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題 名 | 以科技接受模式探討二輪式電動代步車消費者接受程度=Using Technology Acceptance Model to Explore User Acceptance of Two-wheel Electric Scooter |
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作 者 | 梁世安; 余國瑋; | 書刊名 | 行銷評論 |
卷 期 | 2:2 民94.夏 |
頁 次 | 頁135-148 |
分類號 | 496.34 |
關鍵詞 | 二輪式電動代步車; 知覺有用性; 知覺易用性; 使用意願; Two-wheel electric scooter; Perceived usefulness; Perceived ease of use; Intention to use; |
語 文 | 中文(Chinese) |
中文摘要 | 全球環保意識逐漸高漲,廠商與消費者無不開始重視產品製造與使用對環境所造成的污染,特別是交通工具,全球龐大數量的汽機車持續地燃燒石油與排放廢氣,是造成地球不可再生能源耗竭和產生永久性環境汙染的主要因素,近年來廠商持續地研發低污染、低噪音的電動式代步工具,作為現有燃油動力機汽車的替代品。雖然台灣在電動機車的研發與市場推廣工作早已行之有年,且政府對此一環保產品也投入經費補助,但是整體市場上,消費者對於二輪式電動代步車的接受程度與實際購買行為仍然很低。不斷創新的二輪式電動代步車對消費者而言不只是一項環保商品,同時也是項科技產物,本研究援引Davis(1989)提出「科技接受模式」為基礎,探討影響消費者接受採用二輪式電動代步車的因素。本研究以實地研究法(Field Study)進行研究,透過問卷方式蒐集研究資料,並使用線性結構模式進行假設驗證。資料結果顯示科技接受模式使用在二輪式電動代步車產品時的配適情況相當良好,且發現:(1)個人對於二輪式電動代步車的知覺有用性會正向影響使用意願。(2)個人對於二輪式電動代步車的知覺易用性會正向影響知覺有用性,並且透過知覺有用性會間接影響使用意願。本研究試圖瞭解消費市場對於二輪式電動代步車的接受度,實證結果盼能提供行銷人員和學者若干建議和未來研究方向。 |
英文摘要 | Environmental protection and green product are strongly emphasized by many developed and developing countries in recent years. All the firms and consumers have realized that the pollution caused especially by the transportation tools would do a great damage to the environment. A lot of firms continuously developed electric vehicles (e.g. electric motorcycle, electric scooter) and hoped that the pollution and noise is would be lower. Although lots efforts have been made on the electric vehicles, such as two-wheel electric scooters. but the acceptance and buying of those innovation products are few. Basically. technology acceptance model (TAM) is very useful for understanding user acceptance of ness information technology. Numerous empirical extensively tests is ere is widely used in various fields among researchers. TAM was used to explore the acceptance of two-wheel electric scooter in the study. The result from 307 samples indicates that proposed theoretical model could be successfully applied to explain and predict acceptance behavior. The findings show that perceived usefulness will affect intention to use, but perceived ease of use will indirectly affect intention to use through perceived usefulness. Suggestions for future research and implications of findings are also discussed. |
本系統中英文摘要資訊取自各篇刊載內容。