臺灣博碩士論文加值系統

在現代資訊社會中，透過科技能力已成為現代人的基本素養。運用資訊科技知識和技能於實務教學，是全球教育的發展趨勢。然而，在科技浪潮中，教育產業也在不斷地變化和轉型。本研究基於科技接受模型，結合功利價值和享樂價值，探討它們與互動性感知、持續使用意圖之間的關係，最終研究其對口碑推薦的影響。

本研究以線上學習平台 OurScool 為主要對象，該平台提供「語言類型」和「電腦課程」，主要以線上模式授課。本次研究採用問卷調查方法，共收集了 663 份有效問卷，並運用統計分析工具（如信度與效度分析、迴歸分析）對數據進行處理與分析。此外，還結合會員的個人數據，深入探討在導入社群功能後，使用者的使用狀況、實際數據反饋與持續使用意圖之間的相關性。

研究結果顯示，除了假設 H5知覺易用性會對影響使用持續使用意圖產生正向影響未被支持外，其他假設均獲得驗證。特別是享樂價值對於用戶持續使用平台的意圖有顯著的正向影響，且影響程度高於功利價值和知覺有用性。這意味著在學習平台中增加有趣和娛樂性的元素，能夠有效提升用戶的持續使用意圖和口碑推薦意願。

本研究對科技接受模型進行了擴展，將功利價值和享樂價值納入考量，提供了新的理論視角。此外，研究結果對線上教育平台的設計和運營具有實務意涵，建議該平台應注重提升用戶的享樂價值和互動性，以增進用戶的參與度和忠誠度。

另外本研究存在樣本性別比例不均、並僅針對單一平台、單一付費方式等限制，但仍為未來研究提供了參考方向。建議未來可擴大樣本範圍，納入不同性別、年齡層和其他類型的線上學習平台，進一步驗證研究結果的普遍性。

In modern information societ，technological competency has become a fundamental literacy for contemporary individuals. The application of information technology knowledge and skills in practical teaching represents a global educational development trend. Amid this technological wave， the education industry continues to evolve and transform. Based on the Technology Acceptance Model (TAM)， this study incorporates utilitarian and hedonic values to examine their relationships with perceived interactivity and continuous usage intention， ultimately investigating their impact on word-of-mouth recommendations.

This study focuses on OurScool， an online learning platform that provides language and computer courses primarily through online instruction. The research employed a questionnaire survey method， collecting 663 valid responses， and utilized statistical analysis tools (including reliability， validity， and regression analyses) for data processing and analysis. Furthermore， the study integrated individual member data to thoroughly examine the correlations between user behavior， actual data feedback， and continuous usage intention following the implementation of social features.

The findings indicate that all hypotheses were supported except for H5， which proposed that perceived ease of use would positively influence continuous usage intention. Notably， hedonic value demonstrated a significant positive impact on users' continuous usage intention， with its influence exceeding that of utilitarian value and perceived usefulness. This suggests that incorporating entertaining and recreational elements into learning platforms can effectively enhance users' continuous usage intention and word-of-mouth recommendation willingness.

This study extends the Technology Acceptance Model by incorporating utilitarian and hedonic values， offering new theoretical perspectives. Moreover， the research findings have practical implications for online educational platform design and operation， suggesting that platforms should emphasize enhancing users' hedonic value and interactivity to improve user engagement and loyalty.

Despite limitations such as uneven gender distribution in the sample， single platform focus， and uniform payment method， this study provides direction for future research. Future studies could expand the sample scope to include diverse genders， age groups， and other types of online learning platforms to further verify the generalizability of the research findings.

摘要 i
Abstract ii
目錄 iv
表目錄 vi
圖目錄 vii
一、 研究背景與動機 1
（一）產業背景概況 1
（二）台灣線上教學環境 2
（三）數位化知識服務面臨問題 3
（四）研究目的及探討 4
（五）娛樂功能之重要性探討 4
（六）本研究個案公司 OURSCOOL 教學平台介紹及服務説明 5
（七）研究流程 8
二、文獻回顧 9
（一）知覺有用性與知覺易用性 9
（二）功利價值與享樂價值 10
（三）互動性感知 12
（四）持續使用意圖 14
（五）口碑推薦意願 15
三、研究方法 18
（一）研究架構 18
（二）研究假説 18
（三）知覺有用性以及知覺易用性 19
（四）功利價值 21
（五）享樂價值 22
（七）互動性感知 22
（八）持續使用意圖 24
（九）口碑推薦 24
（十）受測者基本資料調查 25
（十一）資料統計分析方法 25
四、研究結果與分析 28
（一）問卷回收及資料處理 28
（二）描述性統計分析 28
（三）探索性因素分析以及信度分析 34
（四）迴歸分析 37
（五）迴歸分析結論 39
五、研究結論與建議 40
（一）研究結論 40
（二）研究限制 43
（三）經營意涵 43
(四)未來研究建議 44
參考文獻 45

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