智慧型手機導航是近年來最多人使用的導航工具，Google地圖由於免費及方便使用，在安卓(Android)及蘋果(I Phone)手機系統中為大多數人所採用。
本研究主要是以科技接受模型(TAM)與資訊系統成功模式(D&M)，作為探討台灣手機使用者對行動地圖使用意向之主要研究架構，並加以實證。
本研究問卷之蒐集以網路問卷與紙本問券為主，問卷共發放 500 份，回收415 份，回收率為83%，在刪除填答不完整與有一致性填答情況之無效問卷 50 份後，共獲得有效問卷 365 份。

本研究之重要結果如下：(1) 如果手機使用者對 Google地圖的「資訊品質」越高則對「知覺有用性」越高(路徑係數 0.982);(2) 如果手機使用者對 Google地圖的「系統品質」越高則對「知覺易用性」越高(路徑係數 0.706);(3) 如果手機使用者對 Google地圖的「知覺有用性」越高則對「使用態度」越高(路徑係數 0.678);(4) 如果手機使用者對 Google地圖的「知覺易用性」越高則對「使用態度」越高(路徑係數 0.323);(5) 如果手機使用者對 Google地圖的「 使用態度 」越高則對「使用意向」越高(路徑係數 0.802)。

Smart phone navigation has been widely used in recent years. The Google Maps, free and convenient, has been downloaded by most people using Android or iPhone systems.
The current study aimed to examine intention to use mobile maps among Taiwanese smart phone users in light of Technology Acceptance Model (TAM) and D&M IS Success Model.
Online questionnaires and hard copies were employed for data collection. A total of 500 questionnaires were distributed and 415 questionnaires were collected, resulting in a 83% response rate. A total of 50 questionnaires were invalid due to incomplete responses and
consistent responses. Therefore, 365 valid questionnaires were collected.

The results were as follows:
1.The higher the smart phone users’ perception on “information quality” of the Google Maps, the higher the “perceived usefulness” (t = 0.982).
2.The higher the smart phone users’ perception on “system quality” of the Google Maps, the higher the “perceived ease of use”
(t = 0.706).
3.The higher the smart phone users’ perception on “perceived usefulness” of the Google Maps, the higher the “attitude toward use” (t = 0.678).
4.The higher the smart phone users’ perception on “attitude toward use” of the Google Maps, the higher the “attitude toward use”
(t = 0.323).
5.The higher the smart phone users’ perception on “perceived ease of use” of the Google Maps, the higher the “intention to use”
(t = 0.802).

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究對象與範圍 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 行動地圖演進與GOOGLE地圖現況 7
第二節 科技接受模型(TAM)相關理論 15
第三節 資訊系統成功模式( D & M ) 21
第四節 變數之間的關係與假說推導 23
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假設 26
第三節 研究變數操作型定義與衡量27
第四節 問券設計 33
第五節 資料蒐集方法 35
第六節 資料分析方法 37
第四章 資料分析 41
第一節 人口學資料與各研究構面之分布情形及現況 41
第二節 皮爾森相關係數分析 44
第三節 共同方法變異之檢定 46
第四節 信度分析與效度分析 47
第五節 整體模式分析 52
第六節 結果與討論 57
第五章 結論與建議 59
第一節 結論 59
第二節 學術暨管理意涵建議 60
第三節 研究限制與後續研究建議 61
參考文獻 63
中文部分 63
英文部分 65
附錄一 正式問券 69

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