影響消費者對數位家庭網路產品中之家用閘道器採用因素—以數位家庭相關網路社群為例

Abstract

數位科技不斷的發展與寬頻接取（Broadband Access）的普及，已徹底改變了現今人類的生活方式，身處於當前資訊爆炸與科技發展日新月異的數位時代裡，人類對科技的倚重程度正與日具增，而網路應用的多元化，與數位內容的豐富化，再加上各式資訊家電的應用，間接促使了家庭網路需求的興起，電腦已不再是唯一能夠連結上網的工具，家庭儼然成為所有資通訊設備、娛樂與智慧家電設備的整合應用場所，而「家用閘道器」（Residential Gateway）在此一趨勢中即扮演著整合中樞的角色，藉由數位科技的走入家庭，及人類駕馭科技的能力不斷增強，以服務人類，提升生活品質之數位家庭（digital home）生活概念於焉而生。 本研究以「整合性科技接受模型」（Unified Theory of Acceptance and Use of Technology, UTAUT）（Venkatesh et al., 2003）為研究理論基礎，探討台灣地區消費者對「家用閘道器」此一創新科技產品之接受行為，了解消費者對數位家庭的需求，透過實證研究掌握消費者的需求概況，以提供相關業者參考。實證結果顯示對績效的期待、對心力付出的期待、社群的影響均正向影響消費者行為意圖，而消費者行為意圖正向影響其使用行為。

Digital home is considerated as one of next evolution of information technologies, Context aware ubiquitous computing provides the thought of invisible technology that helps, assist, and improve human's quality of life, The Residential gateway is a cross platform in home networking.This study is based on Unified Theory of Acceptance and Use of Technology（UTAUT）, a structural equation modeling（SEM） was conducted to test user’s attirude and intention towards the Residential Gateway（RG）in Taiwan, A questionnaire survey and purposive sampling was conducted to collect 416 samples for quantitative analysis. The result of study reveals: ‘ Performance Expectrancy’ , ‘ Effort Expectancy’ and ‘ Social Influence’ are critical factor that positively affect the user’s ‘Behavior Intention’. The user’s ‘Behavior Intention’ is critical factors that positively affect the user’s ‘Use Behavior’.