不同情境下使用者採用行動條碼之因素探討

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邱嘉儀(Chia-yi Chiu) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

不同情境下使用者採用行動條碼之因素探討
(A Study on User's Adoption QR Code in Different Scenarios)

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摘要(中)

隨著科技行動化的時代來臨，手機不僅僅只是語音通訊、傳遞簡訊的工具，電腦也不再侷限於單一地點的使用，不同類型的行動裝置逐漸浮出檯面，進入每個人的生活。根據聯合國所公布的訊息指出，目前全球使用手機人口已超過50億，其中約有9.5億人有使用行動上網功能。此數據也讓我們了解到越來越多人透過手機，暢遊在現實與網路世界中，甚至占據生活中大部分的時間。在日本、韓國等國家，預見了這樣的未來，正以積極的態度來發展行動裝置及其周邊網路世界環境中任何的相關產品與應用，行動條碼就是此概念下的產物。在目前行動化普及的國家，街道上、傳單上、名片上行動條碼的蹤跡，從無影無蹤到如今的顯而易見，都可發現行動條碼已開始展現其影響力，然而在通訊技術、數位素養方面十分成熟的台灣，行動條碼也開始被政府與企業所推動，但情況卻不如預期中的樂觀，究竟是使用者、產品亦或是環境的哪些原因導致如此的結果，著實令人感到十分好奇。
因此，本研究將近一步瞭解台灣使用者對於行動條碼的接受程度，利用實驗設計法驗證探討不同行動條碼使用情境下，哪些關鍵因素是使用者用來評估採用行動條碼與否時的主要考量因素？了解消費者特性、產品屬性與環境變數對於行動條碼採用意願的影響，企圖讓台灣政府、商家能更加重視行動條碼的功效，不只是濫用或是盲目的使用，而是真正能為生活創造更多的驚喜與效用。

摘要(英)

With the advent of mobile technology, the phone is no longer just voice communication, pass the text messaging tools, and computers are also no longer limited to fixed use of a single location. Different types of mobile devices gradually surfaced into our lives. According to the message released by the United Nations pointed out that the current global use of mobile phone population has more than 5 billion, of which about 950 million people use mobile Internet access. This data also allows us to understand more and more people through mobile phones, enjoy in the world of reality and the Internet, and even to occupy most of the time in the life. In Japan, Korea and other countries foresee such a future is a positive attitude to the development of the world environment of the mobile device and its surrounding network related products and applications, and mobile barcode is a product of this concept. In the high mobile ability of the country, the mobile barcode has begun to show its influence on the street, flyers, business cards, mobile barcode traces from a trace to the now obvious. However, there is very mature in communication technology, digital literacy Taiwan, the mobile barcode began to be the government and enterprises to promote, but the situation is critically acclaimed with the box office pulling up lame. What factors cause this situation? Is user? Is product or the environment?
Therefore, this study will be understood Taiwan’s user acceptance of mobile barcode. And using the design of experiment method to verify that which are the user main considerations key factors in adoption mobile barcode or not in the different scenarios? Hope that the research can help the government and enterprises pay more attention to the effectiveness of the mobile barcode, not just the abuse, but to really create more surprise and application for our life.

關鍵字(中)

★ 行動條碼
★ 實驗設計法
★ 使用者創新性
★ 新產品採用理論
★ 產品屬性

關鍵字(英)

★ Product Attribute
★ User Innovativeness
★ Design of Experiment method
★ New Product Adoption Model
★ Mobile Barcode
★ QR code

論文目次

第一章緒論 1
第一節研究背景 1
第二節研究動機 4
第三節研究目的 5
第四節研究流程 6
第二章文獻探討 8
第一節行動條碼的歷史與簡介 8
第二節創新擴散理論 13
第三節新產品採用理論 18
第四節使用者創新性 20
第五節個人價值觀 22
第六節產品屬性 24
第七節社會影響 30
第三章研究方法 32
第一節研究架構 32
第二節研究假設 33
第三節變數的定義與衡量 40
第四節研究設計 47
第五節資料分析方法與工具 56
第四章資料分析 58
第一節前測問卷分析 58
第二節實驗樣本結構分析 64
第三節實驗問卷信效度分析 69
第四節結構方程式模型分析 73
第五節實驗設計分析 77
第五章結論與建議 89
第一節研究發現與結論 89
第二節管理意涵 95
第三節研究限制 97
第四節未來研究建議 99
參考文獻 101
附錄一前後測問卷比較 107
附錄二實驗手冊(實驗組) 109
附錄三實驗手冊(對照組) 121

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指導教授

粟四維(Wesley Shu)

審核日期

2012-7-27

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