以延伸型整合性科技接受模型與網路特性探討線上募資課程之使用與購買意圖

在COVID-19疫情壓力之下，民眾對於數位學習需求提升，而群眾募資無論在案件數或募資金額也皆突破歷史新高，線上募資課程作為數位學習之課程種類之一，加入了群眾募資概念，成為一種新型態的線上課程。本研究以延伸型整合性科技接受模型為研究模型架構，網路特性作為調節變數，探討影響消費者對於線上募資課程之使用與購買意圖之因素。採用問卷調查法，透過線上問卷調查共計回收353份問卷，有效樣本323份，有效問卷回收率91.5%，經由統計分析得出以下結果：一、有超過九成消費者皆有線上學習經驗，線上募資課程佔了其中13.9%；近七成受測者曾聽說過線上募資課程，有超過三成受測者曾購買課程，其中購買次數以購買過一次線上募資課程為多數。二、對於線上募資課程，不同性別對UTAUT2不同構面看法無顯著差異；「北部地區」消費者在各構面皆具有正向看法，「學生族群」與「工商服務業」族群則對大部分變項具有正向看法，而教育程度為「大專校院」和「研究所（含）以上」者對於「績效期望」和「價格價值」構面具有正向看法。三、「享樂動機」、「習慣」、「價格價值」與「社會影響」構面變項皆對消費者對線上募資課程的「使用意圖」具正向影響，且「使用意圖」對「購買意圖」會有正向影響。四、「網路特性」對於「績效期望」、「易用期望」、「促進條件」構面變項具有調節效果，網路特性會正向影響績效期望、易用期望、促進條件與使用意圖間之影響關係。

關鍵字

線上募資課程；使用意圖；購買意圖；延伸型整合性科技接受模型；網路特性

並列摘要

There has been an increase in demand for digital learning since the outbreak of COVID-19. In addition, the skyrocket in number of successful crowdfunding cases and the continuous breaking in new records of the amount of funds raised. As a result, crowdfunding online courses, which combined with the concept of crowdfunding and digital learning, became a new type of online course. This study uses “unified theory of acceptance and use of technology 2 (UTAUT2)” model as the research framework to identify factors that affect consumers’ usage intention and purchase intention of crowdfunding online courses. Additionally, network features were used as moderator variable to realize the moderation effect between variables. This study was conducted via online questionnaire survey, which 353 response were collected, of which 323 questionnaires were valid samples. The effective rate was 91.5%. The findings of the study are as follows: 1. More than 90% of the respondents have online learning experience, and 13.9% of them have experience in crowdfunding online courses. Almost 70% of the respondents have heard of crowdfunding online courses, and more than 30% of the respondents have purchased the courses. Most of them have purchased a crowdfunding online course once. 2. For crowdfunding online courses, there is no significant difference in the perception of the UTAUT2 variables between different genders. Consumers who live in the “Northern Region” have positive views on all variables. The occupational types “student” and “industry, commerce and service” have positive views on most variables. And those with education level of “Universities and colleges” and “master degree or above” have positive views on the variables ”performance expectancy” and “price value”. 3. The variables “hedonic motivation”, “habit”, “price value” and “social influence” all have positive impact on consumers’ “usage intention” of crowdfunding online courses. And “usage intention” has positive impact on “purchase intention”. 4. “Network features” has a moderation effect on the variables “performance expectancy”, “effort expectancy” and “facilitating conditions”. Network features will positively affect the relationship between performance expectancy and usage intention, between effort expectancy and usage intention, and between facilitating conditions and usage intention.