行動社群使用意願之影響因素探討

An Investigation on the Willingness to Use of Mobile Community

近年來，使用者越來越依賴行動裝置。過往的文獻多集中於Facebook使用者的行為研究，甚少研究從多個行動社群的角度探討相關因素對行動社群使用意願之影響。本研究以行動社群的使用者為研究對象，探討「知覺有用性」、「知覺易用性」、「相容性」、「可試用性」、「可觀察性」及「主觀規範」等構面對行動社群使用意願之影響。本研究以線上問卷進行資料蒐集，共回收395份有效樣本，並採用結構方程式模型檢驗研究假說。結果發現「主觀規範」、「知覺易用性」及「相容性」對「使用意願」均有顯著影響，「知覺易用性」並能透過「知覺有用性」間接影響「使用意願」，整體模式對「使用意願」的解釋量可達41.7％。

Users become more rely on mobile devices in recent years. A number of researchers have focused on Facebook user’s behavior investigation, while very few probed the question from the view of multiple mobile communities. In this study, users from various mobile communities were surveyed. The influences of “perceived usefulness”, “perceived ease of use”, “compatibility”, “trialability”, “observability” and “subjective norm” on the willingness to use of mobile community were investigated. Online questionnaires were used and a total of 395 samples were collected. Structured-Equation-Model (SEM) was employed to verified research hypotheses. The results showed: “subjective norm”, “perceived ease of use” and “compatibility” was found to have significant impact on “willingness to use” while “perceived ease of use” indirectly affect “willingness to use”. Up to 41.7% of the variance for “willingness to use” can be explained by the model established.