臺灣博碩士論文加值系統

智慧型行動裝置持有率與無線網路覆蓋率日益精進，APP應用程式已漸普及，未來以APP形式發行的數位出版刊物將會趨向多元化。本研究以消費性電子雜誌（Consumer Electronic Magazine）為研究標的物，參考科技接受模型（Technology Acceptance Model, TAM）、莫拉比安－羅素模型（Mehrabian - Russell Model）、交易成本理論（Transaction Cost Theory），將研究構面區分為知覺與情感兩大類，並建立研究架構，藉此衡量消費者對消費性電子雜誌的態度。
本研究以結構方程式（Structural Equation Modeling）進行實證分析，發現知覺價值與愉悅對態度具有高度顯著的影響，多數假說也都成立，研究整體解釋力高達50%以上，並針對以上發現提出具體建議，供相關業者制定行銷策略參考。

With the mobile network service and smart mobile devices being widespread, the Electronic publication which published through apps have become popular. This study selected Consumer Electronic Magazine as the research target, using the Technology Acceptance Model, Mehrabian-Russell Model and Transaction Cost Theory as the research model, integrating the view of cognitive and emotional sides and explored factors about consumer attitudes.
The results of a test using structural equation modeling provide empirical support for the model. The results indicate that perceived value and pleasure has a significant influence on attitude towards Consumer Electronic Magazine. The research model explains over 50% of the variance in attitudes. Above all, this study will put forward concrete proposals for the relevant industry to develop marketing strategies for reference.

中文摘要……………………………….…………………………………………………..…II
英文摘要 III
誌謝 IV
壹、 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
貳、 文獻探討 6
第一節 科技接受模式 6
第二節 交易成本理論 10
第三節 知覺價值 14
第四節 莫拉比安－羅素模型 18
參、 研究設計與方法 21
第一節 研究模型 21
第二節 研究假說 22
第三節 研究變數之操作型定義 30
第四節 問卷設計 31
第五節 研究設計 35
肆、 資料分析 36
第一節 樣本資料分析 36
第二節 探索性因素分析 39
第三節 信效度分析 40
第四節 驗證性因素分析 42
第五節 模式與假說驗證分析 44
第六節 研究結果 47
伍、 結論 48
第一節 研究發現 48
第二節 研究意涵 50
第三節 研究限制 52
第四節 後續研究建議 52
陸、 參考文獻 53
附錄 一 59

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網站部分
1 Apple Worldwide Developers Conference, WWDC. Retrieved from https://developer.apple.com/wwdc/
2 B. Neilson, WAP Discussion Paper, 2002, http://www.cellular.co.za/wap discusssionpaper.htm.
3 DISTIMO. Retrieved from http://www.distimo.com/
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5 2011下半年消費者數位閱讀行為調查(民101年5月11日)。資策會FIND 【線上訊息】。取自http://www.find.org.tw/ipub_monthly/past_news/20120511.htm
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