由於現今無所不在的計算與無線通信技術的快速發展，加上網際網路的普及率越來越高，因此推廣無所不在的商務被認為是對企業與消費者的一項重要應用。然而隨著商業的競爭加速以及網際網路和行動設備的普及使用，瞭解在無所不在商務環境內吸引消費者的消費行為之因素顯得更為急迫需要。
本研究根據混沌理論（Chaos Theory）與示能性理論（Affordance Theory）為基礎理論，提出一概念模型，用以探討示能與認知同化的中介效果對無所不在商務環境中消費行為的影響。上述模型結構將被發展與驗證，該研究模式使用實證問卷調查方法，其資料收集對象為有行動商務經驗的上班族和學生，並分別透過社群網站與紙本來收集，而利用收集到的資料進行PLS統計分析來驗證本研究之概念模型與假設。
實證結果支持該模型。情境感知促進與社會互動正向影響認知同化；認知同化正向影響享樂性消費與蝴蝶效應式消費；情境感知促進與社會互動會透過提高認知同化來增進享樂性消費與蝴蝶效應式消費。研究結果提供了消費行為如何影響無所不在商務並初步的增加情境感知促進和社會互動，因此在無所不在商務環境中會導致有效的消費。

The rapid development of modern ubiquitous computing and wireless communication technology, coupled with the increasingly high penetration rate of the Internet, is promoting ubiquitous commerce (UC) as a significant application for both enterprises and consumers. With accelerated business competition and the popularity of Internet and mobile device use, there is an urgent need to understand the factors that would entice user’s consumption behavior in an UC context.
This study presents a conceptual model, based on chaos theory and affordance theory, for investigating the effect of affordance and the mediating role of cognitive assimilation on ubiquitous commerce consumption. A scale that measures above constructs is developed and validated. Survey data from e-community and part-time students who have mobile commerce experience is tested. The partial least squares (PLS) method is empirically used to test the conceptual model and hypotheses using the collected survey data.
The empirical results support the proposed model. The analysis provides evidence that the context-aware facilitation and social interaction positively effect on cognitive assimilation; the cognitive assimilation positively effects on butterfly effect consumption and hedonic consumption; context-aware facilitation and social interaction enhance butterfly effect consumption and hedonic consumption by enhancing cognitive assimilation. Our findings provide insights on how consumption behavior can govern U-commerce initiatives to increase context-aware facilitation and social interaction, thereby leading to effective consumption in an UC context.

論文審定書 ....................................................................................................................... i
誌謝 ................................................................................................................................. ii
中文摘要 ......................................................................................................................... iii
Abstract ............................................................................................................................ iv
第一章 緒論 .................................................................................................................... 1
第一節 研究背景 .................................................................................................... 1
第二節 研究動機 .................................................................................................... 3
第三節 研究目的 .................................................................................................... 4
第四節 研究範圍 .................................................................................................... 5
第五節 研究流程 .................................................................................................... 5
第六節 論文架構 .................................................................................................... 7
第二章 文獻探討與理論發展 ........................................................................................ 8
第一節 電子商務的發展趨勢 ................................................................................ 8
第二節 無所不在商務定義與應用 ........................................................................ 9
第三節 無所不在商務對消費者行為的影響 ...................................................... 15
第四節 混沌理論 .................................................................................................. 17
第五節 示能性理論 .............................................................................................. 21
第六節 假說與研究模式的發展 .......................................................................... 25
第三章 研究方法 .......................................................................................................... 32
第一節 研究變項之操作型定義 .......................................................................... 32
第二節 研究情境與程序 ...................................................................................... 35
第三節 問卷設計 .................................................................................................. 36
第四節 研究對象 .................................................................................................. 38
第五節 資料分析 .................................................................................................. 38
第四章 問卷結果與分析 .............................................................................................. 40
第一節 問卷基本資料分析與描述 ...................................................................... 40
第二節 測量模式分析 .......................................................................................... 48
第三節 結構化模式驗證 ...................................................................................... 53
第五章 結論與建議 ...................................................................................................... 57
第一節 研究結論 .................................................................................................. 57
第二節 研究貢獻 .................................................................................................. 60
第三節 研究限制 .................................................................................................. 62
參考文獻 ........................................................................................................................ 64
附錄一 專家效度調查問卷 .......................................................................................... 70
附錄二 正式問卷 .......................................................................................................... 74
圖1-1、研究流程 ....................................................................................................... 6
圖2-1、E-commerce、M-commerce和U-commerce之間的轉型 .......................... 9
圖2-2、Dynamic Open Complex Adaptive System ................................................. 18
圖2-3、負反饋(恆溫器)和正反饋(吉他) ................................................................ 19
圖2-4、蝴蝶效應 ..................................................................................................... 20
圖2-5、Emotional Affordance三種層次 ................................................................. 23
圖2-6、Emotional Affordance三種層次推論 ......................................................... 26
圖3-1、研究模型 ..................................................................................................... 31
圖4-1、路徑係數圖 ................................................................................................. 53
表2-1、正在進行的各項運用 ...................................................................................... 12
表2-1、正在進行的各項運用（續） .......................................................................... 13
表2-2、M-commerce 與 U-commerce 比較 ............................................................. 14
表3-1、研究變數之操作型定義與參考來源 .............................................................. 34
表3-2、CVI指標表 ...................................................................................................... 37
表4-1、性別比例分配表 .............................................................................................. 41
表4-2、年齡比例分配表 .............................................................................................. 41
表4-3、教育程度比例分配表 ...................................................................................... 42
表4-4、職業比例分配表 .............................................................................................. 42
表4-5、使用UC的動機比例分配表 .......................................................................... 43
表4-6、收入比例分配表 .............................................................................................. 44
表4-7、使用智慧型手機比例分配表 .......................................................................... 44
表4-8、使用智慧型手機上網比例分配表 .................................................................. 45
表4-9、情境感知促進變項之平均數與標準差 .......................................................... 45
表4-10、社會互動變項之平均數與標準差 ................................................................ 46
表4-11、研究變項之平均數與標準差 ........................................................................ 46
表4-12、享樂性消費變項之平均數與標準差 ............................................................ 47
表4-13、蝴蝶效應式消費變項之平均數與標準差 .................................................... 47
表4-14、因素分析結果 ................................................................................................ 49
表4-15、相關係數矩陣 ................................................................................................ 50
表4-16、構念信度分析結果 ........................................................................................ 50
表4-17、中介效果分析 ................................................................................................ 52
表4-18、路徑分析表 .................................................................................................... 56
表4-19、研究假說結果 ................................................................................................ 56

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