科技接受意圖之前置因素探討：以數位匯流為例; Investigating the Antecedent of Technology Acceptance Intentions: The Case of Digital Convergence

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题名:	科技接受意圖之前置因素探討：以數位匯流為例;Investigating the Antecedent of Technology Acceptance Intentions: The Case of Digital Convergence
作者:	鄭筱儒;Cheng,Hsiao-Ru
贡献者:	企業管理學系
关键词:	數位匯流;科技接受;購買意圖;彙總分析;Digital Convergence;Technology Acceptance;Purchase Intention;Meta-Analysis
日期:	2013-06-26
上传时间:	2013-07-10 11:54:04 (UTC+8)
出版者:	國立中央大學
摘要:	科技接受領域隨著時代演進，已有相當多的研究從各種不同觀點延伸討論科技接受模型的前置因素。然而科技發展日新月異，僅以少數幾個前置因素進行討論無法完整契合解釋新科技接受行為意圖。本研究以全面性的觀點，彙總文獻影響科技接受意圖之前置因素，並以數位匯流的數位有線電視為例進行實證。本研究利用網路問卷方式進行調查，共回收有效問卷362份，以結構方程式進行本研究假設之驗證。研究結果發現知覺效益、社會因素以及知覺控制對於消費者使用數位有線電視的態度具有正向顯著影響。沉入成本對於消費者使用數位有線電視的態度具有負向顯著影響，而消費者態度又會影響到使用者的意圖。在調節效果的部分，沉入成本對態度的影響會受到性別的不同而有顯著的差異，研究結果顯示女性消費者在沉入成本對態度的影響結果是顯著的，而男性消費者的結果是不顯著的，表示對於女性消費者而言，過去所投資的資源能否運用在數位匯流產品上會影響個人的行為態度與意圖。 Interesting in technology acceptance model has grown dramatically in recent years, there are tremendous researches discussing the causes of technology acceptance model from different perspectives. However, science and technology change with each passing day, results on the relationships among few causes related to technology acceptance behavior, as well as the intention, are often incomplete. A comprehensive understanding of new technology acceptance behavioral intention thus remains elusive. Hence, we develop a model that employs the comprehensive perspective as predictors of technology acceptance model and test the proposed model in the context of a longitudinal field study of 362 users of digital cable TV via internet. Our results indicate that perceived benefits, social factor and perceived control are positively related to the attitude of consumer of using digital cable TV, sunk cost is negatively related to the attitude of consumer of using digital cable TV, further, the attitude of consumer has significant effect on the intention of consumer. This research also confirms moderating effects of gender in the relationship between sunk cost and attitude. The effect of sunk cost on attitude is significant on female consumer, yet, it is not significant on male consumer side. For female, it shows that the past investments on the products of digital convergence influence individual’s behavior and intention.
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