臺灣博碩士論文加值系統

過去對於新產品擴散的研究多以「採用」作為主要的觀點，如創新擴散理論或科技接受模式等。Shih & Venkatesh (2002) 提出「使用-擴散」模式，以「使用」的觀點作為探討擴散過程的基礎。因此，本研究將根據此一新的觀點，提出一個屬於voice on IP (VoIP)網路電話環境之假說模式，藉以探討VoIP網路電話的使用擴散。在此模式中，「科技熟稔」、「科技替代」、「個人創新性」、「自我效能」、「信任傾向」、「媒體曝曬」、「主觀規範」與「口碑」為使用擴散之前因變數。本研究以軟/硬體VoIP網路電話之個人使用者為調查對象，透過網路問卷方式蒐集樣本，且以PLS來進行模式驗證。研究結果發現：（1）科技替代與個人創新性對使用變化具有正向影響；（2）口碑對使用率具有正向影響；（3）科技熟稔、自我效能、信任傾向、媒體曝曬與主觀規範對使用變化與使用率皆具有正向影響；（4）使用程度愈高之使用者其滿意度愈高。

Prior researches on new product diffusion have been carried out from an "adoption" perspective (i.e., innovation diffusion theory or technology acceptance model). However, a use-diffusion model proposed by Shih & Venkatesh (2002) deals with the diffusion processes from a "use" perspective. Based on the new perspective, this thesis develops and tests a use-diffusion model for the context of voice on IP (VoIP) internet telephony. In this model, the antecedents to use-diffusion include technological sophistication, complementary technologies, personal innovativeness, self-efficacy, propensity to trust, subjective norm, and word-of-mouth referrals. The data were collected via online survey from individual VoIP internet telephony users and were then tested by partial least square (PLS) method. The results reveal that: (1) There are significantly positive effects of complementary technologies and personal innovativeness to use of variety; (2) There is a significantly positive effect of word-of-mouth referrals to rate of use; (3) There are significantly positive effects of technological sophistication, self-efficacy, propensity to trust, media exposure, and subjective norm to variety of use and rate of use; and (4) The users that own higher level of use will have higher satisfaction.

目錄
第壹章　緒論 1
第一節　研究動機與背景 1
第二節　研究目的 4
第三節　研究範圍 5
第四節　研究流程 5
第五節　論文架構 7
第貳章　文獻探討 8
第一節　VoIP網路電話 8
第二節　創新擴散理論 18
第三節　使用擴散模式 21
第四節　自我效能理論 33
第五節　計劃行為理論 36
第六節　信任傾向 38
第七節　口碑 40
第參章　研究方法 42
第一節　研究架構 42
第二節　研究假說 46
第三節　變數之操作性定義與測量方法 53
第四節　問卷內容與資料蒐集程序 62
第五節　資料分析方法與工具 64
第肆章　資料分析 68
第一節　樣本基本描述 68
第二節　信度之檢驗 71
第三節　因素分析 72
第四節　PLS 74
第五節　鑑別分析 80
第六節　單因子變異數分析 82
第伍章 結論與建議 85
第一節　研究結果與討論 85
第二節　行銷意涵 93
第三節　研究貢獻 94
第四節　研究限制與未來研究可行方向 95
參考文獻 96
附錄 研究問卷 112


圖目錄
圖1-1 本研究之研究流程 6
圖2-1 各種通訊型態之發展歷程 8
圖2-2 電腦對電腦之通話連結方式 11
圖2-3 電腦對電話之通話連結方式 11
圖2-4 電話對電話之第一種連結方式 12
圖2-5 電話對電話之第二種連結方式 12
圖2-6 電話對電話之第三種連結方式 13
圖2-7 使用擴散模式(一) 23
圖2-8 使用類型之分類 24
圖2-9 使用擴散模式(二) 31
圖2-10 計劃行為理論(Ajzen, 1985) 36
圖3-1 本研究之研究架構（一） 44
圖3-2 本研究之研究架構（二） 45
圖4-1 PLS驗證結果 77
圖4-2 本研究之顯著因果關係 79

表目錄
表2-1 電路交換網路與分封交換網路之比較 9
表2-2 採用擴散與使用擴散之特性比較 22
表3-1 科技熟稔之衡量方式 53
表3-2 科技替代之衡量方式 54
表3-3 個人創新性之衡量方式 54
表3-4 自我效能之衡量方式 55
表3-5 信任傾向之衡量方式 56
表3-6 媒體曝曬之衡量方式 56
表3-7 主觀規範之衡量方式 57
表3-8 口碑之衡量方式 58
表3-9 使用變化之衡量方式 59
表3-10 使用率之衡量方式 59
表3-11 滿意度之衡量方式 60
表3-12 對未來相關科技之使用意願的衡量方式 61
表3-13 問卷架構一覽表 62
表3-14 本研究假說所使用到的分析方法 65
表4-1 樣本之基本資料 68
表4-2 VoIP網路電話之使用狀況 70
表4-3 以反映性指標衡量之構念的信度分析 71
表4-4 轉軸後因素分析結果 72
表4-5 問項的負荷量 74
表4-6 相關係數矩陣與平均變異萃取量 76
表4-7 使用類型之分佈 80
表4-8 各解釋變數平均數的相等性檢定 81
表4-9 鑑別函數之係數 81
表4-10 變異數分析表 82
表4-11 LSD檢定結果 83
表4-12本研究假說檢定結果 83

一、中文部份
1.尤淨纓，「網路電話選擇行為之研究－模糊積分羅吉特模式之應用」，國立交通大學交通運輸研究所碩士論文，2001年。
2.王怡舜，「數位產品網路行銷之顧客滿意度量表建構模式」，國立政治大學資訊管理研究所博士論文，2001年。
3.王蕙君，「台灣網路電話市場的發展分析」，MIC透析資料庫，2000年。
4.古明堂，「網路經濟時代下企業對導入網路電話系統之可接受度與滿意度之研究」，輔仁大學資訊管理研究所在職專班碩士論文。
5.吳國偉，「通訊軟體的新契機－網際網路電話」，MIC透析資料庫，1996年。
6.吳雅玲，「台灣地區資訊服務產業能力集合擴散模式之研究」，國立暨南大學資訊管理研究所碩士論文，2004年。
7.吳佳靜，「影響使用者信任網站的因素之探討－以入口網站為例」，東吳大學資訊科學研究所碩士論文，2002年。
8.陳春美，「因應網路電話(VoIP)發展國際語音服務競爭策略之研究」，國立交通大學經營管理研究所碩士論文，2000年。
9.陳郁茹，「藉由建立消費者網路購物之信任模式以提升顧客忠誠度」，淡江大學資訊管理研究所碩士論文，2001年。
10.陳雅文，「網路電話趨勢分析」，國立交通大學科技管理所碩士論文，1998年。
11.張春國、楊國樞，「心理學」，三民書局，1998年。
12.費翠，「網路市場行家理論驗證與延伸－其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究」，國立政治大學廣告研究所碩士論文，2001年。
13.黃芳銘，「結構方程模式理論與應用」，五南圖書公司，2003年。
14.黃麗鈴，「影響高中生學業成就自我效能之因素及其與學業成就之相關研究」，淡江大學教育資料科學研究所碩士論文，1997年。
15.曾柏興，「企業購買選擇行為與使用意願之研究－以網路電話閘道器為例」，國立成功大學交通管理科學研究所，2002年。
16.楊亞琦，「e化環境中知覺品質與口碑溝通間關係之研究－以顧客承諾為中介角色之分析」，國立高雄第一科技大學行銷與流通管理研究所碩士論文，2004年。
17.葉冠伶譯，Wayne Baker原著，市場機會理論應用之二，台北：遠流文化事業，2004年。
18.詹德章，「電子市集使用者滿意度衡量模式」，國立暨南大學資訊管理研究所碩士論文，2004年。
19.賴英豪，「網路電話使用行為初探－創新特質、使用動機與滿足程度之研究」，國立交通大學傳播研究所碩士論文，2005年。
20.謝政益，「網路電話接受度之研究」，國立台灣科技大學資訊管理研究所碩士論文，2003年。
21.戴鴻邦，「網際網路電話市場行情看俏」，通訊雜誌，45期，1997年。



二、英文部份
1.Agarwal, R. and Prasad, J. (1998). “A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology,” Information Systems Research, Vol. 9, No. 2, pp. 204-215.
2.Alba, J. and Hutchinson, J. W. (1985). “Dimensions of Consumer Expertise,” Journal of Consumer Research, Vol. 13(March), pp. 411-454.
3.Anderson, E. W. (1998). “Customer Satisfaction and Word-of-Mouth,” Journal of Service Research, Vol. 1, No. 1, pp.5-17.
4.Anderson, R. L. and Ortinau, D. J. (1998). “Exploring Consumers’ Postadoption Attitudes and Use Behaviors in Monitoring the Diffusion of a Technological-Based Discontinuous Innovation,” Journal of Business Research, Vol. 17, pp. 283- 298.
5.Ajzen, I. (1985). From Intention to Action: A Theory of Planned Behavior, Kuhl, J. and Beckmann, J. (eds.), Action control: From cognition to behavior, NY: Springer-Verlag, pp. 11-39.
6.Ajzen, I. (1991). “The Theory of Planned Behavior,” Organizational Behavior and Human Decision Processes, Vol. 50, pp. 179-211.
7.Ajzen, I. and Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior, Englewood Cliffs, NJ: Prentice-Hall.
8.Ajzen, I. and Madden, T. J. (1985). “Prediction of Goal-Directed Behavior: Attitudes, Intentions, and Perceived Behavioral Control,” Journal of Experimental Social Psychology, pp. 453-474.
9.Arndt, J. (1967). “Role of Product-Related Conversations in the Diffusion a New Product,” Journal of Marketing Research, Vol. 4, pp. 291-295.
10.Bandura, A. (1977). “Self-efficacy: Toward a Unifying Theory of Behavior Change,” Psychological Review, Vol. 84, No. 2, pp. 191-215.
11.Bandura, A. (1982). “Self-efficacy Mechanism in Human Agency,” American Psychologist, Vol. 37, No.2, pp. 122-147
12.Bandura, A. (1986). Social Foundations of Thought and Action: A Social Cognitive Theory, Englewood Cliffs, NJ: Prentice-Hall.
13.Bandura, A. (1989). “Social learning theory,” Annuals of Child Development, Vol. 6, pp. 941-951.
14.Bandura, A. (1997). Self-Efficacy: The Exercise of Control, NY: W. H. Freeman Company.
15.Bandura, A. and Jourdon, F. J. (1991). “Self-Regulatory Mechanisms Governing the Impact of Social Comparison on Complex Decision Marketing,” Journal of Personality and Social Psychology, Vol. 60, No. 6, pp.941-951.
16.Barnett, H. G. (1953). Innovations: The basis of cultural change. NY: McGrew-Hill, Inc.
17.Blackwell, R. D., Miniard P. W., and Engel, J. F. (2001). Consumer Behavior (9th ed.) SW: Harcourt, Inc.
18.Bollen, K. A. (1984). “Multiple Indicators: Internal Consistency or No Necessary Relationship? ,” Quality & Quantity , Vol. 18, pp. 377-385.
19.Bollen, K. A. and Lennox, R. (1991). “Conventional Wisdom on Measurement: A Structural Equation Perspective,” Psychological Bulletin, Vol. 110, No. 2, pp. 305-314.
20.Bolton, R. N. and Lemon, K. N. (1999). “A Dynamic Model of Customers’ Usage of Services: Usage as an Antecedent and Consequence of Satisfaction,” Journal of Marketing Research, Vol. 36 (May), pp. 171-186.
21.Bone, P. F. (1995). “Word-of-Mouth Effects on Short-Term and Long-Term Product Judgments,” Journal of Business Research, Vol. 32, pp. 213-223.
22.Brown, J. and Reingen, P. H. (1987). “Social Ties and Word-of-Mouth Referral Behavior,” Journal of Consumer Research, Vol. 14, pp. 350-362.
23.Buttle, F. (1998). “Word-of-Mouth: Understanding and Managing Referral Marketing,” Journal of Strategic Marketing, Vol. 6, pp. 241-254.
24.Burt, R. S. (1987). “Social Contagion and Innovativeness: Cohesion versus Structural Equivalence,” American Journal of Sociology, Vol. 92(May), pp. 1287-1335.
25.Cattell, R. B. (1994). “Travels in Psychological Hyperspace,” In Sch ultz, D. and Schultz, S. E., Theory id Personality, Brooks/Cole Publishing Co.
26.Chin, W. W. (1998a). “Issues and Opinions on Structural Equation Modeling,” MIS Quarterly, Vol. 22, No. 1, pp. 7-16.
27.Chin, W. W. (1998b). “The Partial Least Squares Approach for Structural Equation Modeling,” in Marcoulides, G. A. (ed.), Modem Methods for Business Research, Lawrence Erlbaum Associates, Hillsdale.
28.Chin, W. W., Marcolin, B. L., and Newsted, P. R. (2003). “A Partial Least Squares Latent Variable modeling Approach for measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic Mail Adoption Study,” Information Systems Research, Vol. 14, No. 2, pp. 183-217.
29.Collins, D. (2001). Carrier Grade Voice over IP, NY: McGraw-Hill.
30.Compeau, D. R. and Higgins, C. A. (1995). “Computer Self-Efficacy: Development of a Measure and Initial Test,” MIS Quarterly, Vol. 19, No. 2, pp. 189-211.
31.Daly, K. J. (2001). “Deconstructing Family Time: From Ideology to Lived Experience,” Journal of Marriage and Family, Vol. 63, No.2, pp. 283-294.
32.Damanpour F. and Gopalakrishman S. (1998). “Theories of Organizational Structure and Innovation Adoption: The Role of Environment Change,” Journal of Engineering and Technology Management, Vol. 15 Iss. 1, pp. 1-24
33.Davis, F. D. (1989). “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technologies,” MIS Quarterly, Vol. 13, No. 3, pp.319-340.
34.Day, G. S. (1971). “Attitude Change, Media and Word of Mouth,” Journal of Advertising Research, Vol. 11, No. 6, pp. 31-40.
35.Delcourt, M. A. B. and Kinzie, M. B. (1993). “Computer Technologies in Teacher Education: The Measurement of Attitudes and Self-efficacy,” Journal of Research and Development in Education, Vol. 27. No. 1, pp. 35-41.
36.DeVellis, R. F. (1991). Scale Development Theory and Applications, London: SAGE.
37.Dutton, W., Kovaric, P., and Steinfield C. (1985). “Computing in the Home: A Research Paradigm,” Computers and the Social Sciences, Vol. 1, pp. 5-18.
38.Dodson, J. A., Jr. and Muller, E. (1978). “Models of New Product Diffusion through Advertising and Word-of-Mouth,” Management Science, Vol. 24(November), pp. 568-578.
39.Downing, C. E. (1999). “System Usage Behavior as a Proxy for User Satisfaction: An Empirical Investigation,” Information and Management, Vol. 35, pp. 203-216.
40.Ducoffe, R. H. (1996). “Advertising Value and Advertising on the Web,” Journal of Advertising Research, Vol. 36, No. 5, pp. 21-34.
41.Duhan, D. S., Johnson, J. W., and Harrell, G. (1997). “Influences on Consumer Use of Word-of-Mouth Recommendation Sources,” Journal of the Academy of Marketing Science, Vol. 25, No. 4, pp. 283-295.
42.Fishbein, M. and Ajzen, I. (1975). Beliefs, Attitude, Intention and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley.
43.Gefen, D. (2000). “E-commerce: the role of familiarity and trust,” Omega -International Journal of Management Science, Vol. 28, No. 6, pp. 725-737.
44.Gefen, D. and Straub, D. W. (2005). “A Practical Guide to Factorial Validity Using PLS-Graph: Tutorial and Annotated Example,” Communications of The Association for Information Systems, Vol. 16, No. 5, pp. 91-109.
45.Giese, J. L. and Cote, J. A. (2000). “Defining Consumer Satisfaction,” Academy of Marketing Science Review, Vol. 2000, No. 1, Available:http://www.amsreview.org/articles/giese01-2000.pdf.
46.Golder, P. N. and Tellis, G. J. (1998). “Beyond Diffusion: An Affordability Model of the Growth of New Consumer Durables,” Journal of Forecasting, Vol. 17, pp. 259-280.
47.Gremler, D. D. and Brown, S. W. (1996). “Service Loyalty: Its Nature, Importance, and Implications,” in Edvardsson, B., Brown, S. W., Johnston, R. (eds.), Advancing Service Quality: A Global Perspective, International Service Quality Association, pp. 171-180.
48.Gremler, D. D., Gwinner, K. P., and Brown, S. W. (2001). “Generating Positive Word-of-Mouth Communication through Customer-Employee Relationship,” International Journal of Service Industry Management, Vol. 12, No. 1, pp. 44-59.
49.Hahn, M., Park, S. Krishnamurthi, L., and Zoltners, A. A. (1994). “Analysis of New product Diffusion Using a Four-Segment Trial-Repeat Model,” Marketing Science, Vol. 13, No. 3, pp. 224-247.
50.Hanson, W. A. (2000). Principles of Internet Marketing, Ohio: South-Western College Publishing.
51.Harrison-Walker, L. J. (2001). “The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents,” Journal of Service Research, Vol. 4, No. 1, pp. 60-75.
52.Hirschman, E. C. (1980). “Innovativeness, Novelty Seeking, and Consumer Creativity,” Journal of Consumer Research, Vol. 7, No. 3, pp. 283-295.
53.Hunt, H. K., David, H., and Tacy, C. (1988). “Consumer Grudge Holding Dissatisfaction, and Complaining Behavior,” Journal of Consumer Satisfaction, Vol. 1, pp. 116-118.
54.Ives, B., Olson, M. H. and Baroudi, J. J. (1983). “The Measurement of User Information Satisfaction,” Communications of the ACM, Vol. 26, No. 10(October), pp. 785-793.
55.Jones, G. R. and George, J. M. (1998). “The Experience and Evolution of Trust: Implications for Cooperation and Teamwork,” Academy of Management Review, Vol. 23, No. 3, pp. 531-546.
56.Kaiser, H. F. (1970). “A Second Generation Little Jiffy,” Psychometrika, Vol. 35, pp. 401-415.
57.Kekre, S., Krishnan, M. S. and Srinivasan, K. (1995). “Drivers of Customer Satisfaction for Products: Implications for Design and Service Support,” Management Science, Vol. 41, No. 9, pp. 1456-1470.
58.Kiesler, S. Kraut, R. Lundmark, V. Scherlis, W. and Mukhopadhyay, T. (1997). “Usability, help Desk Calls, and Residential Internet Usage,” Conference Proceedings on Human Factors in Computing Systems, pp. 536-537.
59.Kiesler, S., Zdaniuk, B., Lundmark, V., and Kraut, R. (2001). “Troubles with the Internet: The Dynamics of Help at Home,” Journal of Human Computer Interaction, Vol. 15, pp. 323-351.
60.Kini, A. and Choobineh, J. (1998). “Trust in electronic commerce: definition and theoretical considerations,” 31st Annual Hawaii International Conference on System Sciences, Vol. 4, pp. 51-61.
61.Kotler, P. and Armstrong, G. (1991). Principles of marketing (5th ed.), Englewood Cliffs, NJ: Prentice Hall, Inc.
62.Kraut, R., Rice, R. E., Cool, C. and Fish, R. S. (1998). “Varieties of Social Influences: The Role of Utility and Norms in the Success of a New Communication Medium,” Organization Science, Vol. 9, No. 4, pp. 437-453.
63.Lee, W. O. (2000), “Introducing Internet Terminals to the Home: Interaction Between Social, Physical, and Technological Spaces,” People and Computers XIV – Usability Or Else! Proceedings of HCI 2000, McDonald, S. Waern, Y., Cockton, G. (eds.), New York, NY: Springer, pp. 14-29.
64.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, pp. 191-204.
65.Lewis, L. K. and Seibold, D. R. (1993). “Innovation Modification During Intraorganizational Adoption,” Academy of management Review, Vol. 18, No. 2, pp.322-354.
66.Liang, T. P. and Huang, J. S. (1998). “An Empirical Study on Consumer Acceptance of Products in Electronic Markets: A Transaction Cost Model,” Decision Support Systems, Vol. 24, No. 1, pp. 29-43.
67.Lindolf, T. R. (1991). “New Communication Media and the Family: Practices, Function, and Effects,” Progress in Communication Science, Vol. 10, Dervin, B. (ed.), Norwood, NJ: Ablex Publishing.
68.Lindolf, T. R. (1992). “Computing Tales : Parents’ Discourse about Technology and Family,” Social science Computer Review, Vol. 10, No. 3, pp. 291-309.
69.Lupton, E. and Miller, J. A. (1992). The Bathroom, the Kitchen and the Aesthetics of Waste, Cambridge MA: MIT Visual Arts Center, Distributed by Princeton Architectural Press.
70.Mahajan, E. M. and Bass, F. M. (1990). “New Product Diffusion Models in Marketing: A Review and Direction for Research,” Journal of Marketing, Vol. 54, No. 1, pp. 1-26.
71.Mayer, R., James, D., and Schoorman, F. D. (1995). “An Integrative Model of Organizational Trust,” Academy of Management Review, Vol. 20, No. 3, pp. 709-734.
72.McGregor, D. (1967). The Professional Manager, NY: McGraw-Hill.
73.McKnight, D. H., Cummings, L. L. and Chervany, N. L. (1998). “Initial trust formation in new organizational relationships,” Academy of Management Review, Vol. 23, No. 3, pp. 473-490.
74.McKnight, D. H., Choudhury, V., and Kacmar, C. (2002). “Developing and Validating Trust Measures for e-Commerce: An Integrative Typology,” Information Systems Research, Vol. 13, No. 3, pp. 334-359.
75.Mick, D. and Fournier, S. (1998). “Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies,” Journal of Consumer Research, Vol. 25, No. 2, pp.123-143.
76.Mukherjee, A. and Hoyer, W. D. (2001). “The Effect of Novel Attributes on Product Evaluation,” Journal of Consumer Research, Vol. 28(December), pp. 462-472.
77.Murray, K. B. (1991). “A Test of Services Marketing Theory: Consumer Acquisition Activities,” Journal of Marketing, Vol. 55, No. 1, pp. 10-25.
78.Naylor, G. and Kleiser, S. B. (2000). “Negative versus Positive Word-of-Mouth: An Exception to the Rule,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 13, pp. 26-36.
79.Nijssen E. J. and Lieshout K. F. M. (1995). “Awareness, Use, and Effectiveness of Models and Methods for New Product Development,” European Journal of Marketing, pp. 27-44.
80.Norman, D. A. (1999), The Invisible Computer, Cambridge, MA: MIT Press.
81.Olson, J. S., and Olson, G. M. (2000). “i2i trust in e-commerce,” Communications of The ACM, Vol. 43, No. 12 (Dec.), pp. 41-44.
82.Pavlou, P. A. and Gefen, D. (2005). “Psychological Contract Violation in Online Marketplaces: Antecedents, Consequences, and Moderating Role,” Information Systems Research, Vol. 16, No. 4, pp. 372-399.
83.Pintrich, P. R. (1989). The Dynamic Interplay of Student Motivation and Cognition in the College Classroom, In Maehr, M. & C. Ames Advance in Motivation and Achievement : Motivation Enhancing Environments, pp. 117-160.
84.Ram, S. and Jung H. S. (1989). :The Link Between Involvement, Use Innovativeness and Product Usage,” Advances in Consumer Research, Vol. 16, Srull T. K. (ed.), Hawaii: Association for Consumer Research, pp. 160-166.
85.Ram, S. and Jung, H. S. (1990). “The Conceptualization and Measurement of Product Usage,” Journal of Academy of Marketing Science, Vol. 18, No. 1, pp. 67-76.
86.Reingen, P. H. and Kernan J. B. (1986). “Analysis of Referral Networks in Marketing: Methods and Illustration,” Journal of Marketing Research, Vol. 23(November), pp. 370-378.
87.Richins, M. L. (1983). “Negative Word-of-Mouth by Dissatisfied Customers: a Pilot Study,” Journal of Marketing, Vol. 47, No. 1, pp. 68-78.
88.Robertson, T. S. and Gatignon, H. (1986). “Competitive Effects on Technology Diffusion,” Journal of Marketing, Vol. 50 No. 3, pp. 1-12.
89.Rogers, E. M. (1976). “New product adoption and diffusion,” Journal of Consumer Research, Vol. 2 (March), pp. 192-208.
90.Rogers, E. M. (1995). Diffusion of Innovations (4th ed.), NY : The Free Press.
91.Rotter, J. B. (1980). “Interpersonal Trust, Trustworthiness, and Gullibility,” American Psychologist, Vol. 35, pp. 1-7.
92.Schiffman, L. G.. and Kanuk, L. L. (1994). Consumer Behavior (5th ed.), NJ: Prentice-Hall.
93.Schunk, D. H. (1981). “Modeling and Attributional Effects on Children’s achievement: A Self-efficacy Analysis,” Journal of Educational Psychology, Vol. 73, No. 1, pp. 93-105.
94.Shih, C. F. and Venkatesh, A. (2002). Beyond Adoption: Development and Application of Use Diffusion (UD) Model to Study Household Use of Computers, Working Paper from CRITO.
95.Shih, C. F. and Venkatesh, A. (2004). “Beyond Adoption: Development and Application of a Use-Diffusion Model,” Journal of Marketing, Vol. 68 (January), pp. 59-72.
96.Silverman, G. (1997). “How to Harness the Awesome Power of Word-of-Mouth,” Direct Marketing, Vol. 60, pp. 32-37.
97.Singh, J. (1990). “Voice, Exit, and Negative Word-of-Mouth Behaviors: An Investigation across Three Service Categories,” Journal of the Academy of Marketing Science, Vol. 18, No. 1, pp. 1-15.
98.Sirdeshmukh, D., Singh, J. and Sabol, B. (2002). “Consumer Trust, Value, and Loyalty in Relational Exchanges,” Journal of Marketing, Vol. 66, pp. 15-37.
99.Stack, L. (1978). “Trust,” In London, H. and Exner, J. E., Jr. (eds), Dimension of Personality, pp. 561-599.
100.Straub, D., Boudreau, M. C, Gefen, D. (2004). “Validation Guidelines for IS Positivist Research,” Communications of the Association for Information Systems, Vol. 14, pp. 380-426.
101.Tan, S. J. (1999). “Strategies for Reducing Consumers' Risk Aversion in Internet Shopping,” Journal of Consumer Marketing, Vol. 16, No. 2, pp. 163-180.
102.Taylor, S. and Todd, P. A. (1995). “Decomposition and Cross Effects in the Theory of Planned Behavior: A Study of Consumer Adoption Intentions,” International Journal of Research in Marketing, Vol. 12, pp. 137-155.
103.Tinnell, C. S. (1985). “An Ethnographic Look at Personal Computers in the Family Setting,” Marriage & Family Review, Vol. 8 No.1-2, pp. 59-69.
104.Torkzadeh, G. and Koufteros, X. (1994). “Factorial Validity of a Computer Self-efficacy Scal and the Impact of Computer Training,” Educational and Psychological Measurement, Vol. 54, No. 3, pp. 813-821.
105.Valente, T. W. (1995). Network Models of the Diffusion of Innovations, Cresskill, NJ: Hampton Press, Inc.
106.Venkatesh, A., Kruse, E. and Shih, C. F. (2003). “The Networked Home: An Analysis of Current Developments and Future Trends,” Cognition, Technology, and Work, Vol. 5(April), pp. 23-32.
107.Vitalari, N. P., Venkatesh, A. and Gronhaug, K. (1985). “Computing in the Home: Shifts in the Time Allocation Patterns of the Households,” Communications of the ACM, Vol. 28, No. 5, pp.512-522.
108.Westbrook, R. A. (1987). “Product/Consumption-Based Affective Responses and Postpurchase Processes,” Journal of Marketing Research, Vol. 24, pp.258-270.
109.Whitener, E. M., Brodt, S. E., Korsgaard, M. A., and Werner, J. M. (1998). “Managers as Initiators of Trust: An Exchange Relationship Framework for Understanding Managerial Trustworthy Behavior,” Academy of Management Review, Vol. 23, No. 3, pp. 513-530.
110.Wright, P. (1973). “The Cognitive Processes Mediating, Acceptance of advertising,” Journal of Marketing Research, Vol. 10, pp.3-67.