應用科技接受模型探討消費者對O2O代購平台使用意圖之研究

摘要

隨著網路科技與手持智慧型裝置的快速發展，O2O逐漸成為一個新興且相當熱門的課題。O2O的目的是將線上線下優勢資源有效整合，進一步成為新型商務模式。本研究嘗試將O2O導入到TAM中，以探討O2O是否會透過TAM的基本構面進而影響到消費者的使用意圖；然而由於O2O的範圍過於廣大，因而本研究在Online部分僅就線上行銷的部分來加以探討，至於Offline的部分則僅對送貨模式的部分來進行研究。實證研究的結果發現：O2O代購平台Online的線上行銷會直接正向影響知覺易用性，並且透過知覺易用性而間接影響知覺有用性。O2O代購平台的Offline的取貨方式則會直接正向影響知覺易用性與知覺有用性。

Abstract
Along with the rapid development of internet technology and smart handheld devices, O2O gradually become a new and very hot topic. The purpose of O2O is integrating the advantage of online and offline resources effectively to form a new business model. This study attempts to incorporate O2O into TAM in order to investigate whether O2O could through the basic facets of TAM to affect the consumer's behavioral intention to use. However, due to the broad scope of O2O, this research only considered the online marketing in online topic and the delivery mode in offline topic. The empirical result showed that: The online marketing of O2O purchasing platform has a direct positive effect on perceived ease of use, and has an indirect positive effect on perceived usefulness through perceived ease of use. The delivery mode of O2O purchasing platform has a direct positive effect on both perceived ease of use and perceived usefulness.