線上學習市場使用意向模式建構與比較分析之研究－整合模式之觀點

Abstract

隨著現今網際網路的快速和穩定發展，以網路應用多元化所延伸的線上學習市場之產業最為盛行。因此，了解線上學習的使用意向模式，對於經營線上學習市場業者和後續研究者將具有重要的參考指標。本研究以各種消費行為模式和整合模式為比較的基礎，採結構方程式模式(SEM)方法，蒐集343份資料，分別建構潛在使用者對線上學習使用意向因果關係模式並進行比較分析。經結構化方程式模型實證，以整合模式所建構線上學習市場使用意向模式的配適度最佳。

The rapid development of the Internet and its stability allows for the popularity of e-learning. As such, a proper understanding on the user model remains important as a reference for marketers and researchers. Based and compared different consumer behavioral models and the integrated model, this study adopts the structure equation model (SEM) for testing the models, A total of 343 entries of data were collected and used in this study to find out how they affect online learning users. Under the user intent model a comparative analysis was conducted. The SEM is used for verification. The result indicated that the user intent model of the online learning market constructed under the integrated model is most appropriate.