臺灣博碩士論文加值系統

電子地圖的應用，帶起了「混搭」（mashup）的風潮，許多部落格多以圖文並茂的方式呈現所要傳達的資訊，地圖部落格便是此趨勢下產生的新服務。為了瞭解採用此服務的意圖，本研究主要針對台灣地區網路使用者進行量化調查，以Taylor 與 Todd（1995）提出的解構式計畫行為理論（DTPB）為基礎，提出一解釋網路使用者採用地圖部落格意圖之結構方程模式。透過解構的方式，將態度分解為「認知易用」、「認知有用」與「相容性」；控制認知則分解成「自我效能」與「助益條件」；而主觀規範細分為「聲譽」、「人際影響」與「外部影響」。此外，本研究將網路使用者的「科技使用經驗」視為影響態度、主觀規範與行為控制認知的外生變項。
結構方程模式的結果顯示「主觀規範」對於地圖部落格的使用意願影響最大，而「態度」也能正向預測使用意圖，但「控制認知」卻無法發揮預測力。另外，「主觀規範」能正向預測「態度」與「控制認知」；在「科技使用經驗」方面，「部落格使用行為」能影響「行為控制認知」，「電子地圖使用經驗」影響「態度」與「行為控制認知」，而「部落格提供電子地圖功能的知曉狀況」則能有效預測「態度」與「主觀規範」。總體來說，本研究所提出的模式可解釋地圖部落格使用意圖64.1%的變異量。

The application of e-maps in blogging services impacts blog usages. Since bloggers post information not only by words, but also by pictures, the “mashup” phenomena have changed blogging service providers’ marketing strategies. New blogging services try to attract bloggers’s attention, and the Geoblog is one of them. This study attempts to examine the determinants that impact Internet users’ intention of adopting Geoblogs in Taiwan. Based on the decomposed theory of planned behavior proposed by Taylor and Todd, attitude was decomposed to perceived ease of use, perceived usefulness, and compatibility; behavioral control was to self-efficacy and facilitating condition; subjective norm was to reputation, interpersonal influence, and external influence. In addition, this study proposed related using experiences were the exogenous variables of attitude, subjective norm, and behavioral control.
This study employed structural equation modeling (SEM) to measure the research model, and the result suggests that subjective norm is the variable that best predicts Internet users’ intention of using Geoblogs. Attitude also impacts intention, while perceived behavioral control does not. Further, subjective norm significantly affects users’ attitude and perceived behavioral control.
Additionally, the influence of using experiences was confirmed in this study. The results of SEM indicate that users’ blogging behavior predicts their perceived behavioral control, e-map use experiences predict attitude and behavioral control; and the awareness of Geoblogging services predicts attitude and subjective norm. All in all, the final revised model presented in this study explained 64% of total variances in adopting intention.

目錄
第一章、緒論 1
第一節、研究背景 1
第二節、研究目的 2
第三節、名詞解釋 4
第二章、文獻探討 7
第一節、地圖部落格 7
第二節、地理資訊系統 12
第三節、GeoWeb 2.0 14
第四節、解構式計畫行為理論 15
第五節、科技使用經驗的影響 26
第三章、研究方法 30
第一節、研究架構與假設 30
第二節、研究方法與設計 32
第三節、研究變項之定義與操作化 32
第四節、問卷建構分析方法 37
第五節、預試問卷執行與回收 39
第六節、正式施測問卷執行與回收 47
第七節、資料分析方法 47
第四章、研究結果 50
第一節、正式施測樣本描述 50
第二節、測量模式之適配度評量 51
第三節、科技使用經驗之敍述性統計結果 55
第四節、地圖部落格使用因素與意圖之敍述性統計結果 57
第五節、整體模式配適度檢驗 58
第五章、討論 63
第一節、研究發現與討論 63
第二節、對實務的建議 70
第三節、研究限制 71
第四節、未來研究建議 72
參考文獻 75
附錄一、預試問卷 85
附錄二、正式問卷 89


圖目錄
圖 2-1地圖日記的平台介面 9
圖 2-2 Yam天空活地圖mymap平台介面 9
圖 2-3 UrMap平台介面 10
圖 2-4 Yahoo!奇摩生活+地圖部落格平台介面 11
圖 2-5 iPeen 愛評網平台介面 12
圖 2-6 TPB模式示意圖 16
圖 2-7 Taylor與Todd（1995）之原始DTPB模式示意圖 17
圖 3-1 研究模式示意圖 31
圖 4-1第一階與第二階因素分析 53
圖 4-2 初始模式結果 59
圖 4-3 結構模式修正結果 61


表目錄
表 3-1 研究假設 30
表 3-2自變項之衡量題項 35
表 3-3依變項之衡量題項 36
表 3-4科技使用經驗變項之分項說明 36
表 3-5個人背景變項之分項說明 37
表 3-6預試樣本之個人基本資料分析 39
表 3-7自變項與依變項之項目分析 40
表 3-8認知易用量表之因素分析 41
表 3-9認知有用量表之因素分析 41
表 3-10相容性量表之因素分析 42
表 3-11聲譽量表之因素分析 43
表 3-12人際影響量表之因素分析 43
表 3-13外部影響量表之因素分析 44
表 3-14自我效能量表之因素分析 45
表 3-15助益條件量表之因素分析 45
表 3-16使用意圖量表之因素分析 46
表 3-17自變項與依變項之信度 46
表 4-1 個人基本資料分析 50
表 4-2各組成信念之建構信度 51
表 4-3第一階因素分析衡量表 54
表 4-4第二階因素分析衡量表 55
表 4-5區別效度衡量表 55
表 4-6科技使用經驗資料分析 56
表 4-7態度中各構念得分之描述統計分析 57
表 4-8 主觀規範中各構念得分之描述統計分析 57
表 4-9 控制認知中各構念得分之描述統計分析 58
表 4-10使用意圖得分之描述統計分析 58
表 4-11各變項對地圖部落格的使用意圖之標準化間接效果、直接效果、與總效果 61
表 4-12 結構模式分析與研究假設驗証結果 62

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