運用科技準備度與科技接受模型探討公共圖書館使用者使用數位服務科技之意願－以國立臺中圖書館為例

Abstract

本研究整合科技接受模型與科技準備度，以系統化且客觀的方式探析使用者對公共圖書館數位服務科技的使用態度與意願，做為未來圖書館引進數位服務科技之重要參考依據，進而研礙配適之策略以提高使用者的體驗意願。本研究採用問卷調查法，受測者為曾經使用過國立臺中圖書館數位體驗區的讀者，完成資料蒐集與編碼後，採用探索性因素分析檢測科技準備度的建構效度，再以驗證性因素分析測量實證資料與理論模型相符的程度，接著利用結構方程模式檢定本研究架構之因果關係假說，利用階層式迴歸分析方法來探討變數間之干擾效果，最後，利用K-Means集群分析將受測者依據科技準備度進行分群。研究結果發現（1）科技接受模型能有效預測公共圖書館使用者數位服務科技之使用態度與意願，也就是「感覺有用」和「感覺好用」這兩個因素可用來衡量和解釋公共圖書館數位服務科技為使用者接受的程度；（2）「樂觀」及「創新」正向的科技準備度對科技接受模型具有干擾效果，「不適應」及「不安全」負向的科技準備度則無顯著干擾效果；（3）依科技準備度可將國立臺中圖書館使用者分成探索者、先驅者、懷疑者、執著者及落後者；（4）五種類型使用者使用數位服務科技之意願高低，依序為探索者＞先驅者＞執著者＞落後者＞懷疑者。最後，本研究並根據研究結果提出六項建議，供公共圖書館未來引進數位服務科技之參考，包括：（1）持續推廣及宣傳數位服務科技；（2）規劃適當的數位服務科技使用空間；（3）應用穩定性高的數位服務科技；（4）設計人性化的數位服務科技界面；（5）提供數位服務科技之使用手冊；（6）提供不同客群配適的服務策略。

The study used Technology Acceptance Model (TAM) and Technology Readiness (TR) to explore user’s attitude and willingness to use digital service technology in the public library. The study used questionnaire investigation. Questionnaires were distributed to those who had used the technology service in National Taichung Library Digital Experience Area. After data collection and coding, performed exploratory factor analysis to test construct validity and performed confirmatory factor analysis to verify theory is consistent with model or not. Following structure equation modeling to verify causal relation supposition in the study. And then, hierarchical regression analysis was adopted to explore moderating effect between factors. Finally, K-Means cluster analysis was applied to group users by TR. The Results showed that (1) Technology Acceptance Model can predict the public library user’s attitude and willingness to use digital service technology. (2) Optimism and innovation have moderating effect between factors of adopting digital technology and attitude toward using digital service technology. Discomfort and insecurity doesn’t have any moderating effect between factors of adopting digital technology and attitude toward using digital technology. (3) According to TR, National Taichung Library users could be separated to five types, they are explorers, pioneers, skeptics, paranoids, and laggards. (4) The high to low intention to use the digital technology for these five types users were: explorers > pioneers > paranoids > laggards > skeptics. Based on the results, six suggestions were raised as follows. (1) Continue to promote the digital service technology. (2) Plan the appropriate space for digital service technology area. (3) Apply high stability digital services technology. (4) Design user-friendly interface for digital services technology. (5) Provide user manual for digital services technology. (6) Prodive different service strategy to different user groups.