以科技接受模式探討博客來網站之使用意圖 ---以雲林縣居民為例

A Study on Usage Intention of Books.com.tw Based on TAM for the residents in Yunlin County

黃馨儀(Sin-Yi Huang)

指導教授 ： 吳昌憲

國立虎尾科技大學/管理學院/資訊管理系碩士在職專班/碩士(2017年)

摘要

本研究旨在探討雲林縣居民於博客來網站之使用意圖，採用科技接受模式，了解雲林縣居民不同背景變項對博客來網站使用上的差異情形，分析信任、認知有用性、認知易用性、主觀規範對使用態度和使用意圖的影響，期望本研究之實證結果，能為雲林縣地區之網路購物提供一個經營策略的參考依據。
為達到上述目的，本研究採問卷調查法，以雲林縣地區現居住民為研究對象，自編調查問卷為研究工具，共回收423份有效問卷。資料分析採平均數、標準差、t檢定、單因子變異數分析及Scheffe事後比較、積差相關和逐步多元迴歸等統計方法，獲得以下結論:
一、雲林縣居民對於博客來網站之認知易用性、認知有用性、信任和使用意圖，介於「非常同意」和「同意」之間；使用態度和主觀規範則介於「同意」和「普通」之間。
二、不同性別、年齡和職業在部分構面上有顯著差異；使用次數和購買金額則否。
三、認知易用性對認知有用性有顯著影響。認知有用性對使用態度有顯著影響。使用態度對使用意圖有顯著影響。信任對認知有用性有顯著影響。認知易用性對信任有顯著影響。主觀規範對使用態度有顯著影響。但主觀規範對使用意圖並無顯著影響。

關鍵字

科技接受模式 ； 主觀規範 ； 信任 ； 網路購物 ； 博客來

並列摘要

This study aimed to examine usage intention of Books.com.tw website for residents in Yunlin County. TAM methodology was adopted. Background varieties of the residents using this website were explored. This study analyzed six dimensions-- Perceived Usefulness, Perceived Ease of Use, Trust, Subjective Norm, Attitude toward Using, and Usage Intention. It is expected that the analysis results of this study can be taken for strategy reference of online shopping business in Yunlin County.
To achieve the purpose, the study would be conducted through questionnaire survey. The subjects were those local residents shopping online in Yunlin County. The 423 collected questionnaire data was analyzed by Descriptive Statistics, ANOVA, Pearson Correlation and Stepwise Multiple Regression. The results are as the following:
1. For degree of consent, Perceived Usefulness, Perceived Ease of Use, Trust, and Usage Intention arebetween fully agreement and acceptance. Subjective Norm and Attitude toward Using are between agreeable and tolerable.
2. There show obvious differences for the gender, the age, and the occupation with respect to dimensions. However, the use of times and the purchasing prices do not show much difference.
3. The Perceived Ease of Use responses significantly and positively influence Perceived Usefulness. Perceived Usefulness responses significantly and positively influence Attitude Toward Using. Attitude Toward Using responses significantly and positively influence Usage Intention. Trust responses significantly and positively influence Perceived Usefulness. Perceived Ease of Use responses significantly and positively influence Trust. Subjective Norm responses significantly and positively influence Attitude Toward Using. Subjective Norm does not have a significant influence on Usage Intention.

並列關鍵字

Technology Acceptance Model ； Subjective Norm ； Trust ； Online Shopping ； Books.com.tw

參考文獻

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