| Summary: | 碩士 === 國立中山大學 === 資訊管理學系研究所 === 101 === The rapid development of modern ubiquitous computing and wireless communication technology, coupled with the increasingly high penetration rate of the Internet, is promoting ubiquitous commerce (UC) as a significant application for both enterprises and consumers. With accelerated business competition and the popularity of Internet and mobile device use, there is an urgent need to understand the factors that would entice user’s consumption behavior in an UC context.
This study presents a conceptual model, based on chaos theory and affordance theory, for investigating the effect of affordance and the mediating role of cognitive assimilation on ubiquitous commerce consumption. A scale that measures above constructs is developed and validated. Survey data from e-community and part-time students who have mobile commerce experience is tested. The partial least squares (PLS) method is empirically used to test the conceptual model and hypotheses using the collected survey data.
The empirical results support the proposed model. The analysis provides evidence that the context-aware facilitation and social interaction positively effect on cognitive assimilation; the cognitive assimilation positively effects on butterfly effect consumption and hedonic consumption; context-aware facilitation and social interaction enhance butterfly effect consumption and hedonic consumption by enhancing cognitive assimilation. Our findings provide insights on how consumption behavior can govern U-commerce initiatives to increase context-aware facilitation and social interaction, thereby leading to effective consumption in an UC context.
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