an investigation of mobile communication application for...

An Investigation of Mobile Communication Application for

Users Behavior Intention

A study in Northern, Middle and Southern Taiwan

DeLone and McLean (2003)

Wang (2008)

Abstract

In recent year, using Mobile Communication Application become a trend as the

prevalence of smart phone. According to the investigation of institute for

information industry, surfing social network is the most often to do in wireless on

line. It causes the sensation on free communication software to replace the expense

of telephone bill. Under such severe competition, the company should promptly

establish the marketing research. Increasing the contentment and loyalty to the

customer is the main issue for the company.

In this research, we study the people who lived in North, Middle Southern, with

the experience using communication software before. We apply the stratified

sampling to collect data on online questionnaire. Furthermore, in the basis of

DeLone and McLean (2003) information system success of model and Wang (2008)

the respecified e-commerce system success model, the research study the vital

statistics by ANOVA then, state the influence for difference software to our study.

We also construct suitable LISREL model to explore the relations with system

quality, information quality, service quality, perceived value, customer satisfaction

and behavioral intention.

This study verifies that there has the relationship of system quality, information

quality, service quality, perceived value, customer satisfaction and behavioral

intention. Therefore, the communication software company should enhance the

perceived value to raise the positive behavioral intention to customer. In addition,

let the customer be loyal to the product. Finally, this study will suggest some idea

for the future research.

KeywordsE-commerce systems success, Information System Success Model, Linear

Structural Relationship Model, Mobile Communication Application Software.
http://tw.rd.yahoo.com/_ylt=A3eg.83OE4pRpHMAiI3hbB4J/SIG=12sfpnvq3/EXP=1368032334/**http%3a/tw.dictionary.yahoo.com/dictionary%3fp=prevalence%26docid=1080232http://tw.rd.yahoo.com/_ylt=A3eg.8uRFopRlhYA713hbB4J/SIG=12p9jbqvd/EXP=1368033041/**http%3a/tw.dictionary.yahoo.com/dictionary%3fp=loyalty%26docid=1060614

I

..............................................................................................................................I

....................................................................................................................... III

....................................................................................................................... VI

............................................................................................................... 1

....................................................................................... 1

................................................................................................... 2

....................................................................................... 3

................................................................................................... 4

....................................................................................................... 6

................................................................................... 6

................................................................................................... 7

................................................................................................... 8

................................................................................................. 10

................................................................................................. 18

......................................................................................... 21

................................................................................................. 23

................................................................................. 25

..................................................................................................... 29

................................................................................................. 29

................................................................................................. 30

................................................................. 31

................................................................................................. 33

................................................................................................. 37

......................................................................................... 40

..................................................................................................... 49

II

................................................................................................. 49

................................................................................................. 52

......................................................................................... 52

..................................................................................... 54

................................................................................................. 59

................................................................................................. 64

............................................................................................. 69

................................................................................. 79

......................................................... 86

........................................................................................ 93

................................................................................................. 93

................................................................................................. 95

................................................................................................. 97

................................................................................................................... 98

......................................................................................................................... 107

III

2-1 .................................................................................... 8

2-2 .................................................................................... 9

2-3 ...................................................................................... 12

2-4 PZB .......................................................................... 13

2-5 .............................................................................. 14

2-6 eTailQ .......................................................................... 16

2-7 E-S-QUAL ................................................................... 17

2-8 E-RecS-QUAL ............................................................ 17

2-9 .......................................................................................... 20

2-10 ........................................................................ 22

2-11 ........................................................ 25

3-1 ...................................................................................... 30

3-2 .................................................................................. 34

3-3 .................................................................................. 34

3-4 .................................................................................. 35

3-5 .................................................................................. 35

3-6 .......................................................................... 36

3-7 .................................................................................. 37

3-8 .................................................................................................. 40

3-9 Cronbachs .................................................................... 41

3-10 KMO ................................................................................... 42

4-1 .................................................................................. 51

4-2 .................................................................................. 51

4-3 .................................................................................. 52

4-4 ...................................................... 52

IV

4-5 ...................................................................................... 53

4-6 .............................................................. 55

4-7 .............................................................. 55

4-8 .............................................................. 56

4-9 .............................................................. 57

4-10 .................................................... 58

4-11 ............................................................ 58

4-12 ................................................................ 59

4-13 ................................................................ 60

4-14 ................................................................ 61

4-15 ................................................................ 62

4-16 ................................................................ 63

4-17 ................................................................ 64

4-18 ........................................ 66

4-19 ............................................................................ 67

4-20 ............................................................................ 69

4-21 ........................................ 70

4-22 ................ 70

4-23 ................................................................ 71

4-24 ........................................ 71

4-25 ........................................ 72

4-26 ........................................ 72

4-27 ................................................................ 73

4-28 ........................................ 73

4-29 ........................................ 74

4-30 ........................................ 74

V

4-31 ................................ 75

4-32 ................................................................ 75

4-33 ................................ 76

4-34 .................................................... 76

4-35 ............................ 77

4-36 ........................................................ 77

4-37 ................................ 78

4-38 ........................................................ 78

4-39 ................................ 78

4-40 ............................................................................ 80

4-41 ............................................................................ 81

4-42 ........................................................ 82

4-43 .................................................................... 82

4-44 ................................................................ 83

4-45 ................................................................ 84

4-46 .................................................................... 85

4-47 ........................................................ 88

4-48 ................................................................................ 89

4-49 ............................................................................ 90

4-50 ............................................................................ 90

4-51 .................................................................... 91

4-52 ........................................................................ 92

4-53 ........................................................................ 92

VI

1-1 .................................................................................................... 5

2-1 PZB .......................................................................... 11

2-2 .......................................................................... 14

2-3 .. 19

2-4 .......................................................................... 20

2-5 .......................................................................... 24

2-6 .............................................................. 24

2-7 DeLone and McLean (1992) .................................... 26

2-8 DeLone and McLean (2003) ........................ 27

2-9 Wang (2008) ................................................. 27

3-1 .................................................................................................. 29

3-2 .............................................................................................. 38

3-3 .......................................................................................... 48

4-1 .............................................................................. 65

4-2 ...................................................... 67

4-3 ...................................................... 68

4-4 ...................................................................................... 80

4-5 ...................................................... 83

4-6 LINE .................................................................... 87

4-7 WhatsApp ............................................................ 88

1

3G4GWiFiWiMax

IDC 2012

221 0.8%

1.1%(Feature Phone)

3(Smart Phone)

165

22.6% 61.5%

(NCC) 2011 4

2,886 25

102 71.1%

2,053

FIND 2012

VoIP

e-mail

2

24

LINEWhatsAPP

Cardozo (1965)


Wang (2008)

3

(TWNIC)2012

12

77.37% 70.25% 66.14%

66.16% 63.81%

LINE WhatsApp

(FIND) 2012 4

76%AppGoogle Play

47.3% App Store 34.1% Andorid

iOS Google Play
http://www.find.org.tw/find/home.aspx?page=many&id=332

4

App Store

WhatsApp LINE

5

1-1

6

3G Wi-Fi

(Mobile Application, App)

800 80-90%

(2012)

(2011)

Apple

App Store Google Android Market

SMS

WhatsApp LINE

Whatsapp 2009

5 3

LINE NHN 2011 6 23

QR Code bump

LINE

7

App


Seddon (1997)

(bugs)Kim et al. (2009)

(Bailey and Pearson,

1983; DeLone and McLean, 1992; Lin and Lu, 2000; Seddonm, 1992; Srinivasan,

1985)


18

McKinney and Yoon (2002)

2-1

8

2-1

Bailey and Pearson 1983

Barti and Huff 1985

Belardo et al. 1982

Mahmood 1987

Srinivasan 1985

DeLone and McLean 1992

Doll and Torkzadeh 1998


Wixom and Todd 2005

Wang 2008




Seddon and Kiew (1994)

Wolfinbarger and Gilly (2001)

9

Lee et al. (2002)

Bailey and Pearson (1983)

Chae and Kim (2001)

McKinney and Yoon (2002)

(Ives et al., 1983; Baroudi and Orlikowski, 1988; Doll et al., 1994)

Barnes and Vidgen (2007)

2-2

2-2

Ives et al. 1983

Mahmood 1987

King and Epstein 1983

Miller and Doyle 1987

Srinivasan 1985

Doll and Torkzadeh 1988

10

2-2 ()



Wixom and Todd 2005

Wang 2008



Juran (1986)

()

1980

11

(Lehtinen and

Lehtinen 1982; Parasuraman et al. 1985 ;Sasser et al. 1978)

() PZB

Parasuraman et al. (1985)

2-1

2-1 PZB


( 5)

(

( 4)

( 3)

( 2) ( 1)

12

2-3

2-3

1

2

3

4

5

(2012)

() SERVQUAL

SERVQUAL Parasuraman et al. 1988

1985

97

5 22 2-4

13

2-4 PZB

PZB

(1985)

PZB

(1988)

/

(2009)

()

SERVQUAL

SERVQUAL

(Meuter

et al., 2000)

Zeithaml et al. (2000)

(

)()

()

Zeithaml et al. (2002) Parasuraman et al. (1985)

2-2

14

2-2



(2003)

2-5

2-5

1

/

15

2-5 ()

2

3

4

(2003)

()

Loiacono et al. (2000)

12 WebQual


eTailQ 14 2-6

16

2-6 eTailQ

(

)

1.

2.

3.

4.

5.

1.

2.

3.

1.

2.

3.

1.

2.

3.


Parasuraman et al. (2005) eTailQ

eTailQ


2002 e-SERVQUAL

amazon.com walmart.com

E-S-QUAL E-RecS-QUALE-S-QUAL

22 2-7

17

2-7 E-S-QUAL

1.

2.

3.

4.

5.

6.

7.

8.

1.

2.

3.

4.

1.

2.

3.

4.

5.

6.

7.

1.

2.

3.


E-RecS-QUAL

2-8

2-8 E-RecS-QUAL

1.

2.

3.

4.

5.

18

2-8 E-RecS-QUAL ()

1.

2.

3.

1.

2.

3.


Wolfinbarger and Gilly (2003) eTailQ Parasuraman et

al. (2005) E-S-QUALE-RecS-QUAL

Parasuraman et al. (2005) Wolfinbarger and Gilly (2003)

Scitovszky (1945)

Monroe and Krishnan (1985) 2-3

19

2-3

Zeithaml (1988)

Sheth et al. (1991)

2-4

20

2-4

Sheth et al. (1991)

Sweeny and Soutar (2001) Sheth et al. (1991)

1

2

3

4

2-9

2-9

1.

2.

3.

4.

5.

6.

7.

8.

9.

21

2-9 ()

10.

11.

12.

13.

14.

15.

16.

17.

18.

19.

Sweeny and Soutar (2001)

Sweeny and Soutar

(2001)

(Anderson and Sullivan 1993; Oliver 1980, 1993)

Cyert and March (1963)

22

Ives et al. (1983)

Oliver (1981)



(2-1)

n

j ijijiWRS

1

iS ji ijR ij ijW

Bailey and Pearson (1983) 22

36

39

2-10

2-10


39 (

EDP )

Bhattacherjee 2001

Chin 1988 QUIS (Questionnaire for User Interface

Satisfaction)

(2-1)

23

2-10 ()


Doll and Torkzadeh 1988 EUC 5

Galleta and Lederer 1989 (EDP

)

Gelderman 1997

Ives et al. 1983


13 (

)

McKeen et al. 1994 8 151

Neumann and Segev 1980

(2009)

Bhattacherjee (2001)

Ajzen and Fishbein (1975)(TRA)

Olson and Peter (1987)

Engel et al. (1995) 2-5

24

2-5


2-6


13

13 2-11 (loyalty)

(switch)(pay more)(external response)(internal

response)

2-6


+$

-$

25

2-11

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

(2012)


DeLone and McLean

DeLone and McLean (1992) 1981 1987

Shannon and Weaver (1949) Mason (1978)

180

(Information System Success Model) 2-7

26

2-7 DeLone and McLean (1992)


DeLone and McLean

Pitt et al. (1995)

Seddon and Kiew

(1996)

DeLone and McLean (2003) 2-8

1992

27

2-8 DeLone and McLean (2003)


Wang (2008) DeLone and McLean (2003)

2-9

DeLone and McLean (2003) Seddon (1997)

2-9 Wang (2008)

Wang (2008)

28


Wang (2008)

29


Wang (2008)

3-1

3-1

30

3-1

3-1

31



Parasuraman et al. (2005) E-S-QUAL Wolfinbarger

and Gillye (2003) TailQ

()

()

()

32

()

()


()

()

()

()



()

()

()

()

()

33

Likert

1 5

C

LINEWhatsApp

()


3-2

34

3-2

01. App A01

02. App A02

03. App A03

04. App A04

05. App A05

06. App A06

()


3-3

3-3

01. App B01

02. App B02

03. App (

) B03

04. App B04

05. App

() B05

06. App B06

()

Parasuraman et al. (2005) E-S-QUALWolfinbarger and

Gilly (2003) TailQ

35

3-4

3-4

01. App C01

02. App C02

03. App C03

04. App C04

05. App

C05

06. App C06

07. App ( FAQ

) C07

08. App C08

09. App

() C09

()


3-5

3-5

01. App D01

02. App D02

03. App D03

04. App D04

05. App

D05

06. App D06

07. App D07

08. App D08

09. App D09

36

3-5 ()

10. App D10

11. App D11

12. App D12

13. App D13

14. App D14

15. App D15

16. App D16

17. App D17

18. App D18

19. App D19

()


3-6

3-6

01. App E01

02. App(

) E02

03. App E03

04. App E04

05. App E05

()


37

3-7

3-7

01.

App F01

02. App F02

03. App F03

04. App

App F04

05. App F05

06. App F06

07. App

App F07

08. App

F08

09. App

F09

10. ()

App F10

11. ()

F11

12. ()

F12

3-2

38

3-2

(2013)

Cochran (1977)

384

39

(n)

112

11

12

d

Z

N

d

Z

n

n Z d N P

0.5 P(1-P)

22,542,942 =0.05

d=0.05 n384

(Personal interview)(telephone interview)

(mail questionnaire survey)(computer interview)

(Internet survey)

3-8

40

3-8

102/03/12-102/03/22 102/04/01~102/04/25

30

439

30

439 48

391 89.07%

Likert

5 4 3 2

1 SPSS 19.0 AMOS 20.0

(Reliablity)

(Internal Reliablity)

41

(External Reliablity)

Cronbachs

()

Cronbach 1951 Cronbachs

21

2

11

H

n

i i

s

s

n

n

n i

Cronbachs Cronbachs

(1990)

3-9

3-9 Cronbachs

Cronbachs

< 0.3

0.3 < 0.4

0.4 < 0.5

0.5 < 0.7

0.7 < 0.9

0.9

(1990)

Likert

2is

2Hs

42

KMO (Kaiser-Meyer-Olkin Measure of Sampling Adequacy)

Bartletts (Bartletts test of Sphericity)

KMO Kaiser 1974

0 1 1

Kaiser (1974) KMO 3-10

3-10 KMO

KMO

0.90KMO (marvelous)

0.80KMO

43

(Varimax Rotation) (Factor

Loading) Hair et al. (1987) 0.5

(Validity)

(Content Validity)(Criterion Validity)

(Construct Validity) (Convergent

Validity)(Discriminant Validity)

()

()

(2007)

1

1

1(Chi-square difference test)

=3.84

()

20501 .,

44

(CFA) Marsh and Hocevar (1985)

(target coefficient) CFA()

CFA()

1.0

()

Fornell and Larcker (1981)

0.5 t 2

(Analysis of Variation,ANOVA)

(Multivariate

Analysis of Variance, MANOVA)

BoxM

Wilks Lambda

Pillais trace

Pillais trace

(Olson1976)

45

LISREL(Linear Structure Relation) SEM

(Structural equation model)LISREL

LISREL

LISREL

LISREL LISREL

()

LISREL

(Measurement Model)(Structural Equation Model)

()

()

() LISREL

LISREL (2007)

1.

(1) /

Hair et al. (1998)

Hair et al. (1998)

3

46

(2) GFIAGFI

GFI(Goodness-of-Fit Index)AGFI(adjusted Goodness-of-Fit

Index)

0 1 GFI GFI

GFI

AGFI GFIAGFI

GFI GFI AGFI

1u and Bentler (1999)

GFI AGFI 0.9

(3) RMR(Root Mean Squares Residual)

RMR

21

1 1

2

1

2

/r

i

r

j

ijij

rr

sRMR

r x y

RMRRMR

0 Bagozzi and Yi (1988)

RMR 0.05

(4) RMSEARoot Mean Square Error of Approximation

RMSEA

0

)1(

2

nk

kmaxRMSEA

RMSEA RMSEA RMR

RMR RMSEA

Browne and Cudeck (1993)

ijs ij

47

RMSEA 0.05 RMSEA 0.05-0.08

RMSEA 0.1

2.

Composite Reliability

Variance Extracted

2

2

CR

2

2

VE

(2007)

0.7 0.7 0.5

3.

R2 R2

R2

(2007) R2 0.3

(2009) 3-3 AB

CA BB C

a A B a

48

A B

3-3

(2009)

3-3 A B C

Sobel (1982) A C a x

b = c

2222b

saasbcs

as bs a b cs c

csc t csc A C

A B C

A B C a b

2n,t

49

43948

391

SPSS 19.0AMOS 20.0

102/03/12-102/03/22

30

(2006)(corrected item-to-total correlation)

0.3

KMOBartlett

A

()

A-1A-2A-3

50

A-5

0.3Cronbachs

()

A-46

0.3613

AppApp

App

AppApp

App

AppApp

App

AppApp

AppApp

()

A-65

0.357

App

App

AppApp

App

App()

()

() Cronbachs

Cronbachs Cronbachs

51

4-1(1990)

0.7050.8970.914

4-1

Cronbachs

Cronbachs

57 0.897 46 0.914

6 0.831 6 0.831

6 0.705 6 0.705

9 0.817 9 0.817

19 0.811 13 0.853

5 0.783 5 0.783

12 0.720 7 0.817

4-2 Kaiser (1974)

Bartlett (1951)

KMO 0.6 Bartlett P 0.05

4-2

KMO Bartlett P

0.742

52

102/04/01~102/04/25

391

4-3(1990)

0.7220.920

4-3

Cronbachs

46 0.920

6 0.738

6 0.730

9 0.820

13 0.883

5 0.800

7 0.722

4-4

LINEWhatsApp94.1%5.9%

4-4

(%)

LINE 368 94.1

WhatsApp 23 5.9

53

4-5

48.3%51.7%2029

76.0%2012.0%

57.3%

9.5%9.0%10,000

53.2%10,00019,99920,00029,999

11.3%10.7%

70.8%5-6

13.8%

4-5

(%)

189 48.3

202 51.7

20 47 12.0

20-29 297 76.0

30-39 40 10.2

40-49 6 1.5

50-59 1 0.3

224 57.3

35 9.0

37 9.5

1 0.3

18 4.6

8 2.0

34 8.7

5 1.3

5 1.3

6 1.5

18 4.6

224 57.3

54

4-5 ()

(%)

10,000 208 53.2 10,000-19,999 44 11.3

20,000-29,999 42 10.7

30,000-39,999 35 9.0

40,000-49,999 34 8.7

50,000 28 7.2

277 70.8

5-6 54 13.8

3-4 38 9.7

1-2 20 5.1

1-3 2 0.6

4-6

App4.32

App3.86

0.7163.86

55

4-6

01. App 3.94 0.678

02. App

4.16 0.715

03. App

3.86 0.716

04. App 4.32 0.594

05. App 4.23 0.573

06. App 4.29 0.576

4-7

App4.02

App3.52

App

0.719

4-7

01. App 3.69 0.644

02. App 3.52 0.667

03. App(

) 3.85 0.719

04. App 3.67 0.688

05. App

() 3.93 0.580

06. App 4.02 0.614

4-8

3.17

56

App

3.72App3.17

0.919

4-8

01. App 3.17 0.919

02. App

3.43 0.850

03. App 3.72 0.706

04. App 3.26 0.747

05. App

3.35 0.756

06. App 3.38 0.709

07. App

(FAQ) 3.27 0.671

08. App

3.33 0.672

09. App

() 3.26 0.654

4-9

App4.32

App3.81

App

App

0.7390.726

57

4-9

01. App 4.02 0.614

02. App 4.11 0.631

03. App

4.01 0.616

04. App

4.01 0.603

05. App

4.29 0.725

06. App

4.39 0.597

08. App

3.98 0.652

11. App 3.92 0.726

12. App

4.10 0.739

13. App 4.22 0.693

14. App 3.81 0.674

15. App 3.89 0.607

16. App 3.98 0.521

4-10

App4.04

App3.79

0.697

4.04

0.562

58

4-10

01. App 3.88 0.568

02. App(

) 3.79 0.697

03. App 4.04 0.678

04. App 3.99 0.622

05. App

4.04 0.562

4-11

App4.12

0.586

()3.30

0.892

4-11

01.

App 3.86 0.712

02.

App 4.02 0.692

03.

App 4.01 0.687

04. App

App 4.06 0.708

05.

App 4.12 0.586

11. ()

3.66 0.802

12. ()

3.30 0.892

59

KMOBartlett

Kaiser (1974)1

0.5

Parasuraman et al. (2005)Wolfinbarger

and Gilly (2003)

39

KMO0.8

Kaiser (1974)Bartlett1452.70

36P0.001

9

4-121

73.602%

4-12

(%) (%)

1 3.792 42.132 42.132

2 1.737 19.303 61.435

3 1.095 12.168 73.602

4-13

0.7450.5

60

App

AppApp

AppApp

App

App

App

()App(FAQ

)

Parasuraman et al. (2005)Wolfinbarger and

Gilly (2003)

3

4-13

05. App

0.865

3.792 42.132 04. App

0.811

06. App

0.795

02. App

0.879

1.737 61.435 01. App 0.874

03. App 0.752

08. App

0.869

1.095 73.602

09.

App(

)

0.819

07. App

(FAQ) 0.745

61


4

13

KMO

0.859Kaiser (1974)Bartlett

2240.3578P0.001

13

4-141

68.812%

4-14

(%) (%)

1 2.626 20.202 20.202

2 2.230 17.156 37.358

3 2.113 16.256 53.614

4 1.976 15.198 68.812

4-15

0.6240.5

App

App

AppApp

App

AppApp

AppApp

App

App

62

App

App

5App



4

4-15

03. App

0.794

2.626 20.202

04. App

0.787

02. App

0.726

01. App 0.710

15. App 0.787

2.230 37.358 14. App 0.775

16. App

0.773

12. App

0.829

2.113 53.614 13. App 0.746

11. App

0.661

06. App

0.798

1.976 68.812 05. App

0.714

08. App

0.624

63


27

KMO

0.843Kaiser (1974)Bartlett

1075.27621P0.001

74-161

66.518%

4-16

(%) (%)

1 3.412 48.745 48.745

2 1.244 17.773 66.518

4-17

0.7530.5

App

AppAppApp

App

App

;(

)()

App


64

4-17

02.

App 0.879

3.412 48.745

03.

App 0.878

04. App

App

0.824

01.

App 0.787

05.

App 0.753

12. (

) 0.790

1.244 66.518 11. (

) 0.782

App

0.661P0.0010

65

1

(2007)

(1)(1)

3.84

4-1585.62

373.383.84

4-1

4-18

3.84

Unstandardized estimators

=29.455df=8P

66

4-18

29.455 216.426 186.971

8.181 231.699 223.518

24.786 203.453 178.667

219.145 300.759 81.614

208.305 384.555 176.250

205.988 402.710 196.722

47.454 125.945 78.491

31.763 148.215 116.452

19.189 134.299 115.110

40.666 63.972 23.306

Fornell and Larcker (1981)

0.5t2

Marsh and Hocevar (1985)

(

)1.0

()

60.8014-2

(B-1)

1.0

67

4-2

t4-19

0.5t2

4-19

t

C01 0.794

C02 0.892 14.106

C03 0.619 11.941

C04 0.783

C05 0.799 14.715

C06 0.773 14.399

C07 0.750

C08 0.805 13.243

C09 0.748 13.799

standardized estimators

=60.801df=24P

68

()

333.549

341.320

4-3(B-2)

0.9771.0

4-3


=341.320df=61P

69

t4-20

0.5t2

4-20

t

D01 0.645

D02 0.661 11.071

D03 0.825 13.065

D04 0.852 13.292

D05 0.646

D06 0.706 10.396

D08 0.693 10.290

D11 0.698

D12 0.732 11.914

D13 0.759 12.181

D14 0.715

D15 0.775 12.642

D16 0.744 12.361

(MANOVA)

BoxM

Wilks'

LambdaPillais trace

Olson (1976)Pillais trace

4-21

70

4-21

BoxM

p Wilks Lambd PillaisTrace P

39.070 0.028 0.01 0.698

32.589 0.107 0.989 0.648

2.616 0.870 0.991 0.332

10.489 0.460 0.933 WhatsApp

0.034 0.854

4-23

71

4-23

BoxM


41.492 0.006 0.065

1.301 0.255

5.689 0.018 >

0.007 0.935

8.676 0.003 >

()

4-25

72

FP0.05

4-25

F P

8.595 0.004 >

4.665 0.031 >

0.475 0.491

()

4-26F

P0.05

4-26

F P

8.655 0.003 >

1.253 0.264

50

2020-29

30-3940-4950-5960

4-27

73

4-27

BoxM


55.491

74

4-29

F P

6.152 0.014 >

11.828 0.001 >

4.229 0.040 >

()

4-30

FP0.05

4-30

F P

2.391 0.123

10.799 0.001 >

0.505 0.478

0.013 0.910

()

4-31

FP0.05

75

4-31

F P

2.351 0.126

8.611 0.004 >

7.287 0.007 >

1.992 0.159

57.3%

4-32

4-32

BoxM


28.888 0.129 1.849 0.089

38.828 0.012 1.554 0.160

28.727

76

4-33

F P

0.335 0.563

1.228 0.269

5.871 0.016 >

0.014 0.906

4-34

4-34

BoxM


188.538

77

4-35

F P

3.062 0.010 (5)>(1)(5)>(2)

0.876 0.497

2.842 0.016 (3)>(2)

1.075 0.374

1.743 0.124

0.590 0.707

(1) 10,000(2)10,000~19,999(3)20,000~29,999

(5) 40,000~49,999

4-36

4-36

BoxM


98.964 0.011 0.072 0.251

91.253 0.037 0.074 0.219

17.747 0.517 0.961 0.221

27.237 0.680 0.949 0.208

42.280 0.101 0.940 0.096

14.843 0.106 0.954 0.020

4-37F

P0.05

3-4

78

4-37

F P

3.668 0.006 >3-4

0.936 0.443

4-38

4-38

BoxM


78.056 0.001 0.054 0.046

64.177 0.021 0.025 0.643

18.557 0.106 0.975 0.139

23.528 0.282 0.987 0.744

18.851 0.552 0.975 0.278

17.872 0.007 0.008 0.523

4-39

FP0.05

4-39

F P

2.088 0.125

2.062 0.129

79

4-39 ()

F P

0.932 0.395

1.869 0.156

3.529 0.030 >

4.076 0.018 >

13

D01D02D03D04

D01 D03 X1D02 D04 X2

D05D06D08 D05 D08

X1 D06 X2

D11D12D13 D12 X1 D11 D13

X2 D14D15D16

D14 D16 X1D15 X2

4-40

80

4-40

X1 A01A03A05

X2 A02A04A06

X3 B01B03B05

X4 B02B04B06

X5 C01C03C05C07C09

X6 C02C04C06C08

Y1 D01D03D05D08D12D14D16

Y2 D02D04D06D11D13D15

Y3 E01E03

Y4 E02E04

Y5 F01F03F05F12

Y6 F02F04F11

4-4

4-4

81

(2007)

()

GFIAGFI

RMRRMSEA4-41

RMSEA0.050.05-0.08

Browne and Cudek (1993)

4-41

/ 0.9 0.945

AGFI >0.9 0.905

RMR

82

4-42

X1 0.729 0.468

0.712 0.553 X2 0.757 0.426

X3 0.851 0.276

0.769 0.626 X4 0.726 0.472

X5 0.874 0.237

0.893 0.807 X6 0.923 0.149

Y1 0.948 0.101

0.930 0.870 Y2 0.917 0.159

Y3 0.787 0.381 0.771 0.627

Y4 0.797 0.364

Y5 0.873 0.239

0.803 0.672 Y6 0.763 0.418

()

(2007)(R2)

0.3

4-4331.4%

62.9%

58.4%0.3

4-43

R2

0.314

0.629

0.584

4-5

83

4-5

()

4-440.05

4-44

P

0.514

84

()

Sobel (1982)

4-45

4-45

0.326 5.77*

0.194 3.82*

0.056 1.86*

0.159 3.96*

0.095 3.13*

0.075 2.72*

0.102 3.31*

0.061 2.78*

0.041 2.14*

(*)t0.05,389=1.645

4-46

0.466

0.126

85

0.2570.189

0.1750.111

0.6350.393

0.422

0.2960.236

0.163

0.181

0.111

0.1160.268

0.236

0.1810.116

0.661

0.422

4-46

0.466 0.257 0.175

0.466 0.257 0.175

0.126 0.189 0.111 0.635

0.296 0.163 0.111

0.422 0.352 0.222 0.635

0.393 0.422

0.236 0.181 0.116 0.268

0.236 0.181 0.116 0.661 0.422

86

AMOS 20.0

AMOS 20.0

(1) Measurement weights

(2) Measurement intercepts

(3) Structural Weights

(4) Structural intercepts

(5) Structural means

(6) Structural Covariances

(7) Structural Residuals

(8) Measurement Resuduals

(2007)

87

Little

(1997)NFIIFIRFI

TLI0.05

4-6a1_1 ~a6_1LINE b1_1~b9_1LINE

vvv1_1~ vvv3_1 LINE

vv1_1 ~vv3_1 LINE v1_1 ~v12_1LINE

4-6 LINE

88

4-7a1_2 ~a6_2WhatsAppb1_2~b9_2

WhatsAppvvv1_2~ vvv3_2WhatsApp

vv1_2 ~vv3_2WhatsAppv1_1 ~v12_1

WhatsApp

4-7 WhatsApp

4-470.05vs

vsP

0.05NFIIFIRFITLI0.05

4-47

P NFI IFI RFI TLI

7.426 6 0.283 0.003 0.003 -0.003 -0.003

11.600 9 0.237 0.004 0.005 -0.003 -0.004

11.943 3 0.008* 0.005 0.005 0.003 0.003

7.996 3 0.046* 0.003 0.003 0.001 0.001

12.692 12 0.392 0.005 0.005 -0.005 -0.005

(*)P0.05

89

4-48

0.05vsP

0.05NFIIFIRFITLI0.05

4-48

P NFI IFI RFI TLI

12.538 6 0.016* 0.006 0.006 0.001 0.002

5.120 9 0.824 0.002 0.002 -0.007 -0.007

2.843 3 0.416 0.001 0.001 -0.001 -0.002

7.717 3 0.052 0.003 0.003 0.001 0.001

19.475 12 0.078 0.007 0.008 -0.002 -0.002

(*)P0.05

2020-29

30-3940-49

50-5960

4-49

0.05vs

vsP0.05NFI

IFIRFITLI0.05

90

4-49

P NFI IFI RFI TLI

6.558 6 0.364 0.002 0.003 -0.002 -0.002

6.201 9 0.720 0.002 0.002 -0.005 -0.005

2.516 3 0.472 0.001 0.001 -0.001 -0.001

11.244 3 0.010* 0.004 0.004 0.003 0.003

27.631 12 0.006* 0.011 0.011 0.003 0.003

(*)P0.05

4-500.05vs

vs

vsP0.05NFIIFIRFI

TLI0.05

4-50

P NFI IFI RFI TLI

8.551 6 0.200 0.003 0.003 -0.002 -0.002

17.949 9 0.036* 0.007 0.007 0.000 0.000

0.771 3 0.856 0.000 0.000 -0.003 -0.003

9.181 3 0.027* 0.003 0.004 0.001 0.001

30.759 12 0.002* 0.011 0.012 0.002 0.003

(*)P0.05

1000010000-1999920000-29999

91

30000-3999940000-4999950000

4-510.05

vsvs

P0.05NFIIFIRFITLI

0.05

4-51

P NFI IFI RFI TLI

6.585 6 0.361 0.002 0.003 -0.002 -0.003

12.358 9 0.194 0.005 0.005 -0.002 -0.002

0.500 3 0.919 0.000 0.000 -0.002 -0.002

11.080 3 0.011* 0.004 0.004 0.003 0.003

30.912 12 0.012* 0.012 0.012 0.004 0.004

(*)P0.05

1-35-6

3-41-21-3

4-520.05

P0.05NFIIFIRFITLI0.05

92

4-52

P NFI IFI RFI TLI

2.973 6 0.812 0.001 0.001 -0.005 -0.005

7.166 9 0.620 0.003 0.003 -0.005 -0.005

4.474 3 0.215 0.002 0.002 0.000 0.000

4.637 3 0.200 0.002 0.002 0.000 0.000

13.814 12 0.313 0.005 0.006 -0.003 -0.003

(*)P0.05

4-530.05vs

P0.05NFIIFIRFITLI0.05

4-53

P NFI IFI RFI TLI

20.114 12 0.065 0.007 0.008 0.000 0.000

18.563 18 0.419 0.007 0.007 -0.005 -0.006

9.612 6 0.142 0.004 0.004 0.000 0.000

10.688 6 0.098 0.004 0.004 0.000 0.000

39.732 24 0.023* 0.015 0.016 0.000 0.000

(*)P0.05

P

NFIIFIRFITLI

93

391

9 LINE

20 29

10,000

App

3

94

Parasuraman et al. (2005) Wolfinbarger and Gilly

(2003)

Sweeny and Soutar (2001) Sweeny and Soutar

(2001)


95

App

96

App

LINE

WhatsApp LINE

WhatsApp Android BlackBerry iOS

1

App

LINE

WhatsApp WeChatM+ Messenger Cubie


97

bbs mySurvey

Likert

98

1. (2009)

2. (2013 3 )

http://statis.moi.gov.tw/micst/stmain.jsp?sys=100

3. (2009)

4. (1990)

5. (2011)

6. (2006)SPSS

7. FIND (Foreseeing Innovative New Digiservices)

(2012 10 3 )2012

http://www.find.org.tw/find/home.aspx?page=many&id=335


(2012 9 12 )

http://www.taifo.com.tw/DB/Research/201212171128412174931.pdf


(2012 9 18 )2011 4

http://www.taifo.com.tw/DB/Research/201210251726040228233.pdf

10. (2012 3)2012

http://www.twnic.net.tw/download/200307/20120709c.pdf

11. (2003)

99

12. (2012)

2012 12 31

http://news.cnyes.com/Content/20121231/KFOLPX9BKTK46.shtml

13. (2005)

14. (2007)

15. (International Data Corporation, IDC)(2012 6 11)

2012

www.idc.com.tw/about/399.html

16. (2012)

17. (2004)

100

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107

A

A-1

Cronbach's

01. App 0.649 0.794

02. App 0.637 0.803

03. App

0.656 0.794

04. App 0.581 0.816

05. App

0.677 0.788

06. App 0.532 0.823

A-2

Cronbach's

01. App 0.608 0.608

02. App

0.607 0.604

03. App(

) 0.384 0.681

04. App

0.361 0.700

05. App

() 0.310 0.702

06. App

0.401 0.681

108

A-3

Cronbach's

01. App 0.582 0.794

02. App

0.603 0.787

03. App 0.555 0.795

04. App 0.553 0.794

05. App

0.678 0.776

06. App 0.489 0.802

07. App (

FAQ ) 0.330 0.818

08. App

0.510 0.802

09. App

() 0.392 0.812

A-4

Cronbach's

01. App 0.443 0.801

02. App 0.471 0.799

03. App

0.540 0.794

04. App 0.510 0.796

05. App

0.472 0.797

06. App 0.465 0.800

07. App 0.247 0.809

08. App 0.524 0.794

09. App 0.285 0.807

109

A-4 ()

Cronbach's

10. App 0.198 0.816

11. App 0.542 0.794

12. App

0.456 0.798

13. App 0.382 0.802

14. App 0.492 0.795

15. App 0.580 0.790

16. App 0.726 0.787

17. App 0.033 0.831

18. App 0.225 0.816

19. App 0.293 0.808

A-5

Cronbach's

01. App 0.420 0.785

02. App(

) 0.529 0.752

03. App 0.674 0.700

04. App 0.589 0.732

05. App

0.586 0.734

110

A-6

Cronbach's

01.

App 0.450 0.692

02.

App 0.735 0.653

03.

App 0.612 0.663

04. App

App 0.388 0.699

05.

App 0.420 0.699

06.

App 0.247 0.718

07. App

App 0.174 0.727

08. App

0.160 0.730

09. App

0.071 0.744

10. ()

App 0.208 0.720

11. ()

0.681 0.652

12. ()

0.310 0.710

111

B

B-1


=60.801df=24P

112

B-2


=333.549df=59P

113

C

1.

LINE LINE

WhatsApp WhatsApp

App

[email protected]

114

01. App

02. App

03. App

04. App

05. App

06. App

App

01. App

02. App

03. App (

)

04. App

05. App

()

06. App

115

App

01. App

02. App

03. App

04. App

05. App

06. App

07. App (

FAQ )

08. App

09. App

()

App

01. App

02. App

03. App

04. App

05. App

06. App

116

07. App

08. App

09. App

10. App

11. App

12. App

13. App

14. App

15. App

16. App

17. App

18. App

19. App

App

01. App

02. App(

)

03. App

04. App

05. App

117

App

01.

App

02.

App

03.

App

04. App

App

05.

App

06.

App

07. App

App

08. App

09. App

10. ()

App

11. ()

12. ()

1.

2.

20 20-29 30-39 40-49

50-59 50-59

118

3.

4.

5-6 3-4

1-2 1-3

5. App

10,000 10,000 ~19,999

20,000 ~29,999 30,000 ~39,999

40,000 ~49,999 50,000

6. ?

()

()

()

~~

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