| 摘要註: |
O2O是一個嶄新的商業模式,透過網路上的服務提供導引線上消費者到線下店面進行消費或是取用實體服務。在近年O2O迅速成為眾企業討論的話題,因應商業模式的改變,經濟部自2013 年積極推動電子商務的革新,而業者為提升自身的競爭力,開始朝向電子化、資訊化發展,隨著資訊科技的蓬勃,網路的普遍,電子商務資訊的處理能力,變得更為重要。為了提供快捷的顧客服務,有效陌生開發與舊客回購的情況,就需要導入LINE@生活圈帳號。本研究透過實證分析的方式,經由問卷調查收集資料,再採用SPSS 統計軟體對回收資料進行信效度分析、敘述性統計分析、T檢定及單因子變異數分析、相關分析、迴歸分析等統計分析,來探討產業導入LINE@生活圈帳號是否會受到科技接受模式(TAM)之認知有用性、認知易用性、使用態度、使用意願、實際使用與再購意願等各構面的影響。本研究共發放了130 份問卷,回收127份,其中有效問卷為122份,有效問卷回收率83.89%。研究結果發現,認知有用性與認知易用性對於使用態度、使用態度對於使用意願、使用意願對於實際使用及實際使用對於再購意願皆具有顯著正向的影響。最後,根據研究結果提出對於O2O商業模式業者導入LINE@生活圈帳號之管理建議。 As a fresh business model, “Online to Offline Commerce”, known as O2O, provides guidance for online consumers to shop at physical stores or get offline services through the web. Recently, O2O has become a popular concept for many businesses. In order to cope with the changing business model, the Ministry of Economic Affairs has actively promoted e-business reforms since 2013. To improve their competency, the majority of businesses began moving toward electronization and informatization. Due to the success of computer sciences and the popularity of the Internet, handling e-business information has become increasingly important. Therefore, Line@ ids is essential for providing customers with more efficient services and effectively developing new customers while also keeping existing ones. This study uses empirical analysis in which data are collected through questionnaire survey. Then, the SPSS is adopted to perforim reliability and validity analysis as well as descriptive statistics, T-test, ANOVA, correlation analysis, and regression analysis to explore whether Line@ ids are influenced by perceived usefulness, perceived ease of use, attitudes toward use, behavior intentions, action behaviors, and repurchase intentions in TAM . We sent out a total of 130 questionnaires, and 127 were returned, of which 122 were valid, for a valid return rate of 83.89%.Results of the study reveal that perceived usefulness and perceived ease of use have a significantly positive effect on attitudes toward use, as does attitudes toward use on behavior intentions, behavior intentions on action behaviors and action behaviors on repurchase intentions. Based on these results, some management suggestions are provided for O2O corporations introducing Line@ ids. |