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研究生:張書勳
研究生(外文):Chang, Shu Hsun
論文名稱:影音分享網站使用者意圖之研究
論文名稱(外文):A study of user intention on video sharing website
指導教授:李有仁李有仁引用關係
指導教授(外文):Li, Eldon Y.
學位類別:碩士
校院名稱:國立政治大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:90
中文關鍵詞:影音分享科技接受模式使用意圖
外文關鍵詞:Video sharingTechnology Acceptance Model(TAM)User intention
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網路科技不斷進步,服務創新與商業模式陸續推出。線上影音分享網站為目前當紅的領域,但對於網站該如何設計以及使用者為何使用影音分享網站都未有明確準則。因此本研究藉由科技接受行為相關理論的回顧,配合影音分享網站之特性,以Davis(1989)的科技接受模式為基礎,結合相關重要變數,提出概念性架構。目的為找出可能影響網站使用者的相關變數、並瞭解Web2.0影音網站使用者之使用意圖。
實驗方法採用線上問卷方式,在回收的501份問卷中,得到492份有效問卷,以結構方程模式進行研究模式分析。分析結果顯示,研究模式之適配度均達到應有標準。
研究結論章節中會說明本研究之管理意涵,並將研究結果提供給未來欲設立Web2.0影音分享網站的設計者,在網站建立初期,將有限資源投注在重要的變數上,使網站可達到最大效益。
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
中文部分:
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。

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