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題名:影響網站使用意向之因素研究─以入門網站為例
作者:吳肇銘 引用關係
作者(外文):Chao-Ming Wu
校院名稱:國立中央大學
系所名稱:資訊管理研究所
指導教授:范錚強
許通安
學位類別:博士
出版日期:1999
主題關鍵詞:網路行銷技術接受模型網站特性網站使用意向社交環境因素網站使用經驗網站使用類型
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(17) 博士論文(2) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:17
  • 共同引用共同引用:0
  • 點閱點閱:35
隨著資訊科技的進步與網際網路人口的快速成長,許多企業紛紛投注心力於網站的設立,希望能夠透過網站獲得可觀的利潤。但就在許多企業紛紛設立網站的同時,許多學者亦開始質疑現行企業網站的成效。而在此充滿商機的網際網路環境下,為何有些網站可以一再地吸引消費者前來使用,進而成功獲利,有些卻完全無法吸引消費者﹖此一問題相當需要學者以「個人層級」的分析方式,來探討網站使用者之網站使用意向,究竟是受到哪些因素之影響。近年來網路行銷的相關研究越來越多,但針對「網站使用意向」進行之研究並不多見。因此,本研究針對「網站使用意向」此一重要主題進行深入探討,希望可以瞭解網站使用者的「網站使用意向」究竟會受到那些因素所影響,並增加資訊管理學域對「網站使用意向」的解釋能力。
本研究共分成兩部份:第一部份乃是以「科技接受模型」為基礎,加入「社交環境資訊」、「網站特性」之考量,推導出一「網站使用意向」模型,並以「入門網站」作為目標系統,針對377位網站使用者進行實徵研究,藉以瞭解影響使用者「網站使用意向」之相關因素;第二部份則是探索「使用者特性」是否會對前述「網站使用意向」模型之變數關係,產生調節(moderating)作用,藉以瞭解「使用者特性」對「網站使用意向」影響因素的影響。
本研究主要的研究結果如下:(一)整體而言,使用者對某一網站的「網站使用意向」乃是受使用者對該網站的「網站使用態度」、「知覺的有用程度」以及「真實社交環境資訊」、「網路社交環境資訊」所直接影響;(二)「網站特性」,包括「資訊性─網站搜尋資訊」、「資訊性─周邊資訊」、「娛樂性」、「互動性」、「易用性」、「反應時間」、「樣式」,則會透過使用者之「網站使用態度」或「知覺的有用程度」來對「網站使用意向」產生間接影響效果;(三)不同「使用者特性」(包括使用經驗、使用類型)之使用者,在「網站使用意向」模型上的表現並不完全相同。
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