| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士班 === 103 === Currently E-commerce has already been a main business model which can be divided into different models, O2O is an example. Because of the popularization of smart devices, O2O becomes better and faster. Consumers can choose only one channel in past, but now they can choose the virtual and the physical channels in the same time. Beacon is the key factor. Customers enter the environment of the physical channel coexist with virtual channel by adopting Beacon. Companies create O2O business model by Beacon. Many foreign companies have adopted the consumption pattern of Beacon technology which is popular in foreign market. In Taiwan, it’s not universal to adopt the consumption pattern of Beacon technology because of the legislation, the market, and so on. It’s important that explore consumers'' intention to adopt the Beacon App. The major objective of this study is to explore consumers'' intention to adopt the Beacon App from the perspective of UTAUT2, perceived risk and perceived trust.
This research used convenience sampling to collect the data from users who adopted smart devices, based on modified questionnaire from the pilot-run. There are 168 available questionnaires obtained from respondents. The multiple regression is utilized to analyze the data , the main result after testing the hypotheses are :
1. Performance expectancy, effort expectancy, social influence are NOT the key factors influencing consumers'' intention to adopt the Beacon App.
2. Hedonic motivation and perceived trust are the key factors influencing consumers'' intention to adopt the Beacon App.
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