利用整合科技接受模式探討便利商店APP之採用行為

Using UTAUT Model to Explore Convenient Store APP Adoption Behavior

便利商店APP是熱門的新興手機應用軟體之一，本研究利用整合科技接受模式探討便利商店APP之採用行為，選定受消費者喜愛的全家APP為例進行研究。探討績效期望、努力期望、社會影響、有利條件及行為意圖對使用行為之間的線性結構關係，針對所有樣本、不同年齡及性別進行探討。本研究回收之有效問卷為328份，採用SPSS進行敘述性統計分析和PLS進行結構模式分析。研究結果顯示，所有樣本的UTAUT線性結構模式皆為成立。而依性別及年齡分群進行分析時，假設1績效期望對行為意圖只有在31-40歲消費者上不成立；假設3社會影響對行為意圖這項目，在女性樣本以及21-30歲、31-40歲的消費者上不成立。本研究所得可做為便利商店APP應用程式開發的參考。

Convenient Store APP technology is one of the most popular smartphone application. This study aimed to analyze the adoption behavior of consumers toward Convenient Store APP under Unified Theory of Acceptance and Use of Technology (UTAUT) model. FamilyMart APP was chosen as example for its popularity among consumers. 328 valid questionnaires were collected and analyzed by PLS and SPSS software. By PLS software, we analyzed the relationships among performance expectancy, effort expectancy, social influence, facilitating conditions, behavioral intention and use behavior. Regarding to total sample, all hypotheses are supported. Sex and age were selected as the indicator to analyze the acceptance and adoption behavior of consumers. The results showed that H1 of the age 31 to 40 group; H3 of the female, age 21 to 30, and age 31 to 40 were not supported. According to the findings, some suggestions for convenient store industry were made.