近年來，隨著智慧型手機的快速成長，行動裝置購物也越來越引人注意。許
多企業也開發了行動裝置購務專業、平台或是行動應用程式來吸引使用者。與網
路購物不同的是，行動裝置購物可以隨時進行，不受地點與時間限制，消費者只
需要使用他們手邊的行動裝置就可以購買物品。本研究探討行動裝置購物之使用
者意圖與四個構面: 績效期望、努力期望、社會影響、個人使用習慣之關係。「知覺風險」為干擾變數，本研究也分析干擾變數對於使用者意圖與績效期望和社會影響之作用關係。

透過線上問卷調查，本研究共搜集了213 份有效問卷。本研究進行了敘述性
變量分析、信度分析、因素分析、效度分析及路徑分析等。研究結果顯示使用者
對於行動裝置購物的使用意圖皆有正面的回應。此外，在績效期望、社會影響及
個人使用習慣三個構面中，對於使用者意圖有正向的影響；而知覺風險對於社會
影響和使用者意圖之間具有干擾作用。實務管理探討與本研究之限制及建議也一
併呈現在此論文中。

In recent years, with the growth of the smartphone, mobile shopping has become popular in Taiwan. More and more enterprises provide mobile shopping platforms applications to attract customers. Not like internet shopping, one of the features for mobile shopping is no time and place limitation. Customers could purchase products through their mobile devices anywhere. The study is to investigate the relationships among performance expectancy, effort expectancy, social influence, habit and behavior intention to mobile shopping. In addition, perceived risk is introduced to the conceptual framework as the moderator for evaluating how perceived risk demonstrates its moderating effects on the relationship between performance expectancy, social influence and behavior intention.

Through online survey, a total of 2013 effective questionnaires have been collected. In this study, descriptive analysis, confirmatory factor analysis, path analysis and moderating effect analysis were employed. The finding shows that mobile shopping is highly accepted by customers in Taiwan. The results indicate that performance expectancy, social influence expectancy and habit have positive impact on customers’ behavior intention to mobile shopping. Further, it is discovered that perceived risk exists in the relationship between social influence and behaviour intention. The managerial implication and limitations and suggestions are also presented in the study.

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