以科技接受模式探討光纖寬頻網路使用者行為意向之影響因素

Applying Technology Acceptance Model to Explore the Antecedents of FTTB Consumer's Behavioral Intention

胡凱傑(Kai-Chieh Hu) ； 鍾文鑑(Wen-Chien Chung) ； 丘志文(Chih-Wen Chiu)

《行銷評論》 7卷2期 (2010/06) Pp. 161-186

https://doi.org/10.29931/MR.201006.0002

摘要

本研究之目的在以科技接受模式來探討消費者對光纖寬頻網路使用行爲意向之影響因素爲何，並驗證「系統品質」及「電腦自我效能」的外部效果。本研究採結構方程式模式進行假設驗證並分析模式路徑關係。另一方面，亦針對已裝設與未裝設光纖寬頻網路的消費者做分群，以探討其對研究模式之差異。本研究以中華電信北區分公司的客戶爲例，針對有使用寬頻網路的使用者進行問卷調查。經由結構方程模式進行驗證，結果發現本研究模式中的路徑關係均達統計顯著性，且系統品質與電腦自我效能對於科技接受模式有顯著正向的影響。因此，本研究認爲科技接受模式確實能適用於解釋光纖寬頻使用者的行爲意向。此外，分群後的模式驗證結果發現兩群樣本確實存在部份差異。最後依據研究結果，提出管理意涵與後續研究建議之討論。

關鍵字

科技接受模式 ； 使用行爲意向 ； 系統品質 ； 電腦自我效能

並列摘要

The purpose of this research is to use technology acceptance model (TAM) to explore the antecedents of fiber to the building (FTTB) user's behavioral intention. This study also tests the external effects of system quality and computer self-efficacy. We apply the structural equation model to test the hypotheses and the relationships in the research model. On the other hand, the difference between the two sample sets which were divided by using or not using FTTB is also explored. This study took the Chunghwa Telecom Northern Taiwan Business Group as an example. The data was collected by questionnaires to CHT's users who had the experience of using broadband before. The models were tested by SEM. The results show that all relationships in the research model are statistical significant. It indicates that the system quality and computer self-efficacy have positive and significant influences on TAM. Thus, we think that TAM can be use to explain the FTTB user's behavioral intention. Besides, there are some differences between two groups after making further model test and path analysis. Finally, this study discussed the managerial implications and offered suggestions for the future researches.

並列關鍵字

technology acceptance model ； system quality ； computer self-efficacy ； behavioral intention

參考文獻

台灣網路資訊中心(民98)，九十八年度台灣寬頻網路使用調查報告。(民98 年6月5 日，取自：ttp://www.twnic.net.tw/download/200307/0901all.pdf)

Hu, P.J.,Chau, P.Y.K.,Sheng, O.R.L.,Tam, K.Y.(1999).Examining the Technology Acceptance Model Using Physician Acceptance of Telemedicine Technology.Journal of Management Information Systems.16(2),91-112.

洪新原、梁定澎、張嘉銘(2005)。科技接受模式之彙總研究。資訊管理學報。2(4)，211-234。

Davis, F. D.(1989).Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology.MIS Quarterly.13(3),319-340.

Fishbein, M.,Ajzen, I.(1975).Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research.Reading MA:Addsion-Wesley.