以系統面、行為面與社會面探討網站使用之滿意度與持續使用意圖

Explore the Web-Site Satisfaction and Continue Use Intention by System, Behavior and Social Aspects

翁崇雄(Chorng-Shyong Ong) ； 張淑楨(Shu-Chen Chang)

《行銷評論》 Volume 10 Issue 1 (2013/03) Pp. 61-77

Abstracts

相較於組織內部使用者而言，外部使用者的網站使用行為不但受系統品質或個人經驗，更受他人影響。單一系統觀點已不足以完善解釋外部使用者的採用行為模式。由於不同角色會有不同考量，網站使用者同時是網站的操作者、網站內容的使用者、與其他使用者的互動者。三種角色須同時以系統觀點、行為觀點與社會觀點切入，更能剖析網站如何影響使用者的滿意度與持續使用意圖。因此，本研究透過系統觀點的資訊科技接受模型、行為觀點的沉浸理論與社會觀點的理性行為理論，透過使用者面對網站所扮演的多重角色，探索網站採用行為對網站滿意度與持續使用意圖的影響。研究回收334份便利樣本，男性佔171位（51.20%）。研究以描述性統計、T-test、與SEM進行分析。結果顯示知覺易用性為系統設計的基礎要件，並正向影響知覺有用性與沉浸感；知覺有用性直接影響滿意且間接影響行為意圖；沉浸感對行為意圖的影響比對滿意的影響強；而社會規範主要的效用在於提升知覺有用性與滿意度。

Keywords

科技接受模型 ； 沉浸理論 ； 網站滿意度 ； 網站持續使用意圖

Parallel abstracts

Previous studies of IS adoption behavior were focused on internal users in organization, and demonstrated information system by system aspects. System aspects were not comprehensive enough to explain external users who have diversity using motivations. According to the different considerations on several roles of website users such as website operators, website content users, and information communicators, this study is trying to discuss their considerations by technology acceptance model (TAM), flow theory, and theory of reasoned action (TRA). There are 171 males (51.20%) of 334 participants. Results show that the perceived ease of use affects on perceived usefulness and perceived flow; the perceived usefulness directly and indirectly affects on satisfaction and behavior intention; the influence of perceived flow on behavior intention is stronger than on satisfaction; the influence of social norm is more significant on perceived usefulness and satisfaction than on behavior intention.

Parallel keywords

TAM ； flow theory ； web-site satisfaction ； web-site continue use intention

References

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