以分解式計劃行為理論探討商管學院學生未來網路創業意願之研究

隨著資訊科技的進步與網際網路的普及，已有許多活動可在網路上進行，網路創業改變了原有的交易模式，不受時間與空間的限制降低了創業成本，使有創業夢想卻無大量資金的人更多的選擇與機會。雖然網路創業擁有許多優點，但對於創業者並不是優先考量，而會選擇進行實體創業。可能因環境、心理因素所影響，因此，本研究目的在於探討商管學院之學生對於網路創業之行為意願之因素。本研究模式主軸以分解式計畫行為理論(DTPB)為基礎，另外加入了有趣性(Playfulness)與風險(Risk)，發展出的研究架構，進行分析觀察其中的關連性，研究結果發現態度(Attitude)、主觀規範(Subjective Norm)及知覺行為控制(Perceived Behavioral Control)皆對行為意向(Behavioral Intentions)有顯著的影響。且相容性(Compatibility)、同儕影響(Peer Influence)、老師/家人影響(Superior Influence)、自我效能(Self-efficacy)與科技促進條件(Technology Facilitating Condition)也對態度、主觀規範及知覺行為控制具有顯著之影響。

關鍵字

網路創業；分解式計畫行為理論；行為意向

並列摘要

With the informational technology advances and the popularity of the Internet, there are many activities that can be carried out on the Internet. Internet business changed the traditiand transcation mode. Without time and space constraints, costs can be reduced. Internet allows a person who wants to start a business and have no large funds to make business with more choices and opportunities. Altough the Internet business has many advantages, it is not the first priority for entrepreneurs, who will choose to conduct business entity. It may be due to the influence of environmental or psychological factors. Therefore, this study is aimed towards investigating business management school students who conduct internet business. The reserch model is based primarily on the decomposed theory of planned behavior (DTPB) while adding the playfulness and risk factors. In order to develop research framework, this study analyzes and observes the correlations among attitude, subjective norm, and perceived behavioral controal, which have signifcant influences on the behavioral intentions, along with compatibility, peer influence, superior influence, self-efficacy, and technology facilitating condition.