跳到主要內容

臺灣博碩士論文加值系統

(44.200.169.3) 您好!臺灣時間:2022/12/04 20:14
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:韋橙瑞
研究生(外文):Wei, Cheng-Jui
論文名稱:第三代技術接受模型在技術準備度與使用意圖間的中介角色探討─兼論經驗之影響效果
論文名稱(外文):The Effect of Technology Readiness on the Consumer's Usage Intention - a Mediating Perspective of the Technology Acceptance Model 3.
指導教授:梁世安梁世安引用關係
指導教授(外文):Liang, Shih-An
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:66
中文關鍵詞:電子書閱讀器技術準備度第三代技術接受模型經驗市場區隔
外文關鍵詞:eBook readertechnology readiness indextechnology acceptance model 3experiencemarket segmentation
相關次數:
  • 被引用被引用:8
  • 點閱點閱:454
  • 評分評分:
  • 下載下載:127
  • 收藏至我的研究室書目清單書目收藏:3
近年來,隨著無線網路的普及和電子紙技術的精進,電子化閱讀再度受到世界注目;新世代產品──電子書閱讀器(eBook reader)的產生,對於消費者閱讀行為與習慣造成革命性的變革:消費者可以透過無線網路隨時隨地取得數位內容,隨身攜帶千百本報章雜誌與書籍,閱讀不再受到時間與空間的限制;其採用之電子紙面板,讓消費者在閱讀時有著紙一般視覺感受,適合常時間閱讀,同時有著耗電低、可在陽光下閱讀等優點。2007年底美國亞馬遜(Amazon)推出第一代實體電子書-「Kindle」,在歐美地區受到熱烈歡迎,使得全球電子書市場蔚為風潮。我國政府亦將電子書納入重點新興產業之一,在政策支持下,許多本土企業亦紛紛投入電子書市場,然而不同以往的閱讀型態,是否能被顧客所接接納,仍須進一步檢視。本研究架構依據Walczuch, Lemmink, and Streukens(2007)的研究為基礎,採用Venkatesh and Bala(2008)的「第三代技術接受模型」,輔以Parasuraman(2000)提出的「技術準備度」-「樂觀」、「創新性」、「不適」與「不安」四構念,探討「第三代技術接受模型」在「技術準備度」與個體「使用意圖」間的中介角色,同時將「經驗」納入模型,探討其影響效果。研究使用問卷調查法,針對台灣地區顧客對於電子書產品使用意願進行調查;研究結果顯示:「樂觀」會對「知覺有用性」與「知覺易用性」有正向影響,且「創新性」對「知覺有用性」與「知覺易用性」有負向影響;「不安」與「不適」對「知覺易用性」有負面影響;「主觀規範」會對「知覺有用性」與「使用意圖」有正向影響;「知覺有用性」與「知覺易用性」會對「使用意圖」有正向影響;「經驗」對於「主觀規範」、「知覺有用性」、「知覺易用性」與「使用意圖」有正向影響。本研究將「第三代技術接受模型」應用於剛上市的新科技產品,以了解顧客的想法與行為,電子書產品目前在台灣處於萌芽階段,研究結果將可供電子書產品經營者作為未來策略擬定之參考。
Amazon launched the eBook reader - “Kindle” by the end of 2007, warmly welcomed by the market around the Europe and the United States. The eBook reader is an electronic device designed primarily for the purpose of reading digital books and periodicals and uses e-ink technology to display content to readers; the devices have a lot of advantages: portability, readability of their screens in bright sunlight, and long battery life. However, the eBook reader is adopted by Europe and the United States, that can it be accepted by the people in Taiwan needs to be further examined. This research framework is based on the research of Walczuch, Lemmink, and Streukens(2007), with the “technology acceptance model 3” proposed by Venkatesh and Bala(2008) and the four constructs of the “technology readiness index” proposed by Parasuraman(2000) - "optimism", "innovativeness", "discomfort", and "insecurity". Investigate the intermediary role of the “technology acceptance model 3” between the “technology readiness index” and individual’s “usage intention”. As the same time we put the "experience" into the research model and discuss its effects.The research was conducted through online questionnaires, receiving 763 valid samples. Structural equation modeling (SEM) was employed to test hypothesis presented by the research framework. The results show that the “subjective norm” has a positive effect on both “perceived usefulness” and “perceived ease of use”, and the “technology readiness” also has significant impact on both “perceived usefulness” and “perceived ease of use”. Three of the fifteen hypotheses were unsupported. The eBook product in Taiwan is at the embryonic stage currently, the research findings could provide some useful suggestions for the eBook product managers developing management strategies in the near future.
謝 詞 I
中文論文提要 II
英文論文提要 III
圖 次 VI
表 次 VII

第一章 緒 論 1
第一節 研究動機 1
第二節 名詞界定 5
第三節 研究範圍 5
第四節 研究目的 5
第五節 章節架構 5

第二章 文獻探討 7
第一節 技術準備度 7
第二節 第三代技術接受模型 18

第三章 研究架構與研究設計 35
第一節 研究架構與研究假說 35
第二節 變數定義與衡量 39
第三節 問卷設計 44
第四節 資料收集方法 44
第五節 資料分析方法 45


第四章 資料分析與討論 47
第一節 樣本敘述統計分析 47
第二節 量表信度與效度 48
第三節 模型確證 53

第五章 結論與建議 63
第一節 研究結論 63
第二節 管理意涵 64
第三節 研究限制 65
第四節 建議與後續研究方向 65

參考文獻 67
一、 中文部份 67
二、 英文部份 68

附錄:正式問卷 79

圖 次
圖1-1 電子書閱讀器出貨量預估 1
圖2-1 行銷三角模型與行銷金字塔模型 7
圖2-2 技術準備觀念圖 8
圖2-3 理性行動理論架構圖 18
圖2-4 技術接受模型 19
圖2-5 第二代技術接受模型 24
圖2-6 第三代技術接受模型理論架構 28
圖2-7 第三代技術接受模型 29
圖3-1 觀念架構 35
圖3-2 「技術準備暨技術接受模型」量表發展步驟 41
圖4-1 模型一:技術準備暨第三代技術接受模型 54
圖4-2 模型二:第三代技術接受模型 56
圖4-3 模型三:第三代技術接受模型(含經驗) 58

表 次
表2-1 36題項「技術準備度」量表 9
表2-2 使用者型態組合 12
表2-3 顧客類型與產品發展策略 13
表2-4 「技術準備度」近期相關研究 16
表2-5 「技術接受模型」近期相關研究 32
表3-1 「技術準備度暨技術接受」量表 42
表4-1 樣本結構分析 47
表4-2 量表因素負荷量、組合信度與Cronbach’s α 49
表4-3 量表標準化因素共變矩陣 52
表4-4 模型一:技術準備暨第三代技術接受模型 53
表4-5 模型一:技術準備暨第三代技術接受模型──外生變數總效果 54
表4-6 模型一:技術準備暨第三代技術接受模型──內生變數總效果 55
表4-7 模型二:第三代技術接受模型 56
表4-8 模型二:第三代技術接受模型──外生變數總效果 57
表4-9 模型二:第三代技術接受模型──內生變數總效果 57
表4-10 模型三:第三代技術接受模型(含經驗) 58
表4-11 模型三:第三代技術接受模型(含經驗)──外生變數總效果 59
表4-12 模型三:第三代技術接受模型(含經驗)──內生變數總效果 60
表4-13 模型假說檢定結果 61
一、 中文部份
王俊凱(2005),消費者科技準備度對線上服務品質評量之影響研究,國立台灣大學資訊管理學研究碩士論文。
朱榮宗(2005),從科技接受模式看虛擬社群接受度—以網誌為例,國立中興大學電子商務研究所碩士論文。
邱皓政(2005),結構方程模式,台北:雙葉書廊有限公司。
施素明(2005),B2C網站服務品質量測──e-SERVQUAL觀點,國立臺北大學企業管理學系碩士論文。
范佳慧(2005),科技準備度對顧客使用網路自助服務意願之調節效果及顧客滿意,大同大學事業經營學系碩士論文。
黃芳銘(2007),結構方程模式理論與應用,五南,329-347。
劉臻怡(2006),行車導航系統採用意圖之研究,國立臺北大學企業管理學系碩士論文。

二、英文部份
Abelson, R. P. and Levi, A. (1985). Decision marketing and decision theroy. In the hand book of social psychology (3rd ed.), G. Lindsay and E. Aronson (eds.), New York: Knopf.

Adelbratt, T. and Montgomery, H. (1980). Attracctiveness of decision rules. Acta Psychologica, 45(1-3), 177-185.

Agarwal, R. and Prasad, J. (1998). A conceptual and operational definition of personal innovativeness in the domain of information technology. Information Systems Research, 9(2), 204-215

Alsop S. (1999). Have I told you lately that I hate windows? Fortune,177-178

Bagozzi, R. P. (2007). The legacy of the technology acceptance model and a proposal for a paradigm shitf. Journal of the Association for Information Systems, 8(4), 244-254.

Bandura, A. (1982). Self-Efficacy mechanism in human agency. American Psychologish, 37(2), 112-147.

Beach, L. R. and Mitchell, T. R. (1978). A contingency model for the selection of decision strategies. Academy of Management Review, 3(3), 439-499.

Beach, L. T. and Mitchell T. R. (1996). Image theory, the unifying perspective. L. R. Beach, ed. Decision Making in the Work place: a Unified Perspective. Lawrence Erlbaum Associates, Mahwah, NJ: 1-20.

Beach, L. T., and Mitchell T. R. (1998). The basics of image theory. L. R. Beach, ed. Image Theory: theoretical and Empirical Foundations. Lawrence Erlbaum Associates, Mahwah, NJ: 3-18.

Berry and L. L. (1999). Discovering the soul of service. New York: The Free Press.

Bitner, M. J., Brown, S. W., and Meuter M. L. (2000). Technology infuseion in service encounters. Journal of the Academy of Marketing Science, 28(1), 138-149

Branscomb, L. M. and Thomas, J. C. (1984). Ease of use: a system design challenge. IBM Systems Journal, 23(3), 224-235.

Caison A. L., Bulman, D., Pai, S., and Neville, D. (2008). Exploring the technology readiness of nursing and medical students at a Canadian University. Journal of Interprofessional Care, 22(3), 283-294.

Card, S. K., Moran, T. P., and Newell, A. (1984). The Psychology of Human-computer Interaction. Eribaum , NJ: Hillsdale.

Chen, S. C. and Chen H. H. (2009). The empirical study of customer satisfaction and continued behavioural intention towards self-service banking: technology readiness as an antecedent. International. Journal of Electronic Finance, 3(1) 64-76.

Chiu, C. M., Lin, H. Y., Sun, S. Y., and Hsu, M. H. (2009). Understanding customers' loyalty intentions towards online shopping: an integration of technology acceptance model and fairness theory. Behaviour and Information Technology, 28(4), 347-360.

Churchill Jr., Gilbert, A.(1979). A Paradigm for Developing Better measures of Marketing Constructs. Journal of Marketing Research, 16(1), 64-73.

Churchill Jr., Giblert, A. and Iacobucci, D. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73.

Crespo, A. H. and Bosque, I. R. (2008). The effect of innovativeness on the adoption of B2C e-commerce: a model based on the theory of planned behaviour. Computers in Human behavior, 24(6), 2830-2847.

Dabholkar, P. A. (1996). Consumer evaluations of new technology-based sefl-service options: an investigation of alternative models of service quality. International Journal of Research in Marketing, 13(1) , 29-51.

Dabholkar, P. A. (2000). Technology in service delivery: implications for self-service and service support, in Handbook of Services Marketing and Management, Teresa A. Swartz and and Dawn Iacobucci, eds, Thousand Oaks, CA:Sage.

Davis, F. D. and Venkatesh, V. (2004). Toward preprototype user acceptance testing of new information systems: implications for software project management. IEEE Transactions on Engineering Management, 51(1), 31-46.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quart, 13(3), 319-339

Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1002.

Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1131.

Djamasbi, S., Strong, D. M., and Dishaw, M. (2010). Affect and acceptance: examining the effects of positive mood on the technology acceptance model. Decision Support Systems, 48(2), 383-394.

Eastlick, M. A. (1996). Consumer intention to adopt interactive teleshopping. Marketing Science Institute working paper, Report No. 96-133 (August), Cambridge, MA.

Fishbein, M. and Ajzen, I. (1975). Belief, attitude, intention and behavior: an introduction to theory and research. Addison-Wesley, Reading, MA.

Flynn, L. R.and Goldsmith, R. E. (1993). A validation of the Goldsmith and Hofacker innovativeness scale. Educational and Psychological Measurement, 53(4), 1105-1116.

French, J. R. P. and Raven, B. (1959). The bases of social power. D. Cartwrigt, ed. Studies in Social Power. Institute for Social Research, Ann Arbor, MI. 150-167.

Gould, J. D. and Lewis, C. (1985). Designing for usability: key prinicples and what designers think. Communications of the ACM, 28(30), 300-311.
Hartwick, J. and Barki, H. (1994). Explaining the role of user participation in information system use. Management Science, 40(4), 440-465.

Hauser, J. R. and Simmie, P. (1881). Profit maximizing perceptual positions: an integrated theory for the selection of product features and price. Managemen. Science, 27(1), 33-56.

Helson, H. (1964). Adaptation-Level Theory. New York: Harper and Row.

Hill, T., Smith, N. D., and Mann, M. F. (1987). Role of efficacy expectations in predicting the decision to use advanced techologies: thecase of computers. Journal of Applied psychology, 72(2), 307-313.

Hung, S. Y., Ku, C. Y. and Chang, C. M. (2003). Critical factors of WAP services adoption: an empirical study. Electronic Commerce Research and Applications, 2(1), 46-60.

Im, I., Kim, Y., and Han, H. J. (2007). The effects of perceived risk and technology type on users' acceptance of technologies. Information & Management, 45(1), 1-9.

Johnson, E. J. and Payne, J. W. (1985). Effort and accuracy in choice. Management Science, 31(4), 395-414.

Jones, A. B. and Hubona, G. S. (2006). The mediation of external variables in the technology acceptance model. Information & Management, 43(6), 706-717.


Karahanna, E., Straub, D. W., Chervany, N. L. (1998). Information technology adoption across time: a cross-sectional comparison of pre-adoption and post-adoption beliefs. MIS Quarterly, 23(2), 183-213.

Kelman, H. C. (1958). Compliance, identification, and internalization: three processes of attitude change. Journal of Conflict Resolution, 2(1), 51-60.

Kotler, P. (1994). Marketing Management: Analysis , Planning , Implementation and Control(8th ed.). Englewood Cliffs, NJ: Prentice Hall.

Kuo Y. F. and Yen, S. N. (2009). Towards an understanding of the behavioral intention to use 3G mobile value-added services. Computers in Human Behavior, 25(1), 103-110.

Kwon, O., Choi, K., and Kim, M. (2007). User acceptance of context-aware services: self-efficacy, user innovativeness and perceived sensitivity on contextual pressure. Journal Behaviour and Information Technology, 26(6), 483-498.

Langdon, P., Lewis, T., and Clarkson, J. (2007). The effects of prior experience on the use of consumer products. Universal Access in the Information Society, 6(2), 179-191.

Larcker, D. F. and Lessing V. P. (1980). Perceived usefulness of information: a psychometric examination. Decision Sciences, 11(1), 121-134.

Lee, M. C. (2009). Factors influencing the adoption of internet banking: an integration of TAM and TPB with perceived risk and perceived benefit. Electronic Commerce Research and Applications, 8(1), 131-141.
Lee, Y., Kozar, K. A. and Larsen K. R. T. (2003). The technology acceptance model: past, present and the future. Communications of the AIS, 12(2003), 23-29.
Lin, C. A. and Jeffres, L. W. (1998). Factors influencing the adoption of multimedia cable technology. Journal and Mass Communication Quarterly, 75(2), 341-352.
Lin, C. H., Shih, H. Y., and Sher, P. J. (2007). Integrating technology readiness into technology acceptance: the TRAM model. Psychology and Marketing, 24(7), 641-667.

Lin, J. C. and Hsieh, P. L. (2006). The role of technology readiness in customers' perception and adoption of self-service technologies. International Journal of Service Industry Management, 17(5), 497-517.

Loyd, B. H. and Gressard, C.(1984). Reliability and factorial validity of computer attitude scales. Educational and Psychological Measurement, 44(2), 501-505.

Massey, A. P., Khatri, V. and Montoya-Weiss, M. M. (2007). Usability of Online Services: the role of technology readiness and context. Decision Sciences, 38(2), 277-308.

Meuter, M. L., Ostrom A. L., Roundtree, R. I., and Bitner, M. J. (2000). Self service technologies: understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64(3), 50-64.

Mick, D. G. and Fournier S. (1998). Paradoxes of technology: consumer cognizance, emotions and coping strategies. Journal of Consumer Research, 25(2), 123-143.
Midgley, D. F. and Dowling, G. R. (1978). Innovativeness: the concept and its measurement. Journal of Consumer Research, 4(4), 229-242.

Moore, G. C. and Benbasat, I. (1991). Development of instrument to measure the perceptions of adopting an information technology innovation. Information Systems Research, 2(3), 192-222.

Mossberg, W. S. (1999). AT&T’s one-rage plan falls short of promise for broad, easy use. Wall Street Journal, July 8, B1.

Munger, C. F. and Loyd, B. H. (1989). Gender and attitudes towards computers and calculators: the relationship to math performance. Journal of Educational Computing Research, 5(2), 167-177.

Parasuraman, A. (1996). Understanding and leveraging the role of customer service in external, interactive and internal marketing. Paper presented at the 1996 Frontiers in Services Conference, Nashville, TN.

Parasuraman, A. (2000). Technology readiness index (TRI): a multiple-item scale to measure readiness to embrace new technology. Journal of Service Research, 2(4), 307-320.

Parasuraman, A. and Colby, C. L. (1998). A scale for measuring customers' technology readiness:Teplication, refinement and implications for service or qanisations, Frontiers in Services Conference, New Orleans.

Parasuraman, A. and Colby, C. L. (2001). Techno-Ready Marketing. New York: The Free Press.

Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perception. Journal of Retailing, 64 (1), 12-40.

Parasuraman, A., Zeithaml, V. A., and Malhotra, A. (2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7(3), 213-233.

Payne, J. W. (1982). Contingent Decision Behavior. Psychological Buletin, 92(2), 382-402.

Rogers, E. M. (2003). Diffusion of innovations(5th ed.). New York: The Free Press

Rogers, E. M. and Shoemaker, F. F. (1971). Communication of Innovations: A Cross-Cultural Approach, New York: The Free Press.

Scheire, M. F. and Carver, C. S. (1992). Effects of optimism on psychological and physical well-being: theoretical overview and empirical update. Cognitive Therapy and Research, 16(2), 201-228.

Swanson, E. B. (1982). Measuring user attitude in MIS research: a review, OMEGA, 10(2), 157-165.

Swanson, E. B. (1987). Information channel disposition and use. Decision sciences, 18(1), 131-145.

Taylor, S. and Todd, P. A. (1995). Understanding information technology usage: a test of competing models. Information. System Research, 6(2), 144-176.
Taylor, S. E., Kemeny, M. E., Aspinwall, L. G., Schneider, S. G., Rodriguez, R., and Herbert, M. (1992). Optimism, coping, psychological distress, and high-risk sexual behavior among men at risk for acquired immunodeficiency syndrome (AIDS). Journal of Personality and Social Psychology, 63(3), 460-473.

Tomatzky, L. G. and Klein, K. J. (1982). Innovation characteristics and innovation adoption implementation: a meta-analysis of findings. IEEE Transactions on Engineering Management, 29(1), 28-15.

Triandis, H. C. (1977). Interspersion Behavior. CA: Brooks/Cole.

Vallacher, R. R. and Kaufman, J. (1996). Dynamics of action identification: volatility and structure in the mental representation of behavior. In P.M. Gollwitzer and J. A. Bargh (Eds.), The psychology of action: linking cognition and motivation to behavior. New York: Guilford, 260-282.

Venkatesh, V. and Bala, H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Science, 39(2), 273-315.

Venkatesh, V. and Davis, F. D. (1996). A model of the antecedents of perceived ease of use: development and test. Decision Science, 27(3), 451-481.

Venkatesh, V. and Davis, F. D. (2000). A theoretical extension of the technology acceptance model: four longitudinal field studies. Management Science, 46(2), 186-204.

Venkatesh, V. (2000). Determinants of perceived ease of use: integrating perceived behavioral control, computer anxiety and enjoyment into the technology acceptance model. Information Systems Research, 11(4), 342-265.

Vroom, V. H. (1964). Work and Motivation. NY: Wildy.

Walczuch, R., Lemmink, J., and Streukens, S. (2007). The effect of service employee's technology readiness on technology acceptance. Information & Management 44(2), 206-215.

Warshaw, P. R. (1980). A new model for predicting behavioral intentions: an alternative to fishbein. Journal of Marketing Research, 17(2), 153-172.

Weiner, B. (1986). Attribution, Emotion, and Action. In Handbook of Motivation and Cognition, R. M. Sorrentino and E. T. Higgins (eds.), NY: Guilford, 281-312.

Wright, P. (1975). Consumer choice strategies: simplifying vs. optimizing. Journal of Marketing Research, 14(1), 429-433.

Wu, J. H. and Wang, S. C. (2005). What drives mobile commerce?: an empirical evaluation of the revised technology acceptance model. Information & Management, 42(5), 719-729.

Yang, K. C. C. (2005). Exploring factors affecting the adoption of mobile commerce in Singapore. Telematics and Informatics, 22(3), 257-277.

Zhang, J. and Mao, E. (2008). Understanding the acceptance of mobile SMS advertising among young Chinese consumers. Psychology and Marketing, 25(8), 787-805.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊