( 您好!臺灣時間:2017/09/26 04:22          離開系統
字體大小: 字級放大   字級縮小   預設字形  


研究生(外文):Chang, Shu Hsun
論文名稱(外文):A study of user intention on video sharing website
指導教授(外文):Li, Eldon Y.
外文關鍵詞:Video sharingTechnology Acceptance Model(TAM)User intention
  • 被引用被引用:6
  • 點閱點閱:530
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
As the advance of Internet technology continues new business models are emerging in the market. Online video sharing website is the hottest application nowadays, but there is little study on designing the website and why the users using the website. In this research, we propose a conceptual model based on the technology acceptance model developed by Davis (1989) and this model integrating the important variables due to the extant research of relevant theory of technology acceptance and characteristics of video sharing website. The data collection was used the online survey, and we got the 492 eligible data and the analysis was used the Structural Equation Model (SEM). According to the result, the model fit was qualified. This research will give some management implication for designers who want to set up a video sharing website, this research provides the information on how to invest the limited resource on the critical variables in order to maximize the service value in the conclusion section in this paper.
謝辭 1
摘要 2
第一章 緒論 8
第一節 研究背景與動機 8
第二節 研究目的 9
第三節 研究範圍 10
第四節 論文架構與研究流程 10
第二章 文獻探討 13
第一節 Web 2.0 13
一、 Web2.0的起源 13
二、 Web 2.0的定義 13
第二節 科技接受行為之相關理論 17
一、 理性行為理論 (Theory of Reasoned Action, TRA) 17
二、 計畫行為理論 (Theory of Planned Behavior, TPB) 18
三、 科技接受模式 (Technology Acceptance Model, TAM) 20
四、 科技接受模式2(Technology Acceptance Model 2, TAM2) 23
五、 科技接受模式3 (Technology Acceptance Model3, TAM3) 26
六、 資訊系統成功模式 28
小結 28
第三章 研究方法 31
第一節 概念性架構 31
第二節 研究假說 32
第三節 研究變數與操作型定義 40
第四節 問卷設計 42
第五節 調查方法 49
第六節 驗證方法 49
第四章 研究結果 53
第一節 樣本結構分析 53
第二節 敘述統計分析 56
第三節 問卷信度分析 62
第四節 問卷效度分析 63
第五節 模式驗證與配適度分析 66
第五章 研究結論 71
第一節 結論 71
第二節 管理意涵與理論貢獻 73
一、 管理意涵 73
二、 理論貢獻 75
第三節 未來研究方向與建議 76
參考文獻 77
附件1:研究問卷 84
附件2:構面相關係數表 90
1. 林致立、民90,虛擬社群的商業性應用:本質、分類、與關鍵議題,東吳大學企業管理學系研究所碩士論文。
2. 資訊工業策進會,2008台灣網友線上影音娛樂行為初探,於民國97年4月,由http://www.find.org.tw/find/home.aspx取得。
3. 資策會,2006,web2.0 創新應用案例集:科計畫服務新趨勢,財團法人資訊工業策進會。

1. Ahn, T. R., S., and Han, I. (2007) “The impact of Web quality and playfulness on user acceptance of online retailing,” Information and Management (44), pp: 263-275.
2. Ajzen, I. (1985) From Intention to Actions: A Theory of Planned Behavioral in Action Control: From Cognition to Behavioral, J. Kuhl and J. Beckmann (Eds.), Springer Verlag, New York, pp: 11-39.
3. Ajzen, I. (1991) “The theory of planned behavior,” Organizational Behavior and Human Decision Processes (50:2), pp.179-211.
4. Ajzen, I. and Fishbein, M. Understanding Attitude and Predicting Social Behavior, Prentice-Hall, Englewood Cliffs, New York, 1980.
5. Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz,R., Sawyer, A., and Wood, S. (1997) “Interactive Home Shopping: consumer, Retailer, and Manufatuerer Incentives to Participate in Eletronic Marletplace,” Journal of Marketing (61), pp: 38-53.
6. Bagozzi, R. P. and Yi. Y. (1988) “On the evaluation of structural equation models,” Academic of Marketing Science (16) pp: 76-94.
7. Bandura, A. (1982) “Self-efficacy mechanism in human agency,” American Psychologist (37:2), pp.122-147.
8. Bandura, A. Self-Efficacy: The Exercise of Control. Freeman, New York, NY, 1997.
9. Benbasat, I. and Barki, H. (2007) “Quo Vadis, TAM?” Journal of the Association for Information System (8:4), pp: 211-218.
10. Bollen, K. A. and Long, S. L. Testing structural equation modeling. Newbury, UK: Sage Publication, 1993.
11. Burgoon, J. K., Bonito, J. A., Bengtssob, B., Ramirez, A., Dunbr, N. D., and Miczo, (2002) “Interactivity Model: Communication Process, Partner Assessments, and the Quality of Collaborative Work,” Journal of Management Information Systems (16:3), pp: 33-56.
12. Byrne, B. M. Structural equation modeling with LISREL, PRELIS, and SIMPLIS: Basic concepts, applications and programming. Mahwah, NJ: Lawrence Erlbaum Associates, 1998.
13. Carmines, E. G. and McIver, J. P. Analyzing models with unobservable variables. In G. W. Bohrnstedt and E. E. Borgatta (Eds.), Social measurement current issues (pp. 65-115). Beverly Hills, CA: Sage, 1981.
14. Compeau, D. R. and Higgins, C. A. (1995) “Computer self-efficacy: development of a measure and initial test,” MIS Quarterly (19:2), pp: 189-211.
15. Csikszentmihalyi, M. Beyond Boredom and Anxiety. JosseyBass, San Francisco, 1975.
16. Davis, F. D. (1989) “Perceived usefulness, perceived ease of use, and user acceptance of information technology,” MIS Quarterly (13:3), pp.319-340.
17. Davis, F. D., Bagozzi, R. P. and Warshaw, P. R. (1989) “User acceptance of computer technology: A comparison of two theoretical models,” Management Science (35:8), pp: 982 -1003.
18. Deighton, J. (1996) “The Future of Interactive Marketing,” Harvard Business Review (74), pp: 151-162.
19. DeLone, W. H. and McLean, E. R. (1992) “Information Systems Success: The Quest for the Dependent Variable,” Information Systems Research (3:1), pp: 60-95.
20. DeLone, W. H., McLean, and E. R. (2003) “The DeLone and McLean Model of Information System Success: A Yen-Year Update,” Journal of Management Information Systems (19:4), pp: 9-30.
21. Diamantopoulos, A. and Siguaw, J. A. Introducing LISREL: A guide for the uninitiated. Thousand Osks, CA: Sage, 2000.
22. Eastin, M. A. and LaRose, R. L. (2000) “Internet self-efficacy and the psychology of the digital divide,” Journal of Computer Mediated Communication (6:1), Available at: http://www.ascusc.org/jcmc/vol6/issue1/eastin.html.
23. Ennew, C. T. and Binks, M. R.(1999)“Impact of Participative Service Relationships on Quality, Satisfaction and Retention: An Exploratory Study,” Journal of Business Research 46(2), pp: 121-132.
24. Fishbein, M. and Ajzen, I. Belief, attitude, intentions and behavior: an introduction to theory and research, Boston: Addison-Wesley, 1975.
25. Fornell, C. and Larcker, D.F. (1981) "Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics," Journal of Marketing Research (18:3), pp: 382-388.
26. Fornell, C. R. and Bookstein, F.L. (1982) "Two Structural Equation Model: LISREL and PLS Applied to Consumer Exit-Voice Theory," Journal of Marketing Research (19:4), pp: 440-452.
27. French, J. R. P. and Raven, B. The bases of social power In D. Cartwright (Eds.) Studies in social power. Ann Arhor, MI: Institute for Social Research, pp: 150-167, 1959.
28. Graham, P. (2005) “I first heard the phrase 'Web 2.0' in the name of the Web 2.0 conference in 2004,” online available at http://www.paulgraham.com/web20.html , Accessed 11/2005.
29. Hair, J. F. Jr., Anderson, R. E., Tatham, R. L. and Black, W. C. Multivariate data analysis. (5th Ed.) Upper Saddle River, NJ: Prentice Hall, 1998.
30. Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., and Black, W. C. Multivariate data analysis with readings. New York: MacMillan, 2000.
31. Hansen, T. (2008) “Consumer values, the theory of planned behavior and online grocery shopping,” International Journal of Consumer Studies (32), pp: 128-137.
32. Hayduk, L. A. Structural equation modeling with LISREL: Essentials and advances. Baltimore MD: The Johns Hopkins University Press, 1987.
33. Heeter, C. (2000) “Interactivity in the Context of Designed Experience,” Journal of Interactive Advertising (1) Fall.
34. Hrubes, D., Ajzen, I. and Daigle, J. (2001) “Predicting hunting intentions and behavior: An application of the theory of planned behavior,” Leisure Science (23), pp: 165-178.
35. Hsieh, A. T. and Chang, W. T. (2004) “The Effect of Consumer Participation on Price Sensitivity,” The Journal of Consumer Affairs (48:4), pp.282-296.
36. Hu, P. J., Chau, P. Y. K., Sheng, O. R. L. and Tam, K. Y. (1999) “Examining the Technology Acceptance Model Using Physician Acceptance of Telemedicine Technology,” Journal of Management Information Systems (16:2), pp. 91-112.
37. Izak Benvasat and Henri Barki, (2007) “Quo Vadis, TAM?” journal of the Association for Information System, (8:4), pp: 211-218.
38. Jayawardhena, C. & Foley, P. (2000). Changes in banking Secure – The Case of Internet Banking in UK. Journal of Internet Research: Networking and Policy (10:1), pp: 19-30.
39. John Musser with Tim O’Reilly and the O’Reilly Radar Team - Web 2.0 Principles and Best Practice (O’Reilly Radar, 2007)
40. Johnson, G. J., Reunwe, G. C., and Kumar, A. (2006) “Interactivity and Its Facets Revisited,” Journal of Advertising (35:4), pp: 35-52.
41. Katerattanakul, P. (2002). Framework of effective web site design for business-to-consumer internet commerce. INFOR, 40(1), pp: 57-69.
42. Kelman, H. C. (1958) “Compliance, identification, and internalization: Three processes of attitude change,” Journal of Conflict Resolution (2:1), pp: 51-60.
43. Kelman, H. C. (1961) “Process of opinion change,” Public Opinion Quarterly, (25:1), pp: 57-78.
44. King, W. R. and He, J (2006) “A meta-analysis of the technology acceptance model,” Information and Management (43), pp: 740-755.
45. Koufaris, M. (2002) “Applying the technology acceptance model and flow theory to online consumer behavior,” Information Systems Research (13:2), pp: 205-223.
46. Kurtz,D. L. and Clow, K. E. Services Marketing. John Wiley & Sons. Inc., pp: 35-56., 1998.
47. Kwon, N. and Onwuegbuzie, A. J. (2005) “Modeling the factors affecting individuals' use of community networks: A theoretical explanation of community-based information and communication technology use,” JASIST (56:14), pp: 1525-1543.
48. Kwon, N. and Onwuegbuzie, A. J. (2008) “Modeling the Factors Affecting Individual’s Use of Community Networks: A Theoretical Explanation of Community-Based Information and Communication Technology Use,” Journal of the American Society for Information Science and Technology (56:14), pp: 1525-1543.
49. Lederer, A. L., Maupin, D. J., Sena, M.P., and Zhuang, Y. (2000) “The Technology acceptance model and the World Wide Web,” Decision Support Systems (29), pp: 269-282.
50. Legrisa, P., Inghamb, J. and Collerette, P. (2003) "Why do People Use Information Technology? A Critical Review of the Technology Acceptance Model," Information & Management (40), pp.191-204.
51. Liao, Ziqi, and Michael Tow Cheung (2001), "Internet-based e-shopping and Consumer Attitudes: An Empirical Study," Information and Management (38), pp: 299-306.
52. Liu, C. and Arnett, K. P. “Exploring the factors associated with Web site success in the context of electronic commerce,” Information and Management (38:1) 2000, pp.23-34.
53. Long, J. S. Confirmatory factor analysis: A preface to LISREL. Beverly Hills, CA: Sage, 1983.
54. Ma, Q., and Liu, L. (2004) “The Technology Acceptance Model: A Meta-Analysis of Empirical Finding,” Journal of Organizational and End User Computing (16:1), pp: 29-72.
55. MacCallum, R. C., Browne, M. W. and Sugawara, H. M. (1996) “Power analysis and determination of sample size for covariance structure modeling,” Psychological Methods (1:2), pp: 130-149.
56. Madu, C. N. and Madu, A. N. (2002) “Dimensions of e-quality,” International Journal of Quality and Reliability Management (19:3), pp: 246-258.
57. Mathieson, K. (1991) “Predicting user intentions” Comparing the technology acceptance model with the theory of planned behavioral,” Information Systems Research (2:3), pp: 173-191.
58. McDonald, R. P. and Ho, M. R. (2002) “Principles and practice in reporting structural equation analysis,” Psychological Methods (7), pp: 64-82.
59. Miniard, P. W. and Cohen, J. B. (1979) “Isolating attitudinal and normative influences in behavioral intention models,” Journal of Marketing Research (16), pp: 102-110.
60. Moon, J. and Kim, Y. (2001) “Extending the TAM for a World-Wide-Web context,” Information and Management (38), pp: 217-230.
61. Moore, G. C. and Benbasat, I. (1991) “Development of an instrument to measure the perception of adopting an information technology innovation,” Information Systems Research (2), pp: 192-222.
62. Negash, S., Ryan, T. and Igbaria, M. (2003) “Quality and Effectiveness in Web-Based Customer Support Systems,” Information and Management (40:8), pp: 757-768.
63. Newhagen, J. E. and Sheizaf, R. (1996) ”Why Communication Researchers Should Study the Internet: A Dialogue,” Journal of Communication (46), pp: 4-13.
64. Nunnally, J. C. Psychometric Theory. McGraw-Hill, New York, 1978.
65. Nysveen, H., Pedersen, Per E., Thorbjornsen, H. (2008) “Intentions of Use Mobile Services: Antecedents and Cross-Service Comparisons” Journal of the Academy of Marketing Science (33:3), pp: 330-346.
66. O'Reilly, T. “What Is Web 2.0,” online available at http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html , Accessed 09/30/2005.
67. Peter, S. and McLean, E. R. (2009) “A meta-anaytic assessment of the DeLean and McLean IS successs model: An examination of IS successs at the individuall level,” Informaion and Management (46), pp: 159-166.
68. Raine-Eudy, R. (2000) “Using structural equation modeling to test for differential reliability and validity: An empirical demonstration,” Structural Equation Modeling (7:1), pp: 124-141.
69. Reid, E. “Virtual worlds: culture and imagination,” In: Jones, S.G., Editor, CyberSociety: computer-mediated communication and community, Sage, Thousand Oaks, CA, pp.164–183, 1995.
70. Rigdon, E. (1995) “A necessary an sufficient identification rule for structural equation models estimated,” Multivariate Behavioral Research (30), pp: 359-282.
71. Rogers, E. M. Communication Technology: The New Media in Society, New York: Free Press, 1986.
72. Schepers, J. and Wetzels, M. (2007) “A meta-analysis of the technology acceptance model: Investigating subjective norm and moderation effects,” Information and Management (44), pp: 90-103.
73. Schifter, D. E. and Ajzen, I. (1985) “Intention, perceived control, and weight loss: An application of the theory of planned behavior,” Journal of Personality and Social Psychology (49:3), pp.843-851.
74. Seddon, P. B. and Kiew, M. Y. “A partial test and development of DeLone and McLean’s model of IS success,” Australian Journal of Information Systems (4:1) 1996, pp.90-104.
75. Steuer, J. (1992) “Defining Virtual Reality: Dimensions Determining Tellpresence,” Journal of Communication (42), pp: 73-93.
76. Tan, M. and Teo, T. (2000) “Factors influencing the adoption of Internet banking,” Journal of the AIS (1:5), pp: 1-44.
77. Taylor, S. and Todd, P. A. (1995a) “Assessing IT Usage: The role of prior experience,” MIS Quarterly (19:4), pp.561-570.
78. Taylor, S. and Todd, P. A. (1995b) “Understanding information technology usage: A test of competing models,” Information Systems Research (6:2), pp: 144-176.
79. Tim O`Reilly (2005) ,O`Reilly Media,online available:http://www.oreillynet.com
80. Venkatesh, V. (2000) “Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model” Information Systems Research (11:4), pp: 342-365.
81. Venkatesh, v. and Bala, H. (2008) “Technology Acceptance Model 3 and a Research Agenda on Interventions,” Decision Sciences (39:2), pp: 273-312.
82. Venkatesh, V. and Davis, F. D. (2000) “A theoretical extension of the technology acceptance model: Four longitudinal studies,” Management Science (46:2), pp.186-204.
83. Venkatesh, V., Morris, M. G., Davis, G. B., and Davis, F. D. (2003) “User acceptance of information technology: Toward a unified view,” MIS Quarterly (27:3), pp.425-478.
84. Wang, Yi-Shun. (2008). “Assessing e-commerce systems success: a respecification and validation of the DeLone and McLean model of IS success,” Information Systems Journal (18:5), pp: 529-557.
85. Warshaw, P. R. (1980) “A new model for predicting behavioral intentions: An alternative to fishbein,” Journal of Marketing Research (17), pp: 153-172.
86. Warshaw, P. R. (1980) “A new model for predicting behavioral intentions: An alternative to fishbein,” Journal of Marketing Research, (17), pp: 153-172.
87. Webster, J. and Martocchio, J. J. (2000) “Microcomputer playfulness: development of a measure with workplace implications,” MIS Quarterly (16:2) pp: 201-226.
88. Wheaton, B. (1987) “Assessment of fit in overridden models with latent variables,” Sociological Methods and Research (16), pp: 118-154.
89. Williams, F., Rice, R. E., and Rogers, E. M. Research Methods and the New Media, New York: Free Press, 1988.
90. Wixom, B. H. and Todd, P. A. (2005) “A Theoretical Integration of User Satisfaction and Technology Acceptance,” Information System Research (16:1), pp: 85-102.
91. Yang, Z. Peterson, R. T. and Huang, L. (2001) “Taking the pulse of Internet Pharmacies: online consumers speak out on pharmacy services,” Marketing Health Services (21:2), pp: 4-10.
92. Zack, M. H. (1993) “Interactivity and Communication Mode Choice in Ongoing Management Groups,” Information Systems Research (4), pp: 207-239.
93. Zeithaml, V. A., Parasuraman, A. and Malhotra (2001) “A conceptual framework for understanding e-service quality: implication for future research and managerial practice,” working paper, Marketing Science Institute, Cambridge, MA.
第一頁 上一頁 下一頁 最後一頁 top
1. 王志誠,1990,企業併購與收買之研究-法律與經濟領域之交錯,法律評論,第56卷12期。
2. 王志誠,1991,日本企業併購法律規範之研究(下),法律評論57卷10期。
3. 王志誠,2001,企業併購法制與控股公司創設,月旦法學雜誌,第68期。
4. 王志誠,2001,金融機構併購法制之建構與檢討(一),集保月刊,台灣集中保管結算所,第88期,頁3。
5. 王志誠,2001,公司分割之立法取向與課題(上),證券暨期貨管理,19卷11 期。
6. 徐錫漳,1993,金融機構合併之理論與實證以美國為例,產業經濟。
7. 郭玲惠,1997,企業關廠或倒閉時勞工權益之保障-以德國制度為例,中興法學,第42期,頁59-62。
8. 余尚武、江玉柏,1998,影響企業成敗因素與策略探討,經濟情勢暨評論季刊,第4卷第2期。
9. 盧正昕,1998,銀行業購併的實務與趨勢,華信金融季刊,第三期,台北。
10. 林仁光,1999,公司合併與收購之法律規範,萬國法律105期,頁25-26。
11. 林炫秋,1999,事業單位轉讓與勞動契約之變動,政大法學評論,第62期,頁259。
12. 楊通軒,1997,勞工參與企業經營在德國所引發之勞工問題,法學叢刊,第166期,頁43。
13. 謝劍平,1999,投資銀行的核心業務-融資收購(LBO)之探討,金融研訓季刊,第94期。
14. 黃程貫,2000,德國關於團體協約餘後效力之論論發展與爭論,政大法學評論,第64期,頁371-383。
15. 成之約,2002,併購對企業勞資關係影響之探討,政大勞動學報,第12期,頁331-332。
系統版面圖檔 系統版面圖檔