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題名:大學教師使用社群媒體行為態度、主觀規範、 知覺行為控制對行為意圖影響之研究
作者:張以希
作者(外文):Chang, I-Hsi
校院名稱:國立政治大學
系所名稱:教育學系
指導教授:吳政達
郭昭佑
學位類別:博士
出版日期:2019
主題關鍵詞:社群媒體計畫行為理論Social mediaTheory of planned behavior
原始連結:連回原系統網址new window
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隨著網際網路的興盛,社群媒體教學已漸漸蔚為風潮,本研究旨在探討大學教師使用社群媒體教學之行為意向。研究以計畫行為理論(TPB)結合科技接受模型(TAM)進行探討。因此本研究使用社群媒體教學之知覺有用性、知覺易用性、行為態度、管理階層期望、主觀規範、技術支援、知覺行為控制等變項,來探討大學教師使用社群媒體之行為意圖。
本研究以大學教師為樣本,並以網路問卷的方式進行資料蒐集。本研究共回收有效問卷279份,所得資料分別以描述性統計、信度分析、複選題分析與交叉分析、相關分析、效度分析及結構方程模型分析等統計方法進行資料的分析與處理。研究結論如下:
一、 我國大學教師平均一天上網時間多超過3小時,普遍有上網習慣。
二、 我國大學教師使用社群媒體教學的知覺表現良好,認為有正面效果。
三、 我國大學教師最常使用的社群媒體網站為「YouTube」、「Facebook」,目的多為「尋找有趣的教學主題」、「搜尋有用的教學題材」。
四、 大學教師使用社群媒體教學的主觀規範與管理階層期望、行為意圖與行為態度呈現高度相關。
五、 不同性別、學校屬性、服務年資、任教學門、平均一天上網時間等背景變項的大學教師對於各研究構面的感受有顯著差異。
六、 知覺有用性、知覺易用性對行為態度有顯著影響;管理階層期望對主觀規範有顯著影響;行為態度對行為意圖有顯著影響;主觀規範對行為意圖有顯著影響。
最後依據研究結果與結論,提出具體建議,以作為教育及學校行政單位,以及未來研究的參考。
The purpose of the study is to explore the feasibility that used social media in college teaching. This paper attempts to develop a research model that combined theory of planned behavior and technology acceptance model. The influence of different factors on the usage of social media in teaching by faculty, the factors such as perceived usefulness, perceived ease of use, behavioral attitudes, management expectations, subjective norms, technical support, perceived behavioral control were analyzed.
A survey was conducted by sampling university teachers in Taiwan. Four hundred teachers from 70 schools were selected by stratified random sampling. After removing invalid data, 279 valid sample was analyzed and processed. Descriptive statistics, reliability analysis, and multiple choice questions and cross analysis, correlation analysis, validity t-test and structural equation model analysis were used. The major findings of this study are as follows:
1. College teachers in Taiwan spend more than 3 hours a day on the internet reflect their Internet Usage habits.
2. College teachers in Taiwan using social media in teaching have a positive perception.
3. The most popular social media among college facilities in Taiwan are "YouTube" and "Facebook". The main purpose of using social media is to "find interesting teaching topics" and "search for useful teaching themes
4. College faculties’ subjective norm and management expectation, behavioral intentions and behavioral attitude are highly correlated with the use of social media in teaching.
5. College teachers with different gender, school attributes, seniority, teaching department, and average daily time spent online have significant differences in the perception of each research construct.
6. Perceived usefulness and perceived ease of use have a significant impact on behavioral attitudes; management expectation have a significant impact on subjective norm; behavioral attitude have a significant impact on behavioral intentions; subjective norm have a significant impact on behavioral intentions.
Based on the results of the research, suggestions for education administration authority, university administrative units and future related study are proposed.
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