大專學生修習電子商務學程行為意向及其影響因素研究

The Factors Affecting University Students to Take E-Commerce Programs

李友錚(Yu-Cheng Lee) ； 鄧肖琳(Hsiao-Lin Teng)

《中華管理學報》 S_1(電子商務專刊) (2005/07) Pp. 35-46

https://doi.org/10.30053/CHJM.200507.0004

摘要

為因應二十一世紀新商業模式，企業為追求及滿足彈性、速度與創新皆需運用網際網路進行商業內外行為互動之調整，全業對可充份掌握使用電子商務之人才需求恐急，有鑑於此教育部於1994年修訂新大學法，強調學術自由與大學自治，由各大學院校依實際需要自訂科目，發展特色；遂有公和立大專院校提供電子商務學程，期豐富與多元人才培育廣度，但學生修習推廣的結果不若預期，若欲提升強化學生修習意圖與學習行為，唯需理解掌握學生修習需求與其影響因素。本研究旨在提供大專學生修習電子商務學程之行為意向及其相關因素分析。本研究共有效回收問卷454份。樣本資料經SEM統計分析處理，期望研究結果可幫助理解學生之修課行為影響原因與路徑，並進一步對推動電子商務學程的規劃與實施提供發想方向。
根據資料分析進行實證研究，得到以下結論：(l)歸納出修習電子商務學程者行為意向前因。(2)「修習電子商務學程者」與「知曉電子商務學程卻未修習者」間之修課影響因素存有路徑差異。文末提出若干建議，以供未來規劃電子商務學程之參考準則。

關鍵字

電子商務 ； 學程 ； 科技接受模式 ； 結構方程式模式

並列摘要

E-commerce has affected the new broad field for enterprises whereas in trading behaviors. The qualified E-commerce human resources should be on increased demand sharply. The Ministry of Education revised the University Law in 1994 to emphasize academic freedom and university autonomy. The university has its own authority to set up differential subjects of programs comparing to others. Therefore, some universities and colleges provide E-commerce related programs to broaden differential applications of learning. However, the outcome of promoting the E-commerce programs stays on tiny effect. The objective is to investigate the university students whether they adoption/take E-commerce related programs and analyze the effective factors of the behaviors. The study collected 454 effective questionnaires; and it uses LISREL statistic method to do data analysis. Hopefully, the outcome of the study would make a further comprehension of university/college students' behaviors to take the programs and provide the brand new idea for programs plan and implement. A research framework based on the extended Technology Acceptance Model (TAM2) and Social Learning Theory is developed to identify factors that would influence the adoption of EC program. Structural Equation Modeling (SEM) is employed to examine the entire pattern of inter-correlations among the seven proposed constructs, and to test related propositions empirically.

並列關鍵字

EC ； Program ； TAM MODEL ； SEM