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研究生: 蔡佳芳
Tsai, Chia-Fang
論文名稱: Investigate the Determinant Factors of Customer's Usage Intention on E-Scooter Sharing Platforms in Taiwan
Investigate the Determinant Factors of Customer's Usage Intention on E-Scooter Sharing Platforms in Taiwan
指導教授: 溫敏杰
Wen, Miin-Jye
學位類別: 碩士
Master
系所名稱: 管理學院 - 國際經營管理研究所碩士在職專班
Institute of International Management (IIMBA--Master)(on the job class)
論文出版年: 2021
畢業學年度: 109
語文別: 英文
論文頁數: 59
中文關鍵詞: 科技接受模型外部變數感知易用性感知有用性感知風險使用行為意圖
外文關鍵詞: Technology Acceptance Model (TAM), External variables, Perceived ease of use, Perceived usefulness, Perceived risk, Behavioral intention to use
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  • 在台灣,機車是非常重要的交通工具。隨著科技進步和環保意識抬頭,因此這些年來共享電動機車平台發展非常迅速。本研究目的為觀察台灣共享電動機車平台之客戶使用意圖的決定因素,藉由採用技術接受模型(TAM)及結合感知風險的概念作為研究架構。此研究數據收集藉由線上雲端問卷Surveycake網站並經由社群網路軟體進行,數據分析運用PLS-SEM方法測試外部變數、感知易用性、感知有用性、感知風險和行為使用意圖之間的關係。研究結果顯示,外部變數顯著影響感知易用性和感知有用性之消費者使用行為意圖。此外,結果亦顯示感知易用性對感知有用性產生正向影響。儘管,感知風險與感知有用性及使用行為意圖之間的關係不顯著,但仍可顯示其相關性呈現為負相關。本研究的結論可提供共享電動機車平台市場的產品設計和行銷計劃作為參考。

    In Taiwan, scooter is a very important transportation tool. With rising of advanced technology and environmental awareness, e-scooter sharing platforms are growing fast in these years. This study aims to investigate the determinant factors of customer's usage intention on e-scooter sharing platforms in Taiwan by adopting technology acceptance model (TAM) as conceptual framework and combining the concept of perceived risk. The data collection was conducted by online Surveycake website through social networking apps, and data analysis was applied PLS-SEM to test the relationship between external variables, perceived ease of use, perceived usefulness, perceived risk, and behavioral intention to use. The research findings revealed external variables significantly influences perceived ease of use and perceived usefulness toward behavioral intention to use. Moreover, the result presents perceived ease of use positively affects perceived usefulness. Despite insignificant level of perceived risk between perceived usefulness and behavioral intention to use, the outcome can specify the correlation is negative. The conclusion of this study can provide as references on product design and marketing plan in e-scooter sharing market.

    ABSTRACT I 摘要 II ACKNOWLEDGEMENTS III TABLE OF CONTENTS IV LIST OF TABLES VI LIST OF FIGURES VII CHAPTER ONE INTRODUCTION 1 1.1 Research Background. 1 1.2 Research Gap. 2 1.3 Research Objectives. 2 CHAPTER TWO LITERATURE REVIEW 4 2.1 Theoretical Background. 4 2.2 Perceived Risk. 6 2.3 Development of Research Hypotheses. 6 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 9 3.1 Conceptual Model. 9 3.2 Questionnaire Design and Constructs Measurement. 10 3.3 Data Collection. 14 3.4 Methods of Data Analysis. 14 CHAPTER FOUR RESEARCH RESULTS 16 4.1 Pretesting Result. 16 4.2 Main Research Result. 18 4.2.1 Respondents Demographics. 18 4.2.2 Descriptive Statistics. 24 4.2.3 Result of Reliability Analysis. 26 4.2.4 Result of Confirmatory Factor Analysis. 26 4.2.5 PLS-SEM for the Proposed Model. 29 4.2.6 PLS-SEM for the Modified Model. 31 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 34 5.1 Discussion of Findings. 34 5.1.1 The Effect of External Variables on Perceived Ease of Use and Perceived Usefulness toward Behavioral Intention to Use. 34 5.1.2 The Effect of Perceived Ease of Use on Perceived Usefulness. 35 5.1.3 The Effect of Perceived Ease of Use on Behavioral Intention to Use. 35 5.1.4 The Effect of Perceived Usefulness on Perceived Risk. 35 5.1.5 The Effect of Perceived Usefulness on Behavioral Intention to Use. 35 5.1.6 The Effect of Perceive Risk on Behavioral Intention to Use. 36 5.2 Theoretical and Managerial Contribution. 36 5.3 Research Limitations and Future Research Suggestions. 37 REFERENCES 39 APPENDICES 41 Appendix 1: Questionnaire of pretesting 41 Appendix 2: Questionnaire of main survey 51

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