臺灣博碩士論文加值系統

本研究乃以匯豐汽車公司為個案對象，探討業務人員在面對公司導入新的資訊系統時，其科技態度對其使用系統之意圖、使用率及個人銷售績效表現之影響。經由相關文獻探討，整合使用者科技接受之相關理論發展本研究之架構及問卷。以匯豐汽車公司之業務人員及基層單位主管等系統主要使用者為調查對象。探討人員背景屬性差異是否對其科技態度有所影響，並以使用意圖與使用率之程度為兩向度進行使用者型態分群，據此給予管理者適當之建議。研究結果顯示：（1）業務人員的年齡、年資及職位之不同，對其科技態度有顯著差異。（2）科技態度確實透過行為意圖影響使用行為，其中心理認知、感受及知覺行為控制在整體模式中有正向之影響，主觀規範則會令使用者產生抗拒之意圖。（3）目前系統仍在導入初期，尚未能有效提升業務人員的銷售績效。（4）在使用者型態分群中，將使用者分為積極主動、吃苦耐勞、置之度外及眼高手低四型，並依各型使用者之科技態度表現，提供管理者具體之建議，以提升業務人員之使用意圖及使用率。本研究結論希望能提供個案公司適當之管理建議，並供相關銷售服務業者導入資訊系統時之參考。

The purpose of this study is to explore the impact of salespersons’ technology attitudes on user intentions, system utilizations, and sales performance. This study is based on several theories related to user acceptance of information. The subject of this research is Fortune Motors’ salespersons and basic level chiefs. Exploring the difference of their technology attitudes in background exerts. Furthermore, using intention and utilization patterns approach to classify users. The results are as follows: (1) Salespersons in different age, seniority, and position have different technology attitudes. (2) Technology attitudes certainly affect users’ behaviors by intention. Psychological perception, reception, and perceived behavior control have positive impacts on the whole models. However, subjective norm has an apparent negative impact. This result indicated that the more subjective norm lead to the more user resistance. (3) Classifying the users into four groups: positive actively, hard workers, regardless, and demanding. According to their different technology attitudes, the study provides managers specific proper to improve salespersons’ intentions and utilizations. In addition, the results could provide the Fortune Motors and other sales service business proper suggestions to manager the information system.

摘 要……………………………………………………...........................I
Abstract……………………………………………………......................II
誌 謝………………………………………………………………........V
目 錄………………………………………………………………......VII
圖 目 錄……………………………………………………………………IX
表 目 錄…………………………………………………………………….X
第壹章 緒論..………………………………………............…………..1
第一節 研究背景與動機…….………………………………............1
第二節 研究目的….…………………………………………............4
第三節 研究範圍與限制……..…………………………...…………6
第四節 研究流程…………………………………………….............7
第貳章 文獻探討..………………………………………............…………..9
第一節 匯豐公司概況….………….......…………………..................9
第二節 科技接受行為理論………………….......…………………..23
第參章 研究方法……………………………….......................................41
第一節 研究架構……….………………………………....................41
第二節 研究變數與操作型定義…………………………………….42
第三節 研究假設………………………………………….................46
第四節 研究設計………………………………………….................50
第五節 資料分析方法………………………………………….........51
第肆章 分析結果與討論………….........………….........…………......…...54
第一節 樣本資料基本屬性與分佈情形...........………………….....54
第二節 科技態度之基本概況分析……………..….……................56
第三節 個人基本屬性對科技態度之差異分析……..…...…………58
第四節 科技態度對行為意圖之影響…………….…………………62
第五節 科技態度、行為意圖與實際使用行為之模式驗證………65
第六節 系統使用者型態分析………………..………………...68
第伍章 結論與建議……………………………………………...................73
第一節 研究結論………………………………..............................73
第二節 研究建議……………………………….............................76
第三節 研究限制………………………………………….................79
第四節 後續研究………………………………………...................80
參考文獻………………………………………………………...............…81
附錄 問卷內容……………………………………….............................87
作者簡介………………………………………………………...............…91

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