資訊化是現今社會及企業成長重要的驅動力,而資訊服務業則是達成資訊化重要的關鍵之一,全球資訊服務相關產業產值每年仍持續在穩定成長中。在面臨本身資源不足及國際企業競爭的背景下,唯有更確切了解顧客的購買原因方能持續提供精準的服務內容。因此,本研究將探討資訊服務產業之顧客行為意向的組成,更深入資訊服務廠商使用者之需求及態度為何。 本研究針對資訊服務相關產品或服務之台灣企業員工或個人,其中可能因工作需求,而需要進行操作或使用之個體均為本研究之研究對象進行調查,藉由結構方程模式檢驗資訊服務使用者在計劃行為理論下,「態度」、「主觀規範」、「知覺行為控制」對「行為意向」變項之間影響。 研究結果發現,「態度」及「知覺行為控制」於行為意向皆有正向影響且「知覺行為控制」解釋能力大於「態度」解釋能力,但「主觀規範」對行為意向沒有顯著影響。建議台灣資訊服務廠商能加強與使用者端第一線人員的溝通與訓練,以提升第一線人員對於資訊服務的認同感及熟悉度。另外,國內廠商可採用服務利基市場或是優勢市場的方式來提供服務。最後,可由政府提供資源或是策略聯盟方式來逐步培養品牌概念及所需具備能力,以求更長期之發展。
The development of information service industry has great effect on “informatization” which is one of the driving forces for any society or enterprise to grow. In order to provide accurate information service to clients the research aims to explore the behavior intention of customers toward the IT service companies and find out their demand and attitude. The research investigated the employees and individuals who have demands on using information service and applied structural equation model (SEM) to test the effect of three variables “Attitude” “Subjective norm” and “Perceived behavioral control” on “Behavior intention.” According to the results, both “attitude” and “perceived behavioral control” have positive effect on behavior intention of the customers, however “subjective norm” has no significant effect. The research also concludes suggestions for IT service industry as reference, for example improving the communication skill and identity of the first line staffs, find niche market for information service, also government could assist companies to build up their competitiveness and running their own brands for a long term development in the global market.