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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 翁崇雄(Chorng-Shyong Ong) | |
dc.contributor.author | Ching-Hao Yang | en |
dc.contributor.author | 楊景皓 | zh_TW |
dc.date.accessioned | 2021-06-15T03:53:47Z | - |
dc.date.available | 2012-01-01 | |
dc.date.copyright | 2010-07-06 | |
dc.date.issued | 2010 | |
dc.date.submitted | 2010-06-30 | |
dc.identifier.citation | Agarwal, R., & Prasad, J. (1997). The Role of Innovation Characteristics and Perceived Voluntariness in the Acceptance of Information Technologies. Decision Sciences, 28(3), 557-582.
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/44733 | - |
dc.description.abstract | 近年來由於網際網路的革命,全世界掀起了使用社群網站的熱潮。使用人數的激增不僅象徵著社群網站的使用已成為21世紀一種新的線上溝通文化,人群的匯集也因此使得社群網站成為資訊交流的中心而具有商業上的獲利潛力。根據過去學者研究顯示,當人們越涉入社群網站之使用,瀏覽網站的傾向也將趨於強烈而產生購買產品或服務之行為。故由此可知,增進使用者對社群網站之使用意圖不僅可因人群的匯集而達到廣告行銷的利益,更可能驅使其購買產品與服務等後續商業行為。有鑑於此,本研究認為若能剖析造成社群網站使用者使用意圖之前置影響因子並以此建構出整合性模型,對未來社群網站線上服務的提供或相似資訊系統的建置都將是有策略性上助益的。
在過去20年間,TAM(科技接受模式)做為解釋個人使用資訊系統之使用意圖有其良好的代表性。然而本研究認為隨著社會媒體服務的開放、影音多媒體娛樂性的增加以及個人對網路環境隱私、安全性的重視,僅以TAM做為瞭解社群網站使用意圖的前置因子將不足以解釋使用者如此多樣且複雜的使用考量。是故透過相關文獻之檢視,本研究發現TAM2(修正型科技接受模式)、認知愉悅性與信任在近年來已逐漸成為解析個人資訊系統使用意圖的重要因素,因此若能結合此三構面與TAM共同探討,其結果將是多產的。此外,也由於過去相關研究中,學者大多偏向獨立的單一構面進行探討而鮮有整合性架構的提出,因此本研究預期透過三構面的帶入,而以多面向觀點切入使用者對社群網站之使用意圖亦將是具有學術與實務貢獻的。 | zh_TW |
dc.description.abstract | Social networking has been the way we communicate in 21st century now. Today, with the vigorous development of social networking, websites like Twitter、Plurk and Facebook which connect people with friend and other who work, study and live around them have been proven to be successful information systems with commercial potential either in marketing or customer relationship management(CRM). Moreover, evidences also proved that people who engage in social networking websites would more tend to purchase the products or service recommended. As a result, analyzing user’s intention to use has been a valuable issue, which means if we could unveil the elements which induce people participate in social networking websites, in the meanwhile, we could also figure out what kinds of service should be provided and make these websites more profitable.
During the past 20 years, although TAM(Technology Acceptance Model) has been a popular model in explaining intention to use on IS field, however, due to the lack of considering social media service、user’s perceived enjoyment from multimedia and the growing concern about privacy and security, it seems that TAM is no longer a suitable model and is necessary to be refined by extended constructs. Therefore, according to recent literature reviews, in this research we dedicate to combine three popular and gradually mature constructs — TAM2、perceived enjoyment and trust as an integrated model. By means of the integrated model, we not only expect a more extensive perspective upon social networking websites in academic field but also assist operators of social networking websites to see the whole picture and find out what there customers really need! | en |
dc.description.provenance | Made available in DSpace on 2021-06-15T03:53:47Z (GMT). No. of bitstreams: 1 ntu-99-R97725006-1.pdf: 758659 bytes, checksum: 893554fafd883c90298d8909b77b9828 (MD5) Previous issue date: 2010 | en |
dc.description.tableofcontents | 謝辭 ...............................................................................................................Ⅰ
論文摘要 .........................................................................................................Ⅱ THESIS ABSTRACT .....................................................................................Ⅲ 目錄 ...............................................................................................................Ⅴ 表次 ...............................................................................................................Ⅷ 圖次 ...............................................................................................................Ⅸ 第一章 緒論 ................................................................................................. 1 第一節 研究背景與動機 ...................................................................... 1 第二節 研究目的 ................................................................................. 5 第二章 文獻探討 ........................................................................................ 6 第一節 理性行為理論(TRA) ............................................................... 6 第二節 科技接受模式(TAM)與修正型科技接受模式(TAM2) ........... 7 第三節 認知愉悅性 .............................................................................12 第四節 信任 ....................................................................................... 15 第五節 社群網站之使用意圖 ........................................................... 16 第三章 研究方法 ...................................................................................... 20 第一節 研究架構 ............................................................................... 20 第二節 研究假設 ............................................................................... 24 第三節 變項定義與操作 ................................................................... 25 3.3.1 修正型科技接受模式(TAM2) ............................................ 25 3.3.2 認知愉悅性(PE) ................................................................ 27 3.3.3 信任(Trust) ...................................................................... 28 3.3.4 使用意圖(INT) .................................................................. 28 第四節 問卷設計 ............................................................................... 29 第五節 問卷發放與回收 ................................................................... 33 第六節 資料分析方法 ....................................................................... 34 第四章 實證結果與分析 .......................................................................... 35 第一節 人口統計變項分析及檢定 ................................................... 35 第二節 測量模式分析 ....................................................................... 38 4.2.1 信度分析 ............................................................................ 39 4.2.2 效度分析 ............................................................................ 40 4.2.2.1 探索性因素分析(EFA) ............................................ 40 4.2.2.2 收斂效度 ................................................................. 43 4.2.2.3 區辨效度 ................................................................. 46 第三節 結構模式分析 ...................................................................... 47 4.3.1 研究模型之配適度檢測 ................................................... 47 4.3.2 研究構面間之路徑係數顯著性檢測 ............................... 48 第四節 調節變項效果檢測 .............................................................. 50 第五章 結論與建議 ................................................................................. 54 第一節 研究結論 ....................................................................... 54 第二節 學術貢獻 ....................................................................... 56 第三節 實務建議 ....................................................................... 57 第四節 研究限制與未來研究建議 ........................................... 59 參考文獻 ................................................................................................... 61 | |
dc.language.iso | zh-TW | |
dc.title | TAM2、認知愉悅性與信任對社群網站使用意圖之研究 | zh_TW |
dc.title | Analyzing the Impact of TAM2、Perceived Enjoyment
and Trust on Intention to Use in Social Networking Websites | en |
dc.type | Thesis | |
dc.date.schoolyear | 98-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 汪志堅(Chih-Chien Wang),黃恆獎(Heng-Chiang Huang) | |
dc.subject.keyword | 社群網站,使用意圖,TAM,TAM2,認知愉悅性,信任, | zh_TW |
dc.subject.keyword | Social Networking Website,Intention to Use,TAM,TAM2,Perceived Enjoyment,Trust, | en |
dc.relation.page | 69 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2010-07-01 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 資訊管理學研究所 | zh_TW |
顯示於系所單位: | 資訊管理學系 |
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