Perspectives from the TRAM Model on Adopting e-Learning: An Analysis of the Chain and Franchise Industry in Taiwan

TRAM模式觀點下臺灣連鎖加盟產業採用數位學習之實證分析

閻瑞彥(Jui-Yen Yen) ； 陳淑姿(Shu-Chih Chen)

《北商學報》 18期 (2010/07) Pp. 17-37

https://doi.org/10.29871/JNTCB.201007.0002

摘要

數位學習資訊科技日新月異，提供不同產業各種數位學習系統及工具以提升產業效率及生產力。然而目前多數的研究仍以員工科技準備度及科技接受度為主要檢視方法，僅有極少數以科技準備及科技接受模式的研究是涵括管理階層，同時並進一步探討導入數位學習對企業所產生的影響。
本研究採用科技準備模式及科技接受模式分析檢視從台灣連鎖產業中24家公司收集之數據資料，同時針對管理及一般員工在導入數位學習科技時的反應進行比較分析。分析結果顯示雖然在科技準備度模式下，皆顯示感覺有用性及感覺易用性上對管理階層及一般員工具有直接的影響，然而管理階層在科技準備度上在感覺有用性上的直接影響遠高於感覺易用性，此點與一般員工剛好相反。同時無論是管理階層或是一般員工，感覺有用性對使用系統的態度上皆無影響。同時科技準備度對使用系統態度及使用意願上，皆顯示感覺易用性為正向且顯著的中介因素。
與先前相關研究不同處為，本研究同時發現連鎖加盟產業的管理階層及一般員工在採用數位學習態度上，傾向於感覺易用性。本研究著重於管理階層及一般員工在導入數位學習理論與實務上的分析研究，同時亦探討發現順利導入數位學習於連鎖加盟產業的最佳方式。

關鍵字

數位學習 ； 技術接受模式 ； 技術準備度 ； 技術準備與接受模式 ； 連鎖與加盟

並列摘要

E-Learning technology is advancing everyday and offering various industries systems and tools to increase efficiency and productivity. While there are many studies examining individual employees' e-Learning Technology Readiness Index (TRI) and Technology Acceptance Model (TAM), few empirical studies include TRI and TAM of management, as well as how this affects adopting e-Learning in a firm.
This study uses the TRI and TAM models to examine data collected from 24 companies in the chain and franchise industry (CFI) in Taiwan and focuses on manager and workers' response in adopting e-Learning technology. Results show that although the impact of manager and workers' technological readiness both show a direct effect related to their perceived usefulness and perceived ease of use, managers' tendency for technology readiness, as opposed to workers, has a greater affect on perceived usefulness than perceived ease of use. For both managers and workers, perceived usefulness has no affect toward attitude toward using and use intention and that both technology readiness toward use intention is positively and significantly mediated by perceptions of ease of use. As opposed to previous studies, this study also finds both managers and workers in CFI tend to concentrate on the perception of ease of use on their attutitude toward use e-Learning. This paper contributes to the conceptual and empirical understanding of e-Learning adoption between managers and workers, as well as questions and explores how e-Learning can be best integrated into this industry.

並列關鍵字

e-Learning ； TAM ； Technology readiness ； TRAM ； Chain and Franchise