碩士 / 國立高雄第一科技大學 / 資訊管理系碩士班 / 106 / With technology advancement, online shopping has become a main consumption trend of the modern world, prompting various shopping businesses to preemptively compete for this market on the internet. As learnt from prior studies, although there is an extensive body of literature on online shopping, few studies combine online shopping and mobile devices. The purpose of this study is hence to examine the relationships between constructs and continuance intention among mobile shoppers in terms of shopee auction based on a survey. For data collection, the survey focused on consumers who had used shopee auction or related services. Online questionnaires were distributed and in total 524 valid ones were collected. SPSS and AMOS were used for structural equation modeling analysis of data and results. The results of this study lead to the conclusion that (1) ‘expectation confirmation’ has a significant positive effect on ‘satisfaction’, but no significant effect on ‘perceived usefulness’; (2) ‘design aesthetics’ has a significant positive effect on ‘perceived usefulness’, ‘perceived ease of use’ and ‘playfulness’; (3) ‘network effect’ has a significant positive effect on ‘perceived usefulness’ and ‘perceived ease of use’; (4) ‘satisfaction’ has a significant positive effect on ‘continuance intention’; (5) ‘perceived usefulness’ has a significant positive effect on ‘satisfaction’ and ‘continuance intention’; (6) ‘perceived ease of use’ has a significant positive effect on ‘perceived usefulness’, ‘playfulness’ and ‘continuance intention’; (7) ‘playfulness’ has no significant effect on ‘continuance intention’; and (8) ‘trust’ has a significant positive effect on ‘continuance intention’. Finally, based on the results of this study, suggestions on effective management and operations are provided for mobile auction businesses.
| Identifer | oai:union.ndltd.org:TW/106NKIT0396014 |
| Date | January 2018 |
| Creators | Sung, Tzu-Hua, 宋紫華 |
| Contributors | Lee, Ching-Chang, 李慶章 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 74 |
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