消費者特質對手機行動上網抵制行為影響之研究－以功能障礙與心理障礙為干擾變項

The Effect of Consumer Characteristics on Innovation Resistance in Mobile Internet:Functional Barriers and Psychological Barriers as a Moderator

本研究主要目的在於探討消費者特質對手機行動上網抵制行為之影響，並以功能障礙及心理障礙為干擾變項，進行消費者特質與創新抵制之關係進行探討。研究對象為15 歲~45 歲的手機使用者，於中華電信M3Q 網路問卷平台進行問卷施測，共獲有效問卷646 份。以描述性統計分析、驗證性因素分析(CFA)及階層迴歸分析來驗證研究假設。研究結果發現，對於手機行動上網而言，消費者特質對創新抵制有負向影響。再者，手機使用者的功能障礙，會增強消費者特質對創新抵制的影響；且心理障礙也會增強消費者特質對創新抵制之影響。依據上述結果，電信業者未來應注重消費者特質，並設法消除消費者的功能障礙與心理障礙，以降低其對手機行動上網的抵制行為。

The main purpose of this study is to investigate the influence of consumercharacteristics on innovation resistance in the mobile internet， and the moderating effect of the functional barriers and psychological barriers in relation to consumer characteristics and innovation resistance. With this purpose in mind， an online questionnaire survey (M3Q)was conducted on mobile phone users aged 15 to 45， with 646 questionnaires collected.The data were analyzed using Descriptive Statistic and Analysis，Confirmatory Factor Analysis， and Hierarchical Regression. Research findings showed that consumer characteristics can negatively impact the innovation characteristics of the mobile internet.In addition， both functional barriers and psychological barriers experienced by the mobileuser can increase the impact of consumer characteristics on innovation resistance.According to the above results， mobile phone carriers should focus on consumer characteristics and eliminate both functional and psychological barriers experienced by mobile phone users in order to reduce innovation resistance to the mobile internet.