Browsing by Author "Hsu, Yi-Chun"

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Impact of Ergonomic and Social Psychological Perspective: A Case Study of Fashion Technology Adoption in Taiwan
(2011)
Yang, Chyan
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Hsu, Yi-Chun
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資訊管理與財務金融系註：原資管所+財金所
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Department of Information Management and Finance
Recently, there have been dramatic and emerging innovations in portable media devices. This is evident, for example, with the Apple iPod, Microsoft Zune, Sony Walkman, and the Samsung and iriver media players. Because of this, how to best understand the users' intentions to adopt these fashionable technologies has become a new issue in the information technology domain. However, in the literature, little is published about what motivates people to adopt these innovative technologies. To address this issue, this research sought to come up with a model by integrating key variables from the role of ergonomic and social psychological facets on estimates of the fashion technology acceptance. A structural equation modeling approach was used to examine 10 hypotheses in the proposed model. The results indicated that usefulness, playfulness, and aesthetics from the ergonomic facet and critical mass from the social psychological perspective positively contributed to the users' intent to adopt the fashion technology. Furthermore, the perceived ease of use indirectly affects adoptive intentions through perceived usefulness and playfulness. Important implications of these findings are discussed from both theoretical and practical aspects.
Predicting the Determinants of Users' Intentions for Using YouTube to Share Video: Moderating Gender Effects
(2010-04-01)
Yang, Chyan
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Hsu, Yi-Chun
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Tan, Suyanti
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資訊管理與財務金融系註：原資管所+財金所
;
Department of Information Management and Finance
This research aims to improve understanding of what motivates individual online users to share their videos on YouTube and whether gender affects those motivations. The work proposes a model based on the technology acceptance model (TAM) and social influences theory by conducting a survey of 206 male and 135 female video sharers of YouTube to test this model. The results indicate that perceived ease of use is an important determinant of the intention to use YouTube to share video. All factors from the social influence perspective significantly affect the intention to use YouTube to share video. The results show that differences exist in sharing behavior between female and male users. Female users' intention is strongly influenced by usefulness and social norms, while male users' intention is strongly influenced by interpersonal norms. Based on those findings, implications for theory and practice are discussed.