| Summary: | 碩士 === 國立屏東大學 === 行銷與流通管理學系碩士班 === 105 === In recent years, with the Mobile commerce has gradually become the mainstream of on-line shopping business model , many companies use this business Model to create value, bring commercial possibilities. Mobile commerce has subverted the traditional e-commerce business model, the consumer tendency to shop more and more prefer to use mobile devices to shop.Therefore, the firm is facing with how to combine the trend with the existing industry to create their own value in change of future. This research is based on the Technology Acceptance Model combine the Information Richness with the Perceived Enjoyment as this research model, and further understands the viewpoints and behaviors of Taiwan consumers on the use of customized furniture App and finds the causal relationship. We use of the Internet questionnaire survey method,by the network as a medium, recover 52 surveys. In this study, we use of small sample data were analyzed by SmartPLS software. Adopted PLS to test four hypothesizes.
The results indicate the information richness and perceived usefulness and perceived enjoyment all have significantly positive effect on attitudes, and the attitudes have significantly positive effect on behavioral intention. This show that as an App can support work and purchase of goods , to provide sufficient information to bring substantial utility and provide the use of fun, which does affect the user's views and evaluation of the App, and the impact The user's behavior.
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