Podcasting(播客)是一項新崛起的傳播科技,主要藉由RSS(Really Simple Syndication)技術,讓使用者可在網路連線時,透過軟體自動接受新的音訊檔案。由於攜帶式數位播放器普及率的快速成長,以及龐大的網誌社群基礎,Podcasting迅速獲得媒體及使用者的青睞,影響力與日俱增,逐漸從技術社群向外擴散,由小眾媒體蛻變為新媒體。 本研究從創新傳佈的角度出發,以科技接受模式為主要理論架構,對導入Podcasting之線上音樂平台進行研究,了解使用者對Podcasting線上音樂平台的接受程度,進一步探討此類型平台在未來應用與發展的可能性,並為了反映內在動機的層次,將知覺玩興納入架構中作為延伸探討之構面。 藉由實驗平台的架設,讓使用者前來體驗Podcasting平台的相關功能,最後透過自評問卷獲得資料以進行分析,共取得225份有效問卷。結果顯示:(1)知覺有用性、知覺易用性與知覺玩興等三構面確實會影響使用態度。(2)使用態度會影響未來使用平台以及購買相關音樂產品的行為意向。(3)知覺有用性與知覺玩興亦會直接影響行為意向。(4)在所有影響的因素中,知覺玩興是最具預測力的變項,對使用態度與行為意向的影響最為顯著。
Podcasting is a new technology which let users can receive the recent message files through RSS Reader when they connect to internet. As a result of the fashion of portable digital music players and a large amount of blog communities, Podcasting rapidly gets in a favor of users and proliferates from the technology communities to outside and becomes the new media. This study aims at understanding the application and development on applying Podcasting to online music. This study employs Technology Acceptance Model (TAM) as a framework to explore the related factors that affect users' acceptance toward Podcasting online music website.In order to reflect the intrinsic motivation belief, this study integrate Perceived Playfulness into the framework as a extent construct. After a semester field experimentation, 225 users filled out self-report questionnaire for analysis. The results demonstrate: (1) The three perceived constructs all positively affect Attitude Toward Using. (2) Attitude Toward Using positively affect the users’ Behavioral Intention. (3) Perceived Usefulness and Perceived Playfulness also positively affect the users’ Behavioral Intention. (4) Among all, Perceived Playfulness is the dominant predictor on users’ Attitude Toward Using and Behavioral Intention.