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題名 社會化臨場感對行動服務採用行為之影響
The impact of social presence on the adoption behavior of mobile services作者 許媖媖
Hsui, Dorothy貢獻者 賴士葆
許媖媖
Hsui, Dorothy關鍵詞 社會化臨場感
行動服務
Social Presence
TAM
Mobile Services
Image
Society`s Influences日期 2009 上傳時間 8-Dec-2010 01:52:09 (UTC+8) 摘要 In this study the technology acceptance model (TAM) serves as the foundation to analyze the behavior of consumers with regards to their use of the smartphone and its associated services. The research also aims to provide a basis for companies that need a complete theoretical framework to better understand the behavior of consumers using smartphones and related services under the intensely competitive environment and constantly evolving changes in consumer demand. The extensive version of TAM will assist in analyzing consumer behavior and influences affecting the use of smartphones, which will be validated through the empirical data collected. This research utilizes one questionnaire to conduct investigations pertaining to the study. Questionnaires were distributed to consumers that use mobile services and/or applications. The majority of the questionnaires were filled out by students in college and graduate institutions in Taipei, Taiwan. In addition, a majority of the subjects who participated have already purchased smartphones. A total of 500 questionnaires were distributed and 266 were returned, making a 53.2 % return rate.Results retrieved from this study are as follows:1. When a user experiences deeper social presence, higher subjective norms are created by the application.2. When a user experiences deeper social presence, perceived usefulness of the application increases.3. When a user experiences deeper social presence, perceived ease of use of the application fluctuates. 4. The higher the application’s subjective norms are, the more significant is the increase of the user’s image.5. The higher the application’s subjective norms are, the more significant is the increase of perceived usefulness 6. As the user’s perceived ease of use of the application increases, the greater the influence becomes on perceived usefulness.7. The higher the application’s subjective norm is, the more the user’s behavioral intention to use increases.8. As the application’s perceived usefulness increases, the user’s behavioral intention to use the application also increases.9. As the user’s perceived ease of use for the application increases, the greater the influence on behavioral intention to use becomes. Undoubtedly, companies need to understand consumer behavior and their use of the smartphones. Consequently, this study seeks to use theories from TAM as a basis and consider principles of external factors influencing a consumer-----social presence and society’s influences. The components of TAM, social presence and society’s influences are analyzed to compile this research. 參考文獻 Adams, D. A., Nelson, R. R., and Todd, P.A. (1992), “Perceived usefulness, ease of use, and usage of information technology: A replication,” MIS Quarterly, 16(2), 227-248.
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資策會MIC(2004)，「遊戲產業現況與發展趨勢分析」，台北：財團法人資訊工業策進會，資訊市場情報中心。描述 碩士
國立政治大學
企業管理研究所
94355020
98資料來源 http://thesis.lib.nccu.edu.tw/record/#G0943550201 資料類型 thesis dc.contributor.advisor 賴士葆 zh_TW dc.contributor.author (Authors) 許媖媖 zh_TW dc.contributor.author (Authors) Hsui, Dorothy en_US dc.creator (作者) 許媖媖 zh_TW dc.creator (作者) Hsui, Dorothy en_US dc.date (日期) 2009 en_US dc.date.accessioned 8-Dec-2010 01:52:09 (UTC+8) - dc.date.available 8-Dec-2010 01:52:09 (UTC+8) - dc.date.issued (上傳時間) 8-Dec-2010 01:52:09 (UTC+8) - dc.identifier (Other Identifiers) G0943550201 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/48875 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所 zh_TW dc.description (描述) 94355020 zh_TW dc.description (描述) 98 zh_TW dc.description.abstract (摘要) In this study the technology acceptance model (TAM) serves as the foundation to analyze the behavior of consumers with regards to their use of the smartphone and its associated services. The research also aims to provide a basis for companies that need a complete theoretical framework to better understand the behavior of consumers using smartphones and related services under the intensely competitive environment and constantly evolving changes in consumer demand. The extensive version of TAM will assist in analyzing consumer behavior and influences affecting the use of smartphones, which will be validated through the empirical data collected. This research utilizes one questionnaire to conduct investigations pertaining to the study. Questionnaires were distributed to consumers that use mobile services and/or applications. The majority of the questionnaires were filled out by students in college and graduate institutions in Taipei, Taiwan. In addition, a majority of the subjects who participated have already purchased smartphones. A total of 500 questionnaires were distributed and 266 were returned, making a 53.2 % return rate.Results retrieved from this study are as follows:1. When a user experiences deeper social presence, higher subjective norms are created by the application.2. When a user experiences deeper social presence, perceived usefulness of the application increases.3. When a user experiences deeper social presence, perceived ease of use of the application fluctuates. 4. The higher the application’s subjective norms are, the more significant is the increase of the user’s image.5. The higher the application’s subjective norms are, the more significant is the increase of perceived usefulness 6. As the user’s perceived ease of use of the application increases, the greater the influence becomes on perceived usefulness.7. The higher the application’s subjective norm is, the more the user’s behavioral intention to use increases.8. As the application’s perceived usefulness increases, the user’s behavioral intention to use the application also increases.9. As the user’s perceived ease of use for the application increases, the greater the influence on behavioral intention to use becomes. Undoubtedly, companies need to understand consumer behavior and their use of the smartphones. Consequently, this study seeks to use theories from TAM as a basis and consider principles of external factors influencing a consumer-----social presence and society’s influences. The components of TAM, social presence and society’s influences are analyzed to compile this research. en_US dc.description.tableofcontents Abstract ----------------------------------------------------------------------------------------------- ITable of Contents ----------------------------------------------------------------------------------IIIFigures --------------------------------------------------------------------------------------------- VTables -------------------------------------------------------------------------------------------------VAppendix ---------------------------------------------------------------------------------------------V1.Research Background and Impetus -------------------------------------------------------------1 1.1 Background and Inspiration --------------------------------------------------------- 1 1.2 Purpose of Research ------------------------------------------------------------------42. Literature Review ---------------------------------------------------------------------------------5 2.1. Industry of Mobile Technology Services and Applications Introduction ------5 2.1.1 Nature of Mobile Technology Services and Applications ------------ 5 2.1.2 Overview of Mobile Technology Services and Applications Market-7 2.2 Social Presence -------------------------------------------------------------------- 10 2.2.1 Definition of Social Presence ---------------------------------------10 2.2.2 Dimensions of Social Presence -------------------------------------11 2.2.3 Value of Social Presence --------------------------------------------- 13 2.3 Technology Acceptance Model (TAM) ------------------------------------------15 2.3.1 Defining of TAM ---------------------------------------------------------15 2.3.2 Contents of TAM -------------------------------------------------------17 2.3.3 Structure of TAM ------------------------------------------------------ 21 2.3.4 Value of TAM ------------------------------------------------------------ 263. Research Design ---------------------------------------------------------------------------------29 3.1 Theoretical Structure ------------------------------------------------------------------29 3.2 Hypothesis --------------------------------------------------------------------------- 32 3.3 Reserach Variables and Measurements ---------------------------------------------36 3.3.1 Definition of Variables -------------------------------------------------- 36 3.3.2 Research Variables and Measurement -------------------------------- 37 3.4 Research Methodology ------------------------------------------------------------ 43 3.4.1 Scope of Research -------------------------------------------------------43 3.4.2 Questionnaire Sampling ------------------------------------------------- 44 3.4.3 Method of Questionnaire Analysis -------------------------------------444. Research Results and Interpretations ---------------------------------------------------------47 4.1 Reliability ------------------------------------------------------------------------------47 4.2 Validity ---------------------------------------------------------------------------------49 4.3 Sample Demographic Structure ---------------------------------------------------51 4.3.1 Gender -------------------------------------------------------------------------51 4.3.2. Age --------------------------------------------------------------------------51 4.3.3 Education Degree ---------------------------------------------------------52 4.3.4. Daily Use of Internet (time) --------------------------------------------52 4.3.5. Frequency of Using Mobile Services----------------------------------53 4.3.6. Most Commonly Used Mobile Services and or Applications -----54 4.4 General Description of Statistical Analysis ----------------------------------------57 4.5 Hypothesis Verification --------------------------------------------------------------57 4.5.1 Full Model and Measurement Model Analysis ---------------------57 4.5.2 Research Framework Analysis ------------------------------------------58 4.5.3 Hypothesis and Result Analysis ----------------------------------------615. Conclusion and Recommendations -----------------------------------------------------------64 5.1 Research Conclusion ------------------------------------------------------------------64 5.2 Discussion ------------------------------------------------------------------------------68 5.2.1 Theoretical Contributions ---------------------------------------------68 5.2.2 Managerial Implications -------------------------------------------------69 5.3 Research Limitations and Extensions ---------------------------------------------72References ----------------------------------------------------------------------------------------74List of FiguresFigure 1 Theory of Reasoned Action---------------------------------------------------------16Figure 2 Theory of Planned Behavior -------------------------------------------------------17Figure 3 TAM Structure -----------------------------------------------------------------------22Figure 4 TAM 2 ------------------------------------------------------------------------------24Figure 5 Model Results, Estimating Value -------------------------------------------------59Figure 6 Model Results, t value --------------------------------------------------------------60List of TablesTable 1 Degree of Social Presence by Media Type---------------------------------------12Table 2 Research Variables - Operational Definition and Measurements ------------36Table 3 Dependent Variables & Operational Definition --------------------------------37Table 4 Cronbach α Coefficient -------------------------------------------------------------47Table 5 Overall Reliability-------------------------------------------------------------------48Table 6 Validation Testing: Convergent Validity Analysis-------------------------------50Table 7 Sample Statistics ─Gender---------------------------------------------------------51Table 8 Sample Demographic Statistics ─Age--------------------------------------------51Table 9 Sample Demographic Statistics ─ Level of Education-------------------------52Table 10 Sample Demographic Statistics- Daily Use of Internet (time)-----------------52Table 11 Sample Demographic Statistics- Frequency of Using Mobile Services------53Table 12 Sample Demographic Statistics- The Most Commonly Used Mobile Services and or Applications------------------------------------------------------------54Table 13 Statistics Depicted-------------------------------------------------------------------56Table 14 Measurement Model ----------------------------------------------------------------57Table 15 Full Model ---------------------------------------------------------------------------58Table 16 Model Fit Results--------------------------------------------------------------------61Appendix Appendix 1 Questionnaire ------------------------------------------------------------------------86 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0943550201 en_US dc.subject (關鍵詞) 社會化臨場感 zh_TW dc.subject (關鍵詞) 行動服務 zh_TW dc.subject (關鍵詞) Social Presence en_US dc.subject (關鍵詞) TAM en_US dc.subject (關鍵詞) Mobile Services en_US dc.subject (關鍵詞) Image en_US dc.subject (關鍵詞) Society`s Influences en_US dc.title (題名) 社會化臨場感對行動服務採用行為之影響 zh_TW dc.title (題名) The impact of social presence on the adoption behavior of mobile services en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Adams, D. 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