以科技接受模型觀點探討跨螢行為模式之影響 ─以沉浸為干擾變數

資訊科技的發展，網路使用者已從單一螢幕的使用行為，轉變至同時使用多種螢幕裝置的行為模式，即跨螢行為模式。根據研究顯示，近年來使用者有日漸增加其跨螢行為時間的趨勢，此為使用者在進行網路相關行為時，容易產生沉浸的現象，且隨著科技技術的進步，觀看網路節目的使用者逐年增多，因此本研究針對在觀看網路節目且同時發生跨螢行為的使用者為研究對象，並將以科技接受模型為理論觀點，沉浸作為干擾變數，跨螢行為模式為外部變數，來探討使用者對於跨螢行為模式之行為態度和意圖，與沉浸是否具干擾效果，最後根據研究結果提出建議。本研究結果顯示，使用者的跨螢行為模式會部分影響知覺有用性和知覺易用性；知覺有用性和知覺易用性會正向影響行為態度；行為態度會正向影響行為意圖；而沉浸在行為態度和行為意圖之關係具部分干擾影響。

關鍵字

跨螢行為模式；科技接受模型；沉浸

並列摘要

With the development of technology, the behavior of Internet users on screen devices has shifted from a single screen to the use of multiple screens, that would be Cross-screen behavior. According to recent research, users spend more time on the Internet each day, meanwhile, there is a significant increase on operating multiple screen devices at the same time. There is a trend for users to increase their cross-screen behavior time which causes the phenomenon of flow easily, with the advancement of technology, people who watch the online program has increased year by year. As mentioned above, this research is targeted at the users who have cross-screen behavior when watching internet programs. So the research is targeted at the users who have cross-screen behavior when watching online programs. Also, we use TAM model to study the impact of users’ attitudes and behavioral intentions on cross-screen behavior, and use flow as a moderator variable to explore the causal effects, as well as cross-screen behavior based as external variables. Finally, make some suggestions based on the research results. As the results showed, users’ cross-screen behavior would influence their perceived usefulness and perceived ease of use; both of them would positively affect the attitude toward using; attitude toward using will positively influence behavioral intention to use; we also found that flow plays a distracting role between attitude toward using and behavioral intention to use. Finally, based on the results, we make contributions to academic and practical issues.