務及附加功能對使用者而言，是否能引起使用者加以利用的意圖，哪些因素會影響使用者使用意圖， 這當中蘊藏著研究價值以及龐大的商機，值得學術界以及實務界進行深入探討。本研究主要針對消費者使用行動商務購物意圖的影響因素進行探討，並以「信任」、「隱私顧慮」、「知覺不確定性」、「網路自我效能」做為影響因子，透過文化差異作為干擾因素，探討各變數對行動商務「購物意圖」，是否會受到文化差異不同而有所影響。 本研究樣本選擇中、美兩國的民眾為主要的研究對象，並採用便利抽樣，利用紙本問卷、電子郵件夾帶網站，及電子郵件附加問卷電子檔的方式，對行動商務的使用者進行問卷調查。本研究之研究目的，包含：(1)利用信任、隱私顧慮、知覺不確定性、網路自我效能變數，探討影響行動商務購物使用意圖之主要關鍵因素。(2)使用調查研究法，對中、美兩國進行資料收集，對兩國不同的文化狀況進行分析，彙整比較其差異。(3)本研究結果，對實務界而言，未來在提供相關產品或服務時，產生一參考性的指標方向，對學術界而言，對行動商務購物使用意圖，及國家文化影響層面建立一研究模式，提供未來的研究者一個參考依據。 本研究貢獻，提供未來的研究者，針對行動商務使用者購物意圖上，主要影響的關鍵因素，以及提供研究者進行跨國性的研究時，文化差異議題，勢必必需加以考量。另外，行動商務業者，在推出行動商務購物功能時，務必考量使用者所存在的顧慮，必須將使用者顧慮的問題降到最低，才能獲得使用者的青睞，才會願意透過行動商務進行購物，進而增加行動商務業者獲利機會。另外，行動商務業者若有意進行跨國服務計畫時，不同文化差異問題，勢必也需擺在最前端進行考量，以免忽略到文化差異議題，導致無功而返，造成無謂的成本損失。[[abstract]]In recent years, the people in the world's useing mobile commerce are showing rapid growth almost every year. The mobile devices with the general business phone features do the best to provide a wide range of value-added services. But whether these services and additional functionality meet for users’ requirements? What factors will affect the users’ intentions to use the mobile commerce? This research bears a lot of large business opportunities and deserves academia and practitioners to study in depth. This study focused on consumers to use mobile commerce shopping intentions to explore factors, such as "trust", "privacy concerns", "perceived uncertainty", "Internet self-efficacy" as the impact factor, through the cultural differences of the individualism and long-term oriented as moderating factors of mobile business users to investigate every factory of mobile commerce shopping intentions will be affected by the different cultural differences. The study sampled subjects from China, and the United States using convenience sampling. The questionnaires were sent by postage or by e-mail attachment. The purposes of this research includ: (1) the use of trust, privacy concerns, perceived uncertainty, network-related self-efficacy variables to explore the impact of mobile commerce shopping intention. (2) the use of survey method, to China and United States for data collection, different cultures for each region to analyze the situation, comparing the difference between the these two countries (3) through the results of this study, the practitioners provide the relevant product or service to the users and results in a reference indicator of the direction of the academic community. The research contributions to provide future researchers the main impact of key factors related to the shopping intentions for mobile business users and provide the researchers to conduct cross-border nature of the study. And to provide mobile commerce industry to launch mobile commerce shopping functions. In addition, for mobile commerce industry which wish to advance other country’s transnational service plan, the various cultural differences will inevitably need to be placed in the forefront of thinking, so as not to ignore the issue of cultural differences, which led no market profit causing the industry unnecessary financial loss