隨著行動裝置和行動上網的普及，行動商務的市場越趨蓬勃發展，許多並非以行動商務起家的品牌，看準了行動商務的市場而將觸角伸向了行動商務。本研究主要欲了解影響使用者採用行動購物系統態度的因素為何，以及使用者對於原品牌的依附是否會影響採用新系統的態度及意圖，以及加強對新系統的認知。本研究從文獻中整理出五個影響行動購物採用態度的因素，包含認知易用性、認知享樂性、方便性、認知聲望以及行銷推廣，並探討品牌依附是否會加強這些因素。此外，本研究亦認為原先購物網站的使用習慣會對態度與意圖間的關係產生干擾。
本研究研究對象為使用過Line相關產品者，並且有過使用網路拍賣平台的經驗，問卷透過網路以便利抽樣的方式發放，最終蒐集到485份有效樣本，研究結果發現：
(1) 認知易用性、認知享樂性、方便性、認知聲望以及行銷推廣均對採用態度有正向顯著影響。
(2) 品牌依附對採用態度、使用意圖及認知易用性、認知享樂性、方便性、認知聲望有正向顯著影響。
(3) 習慣對於態度-意圖間關係有正向顯著影響。

With the rise of the popularity rate of mobile devices and wireless surfing, mobile commerce market become more and more popular. Recognizing this enormous potential, some brands that are not started with m-commerce begin to develop m-commerce services. This study investigates the factors that impact consumer's attitude toward using m-shopping system, and whether the brand attachment to the original brand can impact consumer's attitude and intention toward using m-shopping system and strengthen awareness of the new system. Base on prior research we found out five major attitude's antecedents, which come from perceived ease of use, perceived enjoyment, convenience, perceived prestige and promotion, we also investigate that brand attachment would enhance these factors. In addition, we explore the moderating effects of habit on the relationship between attitudes and use intention.
The study objects are those who have used products of LINE, and have had the experience of using the online auction system. We sent out questionnaires with convenience sampling through network and there were 485 effective questionnaires. The research result shows:
(1) Perceived ease of use, perceived enjoyment, convenience, perceived prestige and promotion has a significant and positive impact on attitude.
(2) Brand attachment has a significant and positive impact on consumer's attitude, intention, perceived ease of use, perceived enjoyment, convenience and perceived prestige.
(3) Habit has a moderating effect on the relationship between attitude and use intention.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vii
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 研究流程 5
第二章 文獻探討 6
第一節 行動商務 6
第二節 品牌依附 11
第三節 習慣 15
第三章 研究方法 17
第一節 研究模型 17
第二節 研究假說 19
第三節 操作型定義與問項 25
第四節 研究設計 31
第四章 資料分析 33
第一節 樣本基本資料 33
第二節 衡量模型 35
第三節 結構模型及假說驗證 43
第五章 結論與建議 46
第一節 研究結果及討論 46
第二節 理論及實務意涵 48
第三節 研究限制及未來方向 50
參考文獻 52
附錄：本研究正式問卷 61

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