本研究探討運動彩券虛擬投注消費者在主觀規範、電腦焦慮、電腦自我效能、個人創新及科技接受模式等方面之關係,並以原臺中市區運動彩券行之虛擬投注會員為研究對象,依據臺中市行政區劃分採用配額抽樣方式,共發出320份問卷,剔除填答過於規律及遺漏填寫之無效問卷52份,有效回收率為83.75 %。統計方法包含描述性統計、驗證性因素分析及結構方程模式等方法,以考驗研究假設。本研究結果與結論如下:(一)運動彩券虛擬投注消費者以男性、年齡在26 - 35歲、未婚及每月可支配所得20,000(含)以下者為最多。(二)將科技接受模式應用至運動彩券虛擬投注系統,各變項間皆達顯著效果。(三)將科技接受模式加入外部變項後,應用至運動彩券虛擬投注系統,在主觀規範對認知有用及易用性具有顯著影響效果;電腦焦慮對認知有用性具有顯著影響效果;電腦自我效能對認知易用性有顯著效果,個人創新對認知有用性有顯著效果;認知易用性對認知有用性有顯著效果;認知有用性對使用態度及行為易有顯著效果;原始科技接受模式中,各變項關係僅認知易用性對使用態度無顯著關係之結果,其餘變項之間並未因增加外部變項而影響變項間的關係。
This study intention to explore virtual sports lottery betting consumer's among in subjective norm, computer anxiety, computer self-efficacy, personal innovativeness, technology acceptance model relationship. Object of study is the Taichung area sports lottery betting shops virtual membership. Sampling method is to use administrative regions in Taichung City using cluster sampling method, a total of 320 questionnaires were distributed, excluding 52 copies of respondents fill in missing and too regularity invalid questionnaires, the effective rate of 83.75 %. Statistical method includes descriptive statistics, confirmatory factor analysis and structural equation model to test the hypothesis. The results and conclusions are as follows: (1) Sports betting lottery virtual consumer is male, aged 26 - 35 years old, unmarried and monthly disposable income of 20,000 or less at most. (2) Sports betting lottery virtual consumer among consumer Technology Acceptance Model variables are having a significant impact effect. (3) Technology Acceptance Model was added after external variables, sports betting lottery virtual consumer subjective norm on perceived usefulness and ease of use has a significant influence effect; computer anxiety on perceived usefulness has a significant impact effect; computer self-efficacy on perceived ease of use have significant effects; individual innovation on perceived usefulness has a significant effect; perceived usefulness on attitude toward using and behavioral intention have significant effect; In the original technology acceptance model, the relationship between the various variables only perceived ease of use no significant attitude increasing external variables does not affect the relationship between the original TAM variables of all.