線上應用服務平台重用意圖的影響因素分析

本研究旨在分析消費者重用線上平台的關鍵因素，結合資訊系統成功模型及信任，並以性別作為調節變數。研究採用問卷調查法，針對具使用平台經驗的消費者進行資料蒐集問卷並進行結構方程模型分析。結果顯示，資訊品質與信任顯著提升感知價值，系統品質對感知價值的影響不高；資訊品質、系統品質及信任均正向影響使用者滿意度，而感知價值同樣對滿意度具有顯著影響。此外，感知價值與使用者滿意度皆促進再使用意願，說明消費者滿意的使用經驗是驅動重用行為的核心因素。在性別差異的分析中，男性較女性更易受到滿意度的影響而產生重用意圖。研究結果為平台業者提供了設計與策略的重要參考。

This study analyzes the key factors of consumers’reuse of online platforms, combining information system success modeling and trust with gender as a moderator variable. A questionnaire survey was used to collect data from consumer experience using the platform and analyzed by structural equation modeling. The results show that information quality and trust significantly increase perceived value, while system quality has little effect on perceived value; information quality, system quality, and trust positively affect user satisfaction, and perceived value also significantly affects satisfaction. In addition, perceived value and user satisfaction promote the willingness to reuse, suggesting that a satisfying experience drives reuse behavior. In the gender analysis, males are more likely than females to be influenced by satisfaction and have reuse intentions. The results of this study provide essential references for platform operators in design and strategy.