行動商務採用關鍵成功因素與其影響探究

Analyzing the Antecedents and Consequences of Mobile Commerce Service Quality

隨著世界各國行動上網率逐漸提升，行動商務成為全球企業與消費者共同關注的焦點。但目前台灣在行動商務的採用比率仍屬偏低，過去研究也缺乏探討影響行動商務採用的相關探討，故本研究目的在於探討影響採用行動商務的關鍵成功因素，並且以服務品質的角度歸納衡量行動商務服務的架構，並分析服務品質對於消費者採用行動商務之行為影響效果。 本研究共蒐集1,353份有效樣本。透過歸納過去文獻以及二階驗證性因素分析，本研究驗證了衡量行動商務服務品的指標包括行動系統品質與行動資訊品質；接著透結構方程模式分析行動商務服務品質對於消費者行為之影響效果，也發現行動資訊品質對於顧客參與以及轉換行為皆有顯著影響。最後本研究也進一步對有關行動商務服務研究提供了結論和建議，而研究之實證結果可當作未來理論研究發展的基礎文獻，更可輔助企業在進行制定行銷策略之實務參考。

In recent years, consumers have been able to access the mobile internet whenever they want, and this feature has consequently become a necessary one for most of them. However, in Taiwan, the adoption rate of mobile commerce still is low. Very few previous studies have explored how to influence mobile phone users to adopt mobile commerce. The present study summarizes previous literature on the measurement of mobile commerce services, including mobile system quality, mobile information quality. Furthermore, we explore the user behavior of mobile commerce users, including consumer engagement, conversion and shopping. This study collected 1,353 valid Taiwanese mobile internet users’ samples through an online survey. Using two-order confirmatory factor analysis, the study enhanced the model for the measurement of mobile commerce service quality. In addition, through SEM analysis we found that the mobile system quality directly affects mobile information quality; moreover, consumer engagement and conversion directly affect shopping. Based on these findings, we provide advice to researchers, marketers and mobile commerce providers.