蝦皮App 使用者知覺有用性對使用態度之影響-以行動購物系統品質為干擾變數

The influence of Shopee application users’ perceived usefulness on use attitude: The moderating effects of mobile shopping system quality

科技進步與發達促使人們追求科技所帶來的便利性，手機問世讓社會大眾開始產生對其依賴及不可或缺，此時如何能達成或提高消費者使用相對應App資訊科技的實際使用感受及使用意願，對業者而言是很重要的關鍵議題。系統平台若要普及化讓更多潛在的消費者使用，在流程設計與介面上應朝簡易、高效率，及兼顧到安全性及便利性等訴求，因此本研究以從新加坡引進至台灣的蝦皮購物網App做為主要探討的購物平台為例，除了探討在購物平台中，科技接受模式內知覺有用性對消費者使用態度的影響性，亦加入行動購物系統品質(系統、服務及資訊)對消費者知覺有用性與使用態度兩者間關係的干擾性程度。 研究結果發現，購物平台使用者之「知覺有用性」對「使用態度」是具有顯著性的正向影響。此外，運用層級迴歸的分析結果發現，不論是整體行動購物系統品質的觀點，或是從行動購物系統品質之三大要素細項：系統品質、資訊品質、服務品質來看，對於個案購物平台App中的知覺有用性與使用態度間皆是具有顯著的干擾效果。透過本研究之分析，將可提供業者檢視其現有購物平台App運作下，了解行動購物系統品質對原本「知覺有用性」與「使用態度」之影響性及可運用的參考方向。

The development of technology prompts people to pursue the convenience of technology. It is essential to increase online shopping platform’s performance by improving the platform interfaces toward a design of simplicity, efficiency, security, and convenience for application users. Consequently, this research focuses on the relationships among perceived usefulness, use attitude, and mobile shopping system quality model for online shopping platform, explicitly, Shopee. Our research results show that: (1) perceived usefulness of platform’s users has significant impacts on use attitude in this study; (2) the moderating effects of mobile shopping system quality model constructs, namely, system quality, information quality, service quality are significant. Through this research, we can have better understandings of the relationships among perceived usefulness, use attitude and mobile shopping system quality model. We expect that our analysis and results can be used as a beneficial reference for managers of on-line shopping platforms for improving their overall service quality.