雲端應用服務付費意願

雲端運算成為近年來關鍵的議題，雲端供應商紛紛推出許多服務功能，期望能夠獲取消費者的青睞，如何讓消費者願意付費購買是供應商亟需思考的問題之一。在雲端服務模式中，尤以軟體即服務(Software as a Service, SaaS)的業務發展最為迅速。本研究以Microsoft於2011年所推出的雲端辦公室軟體──Office365，為實驗標的，探討使用者對於SaaS雲端運算的付費意願。本研究架構於整合性科技接受模型(UTAUT)基礎之上，又因為SaaS為服務導向之產品，是以在付費模型中，再加入了知覺服務品質、知覺犧牲、知覺價值等影響消費者付費意願的重要因素。本研究以Office365試用階段的使用者、Office365 IT技術人員與相關部門人員作為研究對象進行問卷調查，再以偏最小平方法（partial least squares, PLS）進行問卷分析。本研究根據分析結果作出以下結論：雲端服務要能夠配合使用者的工作內容，尤其對男性的使用者強調雲端服務的工作績效和改善工作品質。在雲端服務的操作上盡可能簡易，對於年長與沒有其他雲端服務使用經驗的使用者制定簡易的學習手冊或是讓使用者能夠依據直覺操作。此外，雲端供應商所推出的服務要普及且容易取得。另外，雲端供應商在提供準確的服務之餘，應該加強雲端服務的互動元件並且適度提供優惠方案來增加使用者的付費意願。

關鍵字

雲端運算；整合性科技接受模式；付費意願；服務品質；知覺價值

並列摘要

Cloud computing becomes the important issues in recent years. Cloud suppliers have introduced a variety of service functions, but how to make consumers want to pay for those service functions is one of the problems that cloud suppliers need to think. Software as a Service (SaaS) is the fastest growing business in cloud service model. This study uses Office365, as the experimental object to explore users’ willingness to pay on SaaS. This study adopts UTAUT as a theoretical basis. Moreover, because of the service orientation of SaaS, this study also includes Perceive Service Quality, Perceive Sacrifice and Perceive Value as important factors which affect consumers' willingness to pay. The research objects of this study are users of the Office365 trial phase, the Office365 IT technical staff and related departments. Finally, this study conducts questionnaire analysis by partial least squares (PLS). According to the results of the analysis, following conclusions are made: The cloud service should be able to fit users’ job and to emphasis the job performance of cloud services for male users. The operation of cloud services should be as simple as possible. Simple user instruction should be developed for older and no experience users, or allowing users to operate cloud services intuitively. In addition, cloud services should be accessible and popularized. Suppliers should not only provide accurate services, but also enhance the interactive component of the cloud services. Personalized information and discounts should be provided to increase user’s willingness to pay for could services.