城市無線寬頻上網採用意願之研究－以臺北市WIFLY無線寬頻網路試用者為例

The Adoption of Municipal Wireless Network: A Study on Taipei WIFLY Trial Users

涂敏怡(Ming-Yi Tu)

指導教授 ： 陳偉如

共同指導教授 ： 王小惠(Hsiao-Hui Wang)

元智大學/資訊學院/資訊傳播學系/碩士(2006年)

https://doi.org/10.6838/YZU.2006.00176

摘要

近年來由於無線網路成本下降因而逐漸普及，並開始受到世界各國主要城市注意，將無線網路視為提昇城市競爭力、降低數位落差的利器，其中臺北市領先建立涵蓋全臺北市的無線網路"WIFLY"，並於正式營運前先推出試用服務。

本研究目的即在以臺北市為例，了解城市無線寬頻服務 (Municipal Wireless Network) 試用者的生活型態以及WIFLY產品創新知覺特性（知覺有用、知覺易用、相容性、可觀察性）對未來採用意願的影響，藉由Rogers創新傳佈理論、科技接受模型探討影響城市無線寬頻採用的構面，並探討城市無線寬頻服務的消費者，是否能以生活型態加以區隔，以辨識出主要使用族群。本研究採用問卷調查法，回收問卷計392份，研究對象為臺北市無線網路 (WIFLY) 的試用者。

研究結果顯示WIFLY試用者可分為三個集群－保守傳統族、時髦工作狂與資訊狂熱族，且試用者的採用意願會因為生活型態的不同而有所影響。在四個WIFLY產品創新知覺特性中，以「知覺有用性」最能影響試用者的採用意願，且整體WIFLY創新知覺特性高的試用者，其採用意願也最高。最後，研究結果指出，未來在考慮城市無線寬頻上網採用意願時，不但要考慮試用者的生活型態，試用者認知產品創新知覺特性，亦是會影響試用者未來採用意願的變項，亦須一併考慮進去。

關鍵字

創新傳佈 ； 科技接受 ； 生活型態 ； 城市無線寬頻上網 ； 試用

並列摘要

Wireless network is inexpensive and become more popular in recent years, therefore considered by various local authorities to promote competitive ability of the city and reduce digital divide. Taipei is ahead of the major cities in the world and constructs the wireless broadband network covers the whole Taipei city called “WIFLY”. Before the official operation of WIFLY services in January 1 2006, it offered trial services for people in Taipei.
This study aims at understanding relationships on Taipei municipal wireless network trial user's lifestyles and perceived characteristics (e.g. perceived usefulness, perceived ease of use, compatibility) towards adoption intention. The study employs Roger's Innovation Adoption Theory (1983) and Technology Acceptance Model (TAM) (Davis, 1986) to explore the related constructs that affect the use of municipal wireless network. In addition, this paper try to find out whether the municipal wireless network service consumers can be categorized by their lifestyle so as to identify target consumer groups. A questionnaire survey and purposive sampling was conducted to collect 392 samples for quantitative analysis. The samples come from those who have log on to Internet through WIFLY at least one time in trial period.
It is shown that WIFLY trial users can be categorizes into three lifestyle groups: (1) Conservative traditionalist, (2) Fashionable workaholic, and (3) Information fanatic. The result shows different lifestyle groups do have different adoption intentions. Among the four variables of perceived characteristic of innovation, “Perceived Usefulness” is the most powerful set for the adoption. And the high perceived characteristics of the innovation group have a highest intention to adopt WIFLY service. At last but not the least, the research results show when considering to future adoption intention, it should be regarded not only lifestyles but perceived characteristics as well.

並列關鍵字

innovation adoption ； lifestyle ； technology acceptance ； municipal wireless network

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