隨著智慧型手機的普及，行動商務（Mobile Commerce）連帶蓬勃發展，加上互聯網科技的進步，零售商開始用新的方式與消費者互動，消費者不再侷限於實體店面的購物活動，演變為使用智慧型手機上網體驗購物的樂趣，就是所謂的行動購物（Mobile shopping）。了解什麼因素影響消費者使用行動購物，讓消費者感到滿意，並且持續使用行動購物，就是本研究探討的主題。
本研究為量化分析之研究，主要以高雄地區使用智慧型手機購物的民眾，作為發放問卷調查的對象，並採取隨機抽樣的方式，共回收206位有效樣本。研究架構是以「社交平台」、「自行掌控購物環境」、「愉悅的經驗」、「時間便利」、「價值」、「行動性」、「購物便利性」、「易用性」八個構面，探討對於「顧客滿意度」及「持續使用意願」的影響。
研究結果顯示「愉悅的經驗」、「價值」、「行動性」、「易用性」等四個因素，對「顧客滿意度」有顯著的正向影響，並且「顧客滿意度」對「持續使用意願」也有顯著的正向影響。
根據上述研究結果，提出以下七點建議：
一、 對於消費金額高使用時間長的消費者規劃差異化策略。
二、 提升銀髮族的顧客滿意度。
三、 創造愉悅的購物體驗。
四、 折扣行銷策略。
五、 增加購物平台易用性。
六、 為消費者制定減少資訊量的策略。
七、 運用科技創新服務。
關鍵詞：行動購物、顧客滿意度、行動商務、行動性、易用性

Mobile commerce has been growing rapidly due to the popularization of smartphones. With the improvement of internet technologies, Retailers started to look for new ways to interact with consumers. Retail stores will be no longer the only options for consumers, but also shopping through smartphones, which is so called Mobile shopping. This research will be focused on what made consumer uses mobile shopping and why thy keep using it.
This is a quantity based research where all data sample is collected from Kaohsiung City citizens who are actively using mobile shopping. A total of 206 effective survey was collected. The research structure is classified into “Social-facilitation ”, “Perceived control” , “Intrinsic Enjoyment” , “Time Filler” , “Value” , “Mobility” , “Shopping Convenience” , “Application Usability” etc . Explore the impact on“Customer Satisfaction” and “Continuance Intention”.
Result of the research shows that four main points “Intrinsic Enjoyment”, “Value” , “Mobility” , “Application Usability” etc.. affects the consumer satisfaction in a positive way and “Customer Satisfaction” is directly proportional to “Continuance Intention” .
There are seven suggestions that can be drawn from the above results:
1. For consumer spending a lot of money and time on mobile shopping, there is a need to plan a different strategy for this particular type of consumers.
2. Increase the user satisfaction level for elderly users.
3. Create a pleasant shopping experience.
4. Discount strategy.
5. Simplify online shopping platform.
6. Decrease the amount of information for consumers.
7. Use technological innovative services.
keywords: “Mobile shopping”“Customer Satisfaction” “Mobile Commerce” “Mobility” “Application Usability”

論文審定書 i
摘要 ii
Abstract iii
目錄 v
圖次 vi
表次 vii
第一章 緒論 1
第一節研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 智慧型手機與行動購物定義及其研究現況 5
第二節 台灣消費者行動購物的趨勢 6
第三節 影響行動購物並達到顧客滿意度的因素 8
第四節 顧客滿意度對於持續使用意願的影響 11
第三章 研究設計 12
第一節 研究架構與假設 12
第二節 操作型定義及衡量方法 15
第三節 問卷發展 25
第四節 資料分析方法 26
第四章 資料分析與討論 28
第一節 行動購物使用者樣本特性分析 28
第二節 項目分析與效度分析 40
第三節 研究構面之相關分析 55
第四節 行動購物顧客滿意度與持續使用意願分析 63
第五節 人口統計變數分析 70
第五章 結論與建議 97
第一節 研究結論 97
第二節 管理意涵 104
第三節 研究限制與建議 105
參考文獻 107
附錄1 附表 141
附錄2 研究問卷 141

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