臺灣博碩士論文加值系統

Fred Davis 於1989 年提出科技接受模式(Technology Acceptance Model, TAM)
後，由理論發展初期至今已成為資管領域中一個發展相當成熟的理論，其中釵h
研究者利用縱貫性的研究方法(Longitudinal Study)，來探討科技接受模式的應
用。經調查過去研究發現，大部分的研究對於變數衡量之時間區段設計，多是依
據過去研究的經驗或是藉由直覺性的方式來加以設計，且均未對於如何選擇最佳
的變數衡量時間多作說明，而在不同的時間下進行變數的衡量，是否會導致研究
結果的分歧，是本研究主要希望探討的。
本研究藉由問卷調查的方法，蒐集使用者在不同時間構面下，以科技接受模
式來瞭解不同時的變數衡量，是否會造成不同的研究結果。最後的有效樣本為
2102 份。針對在不同時間構面下進行分析後發現：在使用者接觸系統時間不同
的情況下，會造成認知易用性對使用態度的影響產生穩定狀況不一致的情況，同
樣的此現象也存在於認知有用性對使用意圖的關係。另外，在使用者使用頻率不
同的情況下，認知有用性對使用意圖的影響會呈現穩定狀態不一致的現象，而且
認知有用性對使用意圖的影響也有不穩定的現象。

Davis (1989) proposed technology acceptance model (TAM) as an influential
information system (IS) research model. Then, it becomes one of the most popular
research models in IS area. However, prior studies show that most researchers tested
TAM by means of the experience or intuition when designing the time frame of
variable measures. Restated, they did not explain how they chose an appropriate time
frame in their studies. Hence, this paper empirically tests the cross-temporal stability
of variable measures using TAM.
This study collected 2,102 usable responses. The results indicated that cross-temporal
instability exists. Specifically, the relationship between perceived ease of use and
attitude toward usage is instable under various user experiences. Similarly, the
relationship between perceived usefulness and intention to use is also instable under
various use frequencies. Implications from the findings are also provided.

第一章 緒論............................................................................................1
第一節 研究背景....................................................................................................1
第二節 研究動機....................................................................................................3
第三節 研究目的....................................................................................................4
第四節 研究問題....................................................................................................5
第五節 研究範圍與對象........................................................................................5
第六節 研究流程....................................................................................................6
第二章 文獻探討....................................................................................8
第一節 科技接受模式............................................................................................8
第二節 科技接受模式的發展現況......................................................................12
第三節 科技接受模式與其他領域相關之縱貫性研究......................................20
第四節 小結..........................................................................................................23
第三章 研究方法.................................................................................24
第一節 研究模式..................................................................................................24
第二節 研究假說..................................................................................................29
第三節 變數之操作型定義..................................................................................40
第四節 研究對象..................................................................................................41
第五節 問卷設計與寄發......................................................................................43
第四章 資料分析..................................................................................45
第一節 樣本基本資料結構分析..........................................................................45
第二節 研究變數的敘述統計分析......................................................................51
第三節 信度與效度分析......................................................................................52
第四節 結構方程模式所需滿足之假設檢定......................................................55
第五節 結構方程模式..........................................................................................61
第六節 結果討論..................................................................................................96
第五章 結論與建議..............................................................................98
第一節 研究結論..................................................................................................98
第二節 研究貢獻................................................................................................101
第三節 研究限制................................................................................................102
第四節 未來研究方向........................................................................................104
參考文獻.................................................................................................105
附錄A......................................................................................................112

中文部分
林東清、釧s祥 (民86)。資訊管理調查研究方法探討。資訊管理學報，4 卷1
期，21-40。
洪新原、梁定澎、張嘉銘 (民94)。科技接受模式之彙總研究。資訊管理學報，
12 卷4 期，211-234。
邱皓政 (民92)。結構方程模式:LISREL 的理論、技術與應用(初版)。臺北市：
雙葉書廊。
徐子明 (民95 年9 月1 日)。全球VoIP 市場發展分析。台北市：資策會資訊市
場情報中心。取自：
http://mic.iii.org.tw/intelligence/reports/pop_Docfull_review.asp?func=&sesd
=740206747&docid=CDOC20060901005&cate=&tt=W0970602611

英文部分
AbdulGader, A. H., & Kozar, K. A. (1995). The Impact of Computer Alienation on
Information Technology Investment Decisions: An Exploratory
Cross-National Analysis. MIS Quarterly, 19(4), 535-559.
Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived Usefulness, Ease of Use,
and Usage of Information Technology - a Replication. MIS Quarterly, 16(2),
227-247.
Agarwal, R., & Prasad, J. (1997). The Role of Innovation Characteristics and
Perceived Voluntariness in the Acceptance of Information Technologies.
Decision Sciences, 28(3), 557-582.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and
Human Decision Processes, 50(2), 179-211.
Albarracin, D., Johnson, B. T., Fishbein, M., & Muellerleile, P. A. (2001). Theories of
Reasoned Action and Planned Behavior as Models of Condom use: A
Meta-analysis. Psychological Bulletin, 127(1), 142-161.
Arkesteijn, K., & Oerlemans, L. (2005). The Early Adoption of Green Power by
Dutch Households - An Empirical Exploration of Factors Influencing the Early
Adoption of Green Electricity for Domestic Purposes. Energy Policy, 33(2),
183-196.
Bagozzi, R. P. (1982). A Field Investigation of Causal Relations among Cognitions,
Affect, Intentions, and Behavior. Journal of Marketing Research, 19(4),
562-583.
Bandura, A. (1982). Self-Efficacy Mechanism in Human Agency. American
Psychologist, 37(2), 122-147.
Bateman, T. S., & Strasser, S. (1984). A Longitudinal Analysis of the Antecedents of
Organizational Commitment. Academy of Management Journal, 27(1),
95-112.
Bhattacherjee, A. (2001). Understanding Information Systems Continuance: An
Expectation-Confirmation Model. MIS Quarterly, 25(3), 351-370.
Bhattacherjee, A., & Premkumar, G. (2004). Understanding Changes in Belief and
Attitude toward Information Technology Usage: A Theoretical Model and
Longitudinal Test. MIS Quarterly, 28(2), 229-254.
Bijleveld, C. C. J. H., Kamp, L. J. T. v. d., Mooijaart, A., Kloot, W. v. d., Leeden, R. v.
d., & Burg, E. V. D. (1998). Longitudinal Data Analysis: Designs, Models and
Methods. London,Thousand Oaks,New Delhi: SAGE.
Compeau, D. R., & Higgins, C. A. (1995a). Application of Social Cognitive Theory to
Training for Computer Skills. Information Systems Research, 6(2), 118-143.
Compeau, D. R., & Higgins, C. A. (1995b). Computer Self-Efficacy - Development of
a Measure and Initial Test. MIS Quarterly, 19(2), 189-211.
Dabholkar, P. A., & Bagozzi, R. P. (2002). An Attitudinal Model of Technology-based
Self-service: Moderating Effects of Consumer Traits and Situational Factors.
Journal of the Academy of Marketing Science, 30(3), 184-201.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User
Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of
Computer-Technology - a Comparison of 2 Theoretical-Models. Management
Science, 35(8), 982-1003.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and Intrinsic
Motivation to Use Computers in the Workplace. Journal of Applied Social
Psychology, 22(14), 1111-1132.
DeLone, W. H., & McLean, E. R. (1992). Information Systems Success: The Quest
for the Dependent Variable. Information Systems Research, 3(1), p60-95.
Desanctis, G. (1983). Expectancy-Theory as an Explanation of Voluntary Use of a
Decision-Support System. Psychological Reports, 52(1), 247-260.
Fishben, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior： An
Introduction to Theory and Research.: Reading MA：Addison Weswly.
Flett, R., Alpass, F., Humphries, S., Massey, C., Morriss, S., & Long, N. (2004). The
Technology Acceptance Model and Use of Technology in New Zealand Dairy
Farming. Agricultural Systems, 80(2), 199-211.
Gefen, D., Karahanna, E., & Straub, D. W. (2003a). Inexperience and Experience with
Online Stores: The Importance of TAM and Trust. IEEE Transactions on
Engineering Management, 50(3), 307-321.
Gefen, D., Karahanna, E., & Straub, D. W. (2003b). Trust and TAM in Online
Shopping: An Integrated Model. MIS Quarterly, 27(1), 51-90.
Gefen, D., & Straub, D. (2000). The Relative Importance of Perceived Ease of Use in
IS Adoption: A Study of Ecommerce Adoption. Journal of the Association for
Information Systems, (1:8), pp. 1-28.
Gefen, D., & Straub, D. W. (1997). Gender Differences in the Perception and Use of
E-mail: An Extension to the Technology Acceptance Model. MIS Quarterly,
21(4), 389-400.
Hair, J. F., Black, B., Babin, B., Anderson, R. E., & Tatham, R. L. (2006).
Multivariate Data Analysis (6th Edition). New Jersey: Prentice Hall.
Hartwick, J., & Barki, H. (1994). Explaining the Role of User Participation in
Information-System Use. Management Science, 40(4), 440-465