| Summary: | 碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 104 === As a fresh business model, “Online to Offline Commerce”, known as O2O, provides guidance for online consumers to shop at physical stores or get offline services through the web. Recently, O2O has become a popular concept for many businesses. In order to cope with the changing business model, the Ministry of Economic Affairs has actively promoted e-business reforms since 2013. To improve their competency, the majority of businesses began moving toward electronization and informatization. Due to the success of computer sciences and the popularity of the Internet, handling e-business information has become increasingly important. Therefore, Line@ ids is essential for providing customers with more efficient services and effectively developing new customers while also keeping existing ones.
This study uses empirical analysis in which data are collected through questionnaire survey. Then, the SPSS is adopted to perforim reliability and validity analysis as well as descriptive statistics, T-test, ANOVA, correlation analysis, and regression analysis to explore whether Line@ ids are influenced by perceived usefulness, perceived ease of use, attitudes toward use, behavior intentions, action behaviors, and repurchase intentions in TAM . We sent out a total of 130 questionnaires, and 127 were returned, of which 122 were valid, for a valid return rate of 83.89%.
Results of the study reveal that perceived usefulness and perceived ease of use have a significantly positive effect on attitudes toward use, as does attitudes toward use on behavior intentions, behavior intentions on action behaviors and action behaviors on repurchase intentions. Based on these results, some management suggestions are provided for O2O corporations introducing Line@ ids.
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