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研究生:謝承芳
研究生(外文):Cheng-Fang Hsieh
論文名稱:以模糊語意評估不同類型網站之持續使用意圖
論文名稱(外文):A Study of Reuse Intention on Different Types of e-Commerce Websites Using Fuzzy Linguistic Terms
指導教授:陳慶文陳慶文引用關係
指導教授(外文):Ching-Wen Chen
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:資訊管理所
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:2009
畢業學年度:97
語文別:中文
論文頁數:88
中文關鍵詞:模糊語意評估科技接受模式期望確認理論持續使用意圖
外文關鍵詞:Fuzzy Linguistic TermsTechnology Acceptance Model (TAM)Expectation Confirmation Theory (ECT)permanent using intention
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近年來科技接受模式(technology acceptance model, TAM)與期望確認理論(expectation confirmation theory, ECT)成為討論使用者對資訊科技(IT)的接受與持續使用之主要理論,整合此兩種理論模型,能更加清楚地探討使用者持續使用資訊科技的意圖。再者人類在思考邏輯及語言表達上充滿了主觀與模糊性,一般的評估方式無法根據不同經營者或不同觀點來做結論的區別,而模糊語意評估可以解決這項難題。因此,本研究以整合式模型與模糊理論為基礎的模糊評估系統,來衡量使用者是否有持續使用網站的意圖,先以語意的方式評估,再以語意的方式做結論,建構一個檢測網站持續使用度之模糊語意評估系統。以語意取代數據的評論方式,更能貼近人類對於事務感受的表達,此舉能利於管理者之決策制定。本研究以四種不同類型的網站為分析對象,深入探討與衡量使用者持續使用不同類型網站的意願。研究結果顯示,在四種不同類型網站當中「影音網站」及「遊戲網站」,其使用者持續使用該網站的意圖非常強烈;「3C產品導購網站」的持續使用意圖強烈,具有未來發展性;而對「線上學習網站」的繼續使用意圖則較不明確。此外根據網站經營者對事物的知覺與主觀認知的不同,其對於了解同一使用者的持續使用與否亦有很大的差異。
In recent years, Technology Acceptance Model (TAM) and Expectation Confirmation Theory (ECT) become the main theories to analyze users'' acceptance and reuse intention on information technology (IT). Integration of these two models can investigate the user''s continuing use intentions of information technology more clearly than ever. Human''s thinking logic and language are subjective and ambiguous. Moreover the assessment generally can''t base on different managers or different points of view to make the difference conclusions, this problem can be solved by the fuzzy linguistic terms. Therefore, this study integrates TAM and ECT with fuzzy logic to measure the user''s reuse intention on websites. The study establishes a fuzzy linguistic evaluation system for assessing the intention to reuse the websites continuously and helps managers to make decisions in linguistic terms. The outcomes of linguistic evaluation are close to human''s expression, and can improve the quality of decision making by managers. This study selects four different types of websites to analyze the sustainable intention to use these websites for users. The results showed that the likelihood of reuse intention of "on-line video websites" and "on-line game websites" is very stronger than those of the other two websites. Further, the future extension and development for intention to reuse the websites of "3C social commerce" is strong, and users reuse intention of "e-learning websites" still isn''t significant. In addition, there is also a great difference on understanding the reuse intention of the same user by websites managers according to their different perception and subjective cognition.
中文摘要---------------------------- I
英文摘要---------------------------- II
誌 謝-------------------------------- III
目 錄-------------------------------- IV
壹、 緒論--------------------------- 1
一、研究背景---------------------- 1
(一) 3C產品導購網站------------ 1
(二) 影音網站 ---------------------- 3
(三) 遊戲網站 ---------------------- 5
(四) E-learning線上學習網站--- 6
二、研究動機---------------------- 8
三、研究目的---------------------- 9
四、研究程序與架構------------ 9
貳、 文獻探討--------------------- 12
一、科技接受模式(TAM)------- 12
二、期望確認理論(ECT)-------- 13
三、模糊語意評估---------------- 16
參、研究方法---------------------- 17
一、研究架構---------------------- 17
二、研究方法---------------------- 18
(一) 三角形模糊數---------------- 19
(二) 網站持續使用意圖之語意評估方式-- 21
三、研究模型---------------------- 29
四、問卷設計及資料收集------ 30
(一) 問卷設計 ---------------------- 30
(二) 問卷收集與調查時間------ 32
五、資料分析方法--------------- 32
(一)、敘述性統計---------------- 32
(二)、信度分析------------------- 33
(三)、效度分析------------------- 33
(四)、路徑分析------------------- 33
肆、資料分析與研究結果----- 34
一、樣本結構分析--------------- 34
二、信效度檢測與因素分析-- 37
三、四種類型網站之研究結果-- 45
(一) E-learning 線上學習網站---- 45
(二) 3C產品導購網之研究結果-- 48
(三) 影音網站之研究結果----- 50
(四) 遊戲網站之研究結果----- 53
(五) 綜合四種網站之研究結果-- 55
伍、 結論與建議------------------ 61
一、研究結論---------------------- 61
二、研究貢獻---------------------- 62
三、研究限制---------------------- 63
四、研究建議與未來研究方向-- 63
參考文獻---------------------------- 64
附錄一------------------------------- 73
附錄二------------------------------- 80
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