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研究生:吳高文
研究生(外文):Wu Kao Wen
論文名稱:網際網路使用擴散模式之研究
論文名稱(外文):A Study on Internet Use Diffusion Model
指導教授:陳協勝陳協勝引用關係董信煌董信煌引用關係
指導教授(外文):Hsieh-Sheng ChenShing-Hwang Dong
學位類別:碩士
校院名稱:樹德科技大學
系所名稱:資訊管理研究所
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:139
中文關鍵詞:網際網路使用擴散二階段最小平方法多項羅機模式
外文關鍵詞:Use-DiffusionInternetTwo-stage least squares2SLSMultinomial Logit ModelMNL
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網際網路的興起被視為21世紀一項重大發明,改變人類時空距離,我國寬頻用戶至2005年12月已達959萬戶,網際網路連網應用普及率為42%,網際網路使用人口快速大幅成長,隨著網路頻寬的增加,許多創新的網路應用服務紛紛出籠。隨著網際網路應用服務功能不斷創新,傳統上以採用者採用上之時間點及頻率,來分類採用者類型之創新採用擴散模型,其適用性已受到質疑。另外,採用擴散模型著重採用者之分類,忽略採用後的使用滿意度與對未來產品功能期望之認知探討。因此,本研究以採用之後的使用行為為研究議題,建構網際網路創新使用擴散模型。本研究以網際網路使用多樣性(少/多)與使用率(低/高)之關係,將使用者分為:密集、專業、非專業及有限四種使用者類型構面。再透過影響網際網路使用之因素探討,確定使用擴散決定因子構面。最後,並以科技認知影響、科技使用滿意度及未來新科技之興趣等三個變數為使用結果構面。換言之,本研究由使用擴散決定因子,使用者類型及使用結果等三個構面,建構網際網路使用擴散模型。
本研究假設網際網路之使用率與使用多樣性兩變數間是相互影響的內生變數,以二階段最小平方法(2SLS),建立聯立方程式探討網際網路使用率與使用多樣性之關係,得到使用多樣性與使用率之間互有正面影響。溝通密度、使用經驗、使用創新性及使用動機均顯著影響使用多樣性;使用經驗、社會臨場感均顯著影響使用率。另外,以多項羅機模式(MNL)分析使用擴散決定因素對此四種使用者型態之影響程度,密集使用者與模型中的變數有高度相關,其次是專業使用者、非專業使用。最後,以變異數分析(ANOVA)方法檢定四種使用者型態對科技認知影響、科技的滿意度及未來新科技之興趣等三個結果變數是否有差異存在,得到與三個使用擴散結果變數都有顯著差異,以密集使用者最高,有限使用者最低,專業使用者與非專業使用者則沒有明顯差異。
總之,當市場引進一個具有多種功能新產品或服務時,消費者的使用多樣性和使用率並須同時考量。例如,傳統促銷策略的目標只著重於產品創新採用者,本研究認為除創新採用外,宣傳使用知識並培育以使用為基礎的相關技術亦是很重要的。實務上,網際網路之科技產品業者必須向採用者提出新的使用功能,並教育使用者如何直接與其他使用者溝通,架構使用者互動平台,是產品創新使用擴散不可或缺的一環。
The rise of the internet is considered as a great invention in the 21st century, change the distance of human space-time, bandwidth users of our country have already been up to 9,590,000 by December of 2005, the popularity to be 42%, the internet network uses the fast growth by a wide margin of population, with the bandwidth increase of network, a lot of network application services innovated come forth one after another . As the internet network application service function is innovating constantly, recently, researchers have pointed out the limitations of the AD model. In addition, adoption diffusion model focused on classification of adopter and neglect after using satisfaction and technology perceived impact etc. So, this research is built and constructed the internet innovation use diffusion model in order to study topics with the behavior of using after adopting. So I started researching the relation between rate of use(low / high) and variety of use(low / high). We combined two constructs, variety and rate of use, to yield four user segments: intense user, specialized user, nonspecialized user and limited user. And then through discussion determinants of use diffusion, confirm determinants of use diffusion constructs . Furthermore, user segments differ with regard to the user' s satisfaction with technology and interesting acquiring future technologies. In other words, this research is used UD determinants and user typology and UD outcome to build and construct the internet use diffusion model.
We specified a two-equation model of variety and rate of use and estimated it with two-stage least squares(2SLS). First, the research found that rate of use and variety of use is positive significantly correlated with each other. And Intensity of communication, experience of use, innovativeness, motive of use are significantly correlated with variety of use. Social presence and experience of use are significantly correlated with rate of use. Second, we investigated the influences of the four diffusion patterns by using a multinomial logit model (MNL). The intense users had high correlated with determinants in diffusion model, followed by specialized, nonspecialized , and limited user. Finally, we used a one-way analysis of variance with least significant multiple comparison t-test to test the differences among the four UD categories on the following variables: satisfaction, perceived impact and interest in acquiring future technologies. We found significant differences among diffusion categories on all the outcome variables we examined. Users who experienced an intense UD pattern rated the the internet highest with regard to its essentialness in the home, impact on daily life, satisfaction with the internet use and interest in acquiring new technologies , and users who experienced a limited UD pattern rated it lowest. The remaining two groups, in the categories of specialized and nonspecialized use, were not significantly different from each other.
In a word, when it has new products or service of many kinds of functions that the market introduces one, use the variety and rate of use and must be considered at the same time. For example, the target that the tradition promotes the tactics is only focusing on the person who adopts products innovation, this research shows that except that innovation is adopted , it is also very important to propagate the knowledge of using and foster the relevant technology taking using as foundation. On the practice, the scientific and technological products industry person of the internet network must put forward the new function of use to persons who adopt , and educate how users communicate with other users directly, structure user's interdynamic platform, it is the products innovation that uses and spreads an indispensable ring .
目錄 XIII
表目錄 XV
圖目錄 XVI
中文摘要 網際網路使用擴散模式之研究 1
英文摘要 A Study on Internet Use Diffusion Model 2
一、 緒論 4
1.1 研究背景與動機 4
1.2 研究目的 11
1.3 研究範圍與對象 13
1.4 研究流程 14
二、 文獻探討 17
2.1 創新特質 17
2.2 採用擴散與使用擴散理論與模式 22
2.3 網際網路使用擴散決定因素 32
2.4 網際網路的使用現況探討 37
2.5 小結 44
三、 研究方法與設計 45
3.1 研究架構 45
3.2 研究假說 46
3.3 變數的操作性定義 50
3.4 研究對象與抽樣方法 61
3.5 資料分析方法 62
四、 資料分析 71
4.1 問卷回收狀況與敘述性統計分析 71
4.2 效度分析 77
4.3 信度分析 83
4.4 二階段最小平方法 85
4.5 多項羅機模式 88
4.6 單因子變異數分析 91
4.7 卡方獨立性檢定 93
五、 結論和建議 95
5.1 結論 95
XIV
5.2 管理意涵 100
5.3 研究貢獻 102
5.4 研究限制與未來研究方向 103
參考文獻 中文文獻 104
參考文獻 英文文獻 107
附錄一 網際網路使用擴散模式之研究正式問卷 114
XV
表目錄
表1.1 在家從事的網路活動 最近一個月在家網路應用行為 8
表2.1 創新的定義 17
表2.2 創新事業的三種策略 21
表2.3 技術採用生命週期各階段採用者特色 25
表2.4 採用擴散(AD)與使用擴散(UD)模型特性異同表 29
表2.5 網路使用動機整理表 35
表3.1 家庭溝通密度之操作化定義與衡量項目 51
表3.2 競爭性之操作化定義與衡量項目 51
表3.3 使用經驗之操作化定義與衡量項目 52
表3.4 社會臨場感之操作化定義與衡量項目 53
表3.5 使用創新性之操作化定義與衡量項目 54
表3.6 挫折之操作化定義與衡量項目 55
表3.7 使用動機之操作化定義與衡量項目 56
表3.8 科技認知影響之操作化定義與衡量項目 57
表3.9 滿意度之操作化定義與衡量項目 58
表3.10 對未來新科技的興趣之操作化定義與衡量項目 59
表3.11 使用多樣性與使用率之操作化定義與衡量項目 60
表3.12 KMO 統計量數之判斷準則 65
表4.1 研究樣本特性分析 72
表4.2 各問項之最小值、最大值、平均值、標準差、偏態與峰度 73
表4.3 網際網路應用服務項目 76
表4.4 使用擴散類型 76
表4.5 臨場感之建構效度摘要表 77
表4.6 個人方面之建構效度摘要表 79
表4.7 科技認知影響之建構效度摘要表 81
表4.8 各因素之信度分析 83
表4.9 使用擴散2SLS 分析 87
表4.10 使用擴散多項羅機分析 90
表4.11 使用擴散結果分析 92
表4.12 使用者類型與人口統計變數之獨立性檢定 94
XVI
圖目錄
圖1.1 台灣寬頻網路用戶數成長情況 6
圖1.2 台灣經常上網人口成長情況 7
圖1.3 研究流程圖 16
圖2.1 Rogers 創新採用過程 23
圖2.2 Antil 創新採用過程 24
圖2.3 技術採用生命週期 25
圖2.4 使用者類型 28
圖2.5 本研究架構圖 31
圖3.1 本研究架構—使用擴散模型 45
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