臺灣博碩士論文加值系統

近來當大多數使用者透過網頁瀏覽器接收網路服務時，普及式運算成為提供一個任何地點、任何設備都可使用網路應用的新管道。研究中以自助服務的特性來探討消費者對於這個新科技影響的態度，及其接受新普及式介面的程度。我們設計一個整合網路和語音兩種管道的新系統雛形“網路暨語音系統”，以提供給使用者選擇他們方便或偏好的方式；語音的使用者介面則是透過語音辨識科技。結果顯示操控性是影響使用網路暨語音系統的最大因素；易接近和有趣性是其他影響消費者對於這個系統認知的主要因素；安全性和速度也是重要的因素，但是對於認知易用性和認知有用性沒有顯著影響。研究發現可以作為未來網路暨語音系統商業應用的參考。

While most users currently receive web services from web browser interfaces, pervasive computing is emerging and offering new ways of accessing Internet applications from any device at any location. The impacts of the forthcoming pervasive computing technology on consumer attitudes, and the acceptance rate of consumers on new pervasive interfaces, were studied using various attributes and factors we identified. The study was undertaken in Taiwan, and we proposed a new system prototype, voice-enabled web system, which could be accessed through Internet interface and voice interface. Users of the system had the choice of using the appropriate interface available to them or they prefer. The voice user interface took advantage of voice recognition technology. The data showed that handling was the greatest factor on using voice-enabled web system. Accessibility and playfulness were the other major factors in users’ perception of the system. Security and speed were also important factors but they do not have significant effects on perceived ease of use and perceived usefulness. Our findings may be referenced for the purpose of the design and development of successful business applications to catch the revolutionary opportunity and benefit of a voice-enabled web system.

謝誌 i
摘要 ii
ABSTRACT iii
TABLE OF CONTENTS iv
LIST OF FIGURES vi
LIST OF TABLES vii
CHAPTER 1 INTRODUCTION 1
1.1 Background 1
1.2 Motivation 4
1.3 Objectives 6
1.4 Organization of Thesis 6
1.5 Research Procedure 7
CHAPTER 2 LITERATURE REVIEW 8
2.1 Web Application 8
2.2 Voice Application 9
2.2.1 Interactive voice response (IVR) 10
2.2.2 Computer telephony integration (CTI) 10
2.3 Pervasive Computing 10
2.4 Self-Service Technologies (SSTs) 11
2.5 Technology Acceptance Model (TAM) 15
CHAPTER 3 PROPOSED SYSTEM 20
3.1 A Voice-Enabled Approach 20
3.2 System Architectures 21
3.3 Applications 22
3.3.1 Food service 22
3.3.2 Web interface 22
3.3.3 Voice interface 23
CHAPTER 4 RESEARCH DESIGN 25
4.1 Research Framework 25
4.2 Operational Definition and Hypothesis 26
4.2.1 Self-service attributes 26
4.2.2 Perceived ease of use 30
4.2.3 Perceived usefulness 31
4.2.4 Attitude toward using 31
4.2.5 Behavioral intention to use 31
4.3 Sample and Procedure 32
4.3.1 Sample 32
4.3.2 Procedure 32
4.4 Analysis Method 33
CHAPTER 5 DATA ANALYSIS 34
5.1 Data Collection 34
5.2 Characteristics of Respondents 34
5.3 Measurement Assessment 38
5.3.1 Reliability 41
5.3.2 Content validity 42
5.3.3 Construct validity 42
5.4 Factor Analysis 43
5.5 Structural Equation Modeling (SEM) 51
5.6 Hypothesis Testing 54
CHAPTER 6 CONCLUSION 56
6.1 Discussion 56
6.1.1 Relationship between self-service attributes and perception 56
6.1.2 Relationships among perception, attitude and intention 57
6.2 Implications 57
6.2.1 Applications of voice-enabled system 57
6.2.2 Perceptions upon attributes of voice-enable web system 58
6.3 Future Work 59
6.4 Limitation 60
REFERENCE 61
APPENDIX: Formal Questionnaire 67

[1] Abowd, G. D., Mynatt, E. D., & Rodden T. (2002). The human experience. IEEE, 48-56.
[2] Anerousis, N., & Panagos, E. (2002). Making voice knowledge pervasive. IEEE, 42-48.
[3] Bacon, J. (2002). Toward pervasive computing. IEEE, 84.
[4] Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Academy of Marketing Science, (16)4, 74-94.
[5] Bentler, P. M., & Bornett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88, 588-606.
[6] Bentler, P. M. (1990). Comparative fit indexes in structural model. Psychological Bulletin, 107, 238-246.
[7] Chau, P. Y. K., & Hu, P. J. H. (2001). Information technology acceptance by individual professionals: a model comparison approach. Decision Sciences, 32(4), 699-719.
[8] Chen, L., & Tan, J. (2004). Technology adaptation in E-commerce: key determinants of virtual stores acceptance. European Management Journal, 22(1), 74-86.
[9] Cheng, L., & Marsic, I. (2002). Piecewise network awareness service for wireless/mobile pervasive computing. Mobile Networks and Application, 7(4), 269-278.
[10] Church, I., & Newman, A. J. (2000). Using simulations in the optimisation of fast food service delivery. British Food Journal, 102(5/6), 398-403.
[11] Colonia-Willner, R. (2004). Self-service systems: new methodology reveals customer real-time actions during merger. Computers in Human Behavior, 20, 243-267.
[12] Consolvo, S., & Walker, M. (2003). Using the experience sampling method to evaluate ubicomp applications. IEEE, 24-31.
[13] 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, 13, 29-51.
[14] Dabholkar, P. A., & 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, 30(3), 184-201.
[15] Dabholkar, P. A., Bobbitt, L. M., & Lee, E. J. (2003). Understanding consumer motivation and behavior related to self-scanning in retailing. International Journal of Service Industry Management, 14(1), 59-95.
[16] Davis, F. D. (1986). A technology acceptance model for empirically testing new end-user information system: theory and results. Doctoral dissertation, Sloan School of Management, Massachusetts Institute of Technology.
[17] Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
[18] Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8), 982-1003.
[19] Dobrowolski, T., Nicholas, D., & Raper, J. (2000). Mobile phones: the new information medium? Aslib Proceedings, 52(6), 197-199.
[20] Fraternali, P. (1999). Tools and approaches for developing data-intensive web applications: a survey. ACM Computing Surveys, 31(3), 227-263.
[21] Globerson, S., & Maggard, M. J. (1991). A conceptual model of self-service. International Journal of Operations & Production Management, 11(4), 33-44.
[22] Gosalvez, M. G. (1997). Electronic product catalogues: what is missing? Electronic Markets, 7(3), 3-5.
[23] Hernick, J. (2003). Telephony 101: giving voice to your network. Network Computing, 14(20), 75-77.
[24] Hild, S. G., Binding, C., Bourges-Waldegg, D., & Steenkeste, C. (2001). Application hosting for pervasive computing. IBM Systems Journal, 40(1), 193-219.
[25] Howard, M., & Worboys, C. (2003). Self-service - a contradiction in terms or customer-led choice? Journal of Consumer Behaviour, 2(4), 382-392.
[26] Ishii, K. (2004). Internet use via mobile phone in Japan. Telecommunications Policy, 28, 43-58.
[27] Joreskog, K. G., & Sorbom, D. (1989). LISREL VII. 2nd ed. Chicago: SPSS.
[28] Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39, 31-36.
[29] Kourouthanassis, P., & Roussos, G. (2003). Developing consumer-friendly pervasive retail systems. IEEE, 32-39.
[30] Liao, Z., & Cheung, M. T. (2002). Internet-based e-banking and consumer attitudes: an empirical study. Information & Management, 39, 283-295.
[31] Lee, M., & Ulgado, F. M. (1997). Consumer evaluations of fast-food services: a cross-national comparison. The Journal of Services Marketing, 11(1), 39-50.
[32] Lee, C. H., Carpenter, B., Chou W., Carroll, J. C., & Reichl, W. (2000). On natural language call routing. Speech Communication, 31, 309-320.
[33] Lee, J., & Allaway, A. (2002). Effects of personal control on adoption of self-service technology innovations. The Journal of Services Marketing, 16(6), 553-572.
[34] Leung, L., & Wei, R. (2000). More than just talk on the move: uses and gratifications of the cellular phone, Journalism and Mass Communication Quarterly, 77(2), 308-320.
[35] Liaw, S. S., & Huang, H. M. (2003). An investigation of user attitudes toward search engines as an information retrieval tool. Computers in Human Behavior, 19, 751-765.
[36] Lin, J. C. C., & Lu, H. (2000). Towards an understanding of the behavioural intention to use a web site. International Journal of Information Management, 20, 197-208.
[37] Liu, C., & Arnett, K. P. (2000). Exploring the factors associated with web site success in the context of electronic commerce. Information & Management, 38, 23-33.
[38] Luttenberger, N., Reuter, F., & Koberstein, J. (2004). XML language binding support for pervasive communication in distributed virtual shared information spaces. Proceedings of the Second IEEE Annual Conference on Pervasive Computing and Communications Workshops.
[39] Lynch, J. (1995). Computer-telephony integration. Work Study, 44(7), 8-9.
[40] MacCallum, R. C., Roznowski, M., Mar, C. M., & Reith, J. V. (1994). Alternative strategies for cross-validation of covariance structure models. Multivariate Behavioral Research, 29(1), 1-32.
[41] Mark, W. (1999). Turning pervasive computing into mediated spaces. IBM Systems Journal, 38(4), 677-692.
[42] Meuter, M. L., Ostrom A. L., Roundtree, R. I., & Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64(3), 50-64.
[43] Meuter, M. L., Ostrom, A. L., Bitner, M. J., & Roundtree, R. (2003). The influence of technology anxiety on consumer use and experiences with self-service technologies. Journal of Business Research, 56, 899-906.
[44] Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context. Information & Management, 38, 217-230.
[45] Nunnally, J. C. (1978). Psychometric theory. 2nd ed. New York: McGraw-Hill.
[46] Ong, C. S., Lai, J. Y., & Wang, Y. S. (2004). Factors affecting engineers’ acceptance of asynchronous e-learning systems in high-tech companies. Information & Management, 41, 795-804.
[47] Palmer, J. W. (1997). Retailing on the WWW: the use of electronic product catalogs. Electronic Markets, 7(3), 6-9.
[48] Panko, R. R. (2004). Corporate computer and network Security. 1st ed. New Jersey: Prentice Hall.
[49] Prendergast, G. P., & Marr, N. E. (1994). The future of self-service technologies in retail banking. The Service Industries Journal, 14(1), 94-114.
[50] Sekaran, U. (2003). Research Methods for Business: A Skill-Building Approach. 4th ed. New Jersey: John Wiley & Sons, Inc.
[51] Shaw, M. J., Gardner, D. M., & Thomas, H. (1997). Research opportunities in electronic commerce. Decision Support Systems, 21, 149-156.
[52] Shih, H. P. (2004). An empirical study on predicting user acceptance of e-shopping on the Web. Information & Management, 41, 351-368.
[53] Stanoevska-Slabeva, K., & Schmid, B. (2000). Internet electronic product catalogs: an approach beyond simple keywords and multimedia. Computer Networks, 32, 701-715
[54] Sorin, C., Jouvet, D., Gagnoulet, C., Dubois, D., Sadek, D., & Toularhoat, M. (1995). Operational and experimental French telecommunication services using CNET speech recognition and text-to-speech synthesis. Speech communication, 17, 273-286.
[55] Teo, T. S. H., & Pok, S. H. (2003). Adoption of WAP-enabled mobile phones among Internet users. Omega: The International Journal of Management Science, 31, 483-498.
[56] Thong, J. Y. L., Hong, W., & Tam, K. Y. (2002). Understanding user acceptance of digital libraries: what are the roles of interface characteristics, organizational context, and individual differences? Int. J. Huamn-Computer Studies, 57, 215-242.
[57] Turner, K. J. (2004). Analysing interactive voice services. Computer Networks, In Press, Corrected Proof, Available online.
[58] Weiser, M. (1991). The computer for the 21st century. Scientific American, 265(3), 94-104.
[59] Weiser, M. (1993). Some computer science issues in ubiquitous computing. Association for Computing Machinery, Communications of the ACM, 36(7), 74-84.
[60] Westman, S. (2002). Building database-backed web applications: process and issues. Information Technology and Libraries, 21(2), 63-72.
Website
[1] Institute for Information Industry, ACI-FIND, Focus on Internet News & Data. http://www.find.org.tw/
[2] DGT, Directorate General of Telecommunicate. http://www.dgt.gov.tw/
[3] Datamonitor. http://www.marketresearch.com/