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研究生:陳淑姿
研究生(外文):Chen Shu-Chih
論文名稱:以TRAM模式探討台灣連鎖加盟產業導入數位學習成效
論文名稱(外文):Perspectives from the TRAM Model on Adopting e-Learning: An Analysis of the Chain and Franchise Industry in Taiwan
指導教授:閻瑞彥閻瑞彥引用關係
指導教授(外文):Yen Jui-Yun
學位類別:碩士
校院名稱:國立臺北商業技術學院
系所名稱:商學研究所
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
畢業學年度:96
語文別:英文
論文頁數:84
中文關鍵詞:數位學習科技接受模式科技準備度連鎖加盟
外文關鍵詞:e-LearningTAMTechnology readinessChain and Franchise
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本論文研究結合科技接受模式及科技接受度探討國內連鎖加盟產業導入數位學習之成效。
E-Learning technology is advancing everyday and offering various industries systems and tools to increase efficiency and productivity. While there are many studies examining individual employees’ e-Learning Technology Readiness Index (TRI) and Technology Acceptance Model (TAM), few empirical studies include TRI and TAM of management, as well as how this affects adopting e-Learning in a firm.
This study uses the TRI (Parasuraman, 2000) and TAM models (Davis, 1989) to examine data collected from 24 companies along with one case study in the chain and franchise industry (CFI) in Taiwan and focuses on manager and workers’ response in adopting e-Learning technology. Results show that although the impact of manager and workers’ technological readiness both show a direct effect related to their perceived usefulness and perceived ease of use, managers’ tendency for technology readiness, as opposed to workers, has a greater affect on perceived usefulness than perceived ease of use. For both managers and workers, perceived usefulness has no affect toward attitude toward using and use intention and that both technology readiness toward use intention is positively and significantly mediated by perceptions of ease of use. As opposed to previous studies (e.g. Keil, Beranek & Konsynski, 1995; Chau & Hu, 2001; Lin, Shih & Sher, 2007), this study also finds both managers and workers in CFI tend to concentrate on the perception of ease of use on their attutitude toward use e-Learning. This paper contributes to the conceptual and empirical understanding of e-Learning adoption between managers and workers, as well as questions and explores how e-Learning can be best integrated into this industry.
ABSTRACT

TCKNOWLEDGE

TABLE OF CONTENTS
LIST OF TABLES
LIST OF FIGURES

Chapter 1 INTRODUCTION
1.1 Research Background and Motivation
1.2 Research Objectives
1.3 Structure of Research

Chapter 2 LITERATURE REVIEW
2.1 Chain and Franchise Overview
2.2 e-Learning
2.3 Technology Acceptance Model(TAM)
2.4 Technology Readiness Index(TRI)
2.5 Theory of technology readiness and acceptance model (TRAM)

Chapter 3 METHODOLOGY
3.1 Research Framework and Hypothesis
3.2 Variable Definition and Oeration
3.3 Questionnaire Development
3.4 Pre-Test
3.5 Research Subject and Smapling Method
3.6 Related Analysis Method

Chapter 4 DATA ANALYSIS AND EMPIRICAL EVIDENCE
4.1 Description of Data
4.2 Reliability/Validity Test
4.3 Measurement Models(Confirmatory Factor Analysis, CFA)
4.4 Structural Model and Hypotheses Test

Chapter 5 DISCUSSION AND IMPLICATION
5.1 Discussion
5.2 Theoretical and Practical Implications
5.3 Research Limitations and Suggestion for Future Research

REFERENCES

APPENDIXS
Appendix A Summary of Measurement Scales
Appendix B Case Study
Pulishcations
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