| Summary: | 碩士 === 國立成功大學 === 企業管理學系 === 105 === With the popularity of Internet, the online shopping platform is booming and people's spending habits have been changed. According to MIC (2015), the ratio of overall online shopping community has been over 85%, showing the maturity of e-Commerce market. Moreover, the smart phone revolution in the last decade made whole world enter a mobile business era.
Although the penetration rate of mobile devices in Taiwan is increasing year by year, and the mobile apps are also mushrooming, not all consumers are accustomed to doing online shopping through mobile devices. Many people still finished order procedure via PC. So we attempt to explore the experience of consumers in using mobile App to understand which factors will affect consumers to continuance intention in using the App.
In this study, the sample was collected by online questionnaire, mainly through the community website (Facebook) and mainstream forum (PPT). We received a total of 233 questionnaires, of which 224 were valid. After analyzing the samples, the verification results are as following:
1. Perceived ease of use significantly positively influence perceived usefulness.
2. Perceived usefulness significantly positively influence continuance intention.
3. Trust significantly positively influence consumers’ continuance intention.
4. Trust doesn’t have a significant moderation effect between perceived usefulness and consumers’ continuance intention.
Size of the mobile device screen doesn’t have significant difference in consumers’ perceived ease of use.
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