| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 104 === In recent years, mobile devices have become increasingly innovative and diverse, which have significantly motivated the trend of shopping on mobile devices. Which quality factors must be equipped by shopping on mobile devices so that consumers are willing to use this innovative channel and platform to complete transactions? This is a topic that must be explored. Therefore, the study uses literature analysis and empirical research to explore the influence of information quality, system quality and service quality of shopping platforms on mobile devices, and product quality of mobile devices, on consumers' attitudes, willingness and actual shopping via mobile devices.
This study uses convenience sampling to select consumers who had shopped via mobile devices, retrieving 780 valid questionnaires. The study found: (1)information quality of shopping platforms on mobile devices have significant and positive effect on consumer attitudes toward shopping using mobile devices; (2) system quality of shopping platforms on mobile devices have no significant effect on consumer attitudes; (3) service quality of shopping platforms on mobile devices have significant and positive effect on consumer attitudes; (4) product quality of mobile devices have significant and positive effect on consumer attitudes; (5) consumer attitudes have significant and positive effect on consumer willingness toward shopping using mobile devices; and (6) consumer willingness have significant and positive effect on actual consumption behavior on mobile devices. Comparison of the four independent variables show that service quality of shopping platforms of mobile devices has more influence than other quality factors, while the system quality of shopping platforms of mobile devices has no effect. This result may be provided to enterprises which set up shopping platform on mobile devices or manufacturing mobile device product, as the reference information for decision-making.
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