以科技接受模式探討消費者對行動通訊軟體貼圖的購買意願

A Study of Purchase Intention to use Mobile Application in Technology Acceptance Model

由於智慧型手機在台灣的普及，人與人之間的聯絡方式也隨之改變成以即時通訊軟體來傳遞訊息，這種即時通訊軟體不僅可以傳遞文字、語音通話、語音視訊、檔案傳輸，甚至以提供免費及開設多人聊天室功能，因此成為新興的傳播媒介。這波風潮，不僅可以隨時掌握好友最新近況，亦讓手機的通訊軟體有了多元化的發展，更衍生出周邊商品的龐大商機。由於台灣智慧型手機的普及行動通訊軟體的高使用率，本研究將以科技接受模式探討消費者對於行動通訊軟體貼圖購買意願做為本研究探討的主題。本研究將針對曾購買過或考慮購買行動通訊軟體的貼圖之民眾為研究對象進行問卷調查，回收有效問卷共316份。利用AMOS7.0與SPSS11.0軟體進行分析。結果發現本研究之各項假設皆成立，顯示口碑確實會正向影響知覺可用性與知覺易用性，而需求也同時正向影響消費者之購買使用意願。最後，本研究也驗證了知覺可用性對知覺易用性以及使用行為態度之間確實產生中介效果。本研究期望研究結果可以提供行動通訊軟體業者作為參考，以實際針對消費者的需求及意願來提供更適合之通訊軟體。

Because of the prevalence of smartphones and Wi-Fi in Taiwan, people frequently contact each other by using communication applications. Communication apps can transmit text, relay voice calls, transfer videos and other files, and serve as a free chat room for multiple users. Smartphone prevalence and the popularity of communication apps in Taiwan motivated this study to adopt the technology acceptance model in examining the effect of purchase intention on mobile app use. The study collected 316 valid questionnaries from people who have bought or considered buying Line stickers. Analysis using AMOS Verision 7.0 and SPSS Version 11.0 software showed all of the study hypotheses to be supported. Word of mouth exhibited a positive effect on perceived usefulness and perceived ease of use, and consumer demand demonstrated a positive effect on consumer willingness to use. In addition, this study verified that perceived usefulness had an intermediary effect on the relationship between perceived ease of use and attitude toward using.