以社會認知理論探討通訊科技接受歷程：中介式調節模型

Exploring the Process of Telecommunication Technology Acceptance Based on Social Cognitive Theory: A Mediated Moderation Model

林珍如(Chen Ju Lin) ； 胡宛仙(Wan Hsien Hu)

《資訊管理學報》 25卷1期 (2018/01) Pp. 1-22

摘要

立基於社會認知理論（social cognitive theory; SCT），本研究提出一個中介式調節模型，探討使用者對於通訊科技的工具性結果期望與個體知覺的環境變數之交互作用，透過個人性結果期望的中介，進而推導出通訊使用者對當代通訊科技的接受歷程。蒐集並篩選631份有效樣本的實證調查，提出三點研究結果。首先，工具性結果期望與個人性結果期望呈正向顯著的關係；其次，工具性結果期望與知覺產品上市能力的交互作用，對個人性結果期望與科技接受，均有顯著的正向效果；最後，工具性結果期望與產品上市能力的交互作用，透過個人性結果期望的中介，對於科技接受有顯著的間接效果。本研究最後針對研究結果進行討論之外，亦闡明理論、實務意涵及未來研究發展性。

關鍵字

中介式調節 ； 結果期望 ； 社會認知理論 ； 科技接受

並列摘要

Purpose-The purpose of this study is to examine the perception of product launch capability whether or not moderates the relationship between outcome expectances and technology acceptance. Design/methodology/approach-This study conducted an empirical investigation by collecting with a sample of 631 effective informants who were smart phone users. Findings-There are three findings of this study. First, a significantly positive relationship is between instrumental outcome expectancy (IOE) and personal outcome expectancy (POE). Second, the effect of IOE interacting with perceived market launch capacity significantly relates to POE and technology acceptance. Finally, the interaction between IOE and perceived market launch capacity is mediated by POE and significantly influences on technology acceptance. Research limitations/implications-The social cognitive theory emphasized the interactions among three factors, that are environment, individual and behavior. This study only explored the one-way direction, so we suggest examining the dual directions among these factors for future research. Practical implications-Practically, firms should focus on building customers' positive outcome expectance after they use products. For example, firms could provide customers with professional services by teaching them how to use new technology, also by establishing adequate service channels. After accepting and adopting the product, consumers perceive increasing self-satisfaction, sense of identity among friends and relatives, and efficiency of work and life. Such positive outcome expectances enhance customers to raise their intention to take real actions on using the new technologies. Originality/value-Based on social cognitive theory, this study proposed a mediated moderation model to explore the interaction between user's instrumental outcome expectancy and perceived environmental elements. This study enriched the application of theories of technology acceptance and social cognition.

並列關鍵字

mediated moderation ； outcome expectancy ； social cognition theory ； technology acceptance

參考文獻

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