臺灣博碩士論文加值系統

電動輔助自行車(E-bike)近年在歐美自行車市場掀起一陣新風潮，相較於傳統自行車，電動輔助自行車除了原本的腳踏車結構外，透過電動馬達與鋰電池輔助，大幅減少騎乘者在上坡或疲憊時的負擔並增加騎乘距離，同時保留踩踏腳踏車的原始騎乘樂趣。

本研究之研究對象主要針對騎乘過電動輔助自行車(E-bike)的使用者，採用電子問卷發放，為確保填答者為上述群體，將設計完成之問卷提供給單車租借廠商，讓消費者騎乘過後填答。

本研究透過問卷調查進行樣本資料分析，使用SPSS 24.0進行敘述性統計、信度與效度分析，並透過SMARTPLS進行驗證性模型及路徑分析驗證假說。

研究結果顯示 9 項假說中有 2 項不成立，即相對優勢及相容性對使用態度無顯著正向影響。其中，知覺易用性影響知覺有用性最為強烈，而知覺有用性影響使用意圖第二強烈，因此當消費者認為電動輔助自行車越容易上手時，會產生對生活有幫助之想法，進而想要使用。

本研究在電動輔助自行車(E-bike)於國內市場尚未普及之際，嘗試探討可能影響消費者對於電動輔助自行車(E-bike)採用意願之相關因素，希望為未來產品商品化上提供實證資料，從消費者導向之觀點，幫助政府與電動輔助自行車(E-bike)產業相關業者作為在行銷與推廣上之參考。

In recent years, the electric-assisted bicycles (E-bike) have set off a whole new trend in the European and American bicycle market. Comparing with the traditional design, the operation of electric-assisted bicycle was supported by an additional electric motor and lithium battery, which greatly reduces the rider’s burden and tiredness when climbing uphill and significantly increases the riding distance while retaining the original riding pleasure of pedaling.

The research object of this study aims on users who have used electric assisted bicycles and the questionnaire was distributed by the form of electronic questionnaire. In order to ensure that the respondent corresponds the target group, the questionnaire will be provided to the bicycle rental, and will be provide to the consumers who have finished their ride.

This study conducts sample data analysis through questionnaires, applying SPSS 24.0 for narrative statistics, reliability and validity analysis, and the verification model and path analysis verification hypothesis are carried out through SMARTPLS.

The results of the study shows that two of the nine hypotheses were invalid, that is, the relative advantage and compatibility had no significant positive impact on the attitude of use. Among these factors, perceptual ease of use had a significant effect on the perceptual usefulness, and the effect which perceptual usefulness affects the intention to use took the second place. Therefore, when consumers consider that the electric-assisted bicycle is handier, they will think that the product might benefit their daily life and willing to adopt it.

This study attempts to discuss the factors that may affect consumers' willingness to adopt electric-assisted bicycle while the electric-assisted bicycle is not yet popular in the domestic market, and hope to provide empirical information for the future commercialization of products. The advices will be based on the perspective of consumer orientation, and be provide to the government and electric-assisted bicycle industry or related industry as a reference in marketing and promoting.

摘要 i
Abstract ii
目次 iv
表目次 vi
圖目次 vii
第一章　緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究流程 2
第二章　文獻探討與理論推導 4
2.1電動輔助自行車 4
2.2科技接受理論 4
2.3創新擴散理論 6
2.3.1創新的特性 6
2.3.2創新擴散階段 7
2.3.3創新採納者特質 7
2.4研究架構 8
第三章　研究方法 10
3.1研究假說 10
3.2變數定義與衡量 11
3.2.1知覺有用性(perceived usefulness) 11
3.2.2知覺易用性(perceived ease of use) 11
3.2.3相對優勢(relative Advantage) 12
3.2.4相容性(Compatibility) 12
3.2.5可試用性(Trialability) 12
3.2.6可觀察性(Observability) 13
3.2.7使用態度(Attitude Toward Using) 13
3.2.8行為意圖(Behavior Intention to Use) 13
3.3資料收集與分析方法 14
3.3.1敘述性統計分析 14
3.3.2信度分析 14
3.3.3效度分析 14
3.3.4 偏最小平方法 14
第四章　資料分析 16
4.1樣本結構分析 16
4.2信度分析 17
4.3效度分析 18
4.3.1收斂效度檢測 18
4.3.2區別效度檢測 20
4.4結構模型檢測 22
第五章　結論與建議 25
5.1 研究結論與說明 25
5.1.1 知覺易用性對知覺有用性之影響 25
5.1.2知覺有用性對使用意圖之影響 25
5.1.3知覺有用性對使用態度之影響 25
5.1.4知覺易用性對使用態度之影響 25
5.1.5相對優勢對使用態度之影響 26
5.1.6相容性對使用態度之影響 26
5.1.7可試用性對使用態度之影響 26
5.1.8可觀察性對使用態度之影響 26
5.1.9使用態度對使用意圖之影響 26
5.2 實務貢獻與意涵 27
5.3 研究限制與未來研究建議 27
參考文獻 29

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何淑熏，林裕淩，吳姮憓(2013)，檢驗網路銀行之採用意願-創新擴散理論與科技接受模式之貢獻，中華管理評論國際學報，16(4)，1-19。
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謝宜軒(2016)，以科技接受模式與創新擴散理論探討UBER之使用意圖，國立勤益科技大學研究所碩士論文。

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