臺灣博碩士論文加值系統

車載資通訊系統(Telematics)係結合行動通訊、資料傳輸與管理等相關技術，增加資訊或服務的及時性，以利用路人作較佳的決策。目前先進國家規劃的智慧型運輸系統架構中，Telematics皆被列為主要發展重點；美國是最早發展的地區，歐洲及亞太則為近來成長最迅速的地區，而台灣地區目前發展卻不如預期。

Telematics之推動，除了為車輛電子化技術之應用外，尚涉及行車習慣的改變，由單純的代步工具，轉為移動工具的全方位服務平台，故Telematics將成為汽車業者獲得競爭優勢的策略性武器。能否成功轉變行車習慣，提升Telematics的普及率，Telematics使用者之行為意向，將是未來Telematics能否順利推展之主要關鍵。因此，本研究參酌計畫行為理論與創新抵制理論相關文獻，更準確預測Telematics使用者之行為，達成下列研究目的：
一、建構適合Telematics使用者持續採用之研究模式，並用於不同群體檢定。
二、提供產業鏈加值業者在推廣期擬定策略之建議。

本研究利用文獻回顧設計量表，並在裕隆汽車服務據點進行Telematics使用者問卷調查，受訪對象鎖定使用過TOBE之用路人，共收集273份有效樣本作為資料分析之數據，並透過線性結構方程模式驗證最初之研究假設。由於近半數(42.1%)使用者未聽過Telematics，因此依知曉與否，將樣本分成兩群進行研究，研究結果顯示兩群體間確實存在差異性。整體而言，影響Telematics使用者繼續採用的主要因素為其採用態度與創新抵制，主觀規範與知覺行為控制則不具顯著解釋力。

Telematics is referred to as providing road users with services by applying mobile communication and data transformation. Through it, drivers can make better decisions for various purposes. By the development of Intelligent Transport Systems in developed countries, Telematics has become one of the most important issues. Although telematics is growing faster in Europe and Asia, it is not well-developed in Taiwan.

Telematics is not only the application of cartronics, but relate to driving habit. Telematics is likely to become the strategic advantage for automakers to compete, due to its mobile service platform. Therefore, it is essential to discuss the factors affecting user intentions toward Telematics. The purposes of this research are:
1.Construct the user intentions model toward Telematics and apply to different groups of users.
2.Bring some insights in strategy to incumbent within the industry value chain.

The sample is designated as drivers with TOBE usage experience by a questionnaire survey at Nissan service site. Then, Structural Equation Modeling is conducted to analyze data collected from 273 TOBE users and verify the hypotheses. Since nearly half of the samples (42.1%) never hear of Telematics, the data were divided into two groups in accordance with awareness and unawareness. The result not onlyshows that the attitude and innovation resistance affecting intension significantly, but discusses innovation resistance especially.

摘要 I
ABSTRACT II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究對象與研究範圍 5
1.4 研究流程 5
第二章 文獻回顧 7
2.1 Telematics簡介 7
2.2 國外Telematics簡介 16
2.3 國內Telematics發展現況 23
2.4 行為理論基礎 26
2.5 創新抵制理論 32
2.6 小結 35
第三章 研究方法 36
3.1 研究架構 36
3.2 研究假說 40
3.3 研究設計 46
3.4 資料分析方法 54
第四章 資料分析 58
4.1 樣本結構分析 58
4.2 信度分析 63
4.3 效度分析 64
4.4 獨立樣本 t 檢定 66
4.5 線性結構方程模式 67
第五章 結論與建議 76
5.1 研究結論 76
5.2 實務建議 78
5.3 後續研究建議 80
參考文獻 82
附錄：正式問卷 90

【1】OnStar網站：http://www.onstar.com
【2】Strategy Analytics網站：http://www.strategyanalytics.net
【3】TRG網站：http://www.telematicsresearch.com
【4】裕隆汽車：http://www.nissan.com.tw
【5】豐田汽車：http://www.toyota.co.jp
【6】石育賢、馬利豔、戴志言、李信宏。智慧型運輸系統發展下我國工商服務產業發展之機會—以車載設備系統。經濟部技術處科技專案成果（編號：ITRIEK-0551-S106(93)），民國93年。
【7】台灣區模具工業同業公會、台北車用電子商機推動辦公室。ITS與Telematics服務發展現況以及商機探討。2006台北國際汽車電子論壇，台北世界展覽貿易中心，民國95年。
【8】行政院經濟建設委員會。挑戰2008國家發展重點計劃，民國94年。
【9】何心宇。探索Telematics—車載資通訊服務模式與大廠研究。財團法人資訊工業策進會資訊市場情報中心，民國95年。
【10】行政院科技顧問組。行政院2006年產業科技策略會議資料，台北福華大飯店，民國95年。
【11】侯鈞元。Telematics產業之探索—車用資通訊系統與服務。經濟部技術處科技專案成果（編號：ITRIEK-0453-S333(93)），民國93年。
【12】趙祖佑。從車輛智慧化趨勢看我國車用IC產業發展契機。經濟部技術處科技專案成果（編號：ITRIEK-0453-S517(95)），民國95年。
【13】藍浩益。台廠切入車用資通訊核心—從售後市場轉向OEM。新電子科技雜誌，民國95年。
【14】蕭瑞聖。行的延伸－Telematics發展機會與策略分析。經濟部技術處科技專案成果（編號：ITRIEK-0453-S406(94)），民國94年。
【15】Adams, D. A., Nelson, R. R., Todd, P. A., Perceived Usefulness, Ease of Use and Usage of Information Technology: A Replication. MIS Quarterly 16(2), 227-247, 1992.
【16】Ajzen, I., From Intentions to Actions：A theory of Planned Behavior. In J. Kuhl and J. Bechmannn (Eds.). Action-control: From Cognition to Behavior, Springer, Heidelberg, 11-39, 1985.
【17】Ajzen, I., Fishbein, M., Belief, Attitude, Intention, and Behavior: An Introduction of Theory and Research. Reading, MA: Addison-Wesley, 1975.
【18】Ajzen, I., Fishbein, M., Understanding Attitude and Predicting Social Behavior. Englewood Cliffs, N.J.: Prentice-Hall, 1980.
【19】Ajzen, I., Madden, T. J., Prediction of Goal-Directed Behavior: Attitudes, Intentions, and Perceived Behavioral Control. Journal of Experimental Social Psychology 22(5), 453-474, 1986.
【20】Andrews, D., Preece, J., Turoff, M., A Conceptual Framework for Demographic Groups Resistant to On-line Community Interaction. International Journal of Electronic Commerce 6(3), 9-24, 2002.
【21】Bagozzi, R. P., Yi, Y., On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science 16(1), 74-94, 1988.
【22】Bauer, R. A., “Consumer Behavior as Risk Taking” in Dynamic Marketing for a Changing World. Chicago: American Marketing Association, 389-393, 1960.
【23】Bouwman, H. et al., Barriers and Drivers in the Adoption of Current and Future Mobile Services in Finland. Telematics and Informatics 24(2), 145-160, 2007.
【24】Bouwman, H., Van der Duin, P., Futures Research, Communication And The Use of Information and Communication Technologies in Households in 2010: A Reassessment. New Media and Society, 1996.
【25】Chakraborty, I., Hu, P. J. H., Cui, D., Examining the Effects of Cognitive Style in Individuals' Technology Use Decision Making. Decision Support Systems, article in press, corrected proof, 2007.
【26】Cooper, D. R., Schindler, P. S., Business Research Methods (8th ed.). McGraw-Hill Co., Inc., 2004.
【27】Cronbach, L. J., Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334, 1951.
【28】Davis, F. D., Perceived usefulness, perceived ease of use and user acceptance of information technology. MIS Quarterly 13(3), 319-340, 1989.
【29】Davis, F. D., Bagozzi R. P., Warshaw P. R., User Acceptance of Computer Technology: A Comparison of Two Theoretical Model. Management Science 35(8), 982-1003, 1989.
【30】De Marez, L., Verleye, G., ICT Innovations Today: Making Traditional Diffusion Patterns Obsolete and Preliminary Insight of Increased Importance. Telematics and Informatics 21(3), 235-260, 2004.
【31】Dickerson, M. D., Gentry, J. W., Characteristics of Adopters and Non-adopters of Home Computers. Journal of Consumer Research 10(2), 225-235, 1983.
【32】Ellen, P., Bearden, W., Sharma, S., Resistance to Technological Innovations: An Examination of The Role of Self-efficacy and Performance Satisfaction. Journal of the Academy of Marketing Science 19(4), 297-307, 1991.
【33】Fornell, C., Larcker, D. F., Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research 18(1), 39-50, 1981.
【34】Foxall, G. R., Szmigin, I., Three Forms of Innovation Resistance: The Case of Retail Payment Methods. Technovation 18(6-7), 459-468, 1998.
【35】Grandzol, J. R., Gershon, M., A Survey Instrument for Standardizing TQM Modeling Research. The International Journal of Quality Science 3(1), 80-105, 1998.
【36】Hair, J. F., Black, B., Babin, B., Anderson, R. E., Tatham, R. L., Multivariate Data Analysis (6th ed.). New Jersey: Prentice Hall, 2006.
【37】Hansen, T., Jensen M. J., Solgaard, H. S., Predicting Online Grocery Buying Intention: A Comparison of the Theory of Reasoned Action and the Theory of Planned Behavior. International Journal of Information Management 24(6), 539-550, 2004.
【38】Harrison, David, A., Peter, P., Mykytyn, Jr., Riemenschneider, C. K., Executive Decisions About Adoption of Information Technology in Small Business: Theory and Empirical Tests. Information Systems Research 8(2), 171-195, 1997.
【39】Hirunyawipada, T., Paswan, A. K., Consumer Innovativeness and Perceived Risk: Implications for High Technology Product Adoption. Journal of Consumer Marketing 23(4), 182-198, 2006.
【40】Igbaria, M., Zinatelli, N., Cragg. P., Cavaye, A., Personal Computing Acceptance Factors in Small Firms: A Structural Equation Model. MIS Quarterly 21(3), 279-302, 1997.
【41】Jiang, J. J., Muhanna, W. A., Klein, G., User Resistance and Strategies for Promoting Acceptance Across System Types. Information & Management 37(1), 25-36, 2000.
【42】Jöreskog, K. G., A General Approach Confirmatory Maximum Likelihood Factor Analysis. Psychometrika 34(2), 183-202, 1969.
【43】Jöreskog, K. G., A General Method for Estimating a Linear Structural Equation System. In Structural Equation Models in the Social Science, Goldberger, A. S., Duncan, O. D. (Eds.). New York: Academic, 85-122, 1973.
【44】Juliussen, E., The Future of Automotive Telematics, Telematics Research Group, 2003.
【45】Juliussen, E., Telematics: Status and Future Perspectives. Proceedings 12th World Congress on ITS, San Francisco, 2005.
【46】Kleijnen, M., de Ruyter, K., Wetzels, M., Consumer Adoption of Wireless Services: Discovering the Rules While Playing the Game. Journal of Interactive Marketing 18(2), 51–61, 2004.
【47】Kuisma, T., Laukkanen, T., Hiltunen, M., Mapping the Reasons for Resistance to Internet Banking: A Means-end Approach. International Journal of Information Management 27(2), 75-85, 2007.
【48】Kumar, V., Aaker, D. A., Day, G. S., Essential of Marketing Research. New York: Wiley, 1999.
【49】Lee, M. K. O., Cheung, C. M. K., Chen, Z., Acceptance of Internet-based Learning Medium: The Role of Extrinsic and Intrinsic Motivation. Information & Management 42(8), 1095-1104, 2005.
【50】Lunsford, D. A., Burnett, M. S., Marketing Product Innovations to The Elderly: Understanding The Barriers to Adoption. The Journal of Consumer Marketing 9(4), 53-63, 1992.
【51】Magney, P., Automotive Telematics Gains Ground in Europe: Enabling Vehicles for Wireless Services. Telematics Research Group, Inc., 2003.
【52】Mathieson, K., Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior. Information Systems Research 2(3), 173-191, 1991.
【53】Mittelstaedt, R. A., Grossbart, S. L., Cirtis, W. W., Devere, S. P., Optimal Stimulation Level and the Adoption Decision Process. Journal of Consumer Research 19, 611-625, 1976.
【54】Moon, J. W., Kim, Y. G., Extending the TAM for a World-wide-web Context. Information & Management 38(4), 217–230, 2001.
【55】Moore, G. C., Benbasat, I., Developmetn of an Instrument to Measure the Perceptions of Adoption an Information Technology Innovation. Information Systems Research 2(3), 192-222, 1991.
【56】Nysveen, H., Pedersen, P. E., Thorbjørnsen, H., Explaining Intention to Use Mobile Chat Services: Moderating Effects of Gender. Journal of Consumer Marketing 22(5), 247-256, 2005.
【57】Nysveen, H., Pedersen, P. E., Thorbjørnsen, H., Intentions to Use Mobile Services: Antecedents and Cross-Service Comparisons. Journal of The Academy of Marketing Science 33(3), 330-346, 2005.
【58】Oreg, S., Resistance to Change: Developing an Individual Differences Measure. Journal of Applied Psychology 88(4), 680-693, 2003.
【59】Pagani, M., Determinants of Adoption of Third Generation Mobile Multimedia Services. Journal of Interactive Marketing 18(3), 46-59, 2004.
【60】Porter, C. E., Donthu, N., Using the Technology Acceptance Model to Explain How Attitudes Determine Internet Usage: The Role of Perceived Access Barriers and Demographics. Journal of Business Research 59(9), 999-1007, 2006.
【61】Ram, S., A Model of Innovation Resistance. Consumer Research 14(1), 208-212, 1987.
【62】Ram, S., Successful Innovation Using Strategies to Reduce Consumer Resistance: An Empirical Test. Journal of Product Innovation Management 6(1), 20-34, 1989.
【63】Ram, S., Sheth, J. N., Consumer Resistance to Innovations: The Marketing Problem and Its Solutions. The Journal of Consumer Marketing 6(2), 5-14, 1989.
【64】Ram S., Jung H. S., “Forced” Adoption of Innovations in Organizations: Consequences and Implications. Journal of Production Innovation Magazine 8(2), 117-126, 1991.
【65】Rogers, M. E., Diffusion of Innovations. New York: The Free Press, 2003.
【66】Sheth, J. N., Psychology of Innovation Resistance: The Less Developed Concept in Diffusion Research. Research in Marketing 4, 273-282, 1981.
【67】Shih, H. P., Extended Technology Acceptance Model of Internet Utilization Behavior. Information & Management 41(6), 719-729, 2004.
【68】Shirley, T., Todd, P. A., Decomposition and Crossover Effect in the Theory of Planned Behavior: A Study of Consumer Adoption Intentions. International Journal of Research in Marketing 12(2), 137-155, 1995a.
【69】Shirley, T., Todd, P. A., Understanding Information Technology Usage: A Test of Competing Models. Information System Research 6(2), 144-177, 1995b.
【70】Tamimi, N., A Second-Order Factor Analysis of Critical TQM Factors. The International Journal of Quality Science 3(1), 71-79, 1998.
【71】Tansuhaj, P., Gentry, J. W., John, J., Manzer, L.L., Cho, B.J., A Cross-national Examination of Innovation Resistance. International Marketing Review 8(3), 7-20, 1991.
【72】Tsopelas, I., Car Parking and Transport Telematics: Improved User Information. UTSG-32nd Annual Conference, University of Liverpool, 2000.
【73】Venkatesh, V., Brown, S. A., A Longitudinal Investigation of Personal Computers in Homes: Adoption Determinants and Emerging Challenges. MIS Quarterly 25(1), 71-102, 2001.
【74】Venkatesh, V., Davis, D., A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Information Systems Research 46(2), 186-204, 2000.
【75】Venkatesh, V., Morris, M. G., Why Don’t Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior. MIS Quarterly, 24(1), 115-139, 2000.
【76】Wu, S. L., A Comparison of the Behavior of Different Customer Clusters Towards Internet Bookstores. Information & Management 43(8), 986-1001, 2006.
【77】Yi, M. Y., Jackson, J. D., Park, J. S., Probst, J. C., Understanding Information Technology Acceptance by Individual Professionals: Toward an Integrative View. Information & Management 43(3), 350-363, 2006.
【78】Yu, J., Ha, I., Choi, M., Rho, J., Extending the TAM for a T-Commerce. Information & Management 42(7), 965-976, 2005.