頁籤選單縮合
題名 | 慢步雲端:Nike⁺ Run Club使用者行為意圖分析=Running on the Clouds: A Study of the User Behavioral Intention Model on Nike⁺ Run Club |
---|---|
作者 | 陳光宗; 詹俊成; 陳美燕; Chen, Guang-zong; Chan, Chun-chen; Chen, Mei-yen; |
期刊 | 臺灣體育學術研究 |
出版日期 | 20180600 |
卷期 | 64 2018.06[民107.06] |
頁次 | 頁37-54 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 應用程式; 品牌知識; 科技接受模式; 結構方程模式; Application; Brand knowledge; Technology acceptance model; TAM; Structural equation modeling; SEM; |
中文摘要 | 目的:本研究以科技接受模式為理論基礎,旨在建構Nike+ Running使用者行為意圖模式,進而探討品牌知識對科技接受模式之關聯性。方法:以Nike Running粉絲團與慢跑相關網站中,曾使用過Nike+ Run Club的使用者為研究對象,總計蒐集435份問卷,有效問卷為405份,以結構方程模式進行資料分析。結果:一、Nike+ Run Club使用者以25歲以下大專校院學生為主要使用者,且多數具有規律運動之習慣;二、Nike+ Run Club使用者行為意圖模式符合各項適配度指標,其中,使用態度能正向影響使用者行為意圖。三、品牌知識可做為科技接受模式的前置變項,對產品的知覺有用性與易用性有正向的關連性。結論:品牌知名度與形象的建立,將有助於提升使用者對產品的有用性與易用性,其次在預測行為意圖上,則可強化使用態度。最後根據所得之結果進行討論,並提出未來研究建議。 |
英文摘要 | Purpose: The study constructed the behavioral intention model of user in the Nike^+ Run Club based on the theory of technology acceptance model. It examined the effects of the Nike^+ Run Club users' brand knowledge of technology acceptance model (TAM). Methods: A total of 405 Participants were recruited from the fan page of Nike^+ Run Club and running-related websites. Descriptive statistics and Structural Equation Modeling (SEM) were used for data analysis. Results: 1. The demographics of Nike+ Run Club user were predominantly below 25 years and had regular exercise habit. 2. The user's behavioral intention model in Nike^+ Run Club was the goodness of fit and attitude toward using was positively related to behavioral intention to use. 3. Brand knowledge can be an antecedent variable for TAM. It was positively related to perceived usefulness and perceived ease to use. Conclusion: The increase of brand image and brand awareness can promote the perception of perceived usefulness and perceived ease to use in Nike^+ Run Club. According to the findings above, limitations and future study suggestions were proposed. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。