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    题名: 社會化臨場感對行動服務採用行為之影響
    The impact of social presence on the adoption behavior of mobile services
    作者: 許媖媖
    Hsui, Dorothy
    贡献者: 賴士葆
    許媖媖
    Hsui, Dorothy
    关键词: 社會化臨場感
    行動服務
    Social Presence
    TAM
    Mobile Services
    Image
    Society`s Influences
    日期: 2009
    上传时间: 2010-12-08 01:52:09 (UTC+8)
    摘要: In this study the technology acceptance model (TAM) serves as the foundation to analyze the behavior of consumers with regards to their use of the smartphone and its associated services. The research also aims to provide a basis for companies that need a complete theoretical framework to better understand the behavior of consumers using smartphones and related services under the intensely competitive environment and constantly evolving changes in consumer demand. The extensive version of TAM will assist in analyzing consumer behavior and influences affecting the use of smartphones, which will be validated through the empirical data collected.
    This research utilizes one questionnaire to conduct investigations pertaining to the study. Questionnaires were distributed to consumers that use mobile services and/or applications. The majority of the questionnaires were filled out by students in college and graduate institutions in Taipei, Taiwan. In addition, a majority of the subjects who participated have already purchased smartphones. A total of 500 questionnaires were distributed and 266 were returned, making a 53.2 % return rate.
    Results retrieved from this study are as follows:
    1. When a user experiences deeper social presence, higher subjective norms are created by the application.
    2. When a user experiences deeper social presence, perceived usefulness of the application increases.
    3. When a user experiences deeper social presence, perceived ease of use of the application fluctuates.
    4. The higher the application’s subjective norms are, the more significant is the increase of the user’s image.
    5. The higher the application’s subjective norms are, the more significant is the increase of perceived usefulness
    6. As the user’s perceived ease of use of the application increases, the greater the influence becomes on perceived usefulness.
    7. The higher the application’s subjective norm is, the more the user’s behavioral intention to use increases.
    8. As the application’s perceived usefulness increases, the user’s behavioral intention to use the application also increases.
    9. As the user’s perceived ease of use for the application increases, the greater the influence on behavioral intention to use becomes.
    Undoubtedly, companies need to understand consumer behavior and their use of the smartphones. Consequently, this study seeks to use theories from TAM as a basis and consider principles of external factors influencing a consumer-----social presence and society’s influences. The components of TAM, social presence and society’s influences are analyzed to compile this research.
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    描述: 碩士
    國立政治大學
    企業管理研究所
    94355020
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