消費者採用雲端運算服務之行為意向

A Study of Cloud Computing Services based on the Consumer Adoption Behaviors

錢逸(Cian Yi)

指導教授 ： 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000895

摘要

本研究是以一般消費者為調查對象，主要目的在了解影響雲端運算服務（Cloud Computing Services）使用意向的因素。本研究引用整合型科技接受模型（Unified Theory of Acceptance and Use of Technology, UTAUT），並根據知覺風險（Perceived Risk Facets）特性納入相關風險因素建立理論架構。透過問卷調查法，以便利抽樣收集了260份有效問卷進行量化統計分析。
根據理論架構，本研究主要針對整合型科技接受模型中的「對績效的期望」、「對付出的期望」、「配合情況」、「社群的影響」及「使用意向」與知覺風險中的「績效風險」、「隱私風險」、「財務風險」及「時間風險」等構面去探討影響消費者接受雲端運算服務之主要因素。
透過因素分析法歸納出績效風險及隱私風險可合併為同一構面進行探討，經本研究重新命名為資訊品質風險。依照本研究結果顯示消費者對於雲端運算服務的「對績效的期望」、「對付出的期望」及「社群的影響」這三個構面會正向影響其使用意圖，其中又以「對績效的期望」構面對使用意向的影響較大，顯示了消費者較在意使用雲端運算服務是否能夠幫助個人提升工作的績效，另消費者對於雲端運算服務的「配合的情況」及「使用意向」這兩個構面會正向影響其「使用行為」，其中又以「配合的情況」構面對使用者的使用行為的影響較大，顯示了雲端運算周邊環境的支援性對消費者是很重要的，而在消費者對於雲端運算服務的知覺風險中，「資訊品質風險」構面會負向影響使用者的使用意向，顯示消費者會因為相容性、穩定性以及隱私上面的顧慮進而降低他們的使用意願。

關鍵字

雲端運算服務 ； 整合性科技接受模型 ； 知覺風險

並列摘要

The purpose of this work is to discover which influences are considered as the key factors for consumers to use cloud computing services. In this work, the author adopts Unified Theory of Acceptance and Use of Technology, UTAUT, and creates the theory structure according to Perceived Risk Facets, including Risk Facets. The investigation is done by questionnaire. All the questionnaires are sent out randomly. 260 of the returned questionnaires could be incorporated into the analysis.
According to the theory structure, the work discusses which key factors determine customers to accept Cloud Computing Services with Performance Expectancy, Effort Expectancy, Facilitating conditions, Social Influence, behavioral intention in UTAUT, and Performance Risk, Privacy Risk, Financial Risk and Time Risk in Perceived Risk Facets.
Through Factor Analysis, the research concludes that Performance Risk and Privacy Risk can be combined as one factor, and called information system quality. According to the Questionnaire analysis and investigation, factors like Performance Expectancy, Effort Expectancy, Social Influence attract consumer to use Cloud Computing Services. Among these three factors, Performance Expectancy has the deeply influence. There is showed consumer is more concern about improving the performance at work by using Cloud Computing Services. Comparing Facilitating conditions with behavioral intention, Facilitating conditions has higher influence. This factor shows consumers think comparability with peripheral devices is very important. However, factor of information system quality has negative influence on attracting consumers, which will lower people’s willingness to use Cloud Computing Services if comparability, stability and privacy are concerned.

並列關鍵字

Cloud Computing Services ； UTAUT ； Perceived Risk Facets

參考文獻

use, and usage of Information Technology: A replication”, MIS Quarterly, 16(2), pp.227-247.

10. Constance Elise Porter, Naveen Donthu, 2006, ” Using the technology acceptance model to explain how attitudes determine Internet usage: The role of perceived access barriers and demographics”, Journal of Business Research 59, pp.999-1007.

11. Cox, Donald F. and Stuart U. Rich , 1964, “Perceived Risk and Consumer Decision- Making The Case of Telephone Shopping”, Journal of Marketing Research, Vol. 1, No. 4, pp.32-39.

Computer Technology: A Comparison of Two Theoretical Models” , Management

14. Eighmey, John & Lola McCord, 1998, “Adding Value in the Information Age: