採用行動定位服務的關鍵因素：信任及使用動機

Abstract

隨著網際網路蓬勃發展以及手機的高滲透率，我們面對著生活形態改變以及行動化的形成，帶來了人們具有高度行動能力。為了能夠精確得知消費者的資訊，行動定位服務(LBS)將是一項極度需要個人化考量來設計的應用服務方式，所以不能單單只是從技術觀點出發，來臆測消費者需要什麼、想要什麼，應當從消費者的觀點出發，所以本研究將探討消費者對定位化行動服務的態度。由於台灣行動電話持有率與全民上網普及率均在全球市場上名列前矛，然而消費者對行動定位服務接受度普遍仍不高，因此本研究目的在找出影響台灣地區使用者採用行動定位服務的因素，並探索這些因素間如何相互影響，最後如何影響使用者的採用意願。 本研究藉由整合科技接受模型、使用與滿足理論、信任及消費者特徵來發展概念性模型，以期能瞭解影響消費者採用行動定位服務的態度及意願的主要因素。透過理論的整合，本研究共提出九個變數，分別是自我效能、情境壓力知覺敏感度、認知有用性、認知易用性、信任、採用態度、主觀規範、採用意圖及手機使用動機。本研究以問卷調查收集樣本資料。問卷來源分網路問卷、學生及業界發放等三類。研究結果指出信任、知覺有用性、知覺易用性等科技接受主要變數，對行動定位服務的使用態度有正向的影響；而使用動機部份，僅便利聯繫動機會正向影響行動定位服務的採用意願。另外，使用者特徵會對科技接受變數有影響。進一步而言，本研究整合兩個不同的理論探討行動定位服務使用態度及意願的影響因素，提出「知覺便利性」這個要素，提供學術研究及實務應用更深入且具體的瞭解。

With the booming of Internet and the prevalence of mobile phone, we are facing the changes of lifestyle and continuing moving patterns. These factors bring about mobility in our life. It is extremely personalized to design the location-based mobile commerce applications and services. Because we can not guess what the consumer really need and what they urgently want only from the point of technology, it should be from the consumer side. The purpose of the research is to discover possible factors that influence users’ adoption of mobile service in Taiwan, and to explore how these factors affect one another and further make impact on the users’ intention to use. This study integrates Technology Acceptance Model, Uses and Gratification Theory, trust and user characteristics to develop a conceptual model, and hope to understand what factors influence intentions of using LBS. By integrating theories, this research are nine variables include self-efficacy、perceived sensitivity on contextual pressure、 perceived ease of use, perceived usefulness, trust、subjective norm、attitude, intention and motivation. This research gathers data by questionnaire and the sources from internet, students and workers. The study found that TAM components－perceived ease of use and usefulness－and trust are important and positive influence on intention of using LBS. U&G components, only 「convenience connection motivation」factor has influence on intention. User characteristics also have influence on TAM components. Further, the study integrates two different theories to explore intention of using LBS, and provides「perceived convenience」factor in academic research and applied practice.