| Summary: | 碩士 === 國立高雄應用科技大學 === 資訊管理研究所碩士班 === 104 === The study is based on Unified Theory of Acceptance and Use of Technology (UTAUT). The aim of this research was to explore the impact of performance expectancy, effort expectancy, social influence, perceived risk, trust, perceived value, experiential marketing and online word-of-mouth.
Taiwanese users are study objects by the questionnaire in this investigation. There are 526 questionnaires. After SmartPLS analysis, this study concludes three main results. (1)Effort expectancy, social influence, perceived value and trust has positive effect on adoption intention. (2)Experiential marketing, online word-of-mouth and perceived risk has positive effect on trust. (3)Performance expectancy and perceived risk has a negative impact on trust and adoption intention.
These findings have important theoretical and practical implications, which are discussed in the paper.
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