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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/64630


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    題名: 行動服務之再使用意願：一項整合模式之檢驗
    其他題名: Examining Consumers` Intention to Reuse Mobile Services: An Integrative Model
    作者: 張愛華;蕭丞傑
    Chang, Ai-Hwa;Hisao, Cheng-Chieh
    貢獻者: 企管系
    關鍵詞: 行動服務;理性行動理論;科技接受模式;創新擴散理論;再使用意願
    mobile service;theory of reasoned action;technology acceptance model;innovation diffusion theory;intention to reuse
    日期: 2010-05
    上傳時間: 2014-03-12 17:51:16 (UTC+8)
    摘要: According to the theory of reasoned action, technology acceptance model and innovation diffusion theory, the present study provides an integrative model to investigate consumers` intention to reuse mobile services. The primary objective of this study is to examine how several factors of mobile service acceptance-ease of use, usefulness, playfulness, normative pressure, compatibility, observability and price acceptability-influence consumers` attitude toward mobile services and their reuse intentions. Analysis upon 402 usable responses using structural equation modelling reveals that ease of use, usefulness, playfulness, compatibility, observability and price acceptability have significantly positive influences on consumers` attitude which further affects their reuse intention. However, normative pressure has no significant impact on reuse intention. Finally, a number of marketing implications and future research directions are offered to mobile service providers and researchers.
    關聯: 輔仁管理評論, 17(2), 69-94
    資料類型: article
    顯示於類別:[企業管理學系] 期刊論文

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