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研究生:陳冠廷
研究生(外文):Kuan-Ting Chen
論文名稱:數位匯流服務使用意願之研究 -整合性科技接受模式觀點
論文名稱(外文):A Study of Behavior Intention to Use Digital Convergence Service: A Unified Theory of Acceptance and Use of Technology Perspective
指導教授:李慶長李慶長引用關係
指導教授(外文):Ching-Chang Lee
學位類別:碩士
校院名稱:國立臺北商業技術學院
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:66
中文關鍵詞:整合性科技接受模式數位匯流服務信任知覺價值服務品質
外文關鍵詞:Unified Theory of Acceptance and Use of TechnologyDigital Convergence Servicetrustperceived valueService Quality
相關次數:
  • 被引用被引用:2
  • 點閱點閱:167
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
由於網路IP化、接取寬頻化、應用行動化以及內容數位化所形成的數位匯流,讓語音通訊為主的電信服務產業、數據通訊為主的電腦網路產業以及視訊廣播為主電視服務產業的分界日漸消失,進而產生數位匯流服務。
本研究使用整合性科技接受模型(UTAUT)為理論基礎,並加入信任、知覺價值、服務品質這三個構面,探討影響使用者採用數位匯流服務的主要因素,本研究使用結構方程模型(Structural Equation Modeling, SEM)進行統計資料分析,研究結果顯示,績效期望、付出期望、社會影響、知覺價值、服務品質與信任對行為意圖具有正向影響,而促成因素對使用行為也具有正向影響。
根據研究結果,建議政府與廠商在推廣數位匯流服務時,可以將績效期望、付出期望、社會影響、知覺價值、服務品質與信任這些因素納入考慮,有效運用這些因素增加使用者的行為意圖,進而幫助政府或廠商在數位匯流業務上獲得績效。

As IP-based networks, broadband access, application mobility and content digitization formed by digital convergence, let three industry’s boundaries which is the voice communication-based telecommunications services industry, data communications network based industry, video-based television broadcasting service industry disappearing and then produce digital convergence services.
In this study, use Unified Theory of Acceptance and Use of Technology (UTAUT) as the theoretical basis, and add these three factors about trust, perceived value and service quality to explore the major factor to effect behavioral Intention of digital convergence service. Useing Structural Equation Modeling (SEM) for statistical data analysis, the results show that the performance expectancy, effort expectancy, social influence , trust, perceived value, service quality have a positive impact to behavior intention, and facilitating conditions have a positive impact to Use Behavior .
Based on the results, it’s recommend to the government and manufacturers to promote the digital convergence service, these factors can taken into account , use effective of these factors can increase the user's behavioral intention, and thus help the government or the manufacturer of digital convergence business gained performance.

中文摘要 i
ABSTRACT ii
致謝 iii
目錄 iv
表目錄 v
圖目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 數位匯流 5
第二節 科技接受模型 11
第三節 整合性科技接受模型(UTAUT) 18
第四節 信任 23
第五節 知覺價值 24
第六節 服務品質 26
第三章 研究方法 28
第一節 研究架構 28
第二節 研究推論與假設 29
第三節 操作性定義 33
第四節 問卷設計 34
第五節 資料分析方法 36
第四章 研究結果與分析 38
第一節敘述性統計分析 38
第二節 信效度分析 42
第三節 結構方程模式分析 44
第四節 研究結果討論 53
第五章 結論與建議 59
第一節 研究結論 59
第二節 管理意涵 60
第三節 研究限制與未來發展方向 61
參考文獻 63
附錄 68
參考文獻
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