近年來隨著行動裝置的普及，越來越多人開始使用著行動裝置。本研究的目的在於調查行動裝置在網路購物上的服務性、安全性及便利性對於顧客購買意願提升之影響。本研究採用網路問卷調查，經蒐集486位曾經使用過行動裝置購物之消費者意見，使用SPSS統計軟體去分析資料，共得到五個因素分別是便利性、安全性、服務性、知覺風險性及易用性。結果顯示服務性及便利性對於顧客購買意願有顯著正向的影響，而目前安全性、知覺風險性及易用性這三個因素則是需要加強的部分。根據此結果，建議有經營行動商務的廠商或未來打算經營行動商務的公司，應針對消費者所重視的因素去經營，以有效達成目的。
The In recent years, as the use of mobile phone becomes increasingly popular, the number of mobile phone users has also raised. The purpose of this study is to investigate the impact of service, security, and convenience of online shopping via mobile phone on consumers’ purchase intention. The sample consists of 486 consumers’ opinions through online questionnaires, and focuses on those who have experience in shopping via mobile phone. By using the software of SPSS, The study five factors are analyzed and showed as follows: convenience, security, service, perceived risk, and usability. The result shows that service and convenience are positively related to consumers’ purchase intention, yet security, perceived risk, and usability only have insignificant relation. According to this result, this study suggests that both current and prospective mobile commerce companies should operate their business based on the factors that consumers attach more importance to.
