現今,隨著資訊科技的快速發展下,各大專院校在軟體的建置及導入課程接受度日益提昇。本研究欲從學生對於VBR導入課程的使用態度及使用意願之影響因素進行探討,以科技接受模式與任務-科技適配模式作為主要理論基礎,並納入科技焦慮、推廣策略為變數進行驗證,希望藉由研究結果提供爾後推廣軟體導入課程之參考。 在抽樣方面,本研究以國內大專院校在學並使用過VBR之學生為研究對象,透過便利抽樣法共發放208份紙本問卷,扣除無效樣本12份,有效回收樣本196份,有效回收率達94.2%。本研究並進一步透過敘述性統計、因素分析、信度效度分析及迴歸分析來針對研究假設進行驗證。 實證分析結果顯示: (1)VBR的「認知有用性」對「使用態度」,具有正向顯著影響。 (2)VBR的「認知易用性」對「使用態度」,具有正向顯著影響。 (3)VBR的「任務-科技適配度」對「使用態度」,具有正向顯著影響。 (4)VBR的「科技焦慮」對「使用態度」,並無負向顯著影響。 (5)VBR的「使用態度」對「使用意願」,具有正向顯著影響。 (6)VBR的「推廣策略」對「使用態度」與「使用意願」並無正向的干 擾效果。
Nowadays, with the fast growing information technology, the acceptance of software development and implement in college and university curriculum is rising. In this study, it is to discuss the influence factors of user’s attitude and intention of using Virtual Business Retailing in curriculum. It is used technology acceptance model and task - technology fit model as the main theoretical basic, examining with technology anxiety and promotion strategy as variables. We hope the result of this study can be referred for future software implement in curriculums. In the sampling of the study, the object is the students of college and university in Taiwan learning and using VBR. Through convenience sampling method, a total of 208 questionnaires were issued. Deleting invalid 12 questionnaires, there were 196 valid questionnaires returned. The effective response rate was 94.2%. The study used of descriptive statistics, factor analysis, reliability and validity analysis, and regression analysis methods for hypothesis validation. The results of this study are as follows: (1) Perceived usefulness of VBR significantly and positively affects the attitude toward using VBR. (2) Perceived ease of using VBR significantly and positively affects the attitude toward using VBR. (3) Task - technology fit model of VBR significantly and positively affects the attitude toward using VBR. (4) Technology anxiety of Using VBR doesn’t significantly affect the attitude toward using VBR (5) The attitude toward Using VBR significantly and positively affects the intention toward using VBR (6) The promotion strategy of VBR doesn’t have positive interference effect with attitude and intention toward Using VBR.