不同科技接受模型的實證研究：數位產品與服務

Abstract

資訊科技的快速發展改變了產品和服務的本質，也提供了使用者實用的數位產品與服務。主流的資訊管理學術研究也依循著管理實務上的需求，長期圍繞在討論使用者的科技接受及資訊科技的使用。和主要的資管議題一致，本研究也嘗試以最成熟的資管理論之一「科技接受模型」來探索影響使用者對於數位產品與服務的科技接受前因，以及影響其滿意度與購買行為的前因。為此，本研究進行了兩個調查研究，分別是電子教科書的科技接受及智慧型手機應用軟體的使用滿意度與購買意願。 第一個研究旨在提出一個延伸型的科技接受模型並以之驗證使用者對於電子教科書的科技接受意願。根據實證結果顯示，相較於原始的科技接受模式，我們所提出的一個結合知覺享受構念的模型對於電子教科書的科技接受意願有較佳的解釋能力。實證結果也提供了一個可能的方向來提高消費者對於電子教科書的採用意願，那就是提高消費者對於電子教科書的正面態度。 第二個研究整合了科技接受模式及資訊系統繼續使用中的「期望－確認理論」，來探索影響智慧型手機應用軟體的使用滿意度和購買意願的前因。研究發現包括：第一、三種影響智慧型手機應用軟體的使用滿意度前因，包括知覺有用性、知覺享受及社會印象等三構念的假說皆得到支持。第二、知覺有用性及社會印象構念有效地解釋了智慧型手機應用軟體的購買意願。以上兩點研究發現提供了一個證據，那就是相較於智慧型手機應用軟體其他的實用功能，終端使用者更關心的是使用智慧型手機應用軟體是否可以改善他們的自我認知及別人對於他們的印象。針對以上兩個調查研究結果的討論及管理意涵也在本論文中提供。

Rapid developments in information system (IS) have changed the nature of products and services, and proving a useful accessibility to consumers. In line with the technological changes above, major research streams in IS discipline have continued interests in understanding individual acceptance and their IT usage. Aligned with the emerging interests, the current study attempts to investigate the antecedents of user’s technology acceptance and their satisfaction towards digital products and services on the basis of the sound theory - Technology Acceptance Model (TAM). Therefore, two studies are created for this purpose, including user’s adoption towards e-textbook as well as satisfaction and purchase intention in the use of App, respectively. The first study aims to propose and verify an extended TAM to understand the antecedents of user’s adoption in the use of e-textbook. Based on the empirical findings, we concluded that our proposed model incorporated with perceived enjoyment is more suitable to predict user’s adoption of e-textbooks than the original model, indicating a way to enhance customer’s positive attitude towards e-textbook. The second study integrated the TAM and Expectation-Confirmation Theory (ECT) for IS continuance to explore antecedents of satisfaction and purchase intention towards App usage. Findings included: (1) All three antecedents of App satisfaction, perceived usefulness, enjoyment, and social image, were confirmed. (2) Perceived usefulness and social image successfully predicted the purchase intention of App. The findings demonstrated a fact that end-users much concerned with whether the use of App can improve their self-concept and images among others than with other utility concern. Further discussions from the two surveys are provided.