Factors Influencing Innovative Services Adoption Intention: A Case of UBER Black

• Main Authors: WANG, TAI-CHUN, 王泰鈞
• Other Authors: Chang, Chun-Yang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/27hbzv

碩士 === 國立高雄應用科技大學 === 資訊管理系碩士在職專班 === 104 === This study explored factors that affect consumer UBER Black innovative services adoption intention. The research model is based on planned behavior theory, combines Technology Acceptance Model, vanity traits and cnspicuous consumption, proposed an integrated research model. Data were collected through an online survey of 207 Taiwanese people. A structural equation modeling was employed to test hypotheses. The results showed: 1.attitudes, perceived behavioral control, conspicuous consumption significant positive impact to service innovation adoption intentions. 2.perceived usefulness, perceived ease of use and conspicuous consumption significant positive impact attitude. 3.The role of vanity traits was not significant. The result will be useful to both the academic and business in their advocacy of the conducts.