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題名 行動服務之再使用意願：一項整合模式之檢驗
其他題名 Examining Consumers` Intention to Reuse Mobile Services: An Integrative Model
作者 張愛華;蕭丞傑
Chang, Ai-Hwa ; Hisao, Cheng-Chieh
貢獻者 企管系
關鍵詞 行動服務 ; 理性行動理論 ; 科技接受模式 ; 創新擴散理論 ; 再使用意願
mobile service ; theory of reasoned action ; technology acceptance model ; innovation diffusion theory ; intention to reuse
日期 2010-05
上傳時間 12-Mar-2014 17:51:16 (UTC+8)
摘要 According to the theory of reasoned action, technology acceptance model and innovation diffusion theory, the present study provides an integrative model to investigate consumers` intention to reuse mobile services. The primary objective of this study is to examine how several factors of mobile service acceptance-ease of use, usefulness, playfulness, normative pressure, compatibility, observability and price acceptability-influence consumers` attitude toward mobile services and their reuse intentions. Analysis upon 402 usable responses using structural equation modelling reveals that ease of use, usefulness, playfulness, compatibility, observability and price acceptability have significantly positive influences on consumers` attitude which further affects their reuse intention. However, normative pressure has no significant impact on reuse intention. Finally, a number of marketing implications and future research directions are offered to mobile service providers and researchers.
關聯 輔仁管理評論, 17(2), 69-94
資料類型 article
dc.contributor 企管系en_US
dc.creator (作者) 張愛華;蕭丞傑zh_TW
dc.creator (作者) Chang, Ai-Hwa ; Hisao, Cheng-Chiehen_US
dc.date (日期) 2010-05en_US
dc.date.accessioned 12-Mar-2014 17:51:16 (UTC+8)-
dc.date.available 12-Mar-2014 17:51:16 (UTC+8)-
dc.date.issued (上傳時間) 12-Mar-2014 17:51:16 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/64630-
dc.description.abstract (摘要) According to the theory of reasoned action, technology acceptance model and innovation diffusion theory, the present study provides an integrative model to investigate consumers` intention to reuse mobile services. The primary objective of this study is to examine how several factors of mobile service acceptance-ease of use, usefulness, playfulness, normative pressure, compatibility, observability and price acceptability-influence consumers` attitude toward mobile services and their reuse intentions. Analysis upon 402 usable responses using structural equation modelling reveals that ease of use, usefulness, playfulness, compatibility, observability and price acceptability have significantly positive influences on consumers` attitude which further affects their reuse intention. However, normative pressure has no significant impact on reuse intention. Finally, a number of marketing implications and future research directions are offered to mobile service providers and researchers.en_US
dc.format.extent 1506718 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.relation (關聯) 輔仁管理評論, 17(2), 69-94en_US
dc.subject (關鍵詞) 行動服務 ; 理性行動理論 ; 科技接受模式 ; 創新擴散理論 ; 再使用意願en_US
dc.subject (關鍵詞) mobile service ; theory of reasoned action ; technology acceptance model ; innovation diffusion theory ; intention to reuseen_US
dc.title (題名) 行動服務之再使用意願：一項整合模式之檢驗zh_TW
dc.title.alternative (其他題名) Examining Consumers` Intention to Reuse Mobile Services: An Integrative Modelen_US
dc.type (資料類型) articleen