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系統識別號 U0026-1207201615424300
論文名稱(中文) 探討電子化服務使用者持續使用意圖之縱貫性研究:以自我決定理論與慣性觀點為基礎
論文名稱(英文) A Longitudinal Study of Users’ Intention to Continue to Use Electronic Services: Based on Self-determination Theory and Habit
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 104
學期 2
出版年 105
研究生(中文) 蔡忠翰
研究生(英文) Chung-Han Tsai
學號 R76034056
學位類別 碩士
語文別 中文
論文頁數 99頁
口試委員 指導教授-王維聰
口試委員-戴偉峻
口試委員-林彣珊
中文關鍵字 縱貫性研究  電子化服務  自我決定理論  慣性  持續使用意圖 
英文關鍵字 Longitudinal  Electronic Service  Self-determination Theory  Habit  Continuance Intention 
學科別分類
中文摘要 網路的普及使人們生活離不開網路的存在,各式的電子化服務充斥在我們的生活中。現今的我們會利用各種電子化服務,其中包括了社群服務與非社群服務,使用者使用社群服務進行社交活動,透過社群服務分享生活,進行交流,同時也利用非社群服務來獲取各種網路資訊。然而,各種嶄新的服務不斷推陳出新,能夠留下的終究是少數,本研究想探討影響使用者持續使用意圖的因素,以兩階段認知改變理論模型為基礎架構,加入自我決定理論與慣性,使用縱貫性 (Longitudinal) 方法來了解信念、態度、自主性動機與慣性間的交互作用關係,並預期能對未來的電子化服務提供者提供未來服務建構方向。
本研究以問卷調查法為研究方法,完整的問卷整共回收了289份,再利用相關統計軟體與結構方程模式進行資料分析。研究結果顯示電子化服務使用者的滿意度會影響使用者的自主性動機與慣性,而慣性會影響電子化服務使用者的持續使用意圖。然而,結果顯示電子化服務使用者的自主性動機並不會正向影響慣性。本研究根據研究結果認為,若是想要提升電子化服務使用者的持續使用意圖,必須設法增加使用者的滿意度,提升使用者的慣性強度,進而令使用者願意持續使用電子化服務。
英文摘要 People now use a number of difference electronic services, sharing details of their lives via social services and using non-social services to get variety of information. However, there are many electronic services that are available, and many of them fail to attract enough users to remain in business. Therefore, this study investigates the factors that affect the intention to continue using such services. Based on the two-stage cognition change theoretical model, this study also applied self-determination theory and habit. Furthermore, we used a longitudinal method to investigate the interactive relationships among beliefs, attitudes, autonomous motivation and habit with regard to the focal issue.
This study used a survey research approach for data collection. Data collected from 289 respondents was analyzed using SPSS and SmartPLS. The results show that users’ satisfaction with electronic services significantly influences both autonomous motivation and habit, and habit has a significant influence on intention to continue to use an electronic service. However, our research results also show that autonomous motivation will not influence habit significantly. In summary, electronic service providers should work to raise user satisfaction and enhance the habit of use if they want to increase the user intentions to continue to using electronic services.
論文目次 摘要 i
Abstract ii
誌謝 vi
目錄 vii
表目錄 x
圖目錄 xi
第壹章 緒論 1
第一節 研究背景與動機 1
1.1.1 Instagram 3
1.1.2 Pinterest 4
1.1.3 Flipboard 4
第二節 研究目的 5
第三節 研究範圍與限制 6
第四節 研究流程 7
第貳章 文獻探討 9
第一節 兩階段認知改變理論模型 (Two-stage Theoretical Model of Cognition Change) 9
第二節 自我決定理論 (Self-determination Theory) 11
第三節 慣性 (Habit) 14
第四節 小結 15
第參章 研究方法 18
第一節 研究架構 18
第二節 衡量構面與研究假說 20
3.2.1 兩階段認知改變理論模型 20
3.2.2 自我決定理論 24
3.2.3 慣性 25
第三節 問卷設計 26
3.3.1 兩階段認知改變理論模型 27
3.3.2 自我決定理論 30
3.3.3 慣性 32
第四節 前測與資料分析 32
3.4.1 前測 32
3.4.2 資料蒐集 40
第五節 資料分析方法 41
第肆章 資料分析與結果 45
第一節 敘述性統計分析 45
4.1.1 問卷回收狀況 45
4.1.2 基本資料敘述性統計 45
4.1.3 研究變項敘述性統計 47
4.1.4 同質性檢定 52
4.1.5 研究變項常態性檢定 54
第二節 信度分析 59
第三節 結構方程式衡量模型 64
4.3.1 收斂效度 64
4.3.2 區別效度 68
第四節 結構方程式結構模型 70
4.4.1 路徑分析 70
第五節 小結 73
第伍章 結論與建議 74
第一節 研究發現與結論 74
第二節 研究貢獻 76
第三節 研究限制與未來研究方向 78
參考文獻 80
附錄A、第一階段問卷 87
附錄B、第二階段問卷 95
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