隨著行動商務快速發展,在數位科技方面改變了人們閱讀新聞的習慣,從傳統翻閱報紙到網頁的瀏覽,而智慧型手機與通訊軟體具備不受時間及地點限制的特性,成為人們獲取生活資訊的重要載具,其新聞正是用戶最關注的內容之一。有鑑於此,本研究以LINE TODAY為例,採用Venkatesh等人(2012)的延伸型整合性科技接受模式(UTAUT2)為研究主體架構,來探討使用LINE TODAY觀看新聞之行為意圖與使用行為。本研究對象為國內曾使用過LINE TODAY行動新聞平台的使用者為主,結合網路與實體問卷,共發放230份,有效樣本199份。以敘述性統計、獨立樣本t 檢定、皮爾森相關分析、單因子變異數分析及多元迴歸進行分析。本研究結果顯示,績效期望、努力期望、社群影響、有利條件及習慣對於使用者的行為意圖呈現正向顯著之影響;行為意圖與習慣對於使用者的使用行為呈現正向顯著之影響。最後,藉此研究成果,提供業者對於現今行動新聞平台的發展策略及推行行動新聞服務的整體行銷方向,做為企業未來發展與後續研究者對於行動新聞平台研究之參考依據。
With the rapid development of mobile commerce, people have changed their habit of reading news on digital technology from traditional newspaper reading to web browsing. Due to smart phones and communication software are not limited in time and place characteristics, have become important vehicles for life information and the news is one of the most concerned about the content for the user.In view of this, this study takes LINE TODAY as an example. This study adopts the model of UTAUT2, which is the extended integration technology of Venkatesh et al. (2012) to explore the behavior intention and use behavior of LINE TODAY. This study object is mainly focused on the users of LINE TODAY mobile news platform.This study combined both online survey and paper questionnaires. A total of 230 sets of questionnaires were distributed and 199 samples were valid. Descriptive statistics, independent sample t test, Pearson correlation analysis, single factor analysis of variance, and multiple regression analysis are used for the analysis. The results of this study show that performance expectations, effort expectations, community influence, favorable conditions and habits have a positive and significant impact on the user behavior intention. The behavior intention and the habit have a positive and significant effect on the user behavior. Finally, the study results can provide the marketing direction as a reference for future development of the news platform and follow-up research.
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