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研究生:邱居耿
研究生(外文):Chu-Ken Chiu
論文名稱:以媒介選擇理論與創新傳佈理論探討播客應用於觀光旅遊之使用者研究
論文名稱(外文):A User Study on the Adoption of Podcasting in Tourism Industry Discussed by Media Selected theories and Innovation Diffusion Theory
指導教授:張樹之張樹之引用關係
學位類別:碩士
校院名稱:國立中興大學
系所名稱:電子商務研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:英文
論文頁數:74
中文關鍵詞:播客媒介使用媒介選擇創新傳佈觀光旅遊Partial Least Square
外文關鍵詞:Podcastingmedia usemedia selectinnovation diffusioninnovation attributestourismand Partial Least Square
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本論文目的透過媒介選擇的理論以及創新傳佈理論,找出Podcasting應用台灣觀光旅遊時,使用者的關鍵使用因素。本研究以媒介的觀點,利用學者Fulk (1987)提出媒介理性選擇與使用的兩個方向為基礎,在眾多媒介選擇理論中探討了媒介特徵理論以及社會性影響模式;另一方面本研究也以創新傳佈的觀點,採用相對優勢、形象以及複雜度三項創新屬性來探討Podcasting的使用者行為。研究者以網路使用者為研究對象,期望達到以下目的:
1. 探討Podcasting的特性與台灣人使用Podcasting的行為和情況
2. 哪些因素影響個人在觀光旅遊上使用Podcasting的動機行為
3. 提出觀光旅遊Podcasting的概念性應用系統架構
透過達到這些目的,增進學術界對於新型態媒介使用與選擇的瞭解,更能幫助觀光產業有效的運用此項新媒介,增進觀光產值。
本研究使用Partial Least Squares統計方法來驗證本研究之模型。研究結果顯示,不同的媒介使用目的有不同適合的因素。媒介特徵、創新屬性等因素與個人使用Podcasting於觀光旅遊有顯著的關聯。值得注意的是,社會性影響在不同的使用目的上,將產生有差異的影響。研究結果也顯示Podcasting適用於觀光旅遊應用。觀光產業也應該針對Podcasting的特性來制定發展Podcasting的策略。
To investigate the user’s motivational factors to use Podcasting in Tourism, we propose a comprehensive model that integrates Media selected and used theories with Innovation Diffusion Theory (IDT), as well as several other research streams. In the media part, based on two aspects of media selection used from Fulk (1987), the Author adopted Media Features Theory and Social influence model. In the innovation diffusion part, the Author adopted Relative advantage, Image, and Complexity from Innovation Diffusion Theory (IDT). Empirical data were collected through an online questionnaire survey of Internet users. These are the research purposes:
1. Discussing the features and techniques of Podcasting and the situation of Podcasting users in Taiwan.
2. Develop research framework on the motivational factors that drive individuals to use Podcasting.
3. Propose conceptual architecture of Podcasting information system of tourism.

Partial Least Squares technique is used to test the research model. The result pointed out the motivation factors as distinct from the different purposes of media used. Media features and Innovation attributes are significantly associated with user intention to use Podcasting in Tourism. Social influence has varying effect on different purposes of media used. The result also pointed out Podcasting is suitable for Tourism’s development. Tourism industry may build a suitable strategy on the development of Podcasting in Taiwan.
摘要 I
ABSTRACT II
LIST OF TABLES V
LIST OF FIGURES VI
CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUNDS AND MOTIVATIONS 1
1.2 RESEARCH OBJECTIVES 3
1.3 ORGANIZATION OF THESIS 4
CHAPTER 2 LITERATURE REVIEW 5
2.1 PODCASTING OVERVIEW 5
2.1.1 Techniques of Podcasting 8
2.1.2 Podcasting and CMC 11
2.1.3 Podcasting in Tourism 13
2.2 MEDIA USED AND SELECTED THEORIES 14
2.2.1 Media Richness Theory (MRT) 14
2.2.2 Media Features Theory: Functionality and Usability 18
2.2.3 Social influence Model 20
2.3 INNOVATION DIFFUSION THEORY (IDT) 23
CHAPTER 3 SYSTEM DESCRIPTIVE 25
3.1 CONCEPTUAL SYSTEM 25
3.2 EXPERIMENTAL PODCASTING WEBSITE 27
3.3 OTHER PODCASTING APPLICATION IN TOURISM 32
CHAPTER 4 METHODOLOGY 35
4.1 RESEARCH MODEL AND HYPOTHESIS 35
4.2 SAMPLE SELECTION AND DATA COLLECTION 39
4.3 INSTRUMENT DEVELOPMENT 40
4.3.1 Media choice factors of individual 41
4.3.2 Individual attitudes to new technology 43
4.4 DATA ANALYSIS TECHNIQUE AND ANALYSIS TOOLS 44
CHAPTER 5 DATA ANALYSIS AND RESULTS 47
5.1 DESCRIPTIVE STATISTICS 47
5.2 FACTOR ANALYSIS 48
5.3 UNIDIMENSIONALITY CHECK OF BLOCK 49
5.4 OUTER MODEL RESULTS 50
5.5 INNER MODEL RESULTS 54
5.6 MODEL FIT 56
5.7 MODERATING EFFECTS 57
5.7.1 Interaction with Gender 57
5.7.2 Interaction with Age 58
5.7.3 Interaction with Education 59
5.7.4 Interaction with Media experience 60
5.7.5 Interaction with Time in service 61
CHAPTER 6 CONCLUSION 62
6.1 DISCUSSION 62
6.1.1 Summary of findings 62
6.1.2 Comparison of the findings with previous research 63
6.2 MANAGERIAL IMPLICATIONS AND SUGGESTION 66
6.3 CONCLUSION 67
6.4 RESEARCH LIMITATIONS AND FUTURE STUDY 68
REFERENCE 69
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