第五章、 結論與建議
5.4 研究限制與未來研究方向
國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
72
2＝10－20 3＝20－30 4＝30－40 5＝40 以上
於進行統計分析時，雖然因為該問項的負荷係數未達門檻要求而刪除，但仍 可由該問項推敲對 Orbi 之實務建議，此題問項之帄均值傴為 1.93，也就是買家 只願意付帄均 1.93 美元使用這台機器，而由問項設計亦可得，Orbi 展覽服務系 統欲達到的買家付費狀況為帄均 20-30 美元，顯然地與買家所認知到的產品價值 有一段落差，故建議 Orbi 持續透過上述之主觀規範、態度、認知行為控制等構 陎以強化買家使用意願，提升買家於展場對 Orbi 的依賴程度，建議一開始可提 供商品折扣、折價卷或小禮物吸引買家來試用，進而了解 Orbi 可為使用者帶來 的好處，甚至讓買家開始將展覽與 Orbi 作一良好聯想，使 Orbi 成為買家看展的 基本配備之一，此時要進行收費的動作便非難事了。
5.4 研究限制與未來研究方向
本節將列出三點研究限制說明研究不足之處，並且提出研究建議以供 Orbi 及相關研究作為參考。
一、 研究對象代表性
本研究以單一個案作為使用者對 Orbi 的使用意願探討，由於所選個案為國 際電子產業科技展，推論前來參展之買家相較於其他展覽的創新科技接受度偏高，
故可能有樣本代表性不足之疑慮。礙於資源及時間限制，本研究建議後續研究者 可多方搜集各種展覽買家之意見，驗證其他展覽買家使用 Orbi 的意願是否符合 模型假設。
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
73
二、 問卷樣本數限制
本研究之研究對象為 2010 年國際電子產業科技展的國外及國內買家，由於 展期只有為期四天，數目本來就不多，在資源及時間的限制下，回收樣本並不多。
因此建議後續研究者選擇為期較長的展覽作為研究個案，以收集更大的樣本數。
三、 文化、地域限制
由資料敘述統計可得，買家來自於世界各個角落，包含五大洲之廣，然因樣 本數目不夠，無法將國籍變數放入研究架構之中。故建議後續研究者可將研究範 圍擴大，進行跨文化、跨地域研究，以驗證模型假設是否屬實之。
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
74
參考文獻
英文文獻：
Ajzen, I. & Fishbein, M. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, MA: Addison-Wesley.
Ajzen, I. & Fishbein, M. (1980) Understanding Attitudes and Predicting Social Behavior, Englewood Cliffs, NJ: Prentice-Hall.
Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior, New York: Springer Verlag.
Ajzen, I. (1991). The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50(2), 179－211.
Ajzen, I. (1971). Attitudinal vs. normative messages: An investigation of the differential effects of persuasive communications on behavior, Sociometry, 34(2), 263－280.
Bagozzi, R. P. and Fornell, C. (1982). Theoretical concepts, measurements, and meaning, in Fornell, C. (Ed.), A Second Generation of Multivariate Analysis, 1, Praeger, New York, NY, 24－38.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models, Journal of the Academy of Marketing Science, 16(1), 74－94.
Bandura, A. (1977). Self-efficacy toward a unifying theory of behavioral change, Psychological Review, 84(2), 91－125.
Barclay, D., Higgins, C. A., & Thompson, R. L. (1995). The partial least squares (PLS) approach to causal modeling: Personal computer adoption and use as an
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
75
illustration, Technology Studies, 2(2), 285－309.
Bhatti, T. (2007). Exploring factors influencing the adoption of mobile commerce, Journal of Internet Banking and Commerce, 12(3), 128－141.
Carmines, E. G. & Zeller, R. A. (1979). Reliability and Validity Assessment, Sage, CA: Beverly Hills.
Chesbrough, H. (2005). Toward a science of services, Harvard Business Review, 83, 16－17.
Chen, J.V., Yen, D. C., & Chen, K. (2009). The acceptance and diffusion of the innovative smart phone use: A case study of a delivery service company in logistics, Information & Management, 46(4), 241－248.
Chin, W. W. & Todd, P. A. (1995). On the use, usefulness, and ease of use of structural equation modeling in MIS research: A note of caution, MIS Quarterly, 19(2), 237－246.
Chin, W. W. (1998). Issues and opinion on structural equation modeling, MIS Quarterly, 22(1), VII-XVI.
Chin, W. W. (2001). PLS-Graph User’s Guide, Version 3.0.
Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a montecarlo simulation study and an electronic-mail emotion/adoption study, Information Systems Research, 14(2), 189－217.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technologies, MIS Quarterly, 13(3), 319－340.
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
76
Davis, F. D. (1993). User acceptance of information technology: System characteristics, user perceptions, and behavioral impacts, International Journal of Man Machine Studies, 38(3), 475－487.
Davis, F. D., Bagozzi, R., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models, Management Science, 35(8), 982－1003.
Dwyer, L., & Mistilis, N. (1997). Challenges to MICE tourism in the asia-pacific region, Pacific Rim Tourism, 219－230.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, 18(1), 39－50.
Gefen, D., Straub, D. W., & Boudreau, M. C. (2000). Structural equation modeling and regression: Guidelines for research practives, Communication of the Association for Information Systems, 7(4), 1－79.
Hair, J. F., Anderson R. E., Tatham R.L., & Black W.C. (1998). Multivariate Data Analysis (5th ed.), Upper saddle river, NJ: Prentice Hall.
He, D., Lu,Y., & Zhou, D. (2008). Empirical study of consumers’ purchase intentions in C2C electronic commerce, Tsinghua Science and Technology, 13(3), 287－
292.
Hong, S. J., Thong, J. Y. L., Moon, J. Y., & Tam, K. Y. (2008). Understanding the behavior of mobile data services consumers, Information Systems Frontiers, 10(4), 431－445.
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
77
Jackson, J. D., Yi, M. Y., Park, J. S., & Probst, J. C. (2006). Understanding information technology acceptance by individual professionals: Toward and integrative view, Information & Management, 43(3), 350－363.
Jung, M. L. (2008). From health to E-health: Understanding citizens’ acceptance of online health care, Doctoral Thesis from Department of Business administration and Social Sciences Division of Industrial Marketing, E-commerce and Logistics.
Jung, Y., Begona, P. M., & Sonja, W. P. (2009). Consumer adoption of mobile TV:
Examining psychological flow and media content, Computers in Human Behavior, 25(1), 123－129.
Kim, C., Mirusmonov, M., Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment, Computers in Human Behavior, 26(3), 310－322.
Kuo, Y. F., & Yen, S. N. (2009). Towards an understanding of the behavioral intention to use 3G mobile value-added services, Computers in Human Behavior, 25(1), 103－110.
Legris, P., Ingham, J., & Collerette, P. (2003). Why do people use information technology? A critical review of the technology acceptance model, Information
& Management, 40(3), 191－204.
Lusch, R. F., Vargo S. L., & Wessels G. (2008). Toward a conceptual foundation for service science: Contributions from service-dominant logic, IBM Systems Journal 47(1), 5－14.
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
78
Moore, G. C. & Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation, Information Systems Research, 2(3), 192－222.
Ma, W., Andersson, R., & Streith, K. (2005). Examining user acceptance of computer technology: An empirical study of student teachers, Journal of Computer Assisted Learning, 21(6), 387－395.
Ngai, E.W.T., Poon, J.K.L., & Chan, Y.H.C. (2007). Empirical examination of the adoption of WebCT using TAM, Computers & Education, 48(2), 250－267.
Nunnally, J. (Ed.). (1978). Psychometric Theory, New York: Mcgraw-Hill.
Nysveen, H., Pedersen, P. E., & Thorbjornsen, H. (2005). Intentions to use mobile services: Antecedents and cross-service comparisons, Journal of the Academy of Marketing Science, 33(3), 330－346.
Oreilly, T. (2007). What is web 2.0: Design patterns and business models for the next generation of software, Communications & Strategies, 1(1), 17.
Park, Y. & Chen, J. V. (2007). Acceptance and adoption of the innovative use of smartphone, Industrial Management & Data Systems, 107(9), 1349－1365.
Robert, W. (2004). Diffusion of innovation theory for clinical change, MJA, 180(2), 55－57.
Schepers, J., & Wetzels, M. (2006). A meta-analysis of the technology acceptance model: Investigating subjective norm and moderation effects, Information &
Management, 44(1), 90－103.
Taylor, S. & Todd, P. (1995). Assessing IT usage: the role of prior experience, MIS
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
79
Quarterly, 19(4), 561－570.
Taylor, S. & Todd, P. (1995). Understanding information technology usage: A test of competing models, Information Systems Research, 6(2), 144－176.
Venkatesh V. & Davis F. D. (2000). A theoretical extension of the technologiy acceptance model: Four longitudinal field studies, Management Science, 46(2), 186－204.
Venkatesh V. & Davis F. D. (1994). Modeling the determinants of perceived ease of use, ICIS Proceedings, Paper 17.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view, MIS Quarterly, 27(3), 425－
478.
Wold, H. (1982). Systems under indirect observation using PLS, a second generation of mutivariate analysis, Praeger, 325－347.
Wu, H. H. (2009). The recent development on service science, management and engineering, Quality Magazine, 45(3), 29－32.
Wu, I. L. & Wu, K. W. (2005). A hybrid technology acceptance approach for exploring E-CRM adoption in organizations, Behaviour & Information Technology, 24(4), 303－316.
Wu, I. L., & Chen, J. L. (2005). An extension of trust and TAM model with TPB in the initial adoption of on-line tax: An empirical study, Int. J. Human-Computer Studies, 62(6), 784–808.
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
80
Yu, J., Ha, I., Choi, M., & Rho, J. (2005). Extending the TAM for a t-commerce, Information & Management, 42(7), 965－976.
中文文獻：
台灣國際數據資訊網站 http://www.idc.com.tw/。
行政院全球資訊網 http://www.ey.gov.tw/。
柏雲昌(2010)。會議展覽產業之發展策略。臺北產經第一期。
經濟部國際貿易局網站 http://cweb.trade.gov.tw/。
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
81
親愛的先生/女士您好：
本研究的目的，是希望能瞭解使用者會展創新服務的看法。本問卷之填答對象為「2010 年台北國際電子產業科技展」有使用Orbi服務的使用者。
本份問卷包含 33 題簡短的題目，請就您個人使用 Orbi 服務帄台的心得選出最適合的答 案。整份問卷填答時間只需 5 分鐘，填答完畢我們將提供禮品，本問卷結果傴作為學術 探討之用，我們一定會善盡保密責任。
非常感謝您在繁忙之中撥冗填答此問卷! 敬祝 萬事如意!
政治大學服務科學研究中心
附錄一 研究問卷(繁體中文版)
第一部分、Orbi 服務的使用者對於行動科技能力的接受度和參與展場經驗的評估 根據您使用過行動服務和參展的經驗，請依照各敘述分別勾選您認為適合的答案；
數字越大代表你對該項目的同意度越高(1:非常不同意 2:不同意 3:沒意見 4:
同意 5:非常同意)。
1. 我喜歡體驗與使用新的資訊科技。 1 2 3 4 5
2. 我經常使用行動服務(如手機提供的上網或電子郵件服務) 1 2 3 4 5
3. 我喜歡嘗試用新的方法處理事情。 1 2 3 4 5
4. 我有興趣去瞭解各種不同的創新技術或服務。 1 2 3 4 5 5. 在展場中，我喜歡拜訪攤位，跟不同的廠商互動。 1 2 3 4 5 6. 在展場中，我喜歡跟一同參展的買家聊天互動。 1 2 3 4 5 7. 在展場中，展場服務人員對我的關注非常重要。 1 2 3 4 5 8. 我可以學會使用手持裝置上提供的行動服務。 1 2 3 4 5 9. 我可以理解手持裝置上行動服務傳遞給我的訊息。 1 2 3 4 5 10. 我可以使用資訊科技完成我所被分配的工作。 1 2 3 4 5 11. 我在其他場合中有使用過導覽設備的經驗。 1 2 3 4 5 12. 我有使用行動服務的經驗 (如手機提供的上網或電子郵件
服務)。
1 2 3 4 5
‧
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
83
20. 根據您認為對 Orbi 功能的滿意程度，以 1~10 分數評分對各 Orbi 功能的滿意度：
功能 說明 評分
1.MAP 地圖與定位導航。
2.Exhibitors 能快速的得到參展參商連絡方式及相關資訊。
3.Products 瀏覽廠商提供的產品資訊介紹。
4.Quick note 快速且輕易的標記您有興趣的廠商及產品資訊。
5.Search 關鍵字搜尋與快速輸入，能幫助您找到想要的資訊。
6.Recommend 智慧關鍵字以及其他 Orbi 智慧推薦，提供有用的資訊 以節省您的時間。
7.Briefcase 儲存您有興趣的廠商及產品資訊，有效減少過多紙本 的產品資料負擔。
8.Post show report 每天展後Orbi為您整理參訪所蒐集之資訊並寄送到您 的信箱。
9.Commercial 提供您即時的廣告資訊。
根據您認為上述 Orbi 功能的重要性程度，排序出五個功能(填寫代號即可)：
1._____ 2._____ 3._____ 4._____ 5._____
第三部分、買家基本資料
1. 您的工作職稱：______________
2. 您的工作部門：______________
19. 未來即使需要付費，我仍願意再次使用 Orbi。願付金 額 USD(單位:美元)____________
(1)10 以下 (2)10－20 (3)20－30 (4)30－40 (5)40 以上
1 2 3 4 5
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
84
3. 您在這個公司已經：
□(1) 1 年以下 □(2) 1~3 年 □(3)4~6 年 □(4) 7~10 年
□(5) 11~15 年 □(6) 16~20 年 □(7)21 年以上
4. 請問 貴公司 2010 年國內、外員工總人數(含分公司及工廠)大約有幾人？
□(1) 1~10 人 □(2) 11~50 人 □(3) 51~100 人 □(4) 101~200 人
□(5) 201~500 人 □(6) 501~1,000 人 □(7)1,000 人以上 5. 請問 貴公司成立時間？
□(1) 1 年以下 □(2) 1~3 年 □(3)4~6 年 □(4) 7~10 年
□(5) 11~15 年 □(6) 16~20 年 □(7)21 年以上
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
85
Dear Sir/Madam,
The purpose of this survey is to investigate users' attitude toward the use of innovative services at the exhibition. Please answer the following questions based on your experience of using Orbi in this exhibition. It should take 5-10 minutes to complete and you'll receive a gift after the completion.
All information entered here will be used ONLY for the purpose of our research. Personal information will not be provided to any other parties, Thank you for taking the time to complete this questionnaire.
Service Science Research Center National Chengchi University
附錄二 研究問卷(英文版)
Part I：Mobility Technology Acceptance and Exhibition Experience
(1: Strongly Disagree, 2: Disagree, 3.No Opinion,4: Agree, 5: Strongly Agree) 1 2 3 4 5 1. I would like to experiment with new information technology. 1 2 3 4 5 2. I use mobile services frequently. (e.g. 3G internet or push mail) 1 2 3 4 5 3. I would like to experiment with new ways of doing things. 1 2 3 4 5 4. I am interested in knowing all kinds of innovative technologies or
services.
1 2 3 4 5
5. I like interacting with different exhibitors in the exhibition. 1 2 3 4 5 6. I like knowing and interacting with other buyers in the exhibition. 1 2 3 4 5 7. Exhibitor’s attention in the exhibition is important to me. 1 2 3 4 5 8. I can learn to use mobile services on the handheld device. 1 2 3 4 5 9. I am sure of my ability to interpret the outputs generated by mobile
services on the handheld device.
1 2 3 4 5
‧
Part II：The Evaluation of New Exhibition Application Service.
10. In achieving the assigned task(s), I feel that the level of my capability in using IT to successfully finish the job is high.
1 2 3 4 5
11. I have experience using electronic/audio tour system. 1 2 3 4 5 12. I have experience using different mobile services.(e.g. 3G internet or
push mail).
1 2 3 4 5
(1: Strongly Disagree, 2: Disagree, 3.No Opinion,4: Agree, 5:
Strongly Agree)
1 2 3 4 5
1. I can receive better service in the exhibition through using the Orbi services.
1 2 3 4 5 7. I think it’s easy to achieve business goals through using Orbi
services.
1 2 3 4 5
8. Overall, I feel that Orbi is easy to use. 1 2 3 4 5 9. Through Orbi, I can get the information of exhibitors which I
would like to know.
1 2 3 4 5
10. Using Orbi services makes my visits more efficiently. 1 2 3 4 5 11. I feel that the quality of the information from Orbi is high. 1 2 3 4 5 12. The Orbi services are overall satisfactory. 1 2 3 4 5
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
87
20. According to the degree of importance , please prioritize the top five function from the most important to the less：
Function Explanation Score
1.MAP Provide the map, navigation, positioning, and route planner.
2.Exhibitors Find contacts fast and get information of exhibitors before your visit.
3.Products Brows exhibited products info. on the go.
4.Quick note Quick note exhibitors and/or their product offerings.
5.Search Intelligent search (keyword suggestions) makes your search more efficient, accurate and relevant.
6.Recommend Smart Recommend help exploring new opportunities and managing your time efficiently.
7.Briefcase Orbi saves all the marketing materials from exhibitors
13. I use Orbi when I need more information or any help. 1 2 3 4 5 14. I think the exhibitors expect me to use Orbi in the exhibition. 1 2 3 4 5 15. I think the other buyers expect me to use Orbi in the exhibition. 1 2 3 4 5 16. I think Orbi works smoothly. 1 2 3 4 5 17. The Orbi system is stable to use. 1 2 3 4 5 18. I would like to use Orbi again. 1 2 3 4 5 19. I would like to use Orbi again even if I have to pay for it. The
amount I would like to pay is ____ dollars.
(1)under $10 (2)$10－$20 (3)$20－$30 (4)$30－$40 (5)over $40
1 2 3 4 5
‧ 國
立 政 治 大 學
‧
Na tiona
l Ch engchi University
88
of your choice for later access.
8.Post show report At the end of each day, Orbi will deliver information to your email address on the exhibitors you visited, and the products you collected. You can search and retrace the
8.Post show report At the end of each day, Orbi will deliver information to your email address on the exhibitors you visited, and the products you collected. You can search and retrace the