應用COM-B理論探討手機應用程式使用行為影響因素之研究

Affecting Factors on User's Behavior of Mobile Application Based on COM-B Theory

利用手機應用程式搜尋流行資訊與使用服務是現代人普遍的日常行為，手機應用程式的設計與功能是否滿足使用者體驗至關重要。本研究以COM-B理論模型之「能力」（capability）、「機會」（opportunity）與「動機」（motivation）構面為基礎，設計開發一款共享美容服務的美業平台（beauty industry matchmaking platform, BIMP），經營運一年後，再以BIMP之實際使用者為對象，驗證影響使用者「行為」（behavior）的因素，且為了解析使用行為情境，本研究也增加「時尚感」作為COM-B模型延伸構面，並以「習慣」作為調節變量進行驗證。本研究共收集了345份使用者有效問卷，並運用驗證性因素分析的結構方程式模型（structural equation modeling, SEM）作為分析工具。結果發現「時尚感」對於「能力」、「動機」與「機會」在「行為」有顯著正向影響，亦即使用者的時尚感越高，其追求美麗與自信的動機也越高、對時尚資訊的敏銳能力也越高、其使用者機會也越高。此外，以習慣作為調節作用，發現在使用者的能力與動機對於消費行為關係上有強化的作用，故培養消費者從良好的體驗過程中形成習慣，可以促進使用行為。本研究之發現可提供美業平台業者或應用程式的設計師，在考量使用者行為時更具有適切的依據，並以此作為COM-B理論學術研究參考。

It is a common behavior of modern people to use mobile applications to search fashion information and services, and therefore it is important that the design and function of the mobile application can satisfy user experience. This research is based on Capability, Motivation and Opportunity of COM-B theory model. Taking the users of BIMP - a beauty services sharing platform as objectives, after a one-year operation, this research verified the factors that affect user's ''behavior''. In addition, the study added ''the sense of fashion'' for extended aspect of the COM-B model and ''habit'' as the moderated variable in order to analyze the user behavior scenarios. Overall, a total of 345 valid questionnaires were collected, and the Structural Equation Modeling(SEM)was conducted. The result shows that the ''Sense of fashion'' to ''Capability'', ''Motivation'' and ''Opportunity'', has the significant and positive effect on ''Behaviors''. This indicates that the higher the user's sense of fashion, the higher motivation for pursuit beauty and self-confidence, also having more sensitivity of fashion information, and there are more user's opportunities. Moreover, taking behavior as the moderator, it is found that user's ability and motivation can strengthen the consumer behavior. It can also boost user behaviors when cultivating consumer's good experience. The results in this research can provide the appropriate basis for beauty platform users or application designers in consideration of user's behavior, thereby offering as a reference of academic research.