以內外在動機觀點探討Google Earth網路服務使用意願之研究

Abstract

近幾年，Google Earth的應用越來越廣，熱潮在國內外蔓延，但卻鮮少學術研究機構，針對Google Earth使用者的使用行為進行相關的調查研究。因此，本研究以「台灣地區Google Earth網路服務使用者」為研究對象，透過「科技接受模型」與內外在動機觀點的結合，希望藉由研究的進行與結果的發現，找出影響Google Earth使用行為的主要因素，並驗證使用者認知、態度與使用意願之間的因果關係。

研究結果顯示，內在動機的「認知有趣」與「認知美學」以及外在動機的「認知有用」是正面影響使用者「態度」的重要因素；值得注意的是外在動機的「認知易用」並不會正向影響「態度」，此結果於科技接受模式的假設不同；此外，「認知美學」和「認知易用」也分別正向的影響到「認知有趣」與「認知有用」；另一方面，內在動機的「認知有趣」與外在動機的「認知有用」可直接正向顯著的預測「行為意願」。依據統計分析結果，本研究提出在學術上與實務上的管理意涵，供後續研究做參考。

Google Earth has been a widely application in recent years and is growing rapidly in the overseas countries. But seldom researchers have studies doing research for user’s behavior of Google Earth. Therefore, the research target of this study will aim at the users of Google Earth in Taiwan. Using technology acceptance model (TAM), the extrinsic and intrinsic motivators, we would like to find out the main factors that affect user’s behavior of Google Earth and identify the relationship among users’ belief, attitude and behavioral intension.

The result based on the research demonstrated that perceived enjoyment and perceived aesthetic of the internal motivation and perceived usefulness of external motivation are critical factors that positively affect the attitude of users. Furthermore, perceived ease of use of external motivation tends not to affect attitude positively. It differs from the hypotheses of original TAM. Besides, perceived aesthetic and perceived ease of use also positively impact on perceived enjoyment and perceived usefulness respectively. In addition, perceived enjoyment of the internal motivation and perceived usefulness of external motivation can directly and positively predict behavior intension significantly. According to the statistic results, this study provides theoretical and practical implications. It will be useful for further research in the future.