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研究生:林建良
研究生(外文):Chien-liang Lin
論文名稱:認知娛樂性與資訊系統成功關鍵因素對行動加值服務使用意圖之影響
論文名稱(外文):Investigating consumers'' intention to use mobile value-added services: An Integrated Framework of TAM and D & M Information Systems Success Model
指導教授:王凱王凱引用關係
指導教授(外文):Kai Wang
學位類別:碩士
校院名稱:銘傳大學
系所名稱:資訊管理學系碩士班
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:2008
畢業學年度:96
語文別:中文
論文頁數:95
中文關鍵詞:認知娛樂性科技接受模型行動加值服務品質特性
外文關鍵詞:Technology Acceptance ModelPerceived PlayfulnessMobile Value-Added ServiceQualtiy Factor
相關次數:
  • 被引用被引用:29
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  • 評分評分:
  • 下載下載:550
  • 收藏至我的研究室書目清單書目收藏:4
行動加值服務是近年來普遍被利用在行動商務應用的科技,許多研究報告指出行動加值服務是未來行動業者極力推動的應用。近年來由於行動通訊市場的普及化,許多行動加值業者紛紛提出各種不同類型型態服務應用。然而,業者在提供加值服務的同時,能否提供一兼具娛樂與功能的服務,一直是目前行動加值服務業者能否有效推動相關應用的關鍵。
因此,本研究欲探討行動加值服務對於使用者是否願意採納意圖之影響,本研究係以科技接受模型為基礎,結合D & M的資訊系統成功模型(Information Systems Success Model)中所談及影響資訊系統採用的三個構念,分別為:資訊品質(Information Quality)、系統品質(System Quality)、服務品質(Service Quality)。另一方面,由於本研究的探討議題是以娛樂特性為基礎的資訊系統,因此模型中亦加入認知娛樂性以建構一擴充的科技接受模型(Technology Acceptance Model),希望對於使用者採納行動加值服務的使用意圖有更深入的瞭解。
在樣本回收方面,主要經由網路問卷的形式,並針對曾經使用過加值服務的用戶為基礎。樣本回收方面,實際回收樣本為389份、有效樣本304份。分析軟體主要是以Chin提出的PLS Graph 3.0軟體用以進行結構方程模型的結構與測量模式的分析,本研究結果發現,(1)服務品質以及系統品質對於知覺有用性顯著影響外,但對於知覺易用性則具有影響關係、(2)知覺有用性、知覺易用性與認知娛樂性對於使用意圖均具有影響效果、(3)知覺易用性對知覺有用性有其影響關係、(4)資訊品質對於知覺有用性與知覺易用性有其影響效果、(5)本研究建構之模型對於行動加值服務的使用具有可接受的解釋力。最後,本研究結果期望對於加值服務業者在於推廣加值服務應用時有所幫助,另外,在學術研究方面,也可以做為後續研究者在進行行動加值服務研究的參考與建議
The Mobile value-added service is the technology which is often used on mobile commerce, and many research reports indicated it would be the application that the mobile businessmen would encourage more and more in the future. Recently, because of the pervasion of the market of mobile communication, many mobile value-added businessmen propose a variety of service applications. However, whether the businessmen can provide the value-added service with an entertainment and functional service is the key which these relative applications can be promoted effectively by mobile value-added businessmen now.
Therefore, our research wants to discuss the impact about the mobile value-added service toward users’ adaption. We take technology acceptance model as our basis, and combine three constructs of D & M information systems success model; that is information quality, system quality, and service quality. On the other hand, the issue of our research is the entertainment based information system, so we also put the perceived playfulness to construct an extended technology acceptance model. We hope to have a deep understanding about the usage intention of the mobile value-added service users adapted.
About the samples collection, we mainly use the internet questionnaires, and focus on the clients who used the value-added service. We got all 389 samples, 304 valid samples, and the analysis software is PLS Graph 3.0 proposed by Chin to run the structure model and measurement model of structural equation modeling. This research result shows (1) service quality and system quality have significant influence on perceived usefulness, and have influence on perceived ease of use, (2) perceived usefulness, perceived ease of use and perceived entertainment have influence on intention to use, (3) perceived ease of use has influence on perceived usefulness, (4) information quality has influence on perceived usefulness and perceived ease of use, (5) the model this research built has acceptance interpretation with usage of mobile value-added services.
Finally, this research expects to help the value-added businessmen on the promotion of the application of value-added service, and on the aspect of academia, it could be the reference and suggestion about the research of value-added service for future researchers.
摘    要 i
ABSTRACT iii
誌  謝 v
目錄 vi
表目錄 viii
第壹章 緒  論 1
第一節  研究背景 1
第二節  研究動機與目的 4
第三節  研究範圍 5
第四節  論文架構與研究程式 5
第五節  研究流程 7
第貳章 文獻探討 8
第一節  行動加值服務 8
第二節  認知娛樂性 9
第三節  品質特性 11
第四節  科技接受模型 15
第五節  小結 19
第參章 研究方法 20
第一節  研究模型與假說 20
一、認知娛樂性對使用意圖有其正向影響關係 22
二、知覺易用性對認知娛樂性有正向影響關係 23
三、知覺易用性、知覺有用性對使用意圖有正向影響關係 23
四、資訊品質對知覺易用性、知覺有用性與使用意圖有正向影響關係 24
五、系統品質對知覺易用性、知覺有用性與使用意圖有正向影響關係 25
六、服務品質對知覺易用性、知覺有用性與使用意圖有正向影響關係 26
第二節  研究操作性定義與問卷設計 27
一、研究變數定義與衡量 27
二、問卷設計 32
第肆章 資料分析與結果 38
第一節  樣本資料特性分析 38
第二節  測量模式分析 44
第三節  結構模式分析 47
第四節  認知娛樂性二階模式之探索性研究 50
一、二階測量模式分析 50
二、二階結構模式分析 53
三、二階模式的研究討論 55
第伍章 實證結果討論 57
第一節  品質特性對於知覺有用及易用性的影響 57
第二節  認知娛樂性的影響結果 58
一、知覺易用性對認知娛樂性有正向影響效果 58
二、認知娛樂性對使用意圖有影響關係 58
第三節  科技接受模型的影響關係 59
第陸章 研究結論與建議 61
第一節  研究結論與貢獻 61
第二節  實務意涵 62
第三節  研究限制與未來研究方向 63
一、研究限制 63
二、未來研究方向 64
參考文獻 65
附錄一 前測問卷意見表: 72
附件二 前測問卷 73
附件三 實際發放問卷 79
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