The Exploration of Consumers’ intention to Apply App on Food and Beverage Industry: with The Perspective of Technology Acceptance Model(TAM)

• Main Authors: Jui-teng Hsiao, 蕭瑞騰
• Other Authors: 李淑芳
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/32yfxz

碩士 === 僑光科技大學 === 企業管理研究所 === 103 === Increasing group of consumer usage the smart phone, besides the operating system could provided consumers that bowing website by mobile internet, entertainment, as well as to replace the functional of the PC. The APP software consequent, and many species and some APP software is available through the banks, reservation systems, audio and video playback, communications, instruments, cloud software, and food &; beverage APP so that consumers do not have many things can be done through the computer. The consumers used APP software which trusted of the software quality, perceived value of the software, using perceived risk. This study aimed to explore TAM toward APP used intention for consumers. This research issued the questionnaire, a total payment of 400, deduction is not valid questionnaires received 346 valid questionnaires, used SPSS 20.0 version statistical software for analysis. Research results shows that trust positive effect on perceived ease of used; perceived value positive on perceived usefulness; quality hasn’t positive on perceived usefulness; perceived risks positive on perceived ease of used; perceived ease of used positive on perceived usefulness; perceived usefulness positive on intention of use. Finally, propose management meaning that recommendations for software manufacturers and future research directions.