本研究主要探討網路影音分享之使用行為從不同使用角色觀點,有上傳經驗的使用者稱為「分享者」、沒有的則稱為「瀏覽者」。本研究之研究架構主要以科技接受模型為基礎,並加入外在變數—科技準備度以及內在變數—認知有趣與主觀規範。根據實證結果顯示,(一)個人的科技準備度對於認知有用、認知易用與使用意向具有正面影響,但在分享者的樣本中,認知有用以及使用意向不被影響。(二)使用者之認知易用對於使用意向有正面影響,但是分享者反之。(三)在兩群體樣本中始用者認知有用對於使用意向皆不具影響,這樣的結果與以往研究不一致。(四)在兩樣本中主觀規範與認知有趣對於使用意向皆具影響。
This study is conducted users behavior in video sharing wesite from different user roles. The one has uploading experience that is named “sharing role”. On the contrary, it is named “watching role”. The research framework takes the technology acceptance model (TAM) as basis that combines the external variable (technology readiness) and interal varivable (Subject norm and periceved playfulness). (1) The empirical results show that user’s technology readiness positively influence perceived usefulness, perceived ease of use and behavior intention of video shareing websites, but perceived usefulness and behavior intention of video shareing websites is not influenced by user’s technology readiness in the sample of sharing role. (2) Perceived ease of use positively influences behavior intention, but it does not in the sample of sharing role. (3)Perceived usefulness does not influence behavior intention in both samples of sharing and watching role. (4) Subject norm and periceved playfulness positively influences behavior intention in both samples of sharing and watching role.