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研究生(外文):Chang, Shu Hsun
論文名稱(外文):A study of user intention on video sharing website
指導教授(外文):Li, Eldon Y.
外文關鍵詞:Video sharingTechnology Acceptance Model(TAM)User intention
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As the advance of Internet technology continues new business models are emerging in the market. Online video sharing website is the hottest application nowadays, but there is little study on designing the website and why the users using the website. In this research, we propose a conceptual model based on the technology acceptance model developed by Davis (1989) and this model integrating the important variables due to the extant research of relevant theory of technology acceptance and characteristics of video sharing website. The data collection was used the online survey, and we got the 492 eligible data and the analysis was used the Structural Equation Model (SEM). According to the result, the model fit was qualified. This research will give some management implication for designers who want to set up a video sharing website, this research provides the information on how to invest the limited resource on the critical variables in order to maximize the service value in the conclusion section in this paper.
謝辭 1
摘要 2
第一章 緒論 8
第一節 研究背景與動機 8
第二節 研究目的 9
第三節 研究範圍 10
第四節 論文架構與研究流程 10
第二章 文獻探討 13
第一節 Web 2.0 13
一、 Web2.0的起源 13
二、 Web 2.0的定義 13
第二節 科技接受行為之相關理論 17
一、 理性行為理論 (Theory of Reasoned Action, TRA) 17
二、 計畫行為理論 (Theory of Planned Behavior, TPB) 18
三、 科技接受模式 (Technology Acceptance Model, TAM) 20
四、 科技接受模式2(Technology Acceptance Model 2, TAM2) 23
五、 科技接受模式3 (Technology Acceptance Model3, TAM3) 26
六、 資訊系統成功模式 28
小結 28
第三章 研究方法 31
第一節 概念性架構 31
第二節 研究假說 32
第三節 研究變數與操作型定義 40
第四節 問卷設計 42
第五節 調查方法 49
第六節 驗證方法 49
第四章 研究結果 53
第一節 樣本結構分析 53
第二節 敘述統計分析 56
第三節 問卷信度分析 62
第四節 問卷效度分析 63
第五節 模式驗證與配適度分析 66
第五章 研究結論 71
第一節 結論 71
第二節 管理意涵與理論貢獻 73
一、 管理意涵 73
二、 理論貢獻 75
第三節 未來研究方向與建議 76
參考文獻 77
附件1:研究問卷 84
附件2:構面相關係數表 90
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2. 資訊工業策進會,2008台灣網友線上影音娛樂行為初探,於民國97年4月,由http://www.find.org.tw/find/home.aspx取得。
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