臺灣博碩士論文加值系統

近年來政府與網路服務業者積極推動數位匯流，中華電信MOD便是一個很重要的先驅與個案。本研究應用UTAUT2模型來探討消費者採用中華電信MOD服務會受到哪些因素影響，研究樣本取自台灣北、中、南地區MOD之使用者，共192個有效樣本。本研究所提出的七個假說中，績效期望、價格、習慣對「行為意圖」呈現正向顯著關係，其餘四個假說皆未達顯著性支持，分別是努力期望、社會影響、便利條件與享樂動機對MOD服務「行為意圖」的影響未獲得支持。根據本研究的分析結果，我們針對中華電信MOD整合電視頻道、VOD隨選視訊及應用三大服務創新發展性的價值推動提出相關建議、管理意涵與未來研究方向。

In recent years, Taiwan government and Internet service providers actively promote digital convergence where Chunghwa Telecom MOD is a very important pioneer of the case. This study adopts UTAUT2 model to investigate factors that will affect consumer adoption of Chunghwa Telecom MOD service. The research sample taken from MOD users of Taiwan north, central and southern regions has a total of 192 valid samples. Seven hypothesis proposed in this study, the performance expectations, the price, the habit of "behavioral intentions" presents significant positive relationship, and the remaining four hypotheses are less than significant support, are trying to expectations, social impact, convenience and pleasure effect of motivation on the MOD service "behavioral intentions" is not supported. According to the analysis results of this study, we proposed some suggestions, management implications and future research directions for the promotion of the innovative development value for Chunghwa Telecom MOD TV channels, VOD, and application services.

致謝 I
摘要 II
Abstract III
目錄 IV
圖目錄 VI
表目錄 VIII
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 5
第二章 文獻探討 7
2.1數位匯流概況分析 7
2.2中華電信MOD概況分析 8
2.3延伸型整合科技接受模式UTAUT2 11
第三章 研究方法 26
3.1研究架構 26
3.2研究假說 27
3.3問卷設計 32
3.4資料分析方法 33
第四章 研究結果與分析 36
4.1敘述統計分析 36
致謝 I
摘要 II
Abstract III
目錄 IV
圖目錄 VI
表目錄 VIII
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 5
第二章 文獻探討 7
2.1數位匯流概況分析 7
2.2中華電信MOD概況分析 8
2.3延伸型整合科技接受模式UTAUT2 11
第三章 研究方法 26
3.1研究架構 26
3.2研究假說 27
3.3問卷設計 32
3.4資料分析方法 33
第四章 研究結果與分析 36
4.1敘述統計分析 36
4.2測量模式分析 38
4.3結構模式分析 42
4.4干擾效果分析 44
第五章 研究結論與建議 48
5.1結論 48
5.2管理意涵與建議 49
5.3研究限制與建議 55
參考文獻 56
附錄 MOD服務接受行為意圖調查問卷 63

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