| Summary: | 碩士 === 國立中山大學 === 資訊管理學系研究所 === 103 === With the rise of the popularity rate of mobile devices and wireless surfing, mobile commerce market become more and more popular. Recognizing this enormous potential, some brands that are not started with m-commerce begin to develop m-commerce services. This study investigates the factors that impact consumer''s attitude toward using m-shopping system, and whether the brand attachment to the original brand can impact consumer''s attitude and intention toward using m-shopping system and strengthen awareness of the new system. Base on prior research we found out five major attitude''s antecedents, which come from perceived ease of use, perceived enjoyment, convenience, perceived prestige and promotion, we also investigate that brand attachment would enhance these factors. In addition, we explore the moderating effects of habit on the relationship between attitudes and use intention.
The study objects are those who have used products of LINE, and have had the experience of using the online auction system. We sent out questionnaires with convenience sampling through network and there were 485 effective questionnaires. The research result shows:
(1) Perceived ease of use, perceived enjoyment, convenience, perceived prestige and promotion has a significant and positive impact on attitude.
(2) Brand attachment has a significant and positive impact on consumer''s attitude, intention, perceived ease of use, perceived enjoyment, convenience and perceived prestige.
(3) Habit has a moderating effect on the relationship between attitude and use intention.
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