電子化是一個反傳統的革命,為因應資訊科技時代的來臨,企業與政府機關紛紛實施「電子化」,利用網際網路為基礎建立起資訊交換的電子化網路系統,以提升行政效能與服務品質。然而在電子化的應用中,使用者對新運作模式的使用意願並不高,根據展望理論的觀點,可能的原因為系統設計的呈現方式與以往的服務模式有所差異,造成錨點的比較而影響科技的使用意圖。 因此為了實證展望理論與系統設計對電子化應用的影響關係,本研究以電子化系統的「資訊內容」和「呈現形式」之設計來探討錨點比較對科技使用意圖的影響。研究將採實驗室實驗法,以電子發票應用為例設計出一個手機APP商店的實驗系統做為研究平台,並讓每位受測者使用兩種不同設計的電子發票。 研究結果發現,使用者對科技無明確錨點時,使用意圖比較不容易受到系統設計優劣的影響;而當使用者對科技存有錨點時,系統的設計若讓使用者感受是損失的,會對使用意圖與其他認知產生較大的影響,證明了使用者對系統設計的內容會因為參考點的比較而影響到科技接受行為;另外,使用者感受到系統功能損失時,會因趨避損失的結果而改變原先的決策模式,並且增加對系統的否定因素。透過以上研究分析結果,期望可為電子發票設計人員與系統開發者日後設計系統時之建議。
In response to the trend of the information technology, the electronic is an anti-traditional revolution, enterprises and government agencies are getting afoot to "electronic" gradually, and they establish the electronic network system that based on the internet to improve administrative effectiveness and service quality. However, the users has low intention to use the new electronic applications, according to Prospect Theory, the reasons for the low intention of user possible due to the different presentation of the system design and service model than before, and get a reference point that will affect people's intention to use this technology. Consequently, in order to verify the relationship among Prospect Theory, system design and electronic application, this study used "information content" and "presentation forms" as a part of system design to explore the effect of reference point on technology usage intention. This study adopted Laboratory Experiments, and set up an E-ivoices applications system as the research platform, and each experimenters were used two different design of E-invoice. The result of the study shows that: 1.The users’ usage intention will not be affected by any system design when the users haven’t the reference point of technology. 2.When the users have the reference point of technology, and feel that the system functions is lossed, the users’ usage intention and other beliefs will be significantly affected by the system design. It's prove that the user's technology acceptance behavior will be affected by the reference point of system design. 3.When users feel that the system functions is lossed, they will change the original decision-making mode due to the consequence of loss aversion, and even increase the negative factor of the system.
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