以分解式計劃行為理論探討台灣民眾對數位電視的使用意圖

A Study of Usage Intention of Digital TV Based on Decomposed Theory of Planned Behavior

吳玫瑩(Mei-Ying Wu) ； 江珮姍(Pei-Shan Jiang)

《Journal of Data Analysis》 9卷1期 (2014/02) Pp. 147-168

https://doi.org/10.6338/JDA.201402_9(1).0008

摘要

隨著資訊科技的發展，市場需求的改變、政策的推動，使閱聽人在視覺上的享受有了新方向。2011年起，台灣政府喊出「數位元年」口號以落實數位化元年。本研究主要以分解式計畫行為理論為基礎，探討台灣民眾對數位電視的使用意圖，針對使用過數位電視的使用者為研究對象，利用問卷方式與結構方程模式驗證研究假設，並找出各構面間項的相互影響之關係。經由研究結果發現，目前使用者對於數位電視普遍抱持著正向態度，最主要影響使用者對數位電視的使用意圖之因素為行為態度，意即知覺有用性、知覺易用性及相容性，顯示使用者認為即使被動地接受政策的實施，但是數位電視本身是否帶來效益、是否容易操作以及在使用上是否便利性亦是導致使用意圖的主要因素。本研究綜合以上敘述，期望提供結論及建議給相關單位做為參考依據，以期提升國人對數位電視的使用意圖。

關鍵字

數位電視 ； 使用意圖 ； 分解式計畫行為理論

並列摘要

Due to the development of information technology and Taiwan government's promotion of digitalization, domestic audiences have been able to use various new media and access a wider diversity of visual materials. In 2011, Taiwan government set a goal of making 2012 the first year of the digital era to fulfill this goal. This study examined usage intention of digital TV based on Decomposed Theory of Planned Behavior (DTPB). Data were collected from a survey administered to TV viewers with experience of using digital TV and then analyzed using Structural Education Modeling to find the correlations between research dimensions. Results showed that most respondents held a positive attitude toward digital TV, and their intention to use digital TV was mainly affected by their attitude, which was associated with perceived usefulness, perceived ease of use, and compatibility. In other words, despite the promotion of the government, their intention to use digital TV still depended upon the perceived benefits, ease of use, and convenience of digital TV. Based on research findings, this study also proposed some suggestions to authorities concerned. The usage intention of digital TV among domestic people would definitely increase if some measures related to implementation of the digital TV policy could be properly adjusted.

並列關鍵字

Digital TV ； Usage Intention ； Decomposed Theory of Planned Behavior

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