(中国电子商务市场之研究-以即时通讯为例).docx

TowardsanUnderstandingofE-CommerceinChina-UsingInstantMessaging(中國電子商務市場之研究-以即時通訊為例)林娟娟東吳大學資訊科學系HYPERLINK"mailto:[e-mail]"[e-mail]林政毅東吳大學資訊科學研究所HYPERLINK"mailto:[e-mail]"[e-mail]AbstractRecently,InstantMessaging(IM)hasbeenwidelydiscussed.Basedonthecontentofdiscussion,wecanobservethatIMisgraduallybecomingaveryoutstandingcommercialcommunicationtool.Asthenumbersofusersgrowtremendously,theemergingcommercialopportunitiesareattractingmanyinvestors’intereststoenterthismarketaggressively.TheincreasingnumberofworldwideIMsubscribersandthefastgrowingonlinerevenueboostthepotentialofIMasakeybusinessopportunityinChina.ThesuccessinthisbusinessreliesontheunderstandingofthedemandsofcustomersandtheeffectivepromotionofIMusages.ThusthisresearchwillexplorethedeterminingfactorsmotivatingindividualstopayforIMservicesinChina.TheTechnologyAcceptanceModel(TAM)isconsideredasthebasicmodel.TobetterreflectIMcontext,theresearchmodelalsoincorporatesPerceivedServiceQuality,PerceivedExperienceandPerceivedTrust.ThecausalrelationshipsbetweenthetheoreticalconstructsusedintherevisedTAMwillbeexaminedtounderstandIMusers’behaviortowardspayinginIM.Keywords:IM,InstantMessaging,IndividualBehavior,China.1.IntroductionInChina,E-Commercehasgrownrapidlyinthepastfewyears.In1997,therewereonly670,000InternetusersinChinaandthenumberhasremarkablyjumpedto103millionbytheendofJune,2005.IntermsofInternetmarketsize,ChinaE-Commercereached320billionRenMinBi(RMB,thecurrencyofChina)bytheendof2004andisexpectedtoreach1,700billionRMB(equivalentto6,800billionNewTaiwanDollar;NTD)by2007(iResearchInc,2005iResearchInc.,ReportofChinaB2BE-CommerceAnalysisin2004,May2005,www.iresearch.com.cn.).