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系統識別號 U0026-0812200914125023
論文名稱(中文) 科技準備度與網路外部性對線上拍賣接受行為之影響
論文名稱(英文) The effect of technology readiness and network externalities on user acceptance of online auctions
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 96
學期 2
出版年 97
研究生(中文) 楊明昇
研究生(英文) Ming-Sheng Yang
學號 r4695128
學位類別 碩士
語文別 英文
論文頁數 79頁
口試委員 指導教授-張心馨
口試委員-方世杰
口試委員-陳順宇
中文關鍵字 科技準備度  網路外部性  認知娛樂性  科技接受模型  線上拍賣 
英文關鍵字 Online auction  Technology Acceptance Model  Perceived playfulness  Technology readiness  Network externalities 
學科別分類
中文摘要 線上拍賣的使用率及市場產值在過去幾年呈現大幅度的成長,未來的發展潛力更是值得期待,因此,了解消費者對線上拍賣的接受行為顯得更為重要。本研究以線上拍賣產業為研究對象,並以延伸科技接受模型(extended TAM)為基礎框架,結合了科技準備度及網路外部性,建構一整合性的研究模型,對消費者採用線上拍賣平台的行為進行驗證及解釋。資料分析部分則採用結構方程模式(SEM)來檢定研究假設,統計分析結果證實:(1) 延伸科技接受模型對於線上拍賣使用者的接受行為有良好的解釋能力;使用者的認知有用性、認知易用性及認知娛樂性對其使用意圖皆有正向影響;(2) 使用者的科技準備度可作為認知有用性及認知易用性的前置因子,唯創新性及不安全與認知易用性的因果關係並不顯著;(3) 網路外部性對消費者的使用意圖有正向且顯著的影響。本研究除了提供科技接受模型應用於線上拍賣的適用性初探,也突顯了各個變數在線上拍賣產業中的重要性,線上拍賣業者必須以鞏固並擴大平台使用率為首要目標,考慮目標市場的消費者特性,在平台設計上同時滿足使用者的內外在動機,才能確保持續的市場競爭力。
英文摘要 Online auctions have shown an impressive growth in use and market value during the last ten years and show mass potential in the future. While online auctions are becoming an important marketplace for traders, it is crucial to improve our knowledge of customers’ adoption behavior in this context. Therefore, this study sought to establish an integrated model to explain the adoption of online auction by incorporating technology readiness and network externalities into the extended TAM. The research hypotheses were tested using structural equation modeling (SEM), and the analysis results indicate that: (1) the extended TAM has strong explanatory power for the adoption behavior of online auctions; users’ perceived usefulness, perceived ease of use and perceived playfulness have significant impacts on their behavioral intention to use an online auction platform; (2) technology readiness is the antecedent of perceived usefulness and perceived ease of use, even though there are no significant relationships between the two dimensions of technology readiness (innovativeness and insecurity) and perceived ease of use; (3) customers’ behavioral intention is positively influenced by network externalities. In addition to confirming the generalizability of the extended TAM in a C2C online auction context, this study provides some managerial implications. To ensure continued market competitiveness, online auction providers should primarily focus on the consolidation of their user base, take the traits of target customers into consideration and provide a well-designed platform to satisfy both users’ intrinsic and extrinsic motivations.
論文目次 Abstract…………………...……………………………………………..………...…..….. I
Abstract (Chinese)………………………………………………………………………... II
Acknowledge………………………………………………………...……………………III
Contents………………………………………………………………………………….. IV
List of Tables and Figures…………………………………………………….……...…... VI
Chapter 1 Introduction
1.1 Research background and motivations 1
1.2 Research objectives 4
1.3 Research process 5
Chapter 2 Literature Review and Hypotheses Development
2.1 Online Auction 6
2.2 Technology Readiness 10
2.3 Technology Acceptance Model 12
2.4 Network Externalities 18
Chapter 3 Methodology
3.1 Conceptual Framework 23
3.2 Measure 25
3.3 Research Design 26
Chapter 4 Data Analysis and Results
4.1 Pilot test 28
(1) Content Validity 28
(2) Reliability 29
4.2 Data collection 34
4.3 Descriptive statistics 34
4.4 Measurement model 35
(1) Reliability examination 35
(2) Validity examination 40
4.5 Structural model 41
4.6 ANOVA 45
Chapter 5 Conclusions and Suggestions
5.1 Research findings and discussion 46
5.2 Research implications 48
(1) Theoretical implications 48
(2) Managerial implications 49
5.3 Limitations and further research 51
Reference 53
Appendix I Measurement Scales 65
Appendix II Measurement Model 69
Appendix III Results of ANOVA and T-test 70
Appendix IV Questionnaire 75
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