探討網際網路使用者對雲端服務（SaaS）的使用行為意圖

To explore the behavioral intentions of Internet users on the cloud service (SaaS)

江韻如(Chiang, Yunju)

指導教授 ： 蘇宏仁

國立中正大學/管理學院/企業管理系行銷管理研究所/碩士(2012年)

摘要

雲端運算在IT和網際網路發展歷史上扮演關鍵的角色，企業因它得以改善營運效率及提升資源分享率，而且人們的生活型態也轉變為依賴網路（購物、線上遊戲或社群）。
本研究提供了一般網際網路使用者（非企業組織經理人）的個體觀點，並且加入「網路涉入」這樣的使用者生活型態概念為外部變數，以不同對象與角度再次驗證科技接受模型（TAM）及Wu(2011)關於SaaS的研究。
研究目的在於利用科技接受模式（TAM）結合創新決策過程，來探討哪些外部變數會影響網路使用者對雲端服務（SaaS）的知覺有用及知覺易用；接著比較知覺有用與知覺易用，兩者對使用行為意圖之影響程度。
利用多元迴歸分析，結果發現商業溝通工具「行銷投入」影響使用者對雲端服務的「知覺有用」最大；決策者特質中，「對創新科技的態度」對雲端服務「知覺易用」的影響最大。以及對行為意圖的影響來說，「知覺易用」的影響力更勝於「知覺有用」，可知在網路應用方面，知覺易用扮演很重要的角色。最後我們彙整出下列建議，希望藉此有助提高使用者對雲端服務的使用行為意圖。
1.對於「知覺有用」可以利用外部溝通工具－行銷投入，營造產品魅力、超值、易取得的形象；而「知覺易用」則針對內在決策者特質，推敲「對創新科技持有積極態度、網路涉入高」的網路使用者生活習性，進而準確接觸目標族群。
2.認知階段中有效率的方法是先讓網路使用者覺得雲端服務是「介面友善、易學易用、不耗費時間精力」的，藉此增強其行為意圖，提高實際行動的可能性。

關鍵字

科技接受模式 ； 軟體即服務 ； 雲端服務

並列摘要

Cloud computing plays a key role in the development of IT and Internet history. Because of it, enterprises were able to improve operational efficiency and enhance resource sharing, and people's lifestyle change to become dependent on the network (shopping, online games or communities).
This study provides the individual point of view of the general Internet users (non-enterprise organizations, the manager), and joined the "internet involvement" so that the users lifestyle concept for the external variables, different object with the point of view again to verify that the technology acceptance model (TAM) and Wu (2011) about SaaS.
The study aimed to take advantage of the Technology Acceptance Model (TAM) combined with the Innovation-Decision Process (Rogers ,1995), to investigate the "perceived usefulness" and "perceived ease of use" of which external variables will affect the Internet users of cloud services (SaaS); then compare the perceived usefulness and perceived ease of use, the two impact on the use of behavioral intentions.
Using multiple regression analysis, the the results showed that, the commercial communication tool, "marketing efforts", impacts of cloud service users’ "perceived usefulness" maximum. In characteristics of the decision-making unit, "Attitude to innovation and technology" is the greatest impact on the "perceived ease of use" of cloud services. Impact on behavioral intentions, the influence of "perceived ease of use" rather than "perceived usefulness", can be seen in terms of network applications, perceived ease of use plays a very important role.
Finally, the following recommendations, hoping to enhance the cloud services users’ behavioral intention.
1.We can make use of an external communication tool, the marketing efforts, for the "perceived usefulness" to create the image of product's appeal, value, easy to obtain. The inner characteristics of the decision-making unit for "perceived ease of use" can profile people who hold a positive attitude to innovation and technology, and heavy internet involvement. Thus accurate contact with the target populations.
2.Cognitive stage of an efficient method is to let internet users think the cloud service "friendly interface, easy to learn and use, not time-consuming effort" to enhance their behavioral intentions and the actual possibilities for action.

並列關鍵字

Technology Acceptance Model (TAM) ； SaaS ； Cloud Service

參考文獻

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