臺灣博碩士論文加值系統

隨著人力成本的提昇及資訊科技的進步，自助服務科技在公司與顧客的互動過程中扮演著愈來愈重要的角色，而顧客的接受及使用與否，更是企業導入自助服務科技後的成敗關鍵。在許多解釋個人接受資訊科技的模型中，科技接受模型是最受歡迎且最被廣泛應用的模型，此外，亦有學者提出科技適應度是決定消費者是否會接受及使用科技的重要因素，然而，目前卻尚未有研究針對消費者的整體科技適應度在整個科技接受模型中所扮演的角色做完整之探討。有鑑於此，本研究試圖將消費者的整體科技適應度納入科技接受模型中進行探討，以期能發展出更適合解釋消費者科技接受行為之模型，並進而使得傳統科技接受模型更臻完整。研究結果顯示，消費者的科技適應度會提昇其對自助服務科技的有用性及易用性的認知，並與態度和行為意圖有直接且正向的關係；此外，科技適應度亦會減弱知覺易用性與態度間的關係強度。

With the rapid innovation of information technology and the increasing cost of human resources, more and more companies are offering technology-based interface as an alternative for service encounter. Although the potential financial benefits of successful technology incorporation are enticing, the savings cannot be realized unless customers embrace and use the technologies. Of the suite of theories that explain technology acceptance, Technology Acceptance Model (TAM) appears the most popular. Besides, scholars have also advocated that customers’ technology readiness (TR) should be also taken into account in order to accurately predict the perception and behavior of customers. Therefore, this research attempts to incorporate TR into TAM by exploring the relationship between TR and TAM. The results indicate that customer’ TR enhances perceived usefulness, perceived ease of use, attitude toward use, and intention to use. In addition, the influence of perceived ease of use on attitude decreases under conditions of high TR.

目錄
第一章　緒論 1
第一節　研究動機與目的 1
第二節　研究流程 4
第二章　文獻探討 5
第一節　自助服務科技 5
第二節　科技適應度 9
第三節　科技接受模型 10
第四節　科技適應度與科技接受模型 12
第三章 研究方法 22
第一節 研究架構 23
第二節 研究假說 24
第三節 研究變數定義與衡量 26
第四節 研究設計與研究工具 28
第五節 資料分析方法 29
第四章 研究結果 30
第一節 樣本特性分析 30
第二節 信效度分析 37
第三節 線性結構關係模式 44
第四節　階層式迴歸分析 50
第五章　研究結論與建議 54
第一節 研究結論 54
第二節　研究貢獻 60
第三節　管理意涵 61
第四節 研究限制與後續研究建議 63
參考文獻 65

一、中文部份
1.周文賢 (2001)，『多變量統計分析－SAS/STAT之應用』，智勝文化。
2.邱皓政 (2003)，『結構方程模式』，雙葉書廊。
3.黃俊英 (1994)，『行銷研究』，華泰書局。
4.黃俊英 (1999)，『行銷研究-管理與技術』，第六版，華泰書局。
5.張紹勳 (2001)，『研究方法』，滄海書局。

二、英文部份
1.Agarwal, R. and Prasad, J. (1999), “Are Individual Differences Germane to the Acceptance of New Information Technologies?”, Decision Sciences, Vol. 30, No. 2, pp. 361-391.
2.Ajzen, I. (1985), “From Intentions to Actions: A Theory of Planned Behavior,” in Action Control: From Cognition to Behavior, J. Kuhl and J. Beckmann (eds.) Springer Verlag, New York, pp. 11-39.
3.Ajzen, I. (1988), “Attitudes, Personality, and Behavior,” The Dorsey Press, Chicago.
4.Ajzen, I. and Fishbein, M. (1980), Understanding Attitudes and Prediction Social Behavior, Prentice-Hall, Englewood Cliffs, NJ.
5.Ajzen, I., and Madden, T. J. (1986), “Prediction of Goal-Directed Behavior: Attitudes, Intentions and Perceived Behavioral Control,” Journal of Experimental Social Psychology, Vol. 22, No. 5, pp. 453-474.
6.Allen, C. T., Machleit, K. A. and Kleine, S. S. (1992), “A Comparison of Attitudes and Emotions as Predictors of Behavior at Diverse Levels of Behavioral Experience”, Journal of Consumer Research, Vol. 18, March, pp. 493-504.
7.Bagozzi, R. P. (1990), Buyer Behavior Models for Technological Products and Services: A Critique and Proposal, in: W. Johnston, ed., Advances in Telecommunications Management, Vol. 2 (JAI Press, CT), pp. 43-69.
8.Bagozzi, R. P. and Heatherton, T. (1994), “A General Approach to Representing Multifaceted Personality Constructs: Application to State Self-Esteem”, Structural Equation Modeling, Vol. 1, No. 1, pp. 35-67.
9.Barki, H. and Hartwick, J. (1994), “Measuring User Participation, User Involvement, and User Attitude”, MIS Quarterly, Vol. 18, No. 1, pp. 59-82.
10.Bobbitt, L. M. and Dabholkar, P. A. (2001), “Integrating Attitudinal Theories to Understand and Predict Use of Technology-Based Self-Service: The Internet as an Illustration”, International Journal of Service Industry Management, Vol. 12, No. 5, pp. 423-450.
11.Brancheau, J. C., and Wetherbe, J. C. (1990), “The Adoption of Spreadsheet Software: Testing Innovation Diffusion Theory in the Context of End-User Computing”, Information Systems Research, Vol. 1, No. 1, pp. 41-64.
12.Bruner II, G. C. and Kumar, A. (2005), “Explaining Consumer Acceptance of Handheld Internet Devices”, Journal of Business Research, Vol. 58, No. 5, pp. 553-558.
13.Burrows, P. (2001), “The Era of Efficiency”, Business Week, June 18, pp.94-98.
14.Burton-Jones, A. and Hubona, G. S. (2006), “The Mediation of External Variables in the Technology Acceptance Model”, Information & Management, Vol. 43, No. 6, pp.706-717.
15.Chen, L., Gillenson, M. L. and Sherell, D. L. (2002), “Enticing Online Consumers: An Extended Technology Acceptance Perspective”, Information & Management, Vol. 39, pp. 705-719.
16.Childers, T. L., Carr, C. L., Peck, J. and Carson, S. (2001), “Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior”, Journal of Retailing, Vol.77, No. 4, pp. 511-535.
17.Curran, J. M. and Meuter, M. L. (2005), “Self-Service Technology Adoption: Comparing Three Technologies”, Journal of Services Marketing, Vol. 19, No. 2, pp.103-113.
18.Dabholkar, P. A. (1994), “Technology-Based Service Delivery: A Classification Scheme for Developing Marketing Strategies”, Advances in Service Marketing and Management, Vol. 3, pp.241-271.
19.Dabholkar, P. A. (1996), “Consumer Evaluations of New Technology-Based Self-Service Options: An Investigation of Alternative Models of Service Quality”, International Journal of Research in Marketing, Vol. 13, No. 1, pp. 29-51.
20.Dabholkar, P. A. and Bagozzi, R. P. (2002), “An Attitudinal Model of Technology-Based Self-Service: Moderating Effects of Consumer Traits and Situational Factors”, Journal of the Academy of Marketing Science, Vol. 30, No. 3, pp. 184-201.
21.Davis, F. D. (1986), “A Technology Acceptance Model for Empirical Testing New End-User Information Systems: Theory and Results”, Doctoral Dissertation, Sloan School of Management, Massachusetts Institute of Technology.
22.Davis, F. D. (1989), “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology”, MIS Quarterly, Vol. 13, No. 3, pp.318-339.
23.Davis, F. D., Bagozzi, R. P. and Warshaw, P. R. (1989), “User Acceptance of Computer Technology: A Comparison of Two Theoretical Models”, Management Science, Vol. 35, No. 8, pp. 982-1003.
24.Davis, S. and Wiedenbeck, S. (2001), “The Mediating Effect of Intrinsic Motivation, Ease of Use and Usefulness Perceptions on Performance in First-Time and Subsequent Computer Users”, Interacting with Computers, Vol. 13, No. 5, pp. 549-580.
25.Edison, S. W. and Geissler, G. L. (2003), “Measuring Attitudes towards General Technology: Antecedents, Hypotheses and Scale Development”, Journal of Targeting, Measurement and Analysis for Marketing, Vol.12, No. 2, pp. 137-156.
26.Eagly, A. A. and Chaiken, S. (1993), The Psychology of Attitudes, Harcourt Brace College Publishers, Fort Worth, TX.
27.Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, Reading, MA.
28.Frazier, P. A., Tix, A. P. and Barron, K. E. (2004), “Testing Moderator and Mediator Effects in Counseling Psychology”, Journal of Counseling Psychology, Vol. 51, No. 1, pp. 115-134.
29.Gerbing, D. W. and Anderson, J. C. (1988), “An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment”, Journal of Marketing Research, 25, No. (May), pp.186-192.
30.Globerson, S. and Maggard, M. J. (1991), “A Conceptual Model of Self-Service”, International Journal of Operations and Production Management, Vol. 11, No. 4, pp. 33-43.
31.Goldsmith, R. E. and Desborde, R. (1991), “A Validity Study of a Measure of Opinion Leadership”, Journal of Business Research, Vol. 22, pp. 11-19.
32.Harrison, D. A., Mykytyn, P. P. Jr. and Riemenschneider, C. K. (1997), “Executive Decisions about Adoption of Information Technology in Small Business: Theory and Empirical Tests”, Information Systems Research, Vol. 8, June, pp. 171-195.
33.Hinkin, T. R. (1995), “A Review of Scale Development Practices in the Study of Organizations”, Journal of Management, Vol. 21, No. 5, pp. 67-88.
34.Hinkin, T. R. (1998). “A Brief Tutorial on the Development of Measures for Use in Survey Questionnaires”, Organizational Research Methods, Vol.1, No. 1, pp.104-121.
35.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, Vol. 16, No. 2, pp. 91-112.
36.Jackson, C. M., Chow, S. and Leitch, R. A. (1997), “Toward an Understanding of the Behavioral Intention to Use an Information System”, Decision Sciences, Vol. 28, No. 2, pp.357-389.
37.King, W. R. and He, J. (2006), “A Meta-Analysis of the Technology Acceptance Model”, Information & Management, Vol. 43, No. 6, pp. 740-755.
38.Kleijnen, M., Wetzels, M. and de Ruyter, K. (2004), “Consumer Acceptance of Wireless Finance”, Journal of Financial Services Marketing, Vol. 8, No. 3, pp. 206-217.
39.Legris, P., Ingham, J. and Collerette, P. (2003), “Why Do People Use Information Technology? A Critical Review of the Technology Acceptance Model”, Information & Management, Vol. 40, No. 3, pp. 191-204.
40.Liljander, V., Gillberg, F., Gummerus, J. and van Riel, A. (2006), “Technology Readiness and the Evaluation and Adoption of Self-Service Technologies”, Journal of Retailing and Consumer Services, Vol. 13, pp.177-191.
41.Lin, Jiun-Sheng C. and Hsieh, Pei-Ling (2006), “The Role of Technology Readiness in Customers’ Perception and Adoption of Self-Service Technologies”, International Journal of Service Industry Management, Vol. 17, No. 5, pp. 497-517.
42.Loyd, B. H. and Gressard, C. (1984), “Reliability and Factorial Validity of Computer Attitude Scales”, Educational and Psychological Measurement, Vol. 44, pp.501-505.
43.Meuter, M. L., Ostrom, A. L., Bitner, M. J. and Roundtree, R. (2003), “ The Influence of Technology Anxiety on Consumer Use and Experiences with Self-Service Technologies”, Journal of Business Research, Vol. 56, No.11, pp.899-906.
44.Meuter, M. L., Ostrom, A. L., Roundtree, R. I. and Bitner, M. J. (2000), “Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters”, Journal of Marketing, Vol. 64, No. 3, pp. 50-64.
45.Meuter, M. L., Bitner, M. J., Ostrom, A. L. and Brown, S. W. (2005), “Choosing among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies”, Journal of Marketing, Vol. 69, No. 2, pp.61-83.
46.Modahl, M. (1999), Now Companies Must Change Today to Win the Battle for Internet Consumers, Harper Business, New York, NY.
47.Monsuwé, T. P. y, Dellaert, B. G. C. and de Ruyter, K. (2004), “What Drives Consumers to Shop Online? A Literature Review”, International Journal of Service Industry Management, Vol. 15, No. 1, pp. 102-121.
48.Munger, C. F. and Loyd, B. H. (1989), “Gender and Attitudes towards Computers and Calculators: The Relationship to Math Performance”, Journal of Educational Computing Research, Vol. 5, pp.167-177.
49.Nysveen, H., Pedersen, P. E. and Thorbjørnsen, H. (2005), “Intentions to Use Mobile Services: Antecedents and Cross-Service Comparisons”, Journal of the Academy of Marketing Science, Vol. 33, No. 3, pp. 330-346.
50.Parasuraman, A. (2000), “Technology Readiness Index (TRI): A Multiple-Item Scale to Measure Readiness to Embrace New Technologies”, Journal of Service Research, Vol. 2, No. 4, pp. 307-320.
51.Porter, C. E. and Donthu, N. (2006), “Using the Technology Acceptance Model to Explain How Attitudes Determine Internet Usage: The Role of Perceived Access Barriers and Demographics”, Journal of Business Research, Vol. 59, No. 9, pp. 999-1007.
52.Robinson, L. Jr., Marshall, G. W. and Stamps, M. B. (2005), “Sales Force Use of Technology: Antecedents to Technology Acceptance”, Journal of Business Research, Vol. 58, No. 12, pp.1623-1631.
53.Rogers, E. M. (1995), Diffusion of Innovations (4th ed.), The Free Press, New York.
54.Schepers, J. and Wetzels, M. (2007), “A Meta-Analysis of the Technology Acceptance Model: Investigating Subjective Norm and Moderation Effects”, Information & Management, Vol. 44, No. 1, pp. 90-103.
55.Schriesheim, C. A., Eisenback, R. J. and Hill, K. D. (1991), “The Effect of Negation and Polar Opposite Item Reversals on Questionnaire Reliability and Validity: An Experimental Investigation”, Educational and Psychological Measurement, Vol. 51, pp. 67-78.
56.Schriesheim, C. A. and Hill, K. D. (1981), “Controlling Acquiescence Response Bias by Item Reversals: The Effect on Questionnaire Validity”, Educational and Psychological Measurement, Vol. 41, pp. 1101-1114.
57.Taylor, S. and Todd, P. A. (1995), “Understanding Information Technology Usage: A Test of Competing Models”, Information Systems Research, Vol. 6, June, pp. 144-176.
58.Venkatesh, V. (1999), “Creation of Favorable User Perceptions: Exploring the Role of Intrinsic Motivation”, MIS Quarterly, Vol. 23, No. 2, pp. 239-260.
59.Venkatesh, V. (2000), “Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model”, Information Systems Research, Vol. 11, No. 4, pp. 342-365.
60.Venkatesh, V. and Davis, F. D. (1996), “A Model of the Antecedents of Perceived Ease of Use: Development and Test”, Decision Sciences, Vol. 27, No. 3, pp. 451-481.
61.Venkatesh, V. and Davis, F. D. (2000), “A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies”, Management Science, Vol. 46, No. 2, pp. 186-204.
62.Venkatesh, V. and Morris, M. G. (2000), “Why don’t Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior”, MIS Quarterly, Vol. 24, No. 1, pp. 115-139.
63.Walczuch, R., Lemmink, J. and Streukens, S. (2007), “The effect of Service Employees’ Technology Readiness on Technology Acceptance”, Information & Management, Vol. 44, No. 2, pp. 206-215.
64.Wang, Yi-Shun, Wang, Yu-Min, Lin, Hsin-Hui and Tang, Tzung-I (2003), “Determinants of User Acceptance of Internet Banking: An Empirical Study”, International Journal of Service Industry Management, Vol. 14, No. 5, pp. 501-519.
65.Yen, H. R. (2005), “An Attribute-Based Model of Quality Satisfaction for Internet Self-Service Technology”, The Service Industries Journal, Vol. 25, No. 5, pp. 641-659.
66.Yi, Y. and Jeon, H. (2003), “Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty”, Journal of the Academy of Marketing Science, Vol. 33, No. 3, pp.229-240.
67.Yi, Y., Tung, L. L. and Wu, Z. (2003), “Incorporating Technology Readiness (TR) into TAM: Are Individual Traits Important to Understand Technology Acceptance?”, Diffusion Interest Group in Information Technology (DIGIT) Workshop, Seattle, December 14.
68.Zeithaml, V. A., Parasuraman, A. and Malhotra, A. (2002), “Service Quality Delivery through Web Sites: A Critical Review of Extant Knowledge”, Journal of the Academy of Marketing Science, Vol. 30, No. 4, pp. 362-376.