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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/59229
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/59229


    Title: 消費者採用即時通訊應用程式 之決策因素
    The research of the key factors of adopting Mobile Instant Messenger
    Authors: 馮千晏
    Contributors: 黃思明
    白佩玉

    馮千晏
    Keywords: 即時通訊應用程式
    科技接受模式
    貼圖愉悅性
    結構方程模式
    LISREL
    Date: 2012
    Issue Date: 2013-09-02 15:16:12 (UTC+8)
    Abstract: 隨著智慧型手機逐漸取代功能型手機及3G手機網路普及,即時通訊應用程式(Mobile Instant Messenger,MIM)成為新的溝通管道,尤其在低成本且具即時性的特性下,越來越多人傾向使用即時通訊應用程式作為溝通的工具,從2013年跨年簡訊量減少三成的比例來看,未來即時通訊應用程式取代傳統簡訊是指日可待的,因此即時通訊應用程式的重要性也越來越高,但即時通訊應用程式之相關學術研究仍趨於少數,較多為即時通訊軟體(Instant Messenger)。
    參照即時傳訊軟體以及現有的對於MIM的相關研究後,本研究採用科技採用模式(Technology Acceptance Model 3,TAM3) 理論探討知覺有用性、知覺易用性、系統愉悅性及貼圖愉悅性對使用者採用即時通訊應用程式之使用意向的影響,同時以LISREL統計軟體進行結構方程式的分析。
    本研究中發現貼圖愉悅性對於知覺有用性、知覺易用性與系統愉悅性具顯著的正向影響,在過去文獻中未有人討論貼圖對於即時通訊軟體之影響,而本研究證實其為科技採用中的前導因素,將即時通訊應用程式的研究範圍更加多元化與完整性,作為後續研究的參考。
    Reference: 中文文獻
    1. 丁鴻裕(2011)。消費者行動App使用現況分析。產業情報研究所(報告編號:CDOC20111228016)
    2. 蘇文彬(2013)。即時通訊軟體流行影響,跨年簡訊銳減1至3成。2013年5月30日,取自iThome Online,網址:http://www.ithome.com.tw/
    3. 蘇伯方(2004),即時傳訊軟體採用模式之研究,國立中山大學傳播管理研究所碩士論文,2004。
    4. 2012國人智慧型手機使用行為大調查(2013),台灣數位匯流發展協會。

    日文文獻
    まつもとあつし, コグレマサト(2012)。LINE なぜ若者たちは無料通話&メールに飛びついたのか?。ISBN978-4-8399-4488-9

    英文文獻
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    Description: 碩士
    國立政治大學
    企業管理研究所
    100355045
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1003550451
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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