影響消費者採用創新服務之因素研究—以提供雲端閱讀服務網站為例

Abstract

本研究以計畫行為理論為基礎，結合科技接受模型與創新擴散理論，探討消費者對於雲端閱讀網站服務的接受度。經由文獻回顧與探討建立十一項假設，利用問卷蒐集資料，再使用SAS 9.2進行敘述統計與回歸分析。分析結果發現十一項假設中有十項成立，僅一項假設P值沒有達到顯著水準。意即，行為態度與知覺行為控制各自對行為意圖有顯著且正向的影響。然而，本研究無法證實主觀規範對行為意圖有顯著且正向的影響 除此之外，知覺有用性、知覺便利性、相容性、個人創新性也證實各自對行為態度有顯著且正向的影響。再者，人際影響與外部影響也證實各自對主觀規範有顯著且正向的影響。最後，自我效能與便利狀態也證實各自對知覺行為控制有顯著且正向的影響。

The study uses Theory of Planned Behavior as the basis, and combines Technology Acceptance Model and Diffusion of Innovations to form the research construct to investigate the factors affecting consumers’ willingness to accept cloud reading websites’ service. Eleven hypotheses were created based on the literature review, and data were obtained by distributing Internet questionnaires. By utilizing SAS 9.2 to conduct descriptive and regression analysis, ten out of the eleven hypotheses were accepted by the evidence. That is, behavioral attitude and perceived behavioral control have significant and positive influence over behavioral intention. However, subjective norm cannot be proven to have significant and positive influence over behavioral intention. Moreover, perceived usefulness, perceived ease of use, personal innovativeness, and compatibility are proven to have significant and positive influence over behavioral attitude. Also, interpersonal and external influences are proven to have significant and positive influence over subjective norm. Likewise, self-efficacy and facilitating conditions are also proven to have significant and positive influence over perceived behavioral control.