根據尼爾森(2014)與資策會(2015) 調查報導顯示，行動裝置的用戶從2011年的35.3%增加到2015年78.7%，在2015年使用行動裝置進行交易的成長率也達到了49%。然而，在虛擬環境中交易的不確定性使得消費者對交易環境的信任扮演重要的角色。因此，本研究主要以信任轉移理論及個人創新特質，探討消費者採用新的APP的行為;其中會影響信任的前置因子又包含認知因素、情感因素、經驗因素以及個人因素。另外，消費者對新產品的使用意願在此研究也被考慮是否對個人創新特質及採用APP傾向產生干擾效果。藉由網路平台上共蒐集840份有效問卷，並使用SEM分析資料，總體分析結果消費者的信任會在不同形式間轉移，進而影響消費者行為，增加消費者對行動商務的接受度。另，在個人創新特性中資訊科技產品的相對便利性及相容性對消費者採用新的APP的行為會造成影響，消費者對新產品的使用意願對採用新的APP及個人創新特質間的關係也會產生影響。最後，本研究建議店家在進行外賣時，應確保服務一致性維持顧客的信任，在推廣新的APP時也應注重使用者是否具有創新特質，以便能在上市初期獲得使用者。

According to surveys conducted by Nielsen (2014) and FIND (2015), the ratio of using smart phones to enter the Internet grew from 35.3% in 2011 to 78.7% in 2015. Also, the growth rate of consumer mobile shopping in Taiwan reached 49% in 2015. However, trust plays a key role in internet use because transactions in the virtual environment are filled with uncertainty and risks. Hence, this study aims to discuss whether trust transference and personal innovativeness in the domain of information technology have effect on intention toward APP adoption. There are some antecedents that can influence consumer trust, which include the cognition-based attribute, affect-based attribute, experience-based attribute and personality- based attribute. Moreover, voluntariness of use was considered to have moderating effect on the relationship between personal innovativeness in the domain of information technology and intention to adopt APP. A questionnaire was developed on the Internet, yielding 840 valid responses. Additionally, SEM and AMOS were used to analyze data. The finding indicates that consumers’ trust can be transferred in different entity to influence consumer behavior and increase consumer’s acceptance of mobile commerce. Besides, personal innovativeness in the domain of information technology also has effect on consumer behavior to adopt APP. Voluntariness of use was verified to have effect on relationship between personal innovativeness in the domain of information technology and intention to adopt app. This study offered some suggestions. First, companies should ensure that their services are conducted ordinarily and that their customers are satisfied enough to maintain trust in their company. Second, app companies should focus on those people who have personal innovativeness in the domain of information technology so that they can appeal them early on.

饒靜宜. (2007). 影響業務人員採用銷售力自動化系統之因素探討---TAM 模式的延
伸與應用. 崑山科技大學企業管理研究所學位論文, 1-66.
Agag, G., & El-Masry, A. A. (2016). Understanding consumer intention to
participate in online travel community and effects on consumer intention to
purchase travel online and WOM: An integration of innovation diffusion theory
and TAM with trust. Computers in Human Behavior, 60, 97-111.
Agarwal, R., & Prasad, J. (1998). A conceptual and operational definition of personal
innovativeness in the domain of information technology. Information systems
research, 9(2), 204-215.
Anderson, J. E., & Schwager, P. H. (2004). SME adoption of wireless LAN
technology: Applying the UTAUT model. In Proceedings of the 7th Annual
Conference of the Southern Association for Information Systems, 7, 39-43.
Bagozzi, R., & Yi, Y. (1988). On the evaluation of structural equation
models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Ba, S., & Pavlou, P. A. (2002). Evidence of the effect of trust building technology in
electronic markets: Price premiums and buyer behavior. MIS Quarterly, 26(3),
243-268.
Belanche, D., Casaló, L. V., Flavián, C., & Schepers, J. (2014). Trust transfer in the
continued usage of public e-services. Information & Management, 51(6),
627-640.
Bowerman, K., & DeLorme, D. E. (2013). Boaters’ perceptions of a mobile app for
a marine conservation social marketing campaign. Social Marketing Quarterly,
20(1), 46-65.
Brengman, M., & Karimov, F. P. (2012). The effect of web communities on
consumers' initial trust in B2C e-commerce websites. Management Research
Review, 35(9), 791-817.
Chau, P. Y., & Ho, C. K. (2008). Developing consumer-based service brand equity
via the Internet: The role of personalization and trialability. Journal of
Organizational Computing and Electronic Commerce, 18(3), 197-223.
Chiemeke, S., & Evwiekpaefe, A. (2011). A conceptual framework of a modified
unified theory of acceptance and use of technology (UTAUT) model with
nigerian factors in E-commerce adoption. Educational Research, 2(12),
1719-1726.
Chinatimes, (2015). Message posted to :
http://www.chinatimes.com/newspapers/20150721000326-260204
Chong, A. Y. L., Chan, F. T., & Ooi, K. B. (2012). Predicting consumer decisions to
adopt mobile commerce: Cross country empirical examination between China
and Malaysia. Decision Support Systems, 53(1), 34-43.
Chua, R. Y., Morris, M. W., & Mor, S. (2012). Collaborating across cultures:
Cultural metacognition and affect-based trust in creative collaboration.
Organizational Behavior and Human Decision Processes, 118(2), 116-131.
Churchill Jr, G. A. (1979). A paradigm for developing better measures of
marketing constructs. Journal of Marketing Research, 16(1), 64-73.
Colquitt, J.A., LePine, J.A., Piccolo, R.F., Zapata, C.P., and Rich, B.L. (2012).
Explaining the justice-performance relationship: trust as exchange deepener
or trust as uncertainty reducer?. Journal of Applied Psychology, 97(1), 1 –15.
Dabholkar, P. A., van Dolen, W. M., & de Ruyter, K. (2009). A dual‐sequence
framework for B2C relationship formation: Moderating effects of employee
communication style in online group chat. Psychology & Marketing, 26(2),
145-174.
Dholakia, N., & Rask, M. (2002). Dynamic elements of emerging mobile portal
strategies. M-commerce is all About Personalization, Permision and
Specification.
Dutta, D. K., Gwebu, K. L., & Wang, J. (2015). Personal innovativeness in technology,
related knowledge and experience, and entrepreneurial intentions in emerging
technology industries: a process of causation or effectuation?. International
Entrepreneurship and Management Journal, 11(3), 529-555.
Ettoday, (2015). Message posted to:
http://www.ettoday.net/news/20150930/572391.htm#ixzz41501oWzf
Fang, Y., Qureshi, I., Sun, H., McCole, P., Ramsey, E., & Lim, K. H. (2014). Trust,
satisfaction, and online repurchase intention: the moderating role of perceived
effectiveness of e-commerce institutional mechanisms. MIS Quarterly, 38(2),
407-427.
Fiore, F. (2000). E-marketing strategies. Que Corp..
Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with
unobservable variables and measurement error. Journal of Marketing
Research, 18(1), 39-50.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Inexperience and experience
with online stores: The importance of TAM and trust. Engineering
Management, IEEE Transactions on, 50(3), 307-321.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online
shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
Gonzalez, G. C., Sharma, P. N., & Galletta, D. F. (2012). The antecedents of the use
of continuous auditing in the internal auditing context. International Journal of
Accounting Information Systems, 13(3), 248-262.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L.
(2010). Multivariate data analysis (7th ed.). New Jersey : Prentice-Hall.
Hsu, C. I., Hung, S. F., & Li, H. C. (2007). Vehicle routing problem with time-windows
for perishable food delivery. Journal of food engineering, 80(2), 465-475.
Hsu, C. L., Lu, H. P., & Hsu, H. H. (2007). Adoption of the mobile Internet: An
empirical study of multimedia message service (MMS). Omega, 35(6), 715-726.
Huang, J., Li, Y., & Li, H. (2014). Study on factors to adopt mobile payment for
tourism e-business: Based on valence theory and trust transfer theory.
Information and Communication Technologies in Tourism 2014. Springer
International Publishing, 747-759
Ibrahim, M., Wook, T. S. M. T., & Jailani, N. (2014). Interface designs model of
location-aware mobile commerce for songket. Journal Teknologi, 68(1), 19-25.
iThome, 2015. Message posted to: http://www.ithome.com.tw/news/97479
Keith, M. J., Babb, J., Lowry, P. B., Furner, C., & Abdullat, A. (2015). The Role of
mobile-computing self-efficacy in consumer information disclosure.
Information Systems Journal, 25(6), 637-667.
Kiesling, E., Günther, M., Stummer, C., & Wakolbinger, L. M. (2012). Agent-based
simulation of innovation diffusion: A review. Central European Journal of
Operations Research, 20(2), 183-230.
Kim, C., Mirusmonov, M., & Lee, I. (2010). An empirical examination of factors
influencing the intention to use mobile payment. Computers in Human Behavior,
26(3), 310-322.
Kim, D. (2005). Cognition-based versus affect-based trust determinants in
E-commerce: Cross-cultural comparison study. ICIS 2005 Proceedings, 59.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer
decision-making model in electronic commerce: The role of trust, perceived
risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
Kim, K. K., & Prabhakar, B. (2004). Initial trust and the adoption of B2C
e-commerce: The case of internet banking. ACM Sigmis Database, 35(2), 50-64.
Kuan, H. H., & Bock, G. W. (2007). Trust transference in brick and click retailers:
An investigation of the before-online-visit phase. Information & Management,
44(2), 175-187.
Lee, H. J. (2004). The role of competence-based trust and organizational
identification in continuous improvement. Journal of Managerial Psychology,
19(6), 623-639.
Lee, K. C., Kang, I., & McKnight, D. H. (2007). Transfer from offline trust to key
online perceptions: An empirical study. Engineering Management, IEEE
Transactions on Communications, 54(4), 729-741.
Lee, Y. K., Kim, S., Lee, C. K., & Kim, S. H. (2014). The impact of a mega event on
visitors’ attitude toward hosting destination: Using trust transfer theory.
Journal of Travel & Tourism Marketing, 31(4), 507-521.
Lee, Y., & Kozar, K. A. (2009). Designing usable online stores: A landscape
preference perspective. Information & Management, 46(1), 31-41.
Lin, J., Lu, Y., Wang, B., & Wei, K. K. (2011). The role of inter-channel trust
transfer in establishing mobile commerce trust. Electronic Commerce Research
and Applications, 10(6), 615-625.
Lu, J., Mao, Z., Wang, M., & Hu, L. (2015). Goodbye maps, hello apps? Exploring
the influential determinants of travel app adoption. Current Issues in Tourism,
18(11), 1-21.
Lu, Y., Yang, S., Chau, P. Y., & Cao, Y. (2011). Dynamics between the trust transfer
process and intention to use mobile payment services: A cross-environment
perspective. Information & Management, 48(8), 393-403.
Mayer, R. C., Davis, J. H., and Schoorman, F. D. 1995. “An integrative model of
organizational trust,” Academy of Management Review, 20(3), 709-734.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating
trust measures for e-commerce: An integrative typology. Information Systems
Research, 13(3), 334-359.
Moore, G. C., & Benbasat, I. (1991). Development of an instrument to measure the
perceptions of adopting an information technology innovation. Information
Systems Research, 2(3), 192-222.
Moschou, I., Dimosthenis, P., Theodosiou, T., & Stavros, V. (2011). The impact of
m-commerce in northern Greece. The Economies of Balkan and Eastern Europe
Countries in the Changed World, 280-289.
Müller-Veerse, F. (1999). Mobile Commerce Report. Durlacher Research Ltd.
Ng, C. S. P. (2013). Intention to purchase on social commerce websites across
cultures: A cross-regional study. Information & Management, 50(8), 609-620.
Nielsen, (2014). Message posted to:
http://www.nielsen.com/tw/zh/insights/reports/2014/taiwan-online-shopping-queens.html
N. Luhmann (1982), Trust and Power. Studies in Soviet Thought, 23(3), 266-270.
O’cass, A., & Fenech, T. (2003). Web retailing adoption: Exploring the nature of
internet users web retailing behavior. Journal of Retailing and Consumer
Services, 10(2), 81-94.
Parayitam, S., & Dooley, R. S. (2009). The interplay between cognitive-and
affective conflict and cognition-and affect-based trust in influencing decision
outcomes. Journal of Business Research, 62(8), 789-796.
Peng, L., Wang, H., He, X., Guo, D., & Lin, Y. (2014). Exploring factors affecting the
user adoption of call-taxi App. ACIS, 25.
Rogers, E. M., & Shoemaker, F. F. (1971). Communication of Innovations; A
Cross-Cultural Approach.
Shao Yeh, Y., & Li, Y. M. (2009). Building trust in m-commerce: Contributions
from quality and satisfaction. Online Information Review, 33(6), 1066-1086.
Technews, (2014). Message posted to: http://technews.tw/2014/08/27/foodpanda-new-app/
Tornatzky, L. G., & Klein, K. J. (1982). Innovation characteristics and innovation
adoption-implementation: A meta-analysis of findings. Engineering
Management, IEEE Transactions on Communications(1), 28-45.
Van Slyke, C., Hao, L., & Day, J. (2002). The impact of perceived innovation
characteristics on intention to use groupware. Information Resources
Management Journal, 15(1), 5.
Venkatesh, V., Morris, M., Davis, G. & Davis, F. (2003). User acceptance of
information technology: Toward a unified view. MIS Quarterly, 27(3), 425–
478.
Wei, L., & Zhang, M. (2008). The adoption and use of mobile phone in rural China:
A case study of Hubei, China. Telematics and Informatics, 25(3), 169-186.
Wu, F., Li, H. H., & Kuo, Y. H. (2011). Reputation evaluation for choosing a
trustworthy counterparty in C2C e-commerce. Electronic Commerce Research
and Applications, 10(4), 428-436.
Yang, L. M., Zhang, J. Y., Li, Y. T., & Wan, H. B. (2014). A study on the influence of
website traits on purchase willingness in the perspective of innovation
diffusion theory. In Applied Mechanics and Materials, 631, 1100-1105.
Yang, S., Chen, Y., & Wei, J. (2015). Understanding consumers' web-mobile
shopping extension behavior: A trust transfer perspective. Journal of Computer
Information Systems, 55(2), 78-87.
Walczuch, R., Seelen, J., & Lundgren, H. (2001). Psychological determinants for
consumer trust in e-retailing. In Eighth Research Symposium on Emerging
Electronic Markets (RSEEM 01), Maastricht, Netherlands.
Wu, J., & Lederer, A. (2009). A meta-analysis of the role of environment-based
voluntariness in information technology acceptance. MIS Quarterly, 33(2),
419-432.
Wunnava, S. (2015). Mobile commerce usage: Application of theory of reasoned
action (TRA) and technology acceptance model (TAM). World, 5(2), 41-50
Zhu, Y., & Akhtar, S. (2014). The mediating effects of cognition-based trust and
affect-based trust in transformational leadership's dual processes: Evidence
from China. The International Journal of Human Resource Management, 25(20),
2755-2771.