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題名：以科技接受模式探討光纖寬頻網路使用者行為意向之影響因素
書刊名：行銷評論
作者：胡凱傑 引用關係／鍾文鑑／丘志文
作者(外文)：Hu, Kai-chieh／Chung, Wen-chien／Chiu, Chih-wen
出版日期：2010
卷期：7:2
頁次：頁161-186
主題關鍵詞：科技接受模式；使用行為意向；系統品質；電腦自我效能；Technology acceptance model；System quality；Computer self-efficacy；Behavioral intention
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(10) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:10
  • 共同引用共同引用:147
  • 點閱點閱:261
本研究之目的在以科技接受模式來探討消費者對光纖寬頻網路使用行爲意向之影響因素爲何，並驗證「系統品質」及「電腦自我效能」的外部效果。本研究採結構方程式模式進行假設驗證並分析模式路徑關係。另一方面，亦針對已裝設與未裝設光纖寬頻網路的消費者做分群，以探討其對研究模式之差異。本研究以中華電信北區分公司的客戶爲例，針對有使用寬頻網路的使用者進行問卷調查。經由結構方程模式進行驗證，結果發現本研究模式中的路徑關係均達統計顯著性，且系統品質與電腦自我效能對於科技接受模式有顯著正向的影響。因此，本研究認爲科技接受模式確實能適用於解釋光纖寬頻使用者的行爲意向。此外，分群後的模式驗證結果發現兩群樣本確實存在部份差異。最後依據研究結果，提出管理意涵與後續研究建議之討論。
The purpose of this research is to use technology acceptance model (TAM) to explore the antecedents of fiber to the building (FTTB) user's behavioral intention. This study also tests the external effects of system quality and computer self-efficacy. We apply the structural equation model to test the hypotheses and the relationships in the research model. On the other hand, the difference between the two sample sets which were divided by using or not using FTTB is also explored. This study took the Chunghwa Telecom Northern Taiwan Business Group as an example. The data was collected by questionnaires to CHT's users who had the experience of using broadband before. The models were tested by SEM. The results show that all relationships in the research model are statistical significant. It indicates that the system quality and computer self-efficacy have positive and significant influences on TAM. Thus, we think that TAM can be use to explain the FTTB user's behavioral intention. Besides, there are some differences between two groups after making further model test and path analysis. Finally, this study discussed the managerial implications and offered suggestions for the future researches.
期刊論文
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會議論文
1.于長禧、張秀珍、高春輝(2004)。ADSL服務品質, 顧客滿意度與購後行爲意向之硏究--以中華電信爲例86-112。  延伸查詢new window
2.洪明洲(1999)。網路教學課程設計對學習成效的影響研究。台大管理論壇。  延伸查詢new window
學位論文
1.吳肇銘(1999)。影響網站使用意向之因素研究--以入門網站為例(博士論文)。國立中央大學。new window  延伸查詢new window
圖書
1.Hatcher, Larry(1998)。A Step-by-step Approach to Using the SAS System for Factor Analysis and Structural Equation Modeling。Cary, NC：SAS Institute, Inc.。  new window
2.林師模、陳苑欽(2003)。多變量分析：管理上的應用。臺北：雙葉書廊。new window  延伸查詢new window
3.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。  new window
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5.Bandura, Albert(1986)。Social Foundations of Thought and Action: A Social Cognitive Theory。Prentice-Hall, Inc.。  new window
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其他
1.台灣網路資訊中心(2009)。九十八年度台灣寬頻網路使用調查報告。  延伸查詢new window
2.Petrus, G., & Nelson, O. N.(2006)。Borneo Online Banking: Evaluating Customer Perceptions and Behavioural Intention。  new window
3.Benveniste, J.(2000)。IP Technology Clearinghouse: Feeding the VoIP frenzy。  new window
4.Ron, T.(2006)。Compeau Deborah and Higgins Chris, Intentions to Use Information Technologies: An Integrative Model。  new window
5.周家慧、張善斌、范垂仁、顧為元(2004)。綜合所得稅網路結算申報系統的接受度研究。  延伸查詢new window
6.耿慶瑞、黃增隆、汪志堅(2006)。互動性對科技接受模式的影響--以政府入口網站為例。  延伸查詢new window
7.張裕幸、楊明軒(2006)。中華電信MOD使用者接受度之實證研究。  延伸查詢new window
8.Padmanabhan, V. N., & Mogul, J. C.(1996)。Using Predictive Prefetching to Improve World Wide Web Latency。  new window
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12.Simon, S. J., & Paper, D.(2007)。User Acceptance of Voice Recognition Technology: An Empirical Extension of the Technology Acceptance Model。  new window
13.Chau, P. Y. K., & Hu, P. J.(2002)。Examining a Model of Information Technology Acceptance by Individual Professionals: An Exploratory Study。  new window
 
 
 
 
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