信任對知識使用意願之影響—以奇摩知識+為例

Abstract

Yahoo!奇摩是台灣很成功的一個入口網站，並提供了許多免費線上服務。Alexa.com的資料顯示，奇摩知識＋是Yahoo!奇摩相當重要的流量來源。奇摩知識＋屬於問答網站，網友們可在上面進行提問，並藉由眾人智慧之幫助，快速地找到其想要的答案。近來國外問答網站的業者致力於提昇網站上的解答品質，並嘗試吸引更多知識能力較強的人至網站上。當其他人知道該網站能夠提供較佳的解答時，會更願意至此網站上尋求幫助，有助於帶動網站的成長。 人們是否願意仰賴這些網站上之資訊內容，與提問者對於解答者在各方面的信任程度息息相關。過去研究大多探討電子商務平台的信任發展，本研究則檢驗知識分享平台上使用者之間的信任，是否會對網友的使用意願產生影響。 奇摩知識＋係由網路科技所建構出來的虛擬社群，故本研究將以科技接受模型並結合信任變數，對於使用者的知識使用意願進行預測。從實證研究中，我們發現信任會直接以及間接地透過知覺有用性對知識使用意願產生影響。此外，我們發現知覺易用性會分別透過信任以及知覺有用性影響使用意願。值得一提的是，與以往針對B2C所得到的研究結果不同之處在於，知覺易用性並不會直接影響使用意願。最後，根據本研究所得到的結論，給予後續研究者一些未來的研究方向，並提供網站經營者們一些實務上的建議。

Yahoo!Kimo has been one of successful portals in Taiwan. This web site provides many free online services which attract users for revisits. Among them, Yahoo! Answers has gained its popularity in recent years in which users could ask questions and obtain the answers online from the supporting/participating people network. This Q&A nature did change the way people interact and mangers of such portal (social network) look for the way to appeal to knowledge givers and knowledge takers for their willingness to attend. However, there is limited literature on this regard. Many of related studies examine this issue on B2C setting in that the trust and acceptance on platform or virtual firm are studied. Given the voluntary nature of Yahoo! Answers, the “people” elements are crucial for the success of the web site. This study examines the user intention based on Technology Acceptance Model and user trust model. An empirical study was conducted and results were analyzed. The results indicate that using intention is influenced by perceived usefulness and that perceived usefulness is influenced by trust. Perceived usefulness mediates between trust and using intention, although trust can also have direct effect on using intention. Perceived ease of use will influence using intention; trust and perceived usefulness mediates between perceived ease of use and using intention. Compared with the results in B2C, perceive ease of use don’t have direct effect on using intention. Finally, we give some future research suggestions to later researchers, and provide some practical opinions to website managers.