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研究生:陳炯良
研究生(外文):Chiung-Liang Chen
論文名稱:以「使用-擴散」觀點探討VoIP網路電話之擴散
論文名稱(外文):The Diffusion of VoIP Internet Telephony: A Use-Diffusion Perspective
指導教授:施穎偉施穎偉引用關係
指導教授(外文):Ying-Wei Shee
學位類別:碩士
校院名稱:國立暨南國際大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:109
中文關鍵詞:VoIP網路電話使用-擴散模式
外文關鍵詞:VoIP internet telephonyuse-diffusion model
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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
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