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系統識別號 U0026-0812200913522927
論文名稱(中文) Telematics使用者行為意向之研究:以台灣TOBE系統為例
論文名稱(英文) Factors Affecting User Intentions toward Telematics:The Case of TOBE in Taiwan
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 95
學期 2
出版年 96
研究生(中文) 徐清海
研究生(英文) Chin-Hai Shiu
學號 r9694106
學位類別 碩士
語文別 中文
論文頁數 94頁
口試委員 指導教授-魏健宏
口試委員-黃國平
口試委員-陶治中
中文關鍵字 車載資通訊系統  創新抵制  計畫行為理論  線性結構方程模式 
英文關鍵字 Structural Equation Modeling  Theory of Planned Behavior  Innovation Resistance  Telematics 
學科別分類
中文摘要 車載資通訊系統(Telematics)係結合行動通訊、資料傳輸與管理等相關技術,增加資訊或服務的及時性,以利用路人作較佳的決策。目前先進國家規劃的智慧型運輸系統架構中,Telematics皆被列為主要發展重點;美國是最早發展的地區,歐洲及亞太則為近來成長最迅速的地區,而台灣地區目前發展卻不如預期。

Telematics之推動,除了為車輛電子化技術之應用外,尚涉及行車習慣的改變,由單純的代步工具,轉為移動工具的全方位服務平台,故Telematics將成為汽車業者獲得競爭優勢的策略性武器。能否成功轉變行車習慣,提升Telematics的普及率,Telematics使用者之行為意向,將是未來Telematics能否順利推展之主要關鍵。因此,本研究參酌計畫行為理論與創新抵制理論相關文獻,更準確預測Telematics使用者之行為,達成下列研究目的:
一、建構適合Telematics使用者持續採用之研究模式,並用於不同群體檢定。
二、提供產業鏈加值業者在推廣期擬定策略之建議。

本研究利用文獻回顧設計量表,並在裕隆汽車服務據點進行Telematics使用者問卷調查,受訪對象鎖定使用過TOBE之用路人,共收集273份有效樣本作為資料分析之數據,並透過線性結構方程模式驗證最初之研究假設。由於近半數(42.1%)使用者未聽過Telematics,因此依知曉與否,將樣本分成兩群進行研究,研究結果顯示兩群體間確實存在差異性。整體而言,影響Telematics使用者繼續採用的主要因素為其採用態度與創新抵制,主觀規範與知覺行為控制則不具顯著解釋力。
英文摘要 Telematics is referred to as providing road users with services by applying mobile communication and data transformation. Through it, drivers can make better decisions for various purposes. By the development of Intelligent Transport Systems in developed countries, Telematics has become one of the most important issues. Although telematics is growing faster in Europe and Asia, it is not well-developed in Taiwan.

Telematics is not only the application of cartronics, but relate to driving habit. Telematics is likely to become the strategic advantage for automakers to compete, due to its mobile service platform. Therefore, it is essential to discuss the factors affecting user intentions toward Telematics. The purposes of this research are:
1.Construct the user intentions model toward Telematics and apply to different groups of users.
2.Bring some insights in strategy to incumbent within the industry value chain.

The sample is designated as drivers with TOBE usage experience by a questionnaire survey at Nissan service site. Then, Structural Equation Modeling is conducted to analyze data collected from 273 TOBE users and verify the hypotheses. Since nearly half of the samples (42.1%) never hear of Telematics, the data were divided into two groups in accordance with awareness and unawareness. The result not onlyshows that the attitude and innovation resistance affecting intension significantly, but discusses innovation resistance especially.
論文目次 摘要 I
ABSTRACT II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究對象與研究範圍 5
1.4 研究流程 5
第二章 文獻回顧 7
2.1 Telematics簡介 7
2.2 國外Telematics簡介 16
2.3 國內Telematics發展現況 23
2.4 行為理論基礎 26
2.5 創新抵制理論 32
2.6 小結 35
第三章 研究方法 36
3.1 研究架構 36
3.2 研究假說 40
3.3 研究設計 46
3.4 資料分析方法 54
第四章 資料分析 58
4.1 樣本結構分析 58
4.2 信度分析 63
4.3 效度分析 64
4.4 獨立樣本 t 檢定 66
4.5 線性結構方程模式 67
第五章 結論與建議 76
5.1 研究結論 76
5.2 實務建議 78
5.3 後續研究建議 80
參考文獻 82
附錄:正式問卷 90
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