影響網路直播持續收看意圖相關因素之研究

Investigate the Factors of Continuous Viewing Intention on Webcasting

曹文瑜(Wen-Yu Tsao) ； 林政坤(Cheng-Kun Lin) ； 楊惠貞(Hui-Jen Yang)

《企業管理學報》 81期 (2009/06) Pp. 107-129

摘要

新興的網路傳播媒介因網路的便利性、互動性、及時更新、個人化、無時間與空間限制等特點，讓許多網路使用者會選擇收看網路直播來舒緩壓力，因此網路直播改變了人類的休閒生活，也成為一股新的潮流。所以本研究以Davis (1986)提出的「科技接受模型(Technology Acceptance Model, TAM)」和Oliver(1980)提出「期望不確認理論(Expectation Disconfirmation Theory, EDT)」為理論基礎，來探討網路使用者對網路直播持續收看意圖的影響因素。 研究發現： (1)知覺易用性會顯著的影響知覺有用性。 (2)正向不確認會顯著的影響知覺有用性。 (3)知覺易用性和知覺有用性會顯著的影響態度。 (4)知覺有用性、知覺易用性和正向不確認會影響滿意。 (5)態度和滿意會影響持續收看意圖。藉此研究可提供網路直播網站經營者建議與學術界後續研究方向的參考。

關鍵字

網路直播 ； 科技接受模型 ； 期望不確認理論

並列摘要

Owing to network's convenience, interactive, the prompt renewal, the personalization, do not have time and space limitation characteristics etc., will let many consumers choose the Internet to view Webcasting will enable the WebTV become new fashion. our research based on the ”Technology Acceptance Model (TAM)” (Davis, 1986) and ”Expectation Disconfirmation Theory (EDT)” (Oliver, 1980) to discuss the factors of internet users impact continuous viewing intention of webcasting. The results are (1) perceived ease of use impacts on perceived usefulness sufficiently. (2) Positive disconfirmation impacts on perceived usefulness sufficiently. (3) Perceived usefulness and perceived ease of use impact on positive attitude sufficiently. (4) Perceived usefulness, perceived ease to use and positive disconfirmation impact on satisfaction. (5) Satisfaction and attitude sufficiently impact on continuous viewing intention. In advance, it also provides suggestions to internet broadcasting managers and offers a new research direction for academia.

並列關鍵字

Webcasting ； Technology Acceptance Model TAM ； Expectation Disconfirmation Theory EDT

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