影響消費者採用雲端服務之因素探討

Abstract

拜行動寬頻網路技術迅速發展與手持式移動裝置日益普及之賜，個人應用之雲端服務成為近年來各界熱烈討論的話題，本文主要的目的便是，發展一個適用於了解個人應用之雲端服務接受模式。本研究試圖從創新擴散、社會心理及科技接受行為等學說理論中，找出影響個人使用雲端運算技術之意圖的主要影響因素，並透過迴歸統計分析，期望能建置一有效預測模式。 首先，本文將探討雲端服務及科技接受的概念化及操作化，接著描述科技接受因子量表的問項調整程序、資料蒐集方法、以及量表的驗證程序。本研究運用便利性抽樣法，分析了295個有效樣本，並進一步確認雲端服務接受模型的信度與效度。研究結果顯示生活風格的相容性、個人創新性、知覺價值、認知有用性、資訊性影響及安全與隱私，顯著影響消費者採用雲端服務的意願。

With the mobile broadband internet technology progress rapidly and the mobile device become more and more popularity, personally cloud service is now the hottest topic that be discussed anywhere. This article validates and refines a comprehensive model and instrument for accept cloud service model for personal use. Based on these viewpoints, our study is focused on the subjects about Diffusion of Innovations, psychology and acceptance behavior. We try to find those factors that will influence people to use cloud computing technology. After a discussion of the conceptualization and operationalization of cloud service and technology acceptance, the procedure used in modifying items, collecting data, and refining a multiple-item scale is described. Subsequently, evidence of reliability and validity on the basis of analyzing data from a random sample of 295 adult respondents is presented. The results show the compatibility of lifestyles, personal innovativeness, perceived value, perceived usefulness, information influence, security and privacy impact and will affect the willingness of consumers using cloud services.