以科技接受模式探討汽車衛星導航系統 之使用者採用行為

THE STUDY OF THE USERS’ ADOPTION BEHAVIOR OF GPS THROUGH THE ANALYSIS OF TECHNOLOGY ACCEPTANCE MODEL

曹銘政(Ming-Cheng Tsao)

指導教授 ： 林南宏

大同大學/經營設計學院/事業經營學系所/碩士(2009年)

摘要

可攜式汽車導航系統可在導航裝置螢幕顯示目前汽車所在的位置，並結合導航電子地圖等軟體，提供駕駛人行車所需相關資訊及路線導引的功能。汽車導航系統服務目前仍無法快速普及，究其原因對於許多消費者而言仍屬創新的產品在其接受意願上無法像一般消費電子產品一樣普及。故探討消費者在採用此汽車導航系統的考量因素與接受程度的問題是相當重要的議題。
本研究旨在建立影響採用汽車衛星導航系統的概念性模式，驗證科技接受模式理論，以了解消費者的採用行為意圖，因此本文以「科技接受模式」的觀點與理論為基礎，結合「科技自我效能」的外部變數，來建構消費者採用汽車衛星導航系統的行為意圖之問卷量表，並以目前使用汽車衛星導航系統的顧客為研究對象，實證理論模式的適合度與關聯性。其研究結果如下：
一、科技產品自我效能會對使用者的認知有用產生負向影響。
二、科技產品自我效能會對使用者的認知易用產生正向影響。
三、使用者的認知易用會對其認知有用產生正向影響。
四、顧客的認知有用會對其汽車衛星導航系統使用態度產生正向顯著影響。
五、顧客的認知易用會對其汽車衛星導航系統使用態度產生正向顯著影響。
六、使用者對汽車衛星導航系統之使用態度會對其行為意圖產生負向影響。
七、使用者的認知有用會對其行為意圖產生負向影響。
八、使用者的認知易用會對其行為意圖產生負向影響。

關鍵字

汽車衛星導航系統 ； 科技接受模式 ； 行為意圖 ； 自我效能

並列摘要

Portable car navigation system is a device used to display the current position of the vehicle, and provides related information and traveling route on the monitor by combining navigating electronic map and other software. Currently, car navigation system service is not yet popularized in Taiwan, the reason for this may be attributed to consumers’ not being ready to accept such a new invented product like other consumers electronics. To understand the issue, it is important to first explore the consideration and acceptance of consumers in adoption of such car GPS device.
This study aims to verify the theory of technology acceptance model and understand consumers’ behavioral intention by establishing a conceptual model that impacts the adoption of GPS. Accordingly, based on the perspective and theory of “technology acceptance model,” by combining the external variable of “technology self-efficacy,” targeting the customers currently using GPS, and in consideration of the fitness of and correlation between empirical theory models, this study intends to compile a questionnaire scale of consumers’ behavioral intention in adopting GPS device. Findings of this study are described as follows:
A. Self-efficacy of technology product has a negative impact on users’ perceived usefulness;
B. Self-efficacy of technology product has a positive impact on users’ perceived ease-of-use;
C. Users’ perceived ease-of-use has a positive impact on his/her perceived usefulness;
D. Customers’ perceived usefulness has a significantly positive impact on his/her attitude towards using car GPS devoce;
E. Customers’ perceived ease-of-use has a significantly positive impact on his/her attitude towards using car GPS device;
F. Users’ attitude has a negative impact on his/her intention to use car GPS device;
G. Users’ perceived usefulness has a negative mpact on his/her intention to use car GPS device;
H. Users’ perceived ease-of-use has a negative impact on his/her intention to use car GPS device.

並列關鍵字

Car global positioning system (car GPS) ； Technology acceptance model ； Usage intention ； Self-efficacy

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