企業行動商務推動之影響因素與經濟意涵

Factors Affecting Enterprises’ Attitudes on Mobile Commerce and Their Economic Implications

本研究以企業運用行動商務能提高產業生產效率為著眼點，探討企業組織對行動商務採用意願之影響因素。在研究方法上係運用科技接受模型與創新擴散理論，並結合企業運用時在相容性及風險方面的考量，以結構方程式技術加以分析。經實證結果發現知覺有用性、知覺易用性及相容性均對企業運用行動商務的態度具有正向的影響關係，認知風險則對運用的態度具有負向影響關係，而企業運用的態度則會影響到企業未來採用行動商務服務的意願。前述結果在經濟意涵方面建議三項策略：一、藉由體驗經濟以降低廠商認知風險，並瞭解其有用性與易用性；二、運用免費增值概念先獲得認同，再進而取得營收；三、將企業內部專業諮詢成本外部化，協助企業評估系統相容性。

With the effectiveness of mobile commerce on raising production efficiency for enterprises, this study focuses on the factors affecting their attitudes on adopting mobile commerce. In addition to utilizing the Technology Acceptance Model (TAM) and the Innovation Diffusion Theory (IDT), our model still incorporates two other factors, compatibility and perceived risk, and analyzes them using the structural equation modeling technique. Our empirical results show that: perceived usefulness, perceived ease of use and compatibility all have positive effects on attitude; perceived risk has a negative effect on attitude; and perceived usefulness has a positive effect on intention to use. On the other hand, these results reveal three economic implications: (1) Service providers can reduce enterprises’ perceived risk by applying the principles of experience economy; (2) Service providers can use the concept of freemium to expand their user bases by providing basic applications at first and then charge for advanced functions to obtain revenues; and (3) Service providers can provide professional consulting services for enterprises to evaluate their compatibilities of information systems when adopting mobile commerce.