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題 名 | 中華電信MOD使用者接受度之實證研究=An Empirical Study for the Users' Acceptance about the MoD of Chunghwa Telecom Corporation |
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作 者 | 張裕幸; 楊明軒; | 書刊名 | 資訊傳播與圖書館學 |
卷 期 | 12:1-4 民95.06 |
頁 次 | 頁93-117 |
分類號 | 496.34 |
關鍵詞 | 多媒體隨選系統; 科技接受模型; 心流經驗; 顧客滿意度; 數位匯流; Multimedia on demand; MoD; Technology acceptance model; TAM; Flow experience; Customer satisfaction; Digital convergence; |
語 文 | 中文(Chinese) |
中文摘要 | 資訊科技之發展與進步,迅速地改變人類的傳播與溝通方式,隨著資訊家電化、家電資訊化之匯流,數位家庭的普及將會議娛樂生活更加多元化。數位匯流的大趨勢下,資訊、通訊與消費性電子產業之界限延逐漸模糊,多媒體隨選系統的普及具有未來3C產業發展的關鍵先導指標意義。本文主要目的在於探討影響使用者採用中華電信多媒體隨選系統之因素。首先,以「科技接受模式(TAM)」為理論基礎,融入「必流經驗」、「顧客滿意」等心理內化因素以及使用者個人「認知社會因素」、「認知個體因素」,解釋使用者對於中華電信多媒體隨選系統之接受度。由消費者的認知需求因素切入探討採用MOD產品之消費觀點,試圖找出提高MOD產品接受度之關鍵構面,以利數位家庭之推廣。本研究以中華電信MOD用戶為研究對象,共計取得392份有效問卷,有效回收率為89.91%。針對使用中華電信MOD的態度部分,本研究所提出之延伸性TAM模式模型解釋力達69.3%。研究結果顯示加入「認知社會需求」、「認知個體需求」以及「定價策略」等因素考量後,提高了消費者對MOD接受度之解釋能力。 |
英文摘要 | The progress the information science and technology, rapidly change humanity’s communication way. Along with digital convergence of the information and the electrical appliance, the entertainment life is richer. Under the 3C afflux major tendency, the boundary of the information, the communication and the electronic industry gradually vanishes. The popularization of Multimedia on Demand system (MoD) can be regarded as the milestone of the future 3C industry development. This paper is aimed at exploring which factors can influence the users adopt the Multimedia on Demand system. The research method is based on the Technology Acceptance Model (TAM), melts into the psychology factors such as “Flow Experience”, “Customer Satisfaction” and the user’s cognition society faction, “Individual Cognition Factor”, to explain why the user chooses MOD. Our research takes the MOD consumers of Chunghwa Telecom Corporation as the research object, this research total obtains 392 effectively questionnaires, the effective returns-ratio is up to 89.91%. The explanation strength of research model reaches 69.3%. It shows the explanation of our research model regarding uses the MOD manner is stronger then previously works. |
本系統中英文摘要資訊取自各篇刊載內容。