臺灣博碩士論文加值系統

近年來網路上出現許多創新的商業模式，其中，正妹報時器由於結合素人正妹與報時的概念，並且強調每一分鐘都會有不同的正妹為使用者報時而備受注目。正妹報時器現行的經營模式為網路版本免費，而下載手機版本則需付費0.99美元，對於正妹報時器的業者而言，其願意提供網路免費版本是考量到未來手機付費下載的商機，因此，了解使用者對於正妹報時器的態度、使用意圖及未來是否願意繼續付費使用手機版本是重要的。
本研究以系統特質、網路外部性、個別差異與科技接受模式為基礎，建立正妹報時器使用者之使用行為模式，來探討正妹報時器使用者的行為意圖，並嘗試進一步預測未來手機付費下載的可能性。本研究首先依據文獻建立研究模式，並提出研究假說，其次採用問卷方式調查正妹報時器使用者，並取得有效樣本678份，再運用結構方程式(SEM)驗證模式之配適度及研究假說。
研究結果發現：(1)本研究之模式具合理適配度；(2)知覺有用性和知覺易用性對態度有正向顯著的影響、態度正向顯著影響行為意圖、行為意圖也會正向顯著影響付費持續使用行為意圖、同時知覺易用性對知覺有用性有正向顯著的影響；(3)移動性、相容性、便利性、知覺使用人數、個人創新性、自我效能、知覺娛樂性與先前經驗對知覺有用性有正向顯著的影響；(4)相容性、便利性、知覺使用人數、個人創新性、自我效能、知覺娛樂性與先前經驗也會正向顯著影響知覺易用性；(5)只有移動性對知覺易用性未達顯著影響。最後，則根據研究結果提出具體的理論與實務意涵，和後續研究建議。

In recent years, there were many innovative business models appears on the Internet. Among those, the “Lovely Time” become well known due to that was combined with beautiful girls and timer to become a timekeeping and emphasized there will have a different beautiful girl for users to timekeeping. The business model for the network version of "Lovely Time" was free, but the download version for cell phone was need to pay $ 0.99. The company which willing to provide free internet version is consider to “need to pay to downloaded” was the business opportunities in the future. Therefore, understanding the user’s attitude, intentions and continuance behavioral intention for the "Lovely Time" in the future to pay for cell phone download version of the impact is important.
This research is establish the behavior pattern for the "Lovely Time" user which based on the system characteristics, network externalities, individual differences and technology acceptance model, and then to explore the behavior intention of "Lovely Time" user. And try to predict "use cell phone to pay to download" in the further. It establish research model which based on literature. And proposed research hypotheses, to use Investigation by questionnaires "Lovely Time" users and received 678 effective samples, and then use structural equation modeling (SEM) verified the fit model and research hypotheses.
The results showed：
(1) The goodness of fit of the model was reasonable.
(2) Perceived usefulness and perceived ease of use will positively affect attitude, attitude will positively affect behavioral intention, behavioral intention will positively affect continuance behavioral intention, perceived ease of use will positively affect perceived usefulness.
(3) Mobility, compatibility, convenience, perceived number of users, personal innovativeness, self-efficacy, perceived playfulness, previous experience will positively affect perceived usefulness.
(4) Compatibility, convenience, perceived number of users, personal innovativeness, self-efficacy, perceived playfulness, previous experience will positively affect perceived ease of use.
(5) Only the mobility of less than significant impact on perceived ease of use.
Finally, the concrete based on the results of the theoretical and practical implications, and Following research suggestion.

摘　要....................................................i
Abstract.................................................ii
謝　誌..................................................iii
目　錄...................................................iv
表目錄...................................................vi
圖目錄.................................................viii
第一章　緒論..............................................1
　　第一節　研究背景與動機................................1
　　第二節　研究目的與問題................................8
　　第三節　研究流程......................................9
第二章　文獻探討.........................................10
　　第一節　正妹報時器...................................10
　　第二節　科技接受模式.................................12
　　第三節　系統特質.....................................20
　　第四節　網路外部性...................................26
　　第五節　個別差異.....................................30
第三章　研究方法.........................................38
　　第一節　研究架構與假說...............................38
　　第二節　研究變數之操作性定義.........................45
　　第三節　問卷設計.....................................50
　　第四節　抽樣設計.....................................59
　　第五節　資料分析方法.................................60
第四章　資料分析.........................................65
　　第一節　樣本基本資料.................................65
　　第二節　信度與效度分析...............................71
　　第三節　整體模式分析與假說驗證.......................77
第五章　結論與建議.......................................85
　　第一節　研究結果.....................................85
　　第二節　管理意涵.....................................88
　　第三節　研究限制與未來研究建議.......................91
參考文獻.................................................92
附錄：本研究問卷........................................104

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