臺灣博碩士論文加值系統

行車導航系統(Driving Navigation System)是指透過衛星定位技術，在車內電腦螢幕顯示汽車所在位置，配合電子地圖等軟體，提供駕駛人行車資訊及路線指引之系統。在車用電子產品中，與駕駛相關的行車資訊系統成長最快，市場上需求力道看似旺盛，然而在台灣市場實際上卻無法於使用上普及。
使用者採用新科技與否的因素是行銷者在最提供科技產品與服務時最重要的議題，許多研究用不同的角度去探討這個問題。「技術接受模型」(Technology Acceptance Model, TAM)在解釋及預測使用者對於新資訊科技，接受或拒絕的影響因素，此理論已廣泛應用在研究資訊系統上的創新採用。而TAM2探討的則是影響使用者知覺的前置因素(antecedence)。「技術準備度」(Technology Readiness Index, TRI)則是使用者對於採用新技術來完成日常生活及工作中的目標，是否能欣然接受的一種傾向。
本研究以「技術接受模式」為基礎，納入「技術準備」與「主觀規範」等構面，探討外部變數對消費者採用行車導航系統之知覺有用性與易用性的影響，進一步決定其使用意向與其實際採用與否。依據研究主題發展「技術準備度」之衡量指標，並以線性結構方程驗證研究所發展的TAM2 & TRI 理論模型，以探討影響使用者對行車導航系統使用意向之因素。
研究結果發現：(一)「主觀規範」對「使用意向」之直接效果顯著。行車導航系統的使用行為中，「使用意向」顯著受到「知覺有用性」、「知覺易用性」與「主觀規範」影響。(二)「技術準備度」的「抑制力」為降低「知覺有用性」的因素：「技術準備度」中的不適應與功能疑慮會降低「知覺有用性」，其中又以功能疑慮影響效果較為強烈。由此可知對於使用者使用行車導航系統的「知覺有用性」中，產品在使用上功能的正確運作，比使用者自身對科技的不信任感更為重要。此外「主觀規範」對「知覺有用性」有正向影響，但會使「技術準備度」中的「抑制力」效果降低。(三)「技術準備度」的「驅使力」為促進「知覺易用性」的因素：「知覺易用性」受到「技術準備度」「驅使力」中的樂觀主義與創新性的影響，其中又以樂觀主義對於「知覺易用性」的促進效果大於創新性的影響。由此可知使用者對於科技產品的正面態度中，已經普遍的接受科技並對其存在著樂觀的信念，但個體是否成為使用的領導者與創新者則仍因人而異。

Driving Navigation System (DNS) is kind of technology using global positioning technology by showing the location of where the car is, with the software and electronic map, to provide the information and travel guide for the drivers. DNS is the product which grows very fast in the telematics market. However, the number of users and the usage are actually not popular in Taiwan.
The users’ adoption is the most important issue to marketers by providing new technology product and services. Technology Acceptance Model (TAM) is to provide an explanation and prediction of the determinants of whether the user accepts kind of new technology or not.TAM2 refers to the antecedences that influence the users’ perceptions. Technology Readiness Index (TRI) refers to people’s propensity to embrace and use new technologies for accomplishing goals in home life and at work.
This study is based on TAM, with the construct of TRI and subjective norm, to understand the effect of how external variables influence consumers’ perceive usefulness and perceive ease of use to adopt the DNS. According to the theme we develop the TRI measurements, and modify the TAM2 & TRI theoretical model by using SEM, to find out the antecedences that influence users’ intention to use DNS.
The result find out that the positive effect on “subjective norm” to “intention to use” is significant. “Intention to use” is effects by “perceive usefulness”, “perceive ease of use” and “subjective norm”. Second, the negative effect on the “inhibitors” of technology readiness and “perceive usefulness” is significant. And the “subjective norm” to “perceive usefulness” does have positive effect, and it can make the effect of “inhibitors” been reduced. Finally, the “drivers” of technology readiness is the antecedence of “perceive ease of use”.

目次

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究範圍 4
第五節 章節架構 6
第二章 文獻探討 7
第一節 技術接受模型 7
第二節 技術準備度 14
第三章 研究方法 25
第一節 觀念架構與研究假說 25
第二節 變數定義與衡量 28
第三節 問卷設計 32
第四節 資料收集方法 32
第五節 資料分析方法 32
第四章 實證分析 33
第一節 樣本輪廓分析 33
第二節 量表信度與效度 36
第三節 模型驗證及路徑檢定 39
第五章 結論與建議 45
第一節 研究發現 45
第二節 策略涵意 46
第三節 研究貢獻 48
第四節 研究限制 49
第五節 後續研究建議 50
參考文獻 51
中文部分 51
英文部分 52
網站部分 57
附錄 58

圖次

圖2-1 技術接受模型 8
圖2-2 TAM2模型架構圖 11
圖2-3 PARASURAMAN 的技術準備度 16
圖3-1 觀念架構 25
圖3-2 量表發展步驟 29
圖4-1 模型一：未考量「主觀規範」對「使用意向」之間接效果 40
圖4-2 模型二：抑制力效果 41
圖4-3 模型三：驅使力效果 42
圖4-4 模型四：考量「主觀規範」對「使用意向」之間接效果 43





















表次

表2-1 科技性產品的八個主要矛盾 14
表2-2 不適應的衡量題項 17
表2-3 功能疑慮的衡量題項 18
表2-4 樂觀主義的衡量題項 20
表2-5 創新性的衡量題項 21
表2-6 技術準備度類型特性表 22
表2-7 技術準備度相關文獻整理 23
表3-1 研究假說彙整 27
表3-2 技術準備與技術接受量表 30
表4-1 使用情況 33
表4-2 樣本結構 34
表4-3 量表信度及效度 36
表4-4 標準化因素共變矩陣 38
表4-5 模型一：未考量「主觀規範」對「使用意向」之間接效果 39
表4-6 模型二：抑制力效果 40
表4-7 模型三：驅使力效果 41
表4-8 模型四：考量「主觀規範」對「使用意向」之間接效果 43
表4-9 模型假說檢定結果 44

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