近十幾年來，隨著資、通訊技術的進步與行動裝置的普及，進一步帶動行動經濟的成長，自2008年起由蘋果公司帶動的行動應用潮流，促使各家軟體業者大舉搶攻行動應用服務市場，隨著競爭的白熱化，如何能在這塊大餅裡獲得最多客戶的青睞，儼然已成為業者們關注的焦點。行動應用服務有著不同於以往信任構成的特性，且業者與消費者的互動，係透過業者制定的機制進行；因此，業者如何透過提供的機制獲得更多消費者的信任，是業者能否擁有穩定客群的重要關鍵。
本研究依據過往諸多學者的研究概念與衡量指標，並採用期望失驗理論的問法設計題項，以預期心理與實際使用後的差異獲得行動應用服務消費者信任分數，以5位前測受測者填答結果微調題項語意及內容後進行試測；在排除未完整填答及重複填答後，針對剩下的195份有效問卷，進行探索性因素分析、樣本同質性檢定、驗證性因素分析及理論效度建構，最終提出一行動應用服務消費者信賴度總量表。研究結果期望能提供學術界及產業界參考。

In decade, with the advancement of information and communication technology (ICT) and popularization of mobile devices, further driving the growth of the mobile economy. Since 2008, the trend of mobile applications driven by Apple has prompted software companies to aggressively attack the mobile application service market. With the fierce competition, how to get the most customers has become the focus of the industry. Mobile application service has different characteristics from the past trust, and the interaction between industry and cusumer is carried out through the mechanisms established by the operators. Therefore, how the industry won the most consumer’s trust, is the key for the industry to have a stable customer base.
The study is based on many scholars’ research concepts and measurement indicators, and designing question items by adopts Expectancy Disconfirmation Theory, the mobile application service trust score is obtained by the difference between expected psychology and the actual use. For the 195 valid samples, exploratory factor analysis, sample homogeneity verification, confirmatory factor analysis and theoretical validity construction were carried out, and finally proposed a mobile application service consumer trust scale. The results of this study are expected to provide a reference for academia and industry.

誌謝 I
摘要 II
ABSTRACT III
目錄 IV
圖目錄 VII
表目錄 VIII
第一章 緒論 1
第一節 研究背景 1
一、全球行動網路規模 1
二、台灣行動網路規模 3
第二節 研究動機 6
第三節 研究目的 7
第四節 研究對象與範疇 8
第五節 研究流程 8
第二章 文獻探討 11
第一節 行動應用服務 11
第二節 信任 12
一、信任歷史與定義 12
二、信任發展與電子化信任 14
第三節 任務-科技適配理論 17
第四節 資訊系統成功模式 18
一、資訊系統成功模式之修正 19
二、修正後資訊系統成功模式與行動應用服務 20
第五節 動機理論 21
第六節 使用與滿足理論 22
第七節 反映性模式與形成性模式之區別 25
第三章 研究方法 27
第一節 研究模式 27
第二節 研究變項之操作型定義 30
第三節 問卷設計 38
第四節 統計方法與研究工具 39
第四章 資料分析 40
第一節 問卷設計 40
第二節 樣本蒐集與整理 40
第三節 樣本穩定性 41
一、無反應偏差分析 41
二、隨機性分析 41
三、共同方法偏誤 43
第四節 基本資料敘述統計分析 44
一、填答者個人基本資料分析 44
二、填答者行動應用服務基本資料分析 49
第五節 效度與信度分析 58
一、探索性因素分析 58
二、驗證性因素分析 66
三、形成性模式之驗證與理論效度 71
第六節 量表優化與最終成果 76
第五章 結論與建議 78
參考文獻 81
附錄一：紙本問卷 90
附錄二：網路問卷 103
附錄三：優化後行動應用服務消費者信賴感總量表 127

中文部分：
1.國家發展委員會，個人家戶數位機會調查，https://www.ndc.gov.tw/cp.aspx?n=55c8164714dfd9e9。
2.工業技術研究院產業經濟與趨勢研究中心產業情報網，http://ieknet.iek.org.tw/。
3.財團法人資訊工業策進會創新應用服務研究所FIND，https://www.find.org.tw/index.aspx。
4.林晉寬，1999，團隊信任與研究發展績效之關係。科技管理學刊，第四卷第一期，207-221。
5.邱顯貴，2002，電子商務網站信任管理之研究。國立政治大學資訊 管理研究所博士論文。
6.翁秀琪，(1996)，《大眾傳播理論與實證》。台北：三民書局。
英文部分：
1.Agarwal, R., Karahanna, E. (2000). “Time Flies When You’re Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage”, MIS Quarterly, 24(4): 665-694.
2.Agarwal, R., Venkatesh, V. (2002). “Assessing a Firm's Web Presence: A Heuristic Evaluation Procedure for the Measurement of Usability”, Information Systems Research, 13(2): 168-186.
3.Aladwani, A.M., Palvia, P.C. (2002). “Developing and validating an instrument for measuring user-perceived web quality”, Information Management, 39: 467-476.
4.Alderton, M. (2013). “The value proposition”, PM Network, 27(8), 40-45.
5.Ballantine, J., Bonner, M., Levy, M., Martin, A., Munro, I., Pwoell, P. (1996). “The 3-D Model of Information Systems Success: The Search of the Dependent Variable Continuous”, Journal of Information Resources Management, 9(4): 5-14.
6.Bauer, H. H., Grether, M., Leach, M. (2002). “Building Customer Relations Over the Internet”, Industrial Marketing Management, 31(2): 155-163.
7.Blau, P. M. (1964). Exchange and Power in Social Life. John Wiley and Sons. New York.
8.Bollen, K. A., Lennox, R. (1991), “Conventional Wisdom on Measurement: A Structural Equation Perspective,” Psychological Bulletin, 10(2): 305-314.
9.Boon, S.D., Holmes, J.G. (1985). “The Dynamics of Interpersonal Trust：Resolving Uncertainty in the Face of Risk”, in Robert A. Hinde & Jo Groebel (eds.), Cooperation and Personal Behavior, New York: Cambridge University, 190-211.
10.Boyle, R., Bonacich, P. (1970). “The development of trust and mistrust in mixed-motive games”, Sociometry, 33(2): 123-139.
11.Butler Jr., J. K. (1991). “Toward Understanding and Measuring Conditions of Trust: Evolution of a Conditions of Trust Inventory”, Journal of Management, 17(3): 643.
12.Child, J. (2001). “Trust: The Fundamental Bond in Global Collaboration”, Organization Dynamics, 29(4): 274-288.
13.Dasgupta, P. (1988). “Trust as a commodity”, In D. G. Gambetta (Ed.), Trust, 49-72. New York: Basil Blackwell.
14.Davis, F. D. (1989). “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS Quarterly, 13(3): 319-339.
15.Davis, F.D., Bagozzi, R.P., Warshaw, P.R. (1992). “Extrinsic and intrinsic motivation to use computers in the workplace”, Journal of Applied Social Psychology, 22: 1111–1132.
16.Deighton, J. (1996). “The Future of Interactive Marketing”, Harvard Business Review, 151-152.
17.DeLone, W. H., McLean, E. R. (1992). “Information Systems Success: The Quest for the Dependent Variable”, Information Systems Research, 3(1): 60-95.
18.DeLone, W. H., McLean, E. R. (2003). “The DeLone and McLean Model of Information Systems Success: A Ten-Year Update”, Journal of Management Information Systems, 19(4): 9-30.
19.Deutsch, M. (1958). “Trust and suspicion”, Journal of Conflict Resolution, 2(4): 265–279.
20.Deutsch, M. (1960). “The pathetic fallacy: An observer error in social perception”, Journal of Personality, 28(3): 317-332.
21.Dholakia, U. M., Bagozzi, R. P., Pearo, L. K. (2004). “A social influence model of consumer participation in network- and small-group-based virtual communities”, International Journal of Research in Marketing, 21(3): 241-263.
22.Dirks, K. T. (2000). “Trust in leadership and team performance: Evidence from NCAA basketball”, Journal of Applied Psychology, 85(6): 1004-1012.
23.Doney, P.M., Cannon, J.P. (1997). “An examination of the nature of trust in buyer-seller relationships”, Journal of Marketing 61 (2), 35-51.
24.Doney, P. M., Cannon, J. P., Mullen, M. R. (1998). “Understanding the influence of national culture on the development of trust”, Academy of Management of Review, 23(3): 601-620.
25.Farris, G. F., Senner, E. E., Butterfield, D. A. (1973). “Trust, Culture, and Organizational Behavior”, Industrial Relations, 12(2): 144-157.
26.Frost, T., Stimpson, D. V., Maughan, M. R. (1978). “Some correlates of trust”, Journal of Psychology, 99(1): 103-108.
27.Gabarro, J. J. (1978). “The development of trust, influence, and expectations.” In A. G. Athos & J. J. Gabarro (Eds.), Interpersonal behaviors: Communication and understanding in relationships (pp. 290 –303). Englewood Cliffs, NJ: Prentice Hall.
28.Ganesan S. (1994). “Determinants of Long-Term Orientation in Buyer-Seller Relationships”, Journal of Marketing, 58(2): 1.
29.Gefen, D. (2000). “E-commerce: The role of familiarity and trust”, Omega, 28: 725-737.
30.Gefen, D., Karahanna, E., Straub, D.W. (2003). “Trust and TAM in online shopping: An integrated model”, MIS Quarterly, 27(1): 51-90.
31.Gefen, D., Straub, D. W. (2004). “Consumer Trust in B2C E-Commerce and the Importance of Social Presence: Experiments in E-Products and E-Services”, Omega: The International Journal of Management Science, 32: 407-424.
32.Giffin, K. (1967). “The contribution of studies of source credibility to a theory of interpersonal trust in the communication process”, Psychological Bulletin, 68(2): 104-120.
33.Gilbert, T. A., Tang, L. P. (1998). “An examination of organizational trust antecedents”, Public Personnel Management, 27(3): 321-325.
34.Good, D. (1988). “Individuals, interpersonal relations, and trust”, In D. G. Gambetta (Ed.), Trust, 131-185. New York: Basil Blackwell
35.Goodhue, D. L., Tompson, R. L. (1995). “Task-Technology Fit and Individual Performance”, MIS Quarterly, 19(2): 213.
36.Harris, R. J. (1985). “A primer of multivariate statistics (2nd ed.)”, New York: Academic Press.
37.Hirschman, E.C., Holbrook, M. B. (1982). “Hedonic Consumption: Emerging Concepts, Methods and Propositions”, Journal of Marketing, 46 (3): 92-101.
38.Hoffman, D.L., Novak, T. P. (1996). “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations”, Journal of Marketing, 60: 50-68.
39.Holbrook, M. B. (1994), “The Nature of Customer Value: An Axiology of Services in the Consumption Experience” In Service Quality: New Directions in Theory and Practices, edited by R. Rust and R. L. Oliver, Sage, CA: Newbury Park, 21-71.
40.Holbrook, M. B. (1999). “Introduction to Consumer Value,” in Morris B. Holbrook (eds) Consumer Value: A Framework for Analysis and Research, Routledge, New York, 1-28.
41.Hosmer, L. T. (1995). “Trust: the connecting link between organizational theory and philosophical ethics”, Academy of Management Review, 20: 379-403.
42.Hovland, C.I., Janis, I.L., Kelley, H.H. (1953). “Communication and persuasion: Psychological studies of opinion change”, New Haven, CT: Yale University Press.
43.Jarvis, C. B., Mackenzie, S. B., Podsakoff, P. M. (2003). “A critical review of construct indicators and measurement model misspecification in marketing and consumer research”, Journal of consumer research, 30(2): 199-218.
44.Javenpaa, S. L., Knoll, K., Leidner, D.E. (1998). “Is anybody out there: Antecedents of trust in global virtual teams”, Journal of Management Information Systems, 14(4): 29-64.
45.Johnson-George, C. Swap, W. C. (1982). “Measurement of specific interpersonal trust: Construction and validation of a scale to assess trst in a specific other”, Journal of Personality and Social Psychology, 43(6): 1306-1317.
46.Jones, A. P., James, L. R., Bruni, J. R. (1975). “Perceived leadership behavior and employee confidence in the leader as moderated by job involvement”, Journal of Applied Psychology, 60(1): 146-149.
47.Jones, M. A., Reynolds, K.E., Arnold, M.J. (2006). “Hedonic and Utilitarian Shopping Value: Investigating Differential Effects On Retail Outcomes”, Journal of Business Research, 59(9): 974-981.
48.Katz, E., Blumler, J., Gurevitch, M. (1974). “Utilization of mass communication by the individual”. In J. Blumler & E. Katz (Eds.), The uses of mass communication: Current perspectives on gratifications research, 19-34. Beverly Hills, CA: Sage.
49.Kee, H. W., Knox, R. E. (1970). “Conceptual and methodological considerations in the study of trust and suspicion”, Journal of Conflict Resolution, 14(3): 357-366.
50.Kini, A., Choobineh, J. (1998). “Trust in electronic commerce: Definition and theoretical considerations”, IEEE System Sciences, Proceedings of the Thirty-First Hawaii International conference, 51-61.
51.Koufaris, M., Hampton-Sosa,W. (2002). “Customer Trust Online: Examining The Role of The Experience with The Web Site”, Department of Statistics & Computer Information Systems Zicklin School of Business, Baruch College.
52.Koufaris, M., Hampton-Sosa, W. (2004). “The Development of Initial Trust in an Online Company by New Customers”, Information and Management, 41: 377-397.
53.Kumar, N., Scheer, L. K., Steenkamp, J. E. M. (1995a). “The effects of perceived interdependence on dealer attitudes”, Journal of Marketing Research, 32(3): 348-357.
54.Lewicki, R. J., Bunker, B. B. (1996). “Developing and maintaining trust in work relationships”, In Kramar, R. M., Tyler, T. R. (Eds), Trust in Organizations, Frontiers of Theory and Research: 114-139, CA: sage.
55.Lewis, J. D., Weigert, A. (1985). “Trust as a social reality”, Social Forces, 63(4): 967-985.
56.Lieberman, J. K. (1981). “The litigious society”, New York: Basic Books.
57.Lin, C. (1999). “Online service adoption likelihood”, Journal of Advertising Research, 39: 79-89.
58.Loiacono, E.T., Watson, R.T., Goodhue, D.L. (2000). “WebQual™: A Measure of Web Site Quality”, AMA Winter Educators' Conference Proceedings, 13: 432.
59.Luhmann, N. (1979). “Trust and Power”, Chichester: Wiley.
60.Luhmann, N. (1988). “Familiarity, confidence, trust: problems and alternative.” In Gambetta, D.(Ed). Trust: Making and Breaking Cooperative Relations, Oxford, Blackwell.
61.Luhmann, N. (1997). Die Gesellschaft der Gesellschaft. Frankfurt a.M.: Suhrkamp.
62.Maslow, A. H. (1954). Motivation and personality. New York: Harper and Row.
63.Mathwick, C., N. Malhotra, E. Rigdon (2001). “Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment”, Journal of Retailing, 77: 39-56.
64.Mayer, R. C., Davis, J. H., Schoorman, F. D. (1995). “An integrated model of organizational trust”, Academy of Management Review, 20(3): 709-734.
65.McAllister, D. J. (1995). “Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations”, Academy of Management Journal, 38(1): 24-59.
66.McClelland, D. (1961). The Achieving Society. New York: Van Nostrand and Reinhold.
67.Mcknight, D. H., Cunuuins, L. L., Cheryany, N. L. (1998). “Initial trust formation in new organizational relationships”, Academy of Management Review, 23(3): 473-490.
68.McKnight, D. H., Chervany, N. L. (2002). “What Trust Means in E-Commerce Customer Relationship: An Interdisciplinary Conceptual Typology”, International Journal of Electronic Commerce, 6: 35-59.
69.Mellinger, G.D. (1956). “Interpersonal Trust as a Factor in Communication”, Journal of Abnormal social Psychology, 52: 304-309.
70.Meyer, M. H., Zack, M. H. (1996). “The Design and Development of Information Products”, Sloan Management Review,43-59.
71.Molla, A., Licker, P. (2001). “E-Commerce Systems Success: An Attempt to Extend and Respecify the Delone and Mclean Model of Information Systems Success”, Journal of Electronic Commerce Research, 2(4): 1-11.
72.Molm, L.D., Takahashi, N., Peterson, G. (2000). “Risk and Trust in Social Exchange: An Experimental Test of a Classical Proposition”, The American Journal of Sociology, 105(5): 1396-1427.
73.Moon, J. W., Kim, Y. G. (2001). “Extending the TAM for World-Wide-Web Context”, Information and Management, 38: 217-230.
74.Morris, M., Ogan, C. (1996). “The internet as mass audience”, Journal of Communication”, 46(1): 39-50.
75.Müller-Veerse, F. (2000). Mobile Commerce Report, Durlacher.
76.Novak T. P., Hoffman, D. L. (1998). “Modeling the structure of the flow experience among web users”, INFORMS marketing science and the internet mini-conference MIT.
77.Nunnally, J. C., Bernstein, I. H. (1994) Psychometric theory (3rd ed.). New York, NY: McGraw-Hill, Inc.
78.Pagulayan, R.J., Keeker, K., Wixon, D., Romero, R.L., Fuller, T. (2002). “User-centered design in games”, The humancomputer interaction handbook 28: 883-906.
79.Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). "A conceptual model of service quality and its implication", Journal of Marketing, (49): 41-50.
80.Parasuraman, A., Zeithaml, V., Malhorta, A. (2005). “E-S-QUAL: a multiple-item scale for assessing electronic service quality”, Journal of Retailing 64(1): 12-40.
81.Pitt, L. F., Watson, R. T., Kavan, B. C. (1995). “Service Quality: A Measure of Information systems Effectiveness”, MIS Quarterly, 19(2): 173-187.
82.Porter, L. W., Lawler, E. E., Hackman, J. R. (1975). “Behavior in organizations.”, New York: McGraw-Hill.
83.Rai, A., Lang, S.S., Welker, R.B. (2002). “Assessing the validity of is success models: an empirical test and theoretical analysis”, Information System Research, (13): 50-69.
84.Ranganathan,C., Ganapathy, S. (2002). “Key dimensions of business-to-consumer web sites”, Information Management, 39: 457-465.
85.Reichheld F.F. & Schefter P. (2000). “E-Loyalty: Your Secret Weapon on the Web”, Harvard Business Review.
86.Ring, P. R. Van de ven, A. H. (1992). “Structuring Cooperative relationships between organizations”, Strategic Management Journal, 13(7): 483-498.
87.Robbins, S. P. (1994). Organizational behavior. 3rd ed., New-Jersey: Prentice Hall, Inc.
88.Rosengren, K. E. (1974). “Uses and gratifications: A paradigm outlined”, In J. G. Blumler & E. Katz (Eds.), The uses of mass communications: Current perspectives on gratifications research, 269–286. Beverly Hills, CA: Sage.
89.Rotter, J.B. (1967). “A new scale for the measurement of interpersonal trust”, Journal of Psychology, 35:651-665.
90.Rotter, J.B. (1971). “Generalized Expectancies for Interpersonal Trust”, American Psychologist, 26: 443-452.
91.Rousseau, D. M., Sitkin, S. B., Buit, R. S., Camerer, C. (1998). “Not so different after all across discipline view of trust”, Academy of Management Review, 23(3): 393-404.
92.Rubin, A. M. (1994). “Media uses and effects: A uses and gratifications perspective”, in J. Bryant & D. Zillmann (Eds.), Media Effects: Advances in Theory and Research, 417-436. Hillsdale, NJ: Lawrence Erlbaum.
93.Ruggiero, T. E. (2000). “Uses and gratifications theory in the 21st century”, Mass Communication & Society, 3(1): 33-37.
94.Sangwan, S. (2005). “Virtual Community Success: a Uses and Gratifications Perspective”, Proceedings of the 38th Hawaii International Conference on System Sciences.
95.Seddon, P. B. (1997). “A Respecification and Extension of the DeLone and McLean Model of IS Success”, Journal of Information Systems Research, 8: 240-253.
96.Sharpiro, D. L., Sheppard, B. H., Cheraskin, L. (1992). “Business on a handshake”, Negotiation Journal, 3: 365-377.
97.Smith, J. Brock, Barclay, Donald W. (1991). “The effects of organizational differences and trust on the effectiveness of selling partner relationships”, Journal of Marketing, Vol 61(1): 3-21.
98.Song, I., Larose, R., Eastin, M. S., Lin, C. A. (2004). “Internet gratifications and internet addiction: On the uses and abuses of new media”, Cyber Psychology & Behavior, 7(40): 384-394.
99.Torkzadeh, G., Dhillon, G. (2002). “Measuring Factors that Influence the Success of Internet Commerce”, Information Systems Research, 13(2): 187-204.
100.Venkatesh, V., Brown, S.A. (2001). “A longitudinal investigation of personal computers in homes: Adoption determinants and emerging challenges”, MIS Quarterly, 25(1): 71-102.
101.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.
102.Xu, D. J., Benbasat, I., Cenfetelli, R. (2013). “Integrating Service Quality with System and Information Quality: An Empirical Test in the E-Service Context”, MIS Quarterly, 37(3): 777-794.
103.Zeithaml, Z. A., Gilly, M. C. (1987). “Characteristics Affecting the Acceptance of Retailing Technologies: A Comparison of Elderly and Nonelderly Consumers,” Journal of Retailing, 63(1): 49-68.
104.Zucker, L.G. (1986). “The Production of Trust: Institutional Sources of Economic Structure”, Research in Organizational Behavior, 8: 53-111.
105.Hair, J., Hult, G. T., Ringle, C. M., Sarstedt, M. “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)”, Sage,Thousand Oaks, Calif, USA, 2013.