台灣地區車載資通訊系統採用行為之研究

The Study of Telemetics Adopting Behavior in Taiwan

陳世英(Shih-Ying Chen)

指導教授 ： 陳煇煌

大同大學/經營設計學院/資訊經營學系所/碩士(2007年)

摘要

本研究主要探討車載資通訊系統(Telematics)國內用戶目前的採用行為，藉由科
技接受模式與結合計畫行為理論與科技接受模式，找出影響採用車載資通訊系統的
態度與意願之關鍵因素。研究透過問卷的方式蒐集資料，利用結構方程模式來進行
確認性因素分析，檢定模式的適配度，並透過路徑分析結果，來驗證研究假說，以
及潛在變數間的關連性。最後以單因子變異數分析來探討消費者特性是否對採用該
系統產生影響。
分析結果顯示，在本研究的研究模式中，對於行為意向以及使用行為的影響因
素，如知覺易用性、知覺有用性、行為態度傾向皆被驗證為重要的潛在變數。在適
配度分析、路徑分析結果顯示，本研究二個模式對於車載資通訊系統產業具有一定
的適用性。在單因子變異數分析中發現，性別的差異、年齡的差別對於知覺易用性
的感受有顯著的差異存在。而是否有婚姻關係，對於知覺有用性的感受程度有顯著
的差異存在。男性普遍對易用性的感受程度較高，而年齡介於46 歲至55 歲之間的
族群對於易用性的感受程度亦較高。已婚者則對於有用性的感受程度高於未婚者。
在收入上，收入的差別在於主觀規範上有顯著的差異存在。其中月收入25,000以下
的族群相較於其他的收入族群，更易受主觀規範的影響。

關鍵字

車載資通訊系統 ； 科技接受模式 ； 結合計畫行為理論與科技接受模式 ； 結構方程模式

並列摘要

This study investigated development trend of telematics and found out the situation of domestic and foreign industries. Literature study was adopted to find out the study mode by which the domestic adoption behavior was analyzed and find out the key factor influenced the attitude and intention of the adoption. This study adopted questionnaire to collect data, conducted confirmatory factor analysis by structural equation modeling to check mode fit of and verify the hypothesis and relation among potential variables with path analysis result. Finally single-factor ANOVA was used to analyze whether the
character of the consumer would influence adoption of the system.

Results of the analysis showed that in this study mode, factors influenced behavior intention and adoption behavior, such as perceived ease of use, perceived usefulness and attitude toward behavior were all verified as important potential variables. Results of fit analysis and path analysis showed that this study mode fit for telematics industry to some extent. Single-factor ANOVA found that differences between genders and ages caused different experiences of perceived ease of use. Different situations of marriage caused different degrees of experience for perceived usefulness. Males generally had higher degree of experience of perceived ease of use and the population with the age between 46 and 55 had higher degree of experience of perceived ease of use. Married ones had higher experience of perceived usefulness than single ones. The difference of income caused different degrees of experience for subjective norm and the population with the monthly income under 25,000 had higher degree of experience of subjective norm.

並列關鍵字

technology acceptance model ； structural equation modeling ； telematics

參考文獻

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