雲端儲存服務涉入度對行為意圖的影響

The Impact of Cloud Storage Service Involvement on Behavioral Intention

智慧型手持裝置與雲端儲存服務的發展，不僅使消費者享受到雲端儲存服務之外，更改變了消費者使用雲端儲存服務的方式與偏好。面對日益增加的雲端儲存服務需求，業者無不卯足全力，推出各式各樣的雲端儲存服務，以搶佔一席之地。由此可知，了解消費者對雲端儲存服務的知覺價值、滿意度與行為意圖已是刻不容緩的。然而，現今的文獻大都是利用科技接受模式、創新擴散理論、知覺風險及安全性來探討雲端儲存服務的接受度及使用意願，較少從涉入度的角度來探討雲端儲存服務的知覺價值、滿意度與行為意圖三者間的關係。因此，本研究以問卷調查法來深入探討使用者對於雲端儲存服務的涉入度、知覺價值、滿意度與行為意圖之間的關係，以了解雲端儲存服務涉入度對行為意圖的影響，以及知覺價值與滿意度在涉入度與行為意圖之間所扮演的中介效果。研究結果顯示，涉入度對知覺價值及滿意度都有正向顯著的影響，知覺價值及滿意度對行為意圖亦有正向顯著的影響。此外，涉入度可透過知覺價值與滿意度的中介效果進而間接影響行為意圖。最後，本研究提出具體建議以供雲端儲存服務供應商做為未來擬定行銷策略之參考。

The development of smart handheld device and cloud storage service (CSS) not only has enabled consumers to enjoy CSS, but also has changed consumers’ approaches and preferences in using CSS. The increasing demand for CSS has made the industry put efforts to launch a variety of CSS to seize the market share. Thus, understanding consumers’ perceived value of CSS, satisfaction and behavioral intention has become an urgent need. However, the existing literature usually applies technology acceptance model, innovation diffusion model, perceived risk and security to explore the acceptance and willingness to use CSS. There has been less research on the relationships among perceived value, satisfaction and behavioral intention of the CSS based on the perspective of involvement. This study applied questionnaire survey to further investigate the interrelationship among the CSS involvement, perceived value, satisfaction and behavioral intention. Furthermore, the study explores the influence of CSS involvement on behavioral intention, as well as to realize the effect of CSS involvement on behavioral intention mediated by perceived value and satisfaction. The results show that the CSS involvement has positive and significant influence on perceived value and satisfaction relations, as well as that perceived value and satisfaction have positive and significant influence on behavioral intention. Moreover, the effect of CSS involvement on behavioral intention can mediate by perceived value and satisfaction. Finally, this study provides useful insights for the CSS providers to develop future marketing strategies.