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研究生:王佳雨
研究生(外文):WANG, JIA-YU
論文名稱:影響民眾使用知識付費平臺參與訂閱意願因素之研究-以大陸北京地區為例
論文名稱(外文):A Study on the Factors that Affect People's Intention for Using and Subscribing Knowledge Paying Platform in Beijing
指導教授:洪廣朋洪廣朋引用關係傅大煜傅大煜引用關係
指導教授(外文):HUNG, KUANG-PENGFU, TA-YU
口試委員:劉上嘉蔡家文
口試委員(外文):LIU, SHANG-CHIATSAI, CHIA-WEN
口試日期:2019-01-11
學位類別:碩士
校院名稱:銘傳大學
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:2020
畢業學年度:109
語文別:中文
論文頁數:130
中文關鍵詞:自我決定理論知識付費平臺網絡教育創新接受度行為意願線上學習品質
外文關鍵詞:Self-determination theoryOnline knowledge paying platformNetwork educationInnovativenessBehavioral intentionE-Learning quality
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隨著現代科學技術的蓬勃發展,形成了多樣的學習方式。知識付費平臺衍生於線上教育,帶有強烈的互聯網與教育相結合的特徵。知識付費平臺屬於新興事物,但目前同質化嚴重,競爭激烈,鑒於網絡學習平臺的品質差異,讓使用者持續使用,支付更多費用至關重要。本研究以民眾對知識付費平臺之創新接受度、學習動機,進而影響民眾感受到的網絡學習品質,從而影響民眾的行為意願等因果關係進行研究。本研究以中國北京區域曾經使用過知識付費平臺的民眾為受測對象。以網絡問卷的方式進行問卷發放,共獲得有效問卷410份。並使用Smart PLS3進行結構方程式、路徑分析、資料分析和信效度分析,及假說鑒定。以整體模型來看,本研究發現,要提高民眾對知識付費平臺之行為意願程度,最重要的是要提高民眾感受到的課程品質;而「信息採用型創新接受度」對網絡學習品質皆無顯著影響;服務品質對行為意願皆無顯著影響。本研究另外進行分群分析,根據本研究發現提出相關研究限制與未來研究方向,以提供未來相關議題後續之研究。
With the rapid development of modern science and technology, there emerged a variety of learning styles. The knowledge paying platform was derived from online education, retaining a strong combination of Internet and education. As one fresh item object, the knowledge paying platform has the problem of homogenization and under the intense competitive circumstance, in view of the quality discrepancy of network learning platforms, it is crucial to ensure the users will use the platform consistently and pay more for it. The thesis tried to study the causal relationship among people's innovativeness and learning motivation of knowledge paying platform, E-learning quality that people could feel as well as people’s behavioral intention. The methodology is the questionnaire survey and the subjects are those people who have once used the knowledge paying platform in Beijing, China. Questionnaires were distributed through the Internet, and 410 questionnaires were available. The Smart PLS3 was adopted to implement structural equations, path analysis, data analysis, reliability and validity analysis as well as hypothesis identification. Based on the overall model, the research found that if we wanted to improve the behavioral intention, we must first enhance the curriculum quality. At the meanwhile, it has been proved that Information Possessing Innovativeness had no significant effect on network learning quality and the behavioral intention was not significantly affected by the quality of service as well. In addition, another clustering analysis was conducted. At the end of the thesis, it pointed the relevant research limitations and put forward the orientation of the future study, thus offering follow-up research on related topics in the future.
目錄.......................................................................................................................I
圖目錄.................................................................................................................IV
表目錄.................................................................................................................VI
第一章 緒論.........................................................................................................1
1.1 研究背景與機.........................................................................................1
1.2 研究問題與目的.....................................................................................4
1.3 研究流程.................................................................................................4
第二章 產業背景.................................................................................................6
2.1 中國知識付費平臺之發展歷程與現況.................................................6
2.1.1 中國知識付費平臺發展歷程……………………………...………7
2.1.2 中國知識付費平臺分類……………………………………...……7
2.1.3 中國知識付費平臺核心功能……………………...……….……...8
2.2 中國知識付費平臺之主要業者發展現況.............................................9
2.2.1 喜馬拉雅 FM 知識付費平臺..........................................................9
2.2.2 得到知識付費平臺........................................................................13
2.2.3 知乎知識付費平臺........................................................................17
2.2.4 喜馬拉雅 FM、得到和知乎知識付費平臺對比.........................22
2.3 中國知識付費平臺之未來挑戰...........................................................25
第三章 文獻回顧...............................................................................................27
3.1 創新接受度之相關研究.......................................................................27
3.1.1 創新接受度定義............................................................................27
3.1.2 創新接受度構念............................................................................27
3.1.3 創新接受度衡量............................................................................29
3.2 動機理論之相關研究...........................................................................30
3.2.1 動機理論定義................................................................................30
3.2.2 動機理論構念................................................................................31
3.2.3 動機理論衡量................................................................................34
3.3 網絡學習之相關研究...........................................................................34
3.3.1 網絡教育與知識付費之相關定義................................................34
3.3.2 網絡學習品質構念........................................................................35
3.3.3 網絡學習品質衡量........................................................................37
3.3.4 使用者動機與網絡學習品質........................................................37
3.3.5 創新接受度與網絡學習品質........................................................38
3.4 行為意願之相關研究...........................................................................38
3.4.1 行為意願定義................................................................................38
3.4.2 行為意願構念................................................................................38
3.4.3 行為意願衡量................................................................................39
3.4.4 網絡學習品質與行為意願…........................................................40
第四章 研究方法...............................................................................................42
4.1 研究架構...............................................................................................42
4.2 研究假設與推論...................................................................................42
4.3 問卷設計...............................................................................................46
4.4 抽樣設計...............................................................................................52
4.4.1 調查母體........................................................................................52
4.4.2 抽樣架構........................................................................................52
4.4.3 樣本大小........................................................................................52
4.5 資料分析方法.......................................................................................53
4.5.1 敘述性統計分析............................................................................53
4.5.2 信效度分析....................................................................................53
4.5.3 假說檢定........................................................................................54
第五章 資料分析與實證結果...........................................................................56
5.1 樣本結構分析.......................................................................................56
5.1.1 人口統計變數敘述性統計分析....................................................56
5.1.2 使用行為之敘述性統計................................................................58
5.2 信效度分析...........................................................................................61
5.2.1 收斂效度分析................................................................................61
5.2.2 區別效度分析................................................................................63
5.3 假說檢定...............................................................................................64
5.3.1 研究假說檢定................................................................................64
5.3.2 假說分析與討論............................................................................68
5.4 分群檢定...............................................................................................74
5.4.1 依性別分群....................................................................................74
5.4.2 依年齡分群……………………...………...………………...…...76
5.4.3 依教育程度分群…………………………...…...…….……….....78
5.4.4 依職業分群...…………………………..………….………..……80
5.4.5 依婚姻狀況分群..…………………….……...….……………….82
5.4.6 依使用頻率分群...……………………….....……………...…….84
5.4.7 依講師分群..…………………………………………….……….87
5.4.8 依平均月收入分群...………………………...……….…….…....89
5.4.9 依花費分群…………………...……............………….………....91
5.4.10 小結...…………………………………….………….……….…93
第六章 結論與建議...........................................................................................97
6.1 研究結論...............................................................................................97
6.2 管理意涵...............................................................................................98
6.3 研究限制與未來研究方向.................................................................101
6.3.1 研究限制......................................................................................101
6.3.2 未來研究方向…………………...………….…...………….…..101
參考文獻...........................................................................................................103
一、英文部分...................................................................................................103
二、中文部分...................................................................................................111
附錄一 問卷.....................................................................................................113
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二、中文文獻
1. 王傳珍(2017)。中國知識付費行業發展白皮書2017。中國大陸:易觀國際集團。
2. 王蓬博(2018)。中國協力廠商支付移動支付市場季度監測報告2018年第1季度。中國大陸:易觀大數據。
3. 比達諮詢(2018)。2017年度中國協力廠商移動支付市場及2018年發展趨勢分析,2018年3月26日,取自中商情報網:http://www.askci.com/news/chanye/20180326/094454120439_2.shtml。
4. 北京市統計局(2017)。北京常住人口去年末2170.7萬人 17年來首現負增長。北京:市統計局。
5. 全貞花、謝情(2017,4月)。知識付費產品用戶使用行為實證研究:以得到APP為例。廣告大觀(理論版),2017(04),71-79。
6. 周永凱、王文博、田紅(2010)。現代大學教學設計與案例。中國輕工業出版社。
7. 周結(2017)。2017年中國網絡視聽發展研究報告。中國大陸:中國網絡視聽節目服務協會。
8. 高小倩(2018年)。最前線 知乎完成2.7億美元E輪融資,估值達24億美元,騰訊和今日資本繼續跟投,2018年3月8日,取自36氪網站:https://36kr.com/p/5147225.html。
9. 張振江(2018)。戴志康:喜馬拉雅FM估值兩百億 擬明年A股上市,2018年5月25日 ,取自金融界網站:http://finance.jrj.com.cn/tech/2018/05/25124924590522.shtml。
10. 智研諮詢研究院(2017)。2017年-2023年中國知識付費行業市場深度調查及投資前 景分析。中國大陸:智研諮詢集團。
11. 瑞諮詢(2017)。2017年中國B2B2C線上教育平臺行業研究報告,2017年12月6日,取自艾瑞諮詢網 :http://www.iresearch.com.cn/Detail/report?id=3117&isfree=0。
12. 雷建平(2017)。羅輯思維被曝融資9.6億將衝刺IPO 羅振宇:被上市,2017年7月20日 ,取自雷帝觸網: http://stock.jrj.com.cn/2017/07/20081522773506.shtml。
13. 催爽(2017,12月)。知識付費第二年:到課率過低 續訂率成謎。科技日報第004版。綜合新聞。
14. 極光大數據(2017)。知識付費行業研究報告,中國資訊與電腦2017年第7期 行業觀察。
15. 資訊化研究部(2017)。中國分享經濟發展報告。中國大陸:國家資訊中心。
16. 陳順宇 (2005)。多變量分析。臺北:華泰文化。
17. 羅梓菲(2017,5)。PUGC戰略下喜馬拉雅FM的商業化發展策略。湘潭大學碩士論文。
18. 鄒伯涵、羅浩(2017)。知識付費-以開放、共用、付費 為核心的知識傳播模式,新媒體研究,11(48),110-132。

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