以整合科技接受模式探討閱聽眾對於網路新聞媒體觀看

隨著資訊科技與網際網路技術的進步，網路新媒體應用快速崛起，加上行動裝置普及，閱聽眾獲取新聞訊息的行為也變得彈性多樣又便利，愈來愈多人收看新聞不再透過電視這個媒介，而是投入不限空間時間的網路新聞懷抱。網路媒體時代的來臨，影響閱聽眾收視行為的轉變，有線電視所製播的地方新聞，雖因「有線電視法」規定，有存在的必須性，但面對網路浪潮的衝擊與趨勢，傳統新聞媒體勢必要做出改變才能迎接挑戰。本研究之目的在瞭解閱聽眾對於地方有線電視台所製播的「屏東新聞」於網路上收看的行為意圖，本研究採用UTAUT整合科技接受模式為理論基礎，建立研究架構並發展研究假說，透過問卷調查蒐集閱聽眾收視行為進行實證研究，驗證假說是否成立，提供給媒體業者設定未來經營策略之參考。本研究共收集496份有效樣本，透過SmartPLS分析，研究結果發現，努力預期、社會影響對行為意圖有正向影響，績效預期無顯著影響，行為意圖與使用行為則顯著影響，而受測者的性別、年齡、教育程度、職業，在本研究的假說中並沒有產生顯著差異。

關鍵字

有線電視新聞；網路新聞；觀看意圖；整合科技接受模式

並列摘要

With the advancement of information technology and Internet technology, the rapid development of online media applications is popular with people. Coupled with the popularity of mobile devices, the behavior of readers to obtain news information has become flexible and convenient, and more and more people are watching online news by mobile phone or computer. The advent of online media has changed the audience's watching behavior from TV to mobile phones. Although the local news produced by cable TV company is necessary due to the provisions of the "Cable TV Law," it is faced with the impact and trend of the Internet wave. Traditional news media must make changes to meet the internet challenge. The purpose of this research is to understand the audiences' intentions to watch the "Pingtung News" produced by local cable TV stations on the Internet. We applied the UTAUT model as the theoretical basis to develop a research framework and research hypotheses. We conducted a questionnaire survey to collect the audiences' opinions. There are 496 valid samples collected, and SmartPLS is used to analyzed to validate the model and hypotheses. The analysis results show that the constructs of effort expectations and social impacts have a positive impact on behavioral intentions; however, performance expectations have no significant effect on intentions. On the other, all the moderating constructs, including gender, age, education, and occupation, did not have significant effects.