以計畫行為理論、科技接受模式及創新擴散理論探討行動電子書之行為意圖研究

The Study of the Behavioral Intention for Using Mobile Electronic-book by Behavior of Planned Theory, Technology Acceptance Model and Diffusion of Innovations Theory

朱玨儒(Ju-Chueh Chu)

指導教授 ： 王淑玲

國立臺中科技大學/資訊與流通學院/資訊工程系碩士班/碩士(2012年)

https://doi.org/10.6826/NUTC.2012.00015

摘要

科技不斷的進步，帶動數位化產業的發展，電子書已經成為各大圖書館必備館藏。但是，閱讀者是否會因為個人創新性、行動載具的普及等因素導致對於電子書之使用需求增加，電子書發佈平台與閱讀器該如何滿足使用者需求，是值得探討的議題。本研究以計劃行為理論(Behavior of Planned Theory, BOP)、科技接受模式(Technology Acceptance Model, TAM)及創新擴散理論(Diffusion of Innovations Theory, DOI)為理論基礎，用以進行研究假設及驗證。以行動電子書平台結合行動載具(如iPad)為實驗設備進行實驗測試，共計268位受試者參與本實驗測試，回收226份系統可用性評估之有效問卷。根據所提出的研究模式，本研究進一步探討個人創新性、相容性、相對利益、使用態度、主觀規範、使用意圖、知覺有用性、知覺易用性、知覺行為控制、自我效能以及便利狀態等，共計十一個構面間是否具有相關性、預測性，及探究構面間之解釋程度。經迴歸分析，結果發現本研究提出之研究模式，各路徑皆具有預測效果。另外，不同性別以及曾經是否使用過電子書經驗之受測者，對於各構面則無顯著差異效果。唯曾經使用過智慧型手機、iPad經驗之受測者在於相容性、使用意圖、知覺有用性、便利狀態及相對利益，共五個構面具有顯著差異效果，且有使用智慧型手機、iPad使用經驗之受試者之系統可用性反應值較高。相關研究結果將可作為導入與發展行動電子書平台與電子書閱讀器之參考。

關鍵字

電子書 ； 行動電子書平台 ； 計畫行為理論 ； 科技接受模式 ； 創新擴散理論

並列摘要

Continuous advancement in technology has brought up the development in digital industry, and electronic book now has become the necessary archives in some major libraries. However, readers have higher demand of electronic books due to personal innovation and mobile carrier popularization and how should electronic book publishing platform and reader satisfy user’s demand are some topics worth investigating. In this study, Behavior of Planned Theory (BOP), Technology Acceptance Model (TAM) and Diffusion of Innovations Theory (DOI) are used as theoretical bases to build up the research hypothesis and verification. Mobile electronic book platform was associated with mobile platform (such as iPad) as experimental equipment to perform the experimental test, a total of 268 persons are participating this experimental test, and 226 copies of effective survey questionnaires regarding the system feasibility assessment are returned. According to the proposed research model, this research further investigates if correlation and predictivity exists among eleven perspectives such as personal innovation, compatibility, relative interest, usability attitude, subjective scope, usage intention, perceived usefulness, perceived ease of use, perceived behavioral control, self efficacy and convenience state, etc., in the mean time, the explanatory level among perspectives is also investigated. After regression analysis, it was found that for the research model proposed in this research, predictive effect can be seen in all the paths. In addition, gender and the experience of using electronic book of the person under test do not show significant difference on the perspectives. However, for persons under test who have experiences using smart phone and iPad did show significant difference in five perspectives such as compatibility, usage intention, perceived usefulness, convenience state and relative interest, meanwhile, persons under test with experiences using smart phone and iPad will tend to have higher reaction value of system availability. The related research results could be used as references for introducing and developing mobile electronic book platform and electronic book reader.

並列關鍵字

E-Book ； Mobile e-book platform ； TAM ； BOP ； TAM ； DOI

參考文獻

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