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研究生:鍾文鑑
研究生(外文):Wen-Chien Chung
論文名稱:以科技接受模式探討消費者對光纖寬頻網路使用行為意向之影響因素
論文名稱(外文):Using Technology Acceptance Model to Explore the Antecedents of FTTB User’s Behavioral Intention
指導教授:胡凱傑胡凱傑引用關係
指導教授(外文):Kai-Chieh Hu
學位類別:碩士
校院名稱:開南大學
系所名稱:物流與航運管理系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:96
語文別:中文
論文頁數:94
中文關鍵詞:科技接受模式系統品質電腦自我效能知覺有用性知覺意用性行為意向
外文關鍵詞:Technology Acceptance ModelSystem QualityComputer Self-EfficacyPerceived UsefulnessPerceived Ease of UseBehavioral Int
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本研究之目的在以科技接受模式來探討消費者對光纖寬頻網路使用行為意向之影響因素為何,並驗證「系統品質」及「電腦自我效能」的外部效果。本研究採結構方程式模式進行假設驗證並分析模式路徑關係。另一方面,亦針對已裝設與未裝設光纖寬頻網路的消費者做分群,以探討其對研究模式之差異。本研究以中華電信北區分公司的客戶為例,針對有使用寬頻網路的使用者進行問卷調查。經由結構方程模式進行驗證,結果發現本研究模式中的路徑關係均達統計顯著性,且系統品質與電腦自我效能對於科技接受模式有顯著正向的影響。因此,本研究認為科技接受模式確實能適用於解釋光纖寬頻使用者的行為意向。此外,分群後的模式驗證結果發現兩群樣本確實存在部份差異。最後依據研究結果,提出管理意涵與後續研究建議之討論。
The purpose of this research is to use technology acceptance model (TAM) to explore the antecedents of fiber to the building (FTTB) user’s behavioral intention. This study also tests the external effects of system quality and computer self-efficacy. We apply the structural equation model to test the hypotheses and the relationships in the research model. On the other hand, the difference between the two sample sets which were divided by using or not using FTTB is also explored. We took the Chunghwa Telecom Northern Taiwan Business Group as an example. The data was collected by questionnaires to CHT’s users who had the experience of useing broadband before. After model fitness testing by SEM.The results show that all relationships in the research model are statistical significant. It indicates that the system quality and computer self-efficacy have positive and significant influences on TAM. Thus, we think that TAM can be use to explain the FTTB user’s behavioral intention. Besides, there are some differences between two groups after making further model test and path analysis. Finally, this study discussed the managerial implications and offered suggestions for the future researches.
誌 謝 I
中文摘要 II
英文摘要 III
圖目錄 VI
表目錄 VIII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究範圍 3
1.4 研究流程 3
第二章 文獻回顧 5
2.1 寬頻網路之現況與發展趨勢 5
2.1.1 寬頻網路接取方式 5
2.1.2 寬頻網路之現況 11
2.2 科技接受模式 13
2.2.1 科技接受模式的理論基礎 13
2.2.2 科技接受模式的基本假設 21
2.2.3 科技接受模式的相關研究 21
2.3 影響光纖寬頻接取網路的外部變項相關研究 29
第三章 研究方法 32
3.1 研究架構 32
3.2 研究假設 33
3.3 衡量變數與問卷設計 35
3.4 資料蒐集 38
3.5 結構方程式模式 39
3.5.1 基本概念 39
3.5.2 模式架構與理論 41
3.5.3 模式驗證之前提假設 43
3.5.4分析結果的評估 47
3.5.5適配指標之彙整 48
第四章 研究結果 51
4.1 樣本回收與敘述統計 51
4.1.1 樣本回收情況 51
4.1.2 樣本基本資料 51
4.1.3光纖寬頻使用意願調查結果 55
4.2 問卷信度分析 57
4.3 確認性因素分析(CFA) 57
4.3.1 衡量模式分析 58
4.3.2 衡量模式特性分析 65
4.4 路徑分析 66
4.4.1 模式確認 66
4.4.2 違犯估計 68
4.4.3 模式適配分析 70
4.4.4 假設驗證 71
4.5 分群路徑分析 73
4.5.1 已裝設光纖寬頻 73
4.5.2 未裝設光纖寬頻 76
4.5.3 總體樣本、已裝設及未裝設光纖寬頻之比較 79
第五章 結論與建議 82
5.1 結論 82
5.2 建議 83
5.2.1 管理意涵 83
5.2.2 後續研究建議 84
參考文獻 86
附錄一 93
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