情緒對科技接受模式影響之研究

Abstract

在Davis提出科技接受模式(TAM)之後，即被廣泛的應用在各領域，藉以測量資訊科技使用者之使用意圖及行為，而對於科技接受模式中知覺易用性之前因也逐漸受到重視。過去的研究多以外生變項作為其前因進行探討，但內生變項仍有不可忽視之重要性。在內生變項的眾多因素之一，包括了情緒因素。情緒為影響人類行為之重要因子，因此日漸受到重視。但雖然情緒對科技接受模式之影響的研究雖然日漸增多，卻仍然缺乏利用有系統的框架，對各情緒進行整體分析的研究。 本研究將以Facebook的台灣使用者為研究對象，探討使用者情緒是否會影響使用者的知覺易用性。整體架構將以科技接受模式(Davis and Arbor, 1989)為基礎，並採用Beaudry和Pinsonneault在2010年提出的情緒分類框架，探討各類型情緒對於使用者的影響，並對驗證之假設進行討論，進行實證研究，為線上服務提供者擬定可行的策略建議。

Due to the credibility of measuring intention of use and behavior of technology users, Technology Acceptance Model (Davis and Arbor, 1989) has been broadly used in different fields. Therefore, there has been more and more emphasis put on the antecedents of the model. In the past, most of research used external variables as the antecedents, but the internal variables should not be ignored; among the internal variables, emotion is one of the most essential ones since it plays an important role in affecting the behavior of human being, but there has not been enough research for this important topic. This research would based on TAM and combine a emotion framing method (Beaudry and Pinsonneault, 2011) to investigate how emotions can affect users’ perceived ease of use. The survey data would be collected from the Facebook users in Taiwan. The study would also five some administrative suggestion and strategic advice in the end.