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授課教授：蔡銘箴老師授課教授：蔡銘箴老師學生：學生： 9534807 9534807 徐意鈞徐意鈞報告日期：報告日期： 2007.7.312007.7.31

2007 E-Commerce Qualify

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OutlineOutline Paper A:

Cyr, D., Head, M. and Ivanov, A., 2006, “Design aesthetics leading to Design aesthetics leading to m-loyalty in mobile commercem-loyalty in mobile commerce”, Information & Management 43, pp.950-963. The purpose of this study was to understand how design elements can influenc

e the experience of the mobile user, and ultimately his or her loyalty towards using the services.

Keywords: Visual design, Aesthetics, Mobile commerce, TAM, Enjoyment, M-loyalty

Paper B: Ha, I., Yoon, Y. and Choi, M., 2007, “Determinants of adoption of mobiDeterminants of adoption of mobi

le games under mobile broadband wireless access environmentle games under mobile broadband wireless access environment”, Information & Management 44, pp.276-286. The purpose of this study was to examine factors that influence user adoption

of MBWA games, and thus to explain to developers how to increase acceptance of MBWA-based games in the marketplace.

Keywords: TAM, MBWA, Mobile game, Moderator effects, Perceived enjoyment, Flow experience, Perceived attractiveness, Perceived lower sacrifices

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Paper A: Research ModelPaper A: Research Model

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Paper A: Research MethodPaper A: Research Method Pilot Study:

Participants were initially asked to perform three information retrieval tasks: finding movie listings at a local theatre, choosing a restaurant in a different country, and booking a hotel in a different city. The restaurant taskrestaurant task was found to be most suitable.

Full study: Each participant performed the experiment under the supervision o

f an investigation. The session began with a brief introduction.The session began with a brief introduction. Most participants took between 5 to 15 mins5 to 15 mins to complete the task. He or she was then asked to complete a surveya survey, followed by ope

n-ended interview questions; these were tape-recorded. Finally, participants were debriefed and received a CA$ 20 honorar

ium.

Method: Structural Equation Modeling (SEM), variance-Structural Equation Modeling (SEM), variance-based partial least square (PLS)based partial least square (PLS)

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Paper A: ResultsPaper A: Results

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OutlineOutline Paper A:

Cyr, D., Head, M. and Ivanov, A., 2006, “Design aesthetics leading to Design aesthetics leading to m-loyalty in mobile commercem-loyalty in mobile commerce”, Information & Management 43, pp.950-963. The propose of this study was to understand how design elements can influenc

e the experience of the mobile user, and ultimately his or her loyalty towards using the services.

Keywords: Visual design, Aesthetics, Mobile commerce, TAM, Enjoyment, M-loyalty

Paper B: Ha, I., Yoon, Y. and Choi, M., 2007, “Determinants of adoption of mobiDeterminants of adoption of mobi

le games under mobile broadband wireless access environmentle games under mobile broadband wireless access environment”, Information & Management 44, pp.276-286. The propose of this study was to examine factors that influence user adoption

of MBWA games, and thus to explain to developers how to increase acceptance of MBWA-based games in the marketplace.

Keywords: TAM, MBWA, Mobile game, Moderator effects, Perceived enjoyment, Flow experience, Perceived attractiveness, Perceived lower sacrifices

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Paper B: IntroductionPaper B: Introduction Rapid advancements in technology and changes in cost

have made the game industry a profitable area. Mobile gamesMobile games are played on PDAs, cellular phone, or p

ortable game device. As 2.5G and 3G services have spread, the sophistication of the games has increased. Many mobile games use cell phone, they are more accessible, they are more accessible,

mobile, portable, and convenient than other game platforms.mobile, portable, and convenient than other game platforms.

However, existing games have some limitations: The interfaceinterface, which is simple (because most cell phone interfac

es are optimized for making phone calls). Limited storage capacityLimited storage capacity and data speeddata speed

(which are insufficient for large-scale mobile games especially those with 3D visuals).

A relatively expensive service chargeexpensive service charge.

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Paper B: IntroductionPaper B: Introduction Recently, Mobile Broadband Wireless Access (MBWMobile Broadband Wireless Access (MBW

A)A) technology-based games, including HSDPA, WiBro, and WiMAX, are wireless IP network based. They can provide high-speed games with fast transmission, mobi

lity, space availability, terminals and economy regardless of the device with which they are played.

Thus MBWA resolves problems of mobility, price burden and network speed.

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Paper B: PurposesPaper B: Purposes Most previous game-related studies lack a

comprehensive approach to both technological and psychological aspects of game adoption and do not reflect a variety of consumer preferences.

The Authors decided to analyze the factors that the factors that influence potential user’s adoption of MBWA games influence potential user’s adoption of MBWA games using an extension of TAM.using an extension of TAM.

Therefore, this study extended TAM to include an emotion variable and measured the moderating effectsmoderating effects of gender, age, and prior experience on game adoption. GenderGender: male or female. AgeAge: younger or older. Prior experiencePrior experience: expert or novice.

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Paper B: Research ModelPaper B: Research Model

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Paper B: LiteraturesPaper B: Literatures Flow experience Flow theory, introduced by Csikszentmihalyi, was define

d as “the holistic experience that people feel when ththe holistic experience that people feel when they act with total involvementey act with total involvement.”

When people are in the flow state, they become totally itotally involved in their activitynvolved in their activity and unable to recognize chaunable to recognize changes in their surroundingsnges in their surroundings. They lose their self-consciousness, concentrating only on their o

ngoing activity.

Many studies have succeeded in explaining human behavior by applying flow theory. Currently, flow theory is used in IT and relative services because it describes mental phenomena well.

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Paper B: LiteraturesPaper B: Literatures Perceived attractiveness Many authors have emphasized the importance of visuavisua

l and acoustic attractivenessl and acoustic attractiveness in games. White suggested that the aural and visual properties of a game c

an provide an impression of activity and funimpression of activity and fun, encourage initiaencourage initial participationl participation, and stimulate further playstimulate further play.

Wolfson and Case investigated the effects of sound and color on response to a computer game.

The authors felt it was important to investigate the attractiveness of MBWA games by dividing it into the two parts: visual and acoustic attractiveness.

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Paper B: LiteraturesPaper B: Literatures Perceived lower sacrifices Previous studies have shown a negative relationship negative relationship

between price and perceived qualitybetween price and perceived quality. Chen et al. demonstrated that online consumers were price online consumers were price

sensitivesensitive. The higher the price perceived, the lower the value perceived.

A user’s perceived sacrifice involved: financialfinancial and mental sacrificesmental sacrifices. Consumers evaluated the quality of the service or product by considering the total cost of purchasing it.

In this study, perceived lower sacrifices is the degree of one’s perception of lower monetary sacrificelower monetary sacrifice in terms of Internet access cost and the game service usage fee.

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Paper B: Research MethodPaper B: Research Method Pilot test

In order to ensure the reliability and validity of the questionnaire, we conducted a pilot test on 43 university student during 3 days.43 university student during 3 days.

All the questionnaires were proven to have reliability and validity.

Full study All the questionnaire used in this survey have been validated in pre

vious studies. Each item of the questionnaire was measured on a 7-point Likert scale7-point Likert scale.

Pollvever (a online survey agency) gathered 1169 responses. After eliminating insincere responses through data filtering, we finally selected 1011 usable responses1011 usable responses as the example.

To investigate the moderating effect of user heterogeneity, this study conducted sample segmentation based on the moderators osample segmentation based on the moderators of age, gender, and prior experience.f age, gender, and prior experience.

Methods: Structural Equation Modeling (SEM)Structural Equation Modeling (SEM)

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Paper B: ParticipantsPaper B: Participants Participants demographics:

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Paper B: Results (1/6)Paper B: Results (1/6) Reliability

Internal consistency of the seven factors was examined using CrCronbach’s onbach’s αα.

All independent variables demonstrated acceptable values: the Cronbach’s alpha coefficients of the seven constructs were above 0.6 .

Validity Construct validityConstruct validity assesses the extent to which a construct me

asures the variable of interest. Using Confirmatory factor analysis, convergent validityconvergent validity was dem

onstrated (the factor loadings exceed 0.4 in their own construct). Using correlation analysis, discriminant validitydiscriminant validity was also demon

strated (there was no intercorrelation between constructs that exceeded 0.7).

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Paper B: Results (2/6)Paper B: Results (2/6)

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Paper B: Results (3/6)Paper B: Results (3/6)

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Paper B: Results (4/6)Paper B: Results (4/6) After the reliability and validity analyses, the study tested

the overall fit of the research modeloverall fit of the research model.

Although the chi-square (X2) fitness test is generally regarded as one of the best tests, it was not suitablenot suitable because the XX22 statistics were inappropriate for large statistics were inappropriate for large sample sizesample size. Therefore this study chose other indices: GFI, AGFI, RMESA, TLI and CFI.

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Paper B: Results (5/6)Paper B: Results (5/6) Hypothesis testing

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Paper B: Results (6/6)Paper B: Results (6/6) The results of moderate effects

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Paper B: ConclusionsPaper B: Conclusions The following strategies should help improve the MBWA

game market: First, perceived enjoymentperceived enjoyment is the variable with the greatest

effect on intention to play MBWA games. This implies that psychological rather than technical factors are

most important in the game industry. Second, PEUPEU should be considered important as a prerequisite a prerequisite

of enjoyment.of enjoyment. Developing a game that is easy to use technically is key to

increasing fun. Third, PEU PEU was a more important factor for older peopleolder people in

providing enjoyment and flow experienceproviding enjoyment and flow experience. Similarity, PEU was more important among womenwomen than men for enjoyment.

Fourth, user should experience a flow flow through PEU PEU and perceived enjoymentperceived enjoyment.

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Paper ComparisonPaper Comparison Paper A:

Cyr, D., Head, M. and Ivanov, A., 2006, “Design aesthetics leading to Design aesthetics leading to m-loyalty in mobile commercem-loyalty in mobile commerce”, Information & Management 43, pp.950-963. The propose of this study was to understand how design elements can influenc

e the experience of the mobile user, and ultimately his or her loyalty towards using the services.

Keywords: Visual design, Aesthetics, Mobile commerce, TAM, Enjoyment, M-loyalty

Paper B: Ha, I., Yoon, Y. and Choi, M., 2007, “Determinants of adoption of mobiDeterminants of adoption of mobi

le games under mobile broadband wireless access environmentle games under mobile broadband wireless access environment”, Information & Management 44, pp.276-286. The propose of this study was to examine factors that influence user adoption

of MBWA games, and thus to explain to developers how to increase acceptance of MBWA-based games in the marketplace.

Keywords: TAM, MBWA, Mobile game, Moderator effects, Perceived enjoyment, Flow experience, Perceived attractiveness, Perceived lower sacrifices

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Paper Comparison (1/4)Paper Comparison (1/4)

Paper A Paper B

TitleDesign Aesthetics Leading to M-

loyalty in Mobile CommerceDeterminants of adoption of mobile

games under mobile broadband wireless access environment

JournalInformation & Management 43

(2006), pp.950-963Information & Management 44

(2007), pp.276-286

Authors Cyr, D., Head, M. and Ivanov, A. Ha, I., Yoon, Y. and Choi, M.

Background CanadaCanada KoreaKorea

Keywords

Visual design, Aesthetics Aesthetics, Mobile commerce, TAM, EnjoymentEnjoyment, M-loyalty

TAM, MBWA, Mobile game, Moderator effects, Perceived Perceived enjoymentenjoyment, Flow experience, Perceived attractivenessPerceived attractiveness, Perceived lower sacrifices

Topics Mobile commerce, M-loyaltyMobile commerce, M-loyalty Mobile Game, AdoptionMobile Game, Adoption

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Paper Comparison (2/4)Paper Comparison (2/4)

Paper A Paper B

Purposes

The purpose of this study was to understand how design design elementselements can influence the experience of the mobile user, and ultimately his or her loyaltyultimately his or her loyalty towards using the services.

The purpose of this study was to examine factors that influence examine factors that influence user adoption of MBWA gamesuser adoption of MBWA games, and thus to explain to developers how to increase acceptance of increase acceptance of MBWA-based gamesMBWA-based games in the marketplace.

Research model &

Hypotheses

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Paper Comparison (3/4)Paper Comparison (3/4)

Paper A Paper B

Sample size 6060 participants (small sizesmall size) 1011 1011 participants (large sizelarge size)

Scale

Seven-scale LikertSeven-scale Likert scale from strongly disagree(1) to strongly agree

(7)

Seven-scale LikertSeven-scale Likert scale from strongly disagree(1) to strongly agree

(7)

MethodStructural Equation Modeling

(SEM), Partial Least Square (PLS)Structural Equation Modeling (SEM)

Analytic Process

1. Reliability (Cronbach’s α)2. Validity (Content validity and Co

nstruct Validity)3. Correlation analysis4.4. PLS structural model analysisPLS structural model analysis5. Hypotheses testing

1. Reliability (Cronbach’s α)2. Validity (Content validity and Co

nstruct Validity)3. Correlation analysis4.4. SEM analysis (model fit)SEM analysis (model fit)5. Hypotheses testing6.6. Moderate effects analysis (T-teModerate effects analysis (T-te

st)st)

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Paper Comparison (4/4)Paper Comparison (4/4)Paper A Paper B

Results

Limitations

1. Only one mobile service was investigated.

2. This is a controlled laboratory controlled laboratory experimentexperiment. However, laboratory experiments have flaws in terms of realism.

3. Construct measures were collected at one point in time.

4. Although the loyalty scales were based on previously validated constructs, one may argue that loyalty is difficult to measure.loyalty is difficult to measure.

1. The samples were self-samples were self-selectedselected from volunteers via online-based convenient sampling.

2. Construct measures were collected at one point in time.

3.3. The sample size is too The sample size is too large, its may effect the large, its may effect the research results.research results.

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Case DiscussionCase Discussion Exploring the Behavioral Intention of Google Earth from t

he Extrinsic and Intrinsic Motivators 隨著資訊科技發展，網際網路逐漸成為一個訊息快速傳播的平台。近

年來 Web 2.0Web 2.0 的網路服務的網路服務在網路世界中快速的發展，諸如個人部落格（例如：無名小站、天空部落）、影音分享網站（例如： YouTube 、Dailymotion ）、網路相簿（例如： Flickr ）以及網路地圖服務（例如：Google Earth ）等。

Web2.0 的網路服務當中，網路地圖網路地圖成為近幾年竄起的明日之星，各大網路公司更是爭相推出這項受歡迎的服務。而所謂的網路地圖系統網路地圖系統就是將相關地圖資訊數位化，使其可以在網際網路的平台中使用。就是將相關地圖資訊數位化，使其可以在網際網路的平台中使用。

本研究以「台灣地區台灣地區 Google EarthGoogle Earth 網路服務使用者網路服務使用者」為研究對象，透過「科技接受模型科技接受模型」與內外在動機觀點內外在動機觀點的結合，希望藉由研究的進行與結果的發現，找出影響 Google Earth 使用行為的主要因素，並驗證使用者認知、態度與使用意願之間的因果關係。

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Case DiscussionCase Discussion Google Earth Google Earth 「 Google Earth 」，這套地圖軟體，原本為美國 Keyhole 公司推出的

一項查看衛星地圖的付費商品。在 2004 年 11 月被 GoogleGoogle 公司收購後，將軟體包裝成「 Google Earth 」於 20052005 年年 66 月推出月推出，目前網友只要下載其應用程式，便可以免費使用這項 3D3D 動態地圖動態地圖的服務。

Google Earth 可以讓網友自己規劃一個旅遊行程、找到某個目的地與前往的方向、尋找特定旅館與做生意，當然也包括沒有目的的瀏覽地球各地建築物與地形全貌，並且還可以將找到的有趣景點分享給其他網友，達到地圖資訊的分享功能。

「 Google Earth 」藉由讓網友免費下載軟體免費下載軟體，不僅提供高解析度的衛星影像，透過簡單又具美感的畫面，成功吸引網友的目光；並且讓網友可以方便的製作檔案，和他人資料分享，達到資訊無國界的理想。

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Case DiscussionCase Discussion Google Earth Google Earth

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Case DiscussionCase Discussion 研究模型與假設：

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Case DiscussionCase Discussion 前測

本研究在中華電信研究所網路問卷中華電信研究所網路問卷 ee點靈點靈的網站上發佈問卷內容，以網路問卷的形式，提供 Google Earth 的使用者進行填答，共取得3838 份有效問卷份有效問卷。

正式問卷 正式問卷，研究對象則主要以「台灣地區台灣地區 Google EarthGoogle Earth 網路服務網路服務使用者使用者」為研究母體。

總共回收 289份，刪除填答不全、重覆填答與未使用過 Google Earth 的受測者等無效問卷。實際有效問卷總數為實際有效問卷總數為 278278 份份，無效問卷 11份，其有效問卷占回收問卷中的比率為 96.1％。

其中，性別方面，男性男性居多，達 77.7 ％；年齡層分佈上， 21~3021~30歲歲佔大多數，達 56.5％；在教育程度上，以大學（專）大學（專）為最多，比例為 61.2％。職業方面，以學生學生為主要族群，占 37.8％。而 Google Earth 使用經驗方面，以使用年資 1~6 個月居多，占 27.7％。另外，在得知 Google Earth 網路服務管道方面，從複選的排名當中看出，透過朋友同事得知的佔大多數透過朋友同事得知的佔大多數，搜尋引擎次之搜尋引擎次之，分別達 35.1％與 33.3％。

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Case DiscussionCase Discussion 信度分析

效度分析 內容效度：本研究之研究題項設計係以過去相關參考文獻理論為基礎，修改問卷題項而成，因此具有相當的內容效度。

建構效度：經由因素分析得出的結果符合本研究所提出的 6 個成份，各變數題項聚合的成份，因素負荷量 (factor loading)均大於 0.5 ，所有構面的問項都聚合在一起，可知本研究量表具有良好的區別效度與收斂效度。

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Case DiscussionCase Discussion

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Case DiscussionCase Discussion 相關分析

本研究相關分析是採用 Pearson積差相關係數單尾檢定（ Pearson Product Moment Coefficient ）。

變數與變數間的相關係數應小於 0.8或者大於 -0.8 ，以免發生共線性（ Multicollinearity ）的情形，而影響結果。

因此由下表可得知，本研究變數間均有顯著而且呈正相關的結果。

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Case DiscussionCase Discussion 迴歸分析與假設檢定

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Case DiscussionCase Discussion 結論與意涵

內在動機的「認知有趣認知有趣」與「認知美學認知美學」，及外在動機的「認知有用」會正向顯著的影響參與 Google Earth 網路服務的「態度」，而態度又會正向影響行為意願。

內在動機的「認知有趣」與外在動機的「認知有用」會正向顯著影響使用 Google Earth 網路服務的行為意願。

在內在動機中，「認知美學」會正向顯著影響「認知有趣」；在外在動機中，「認知易用」會正向影響「認知有用」。

與與 TAMTAM 結果不同，「認知易用」並不正向顯著影響使用結果不同，「認知易用」並不正向顯著影響使用 Google Google EarthEarth 網路服務的態度。網路服務的態度。 本研究推估由於使用者在參與 Google Earth 網路服務時，必須先安

裝 Google Earth 網路服務軟體，多了一項下載 (download) 的過程。 此外， Google 所提出的 Google Earth 網路服務目前僅有英文介面，官方仍未提供中文化的版本，因此對於台灣地區的使用者而言，常因為語言的問題而無法充分的使用 Google Earth 網路服務

從另一個可能性來推估，雖然「認知易用」並不直接影響對 Google Earth 網路服務的態度，但亦有可能間接的透過「認知有用」影響Google Earth 網路服務的「態度」。

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Case DiscussionCase Discussion 研究限制

樣本自我選擇樣本自我選擇 (Self-selected)(Self-selected) 的情形：本研究是以網路問卷來蒐集資料，由於接觸到的樣本為自願參與問卷填寫的使用者，而無意願填答的使用者資料則無法得知。

問卷重覆填答問題問卷重覆填答問題：目前每個人大部份都有多個電子郵件帳號，因此很難避免少數受測者重覆填答的情況。但本研究在回收問卷時，會檢驗電子郵件與受測者的 IP位址，盡量降低抽樣偏誤。

未來研究方向 研究架構的延伸研究架構的延伸：可能還有其他因素也會影響其使用意願，因此

後續研究者可在未來進行更深入的探討。 研究對象與範圍的擴大研究對象與範圍的擴大：本研究是考量時間成本與抽樣問題下，針對台灣地區 Google Earth 使用者進行調查。建議未來的研究者可選擇國外 Google Earth 使用者進行研究，相信能使研究的結果更具代表性。

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Thanks for your attention!Thanks for your attention!