行動商務便利性與知覺風險對行為意圖之影響：以行動電話為例

The Impacts of Mobile Commerce Convenience and Perceived Risk on Behavioral Intentions: Based on the Mobile Telephone

本研究旨在探討行動電話之行動商務便利性與知覺風險對行為意圖之影響，及知覺風險如何干擾行動商務便利性與行為意圖間之關係，以補足先前研究缺口。本研究採用問卷調查法，以隨機抽樣方式針對台灣地區五大行動通訊業者有使用過行動商務之行動電話用戶進行調查。本研究修正預試問卷適用性無誤後，在正式調查階段發放1214份問卷，無直接回覆問卷464份，共回收750份完整有效問卷。經由複迴歸分析驗證各研究假說，研究結果發現行動商務便利性（含時間便利、涵蓋範圍便利、使用便利、交易便利、利益便利）對忠誠度與願意支付更多皆呈現正向顯著影響，但對移轉傾向呈現負向顯著影響。知覺風險（含財務風險、功能風險）對忠誠度與願意支付更多皆有負向顯著影響，但對移轉傾向呈現正向顯著影響。財務風險與功能風險，會減弱行動商務便利性與行為意圖（含忠誠度、願意支付更多）間關係，及增強行動商務便利性與行為意圖（如移轉傾向）間關係。最後，本研究提出管理意涵與建議。

To bridge the gap of past studies, the purpose of this research was to explore how impacts of mobile telephone’s mobile commerce convenience and perceived risk on behavioral intentions, and how moderate effects of perceived risk on mobile commerce convenience and behavioral intention. This research adopts random sampling and collects questionnaires survey from Taiwan top five mobile commerce communication companies’ customers. After the confirmation of modificatory questionnaires, in the phase of formal study, this research sends questionnaires to 1214 customers, 464 non-respondents, totally 750 respondents of sample have been collected. By implementing the multiple regression analysis to verify each hypothesis, this research found that mobile commerce convenience (i.e. time convenience, coverage convenience, using convenience, transaction convenience and benefit convenience) has significantly positive effect on loyalty and willingness to pay more, but has significantly negative effect on propensity to switch. Perceived risk (i.e. financial risk, functional risk) has significantly negative effect on loyalty and willingness to pay more, but has significantly positive effect on propensity to switch. The moderate effect of perceived risk (i.e. financial risk, functional risk) reduces the relationship between mobile commerce convenience and behavioral intentions (i.e. loyalty, willingness to pay more) and increases the relationship between mobile commerce convenience and behavioral intentions (e.g. propensity to switch). Finally, based management implications of the research findings, some suggestions were discussed.