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題 名 | 整合知覺玩興構面擴充資訊科技接受模式--以入口網站為例=Integrating Perceived Playfulness into Technology Acceptance Model on Portal Site Usage |
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作 者 | 邱郁文; 方國定; | 書刊名 | 資訊管理展望 |
卷 期 | 7:1 2005.03[民94.03] |
頁 次 | 頁37-54 |
分類號 | 448.6 |
關鍵詞 | 知覺玩興; 科技接受模式; 入口網站; Portal; Technology acceptance model; Perceived playfulness; |
語 文 | 中文(Chinese) |
中文摘要 | 整合知覺玩興構面擴充資訊科技接受模式─ 以入口網站為例,邱郁文 方國定 網際網路對社會經濟體系的衝擊、對現有媒體通路的影響已毋庸置疑。有鑑於網際 網路發展之迅速以及新興網路媒體行銷時代的來臨,本研究分析入口網路使用者行為模 式,希望充份了解使用者的行為特性,以便對市場未來發展作進一步的預測。 科技接受模式(Technology Acceptance Model, TAM)是目前常被用於探討資訊科技接 受度的理論模型,但關於人員對資訊科技接受度的研究,多集中在系統面或組織面。因 此,本研究以TAM為基礎,擴充個人內在動機的知覺玩興構面(Perceived Playfulness), 以期提昇TAM對入口網使用行為與態度的解釋能力,增加資訊管理學域對入口網站 使用意向的解釋能力,並協助實務界對入口網站使用者的瞭解。經結構化方程模型之建 構與實證,本研究獲得下列研究結論: (一)、「知覺易用」程度越高,使用者對該網站的 「知覺有用」程度就越高。 (二)、「知覺有用」程度越高,使用者對該網站的「使用態度」 就越佳。 (三)、「知覺易用」程度越高,對該網站的「使用態度」 佳。 (四)、「知覺 易用」 程度越高,則使用者對該網站的「知覺玩興」程度就越佳。 (五)、「知覺玩興」程 度越高,使用者對該網站「知覺有用」 程度就越高。 (六)、「知覺玩興」程度越高,對該 網站的「使用態度」 就越佳。 |
英文摘要 | It's no doubt that the Internet's impact on social economy influences the media. Due to Rapid development of the Internet and the coming age of new media market in the Internet, the research predicts future market development by analyzing the characteristics of the user's behavior model in portal. Technology Acceptance Model(TAM) has been widely used to predict the acceptance of a new technology, such as the acceptance of new software packages. Ease of use and userfulness are believed to be fundamental in determining the acceptance and use of various ITs. Much previous research has study the user's acceptance for informataion technology by the views of the system or organizations and may not explain the user's behavious toward newly emerging ITs, such as portal sites. The current work bases on TAM and extents the perceived playfulness construct in personal Intrinsic motivation. We integrate Perceived Playfulness into Technology Acceptance as a new factor that reflects the user's intrinsic belief in portal sites acceptance. A study with 221 users of portal sites was conducted to test the hypothesized model, the results demonstrate that: 1.There is a positive relationship between Perceived Ease of Use and Perceived Usefulness in the portal context. 2.There is a positive relationship between Perceived Usefulness and Attitude toward using in the portal context. 3.There is a positive relationship between Perceived Ease of Use and Attitude toward using in the portal context. 4 .There is a positive relationship between perceived ease of use and perceived playfulness of using the portal. 5 .There is a positive relationship between Attitude toward Using and Actual Use to using in the portal context. 6 .There is a positive relationship between Perceived Playfulness and Attitude toward using the portal. |
本系統中英文摘要資訊取自各篇刊載內容。