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研究生:顏佑倫
研究生(外文):Yo Lun Yen
論文名稱:以UTAUT模式探討使用雲端服務行為意向之影響因素:以軟體即服務為例
論文名稱(外文):Applying UTAUT Model to Explore the Antecedents of Behavioral Intentions for using Cloud Computing Services: A case of Software as a Service
指導教授:胡凱傑胡凱傑引用關係
指導教授(外文):Kai Chieh Hu
學位類別:碩士
校院名稱:東吳大學
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:2011
畢業學年度:99
語文別:英文
論文頁數:71
中文關鍵詞:UTAU雲端計算軟體即服務網路外部性
外文關鍵詞:UTAUTCloud ComputingSaaSNetwork Externalities
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The Internet has integrated into our daily lives. As there are more business applications and data moving online, a new term “cloud” has emerged. There has not been much research discussing cloud computing service with the Unified Theory of Acceptance and Use of Technology (UTAUT) model (Venkatesh, et al. 2003). However, it is crucial for businesses to predict information technology acceptance and usage, and to understand how people respond to new and unfamiliar information technology. Thus, this research is to investigate how network externalities affect UTAUT and if they have influence on user acceptance of cloud computing service. The research objects in this study targeted people in Taiwan who may or may not have previous experience in using Software as a Service (SaaS). Online and paper-based questionnaires were distributed. Structural equation modeling (SEM) was applied to test the theoretical model, and the research results proved that all the hypotheses are supported. Moreover, network externalities have shown significant influence on performance expectancy and effort expectancy. According to this study, we proposed some managerial implications and suggestions for future research.
Table v
Figures vi
1. Introduction 1
1.1. BACKGROUND AND MOTIVATION 1
1.2. PURPOSES 4
1.3. RESEARCH SCOPE 5
1.4. RESEARCH PROCESS 5
2. Literature Review 8
2.1. CLOUD COMPUTING 8
2.2. CONTEXT OF USER ACCEPTANCE MODELS 11
2.3. UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY (UTAUT) 15
2.4. NETWORK EXTERNALITIES 18
2.4.1. Definition of Network Externalities 18
2.4.2. Related Studies of Network Externalities 19
3. Research Methods 20
3.1. THEORETICAL MODEL AND HYPOTHESIS 20
3.2. MEASUREMENT 22
3.2.1. Definition and Measurable Variables 22
3.2.2. Questionnaire Designing 26
3.3. DATA COLLECTION 27
3.4. STATISTICS ANALYSIS METHOD 27
3.4.1. Theory construction of Structural Equation Modeling (SEM) 27
3.5. EXPECTED RESEARCH CONSEQUENCE 29
4. RESULTS 31
4.1. SAMPLE STRUCTURE AND DESCRIPTIVE STATISTICS 31
4.1.1. Sample Structure 31
4.1.2. Descriptive Statistics 32
4.2. RELIABILITY AND VALIDITY ANALYSIS 34
4.2.1. Reliability 34
4.2.2. Validity 34
4.3. CONFIRMATORY FACTOR ANALYSIS 36
4.3.1. Initial measurement model 36
4.3.2. First Modification 39
4.3.3. Second Modification 40
4.3.4. Third Modification 42
4.3.5. Fourth Modification 43
4.3.6. Analysis of Measurement Model 43
4.4. PATH ANALYSIS 44
4.4.1. Offending estimate 45
4.4.2. 46
4.5. DIRECT AND INDIRECT EFFECT ANALYSIS 48
5. Conclusion and Discussion 50
5.1. CONCLUSION 50
5.2. MANAGERIAL IMPLICATIONS 51
5.3. LIMITATION AND SUGGESTION 52
Reference 54
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