| Summary: | 碩士 === 中原大學 === 國際貿易研究所 === 97 === Abstract
With the development of wireless communication technology, become what people known mobile commerce, is produced through combination of mobile communication with e-commerce, among which e-commerce will influence interaction and transaction between enterprises and customers, whereas mobile commerce exerts a role of expanding influence of enterprises all over the world, causing limits of “mobility” to be broken. As long as mobile technology facility is equipped, commerce service will be available for any person. Even though currently the use of mobile commerce is incomparable to that of e-commerce, mobile commerce has already became one of trends in future development. Mobile shopping is categorized to be mobile transaction service in application of mobile commerce. This study holds an opinion that mobile shopping in application of mobile commerce will become one of services with vast development potential, thus a scientific acceptance extensive model with trust is utilized to explore influence of perceived ease of use and perceived usefulness in mobile shopping on customers’ attitudes and behavioral intention to use; mobility, convenience and information richness characterized by mobile commerce are defined as external variables to affect trust, perceived usefulness and perceived ease of use in this study, customer behavior intention of mobile commerce adoption is also discussed together. A questionnaire survey is expected to make further understanding of customer behavior intention of mobile shopping services adoption.
This study altogether recycles 600 effective samples by the network questionnaire way. The article takes structural equation pattern as main study method. Confirmatory factor analysis and structural equation analysis are made through LISREL 8.54. We found that customers’ perceived mobility, trust, information richness and perceived easy of use toward mobile shopping are positively affecting their perceived usefulness. Customers’ perceived information richness toward mobile shopping is positively affecting their trust and perceived ease of use. Customers’ perceived convenience toward mobile shopping is positively affecting their perceived ease of use. Customers’ trust, perceived usefulness and perceived ease of use are positively affecting their behavioral intention to use. This study proposed that the supposition examination all acquires the confirmation support.
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