行動上網之多工行為與商務

Abstract

隨著行動上網服務的擴散和行動裝置的普及，行動多工行為(Mobile Multitasking)成為行動商務實務界和學術界之重要議題，先前相關研究集中在多工行為的探討，對於以行動服務為主的行動多工行為較少涉及，且對於多重壓力特質如何影響行動多工行為的現象甚少著墨，甚至對於多重壓力特質與多工行為兩者的界定十分混淆。本研究首先釐清多重壓力特質與行動多工行為兩者的因果關係，認為多重壓力特質(Polychronicity Preference)不僅會直接影響行動多工行為和行動多工行為之後的心理狀態(State of Mind)，也會經由多重壓力特質(Polychronicity Preference)間接影響行動多工行為之後的心理狀態(State of Mind)；同時檢測行動自我效能(mobile self-efficacy)與焦慮特質(anxious trait)對行動多工行為的影響。本研究收集了602份有效問卷以驗證研究模式，行動多工行為經過因素分析之後，可分為娛樂(Entertainment)、訊息交流(Communication)與個人資料輔助(Data Assistance)三類，研究結果發現多重壓力特質會直接影響這三類行動多工行為，且對於行動多工行為之後的自在狀態具有直接且負向的影響。除了訊息交流行動多工行為對於焦慮狀態無顯著影響之外，三類行動多工行為皆會直接影響行動多工行為之後的心理狀態，包括焦慮狀態與自在狀態。此外，行動自我效能會正向影響三類行動多工行為，而焦慮特質僅對娛樂行動多工行為具有負向的影響。

With the proliferation of mobile services and mobile devices, mobile multitasking has become a focal issue in mobile commerce both for practitioners and the academia. The extant studies has shown researchers’ interests in the preference and behavior of multitasking, yet the issues of mobile multitasking were rare, let alone the effect of polychronicity on mobile multitasking behavior. In addition, vagueness existed between multitasking preference and behavior. Our study distinguished preference from behavior, and suggested using the terms polychronicity preference and the multitasking behavior to clearly set them apart and drew the causal relationship. In the research model, we posit that polychronicity preference affects not only mobile multitasking behavior, but also the post-behavior state of mind. The model also considers the effect of mobile self-efficacy and anxious trait on mobile multitasking behavior. 602 valid questionnaires were collected to test the research model. Factor analysis extracted three dimensions of mobile multitasking: Entertainment, Communication, and Data Assistance. Statistical tests concluded that polychronicity preference and the skillfulness linked to all three types of mobile multitasking, while anxious trait only linked to the entertainment type of mobile multitasking. All types of mobile multitasking were negatively linked to easiness state. Moreover, entertainment type of mobile multitasking was negatively linked to anxiety state, while data assistance type of mobile multitasking was positively linked to anxiety state. The direct effect of polychronicity on the mobile multitasking post-behavior state of mind was not confirmed, indicating that the mediating effect of mobile multitasking was crucial.