| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 102 === With the development of modern technology and the Internet, mobile commerce has gradually become part of people''s lifestyles. It also provides for new ways that may potentially fulfill customer needs. People will no longer be constrained by time or place to complete the purchase of personalized goods of service. Therefore, this study will examine factors which drive the change in consumer usage behavior. The research results can provide mobile shopping vendors in developing business strategies. In this study, an extended theory of Technology Acceptance Model (TAM) was used to examine different levels of consumer usage behavior. The usage levels were divided into four degrees (i.e. non-user, lightly-user, middle-user and heavy-user).
This study adapted a judgment sampling to collect data from smartphone user in Taiwan. A valid sample with 1666 data was used for further empirical hypothesis test. Structure Equation Modeling (SEM) with SPSS 22.0 and AMOS 6.0 was applied to test the research hypotheses. The empirical findings are summarized as follows:
(1) Overall, the factors such as perceived usefulness, perceived enjoyment, social influence and perceived cost had no direct effect on the actual usage behavior of consumers mobile shopping. Both factors, perceived enjoyment and perceived usefulness, had indirect impact on the actual usage behavior through the usage attitude. (2) Perceived enjoyment, perceived risk and perceived cost were not able to predict the different levels of mobile shopping behavior. Finally, the study discussed theoretical and practical implications for mobile commerce industry. Some directions for future research were suggested.
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