影響線上學習市場使用意向模式建構之研究：模糊類神經網路方法之應用

The Research of Model Construction Affecting Use Intention in e-Learning Market-Application of Fuzzy-Neural Network Method

林文寶(Wen-Bao Lin) ； 楊淑斐(Shu-Fei Yang)

《中山管理評論》 13卷3期 (2005/09) Pp. 721-748

https://doi.org/10.6160/2005.09.07

摘要

本研究目的以計劃行為理論模式、科技接受模式、擴散式的計劃行為理論模式為基礎所提出本研究的整合模式，應用模糊類神經網路的方法，分析潛在使用者對線上學習使用意向的重要因素的關係和交互作用，並蒐集300份完整填答資料進行分析，並獲得下列研究結果：潛在使用者線上學習模式的「使用意向」主要受「行銷組合」、「使用動機」、「態度」等三項正向和「認知有用」、「知覺風險」負向的影響;「態度」變項，主要受「認知有用」、「認知易用」等正向和「知覺風險」負向的影響；「行為控制知覺」變項，主要受「行銷組合」正向和「知覺風險」負向的影響；「認知易用」變項，主要受「使用動機」等二項正向和「知覺風險」的負向影響；「認知有用」變項，主要受「使用動機」和「行銷組合」正向的影響；學習的「使用動機」，主要受「行銷組合」正向的影響。

關鍵字

線上學習 ； 計劃行為理論 ； 科技接受模式 ； 使用意向 ； 模糊類神經網路

並列摘要

The major purpose of the study is based on the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM), Decomposition TPB(DTPB) and integrate Model with Fuzzy-Neural method by this study as basis to construct user e-Learning intention causal model. Then, we retrieve 300 valid samples to examine model whether or not suitable for e-Learning market, compare the goodness of fit of hypothesis, establish the use intention of e-Learning market and analysis the causal relationship by Structure Equation Model (SEM). By implementing above analysis, the findings and result yield out of the study are obtained as the followings:
1. Latent user e-Learning ”use intention” have significant positive effect by ”marketing mixes”, ”use motive”, ”attitude” and negative effect by ”perceptive risk” and ”perceived usefulness”.
2. Latent user e-Learning ”attitude” have significant positive effect by ””perceived usefulness” and ”perceived easy of use” and negative effect by. ”perceptive risk”.
3. Latent user e-Learning ”behavior control” have significant positive effect by ”marketing mix” and negative effect by ”perceptive risk”.
4. Latent user e-Learning ”perceived easy of use” have significant positive effect by ”use motive” and negative effect by ”perceptive risk”.
5. Latent user e-Learning ”perceived usefulness” have effect by ”marketing mixes”, ”use motive”.
6. ”Marketing mixes” have significant positive effects on latent user e-Learning ”use motive”.

並列關鍵字

Electronic Learning e-Learning ； Theory of Planned Behavior TPB ； Technology Acceptance Model TAM ； Use Intention ； Fuzzy-Neural Network

參考文獻

余泰魁、李能慧(2001)。台灣地區北部民衆對金門旅遊滿意度模式之建構與實證。戶外遊憩研究。14(4)，51-76。

Ajzen, I.(1985).From Intentions to Actions: a Theory of Planned Behavior, Action-Control: from Cognition to Behavior.Heidelberg:Springer.

Arbaugh, J. B.(2000).Virtual Classroom Characteristics and Student Satisfaction with Internet-Based MBA.Journal of Management Education.24(1),32-54.

Bagozzi, R. P.(1981).Attitudes, Intentions and Behavior: A Test of Some Key Hypotheses.Journal of Personality and Social Psychology.41,607-627.

Brooker, G.(1984).An Assessment of an Expended Measure of Perceived Risk.Advances in Consumer Research.11,439-441.