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系統識別號 U0026-1806201323404000
論文名稱(中文) 以知覺網站複雜度結合任務科技配適理論探討行動網站之採用
論文名稱(英文) Examining the Intention to Reuse Mobile Websites: The Perspectives of Perceived Website Complexity and the Task-Technology Fit
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 101
學期 2
出版年 102
研究生(中文) 陳品諺
研究生(英文) Pin-Yan Chen
學號 r76001011
學位類別 碩士
語文別 中文
論文頁數 135頁
口試委員 指導教授-王維聰
口試委員-戴偉峻
口試委員-劉任修
中文關鍵字 任務科技配適理論  知覺網站複雜度  科技準備度  持續使用意圖 
英文關鍵字 task-technology fit theory  perceived website complexity  technology readiness  intention to use 
學科別分類
中文摘要 在行動上網人數激增之下,行動資訊服務發展快速,使得行動網站快速興起也廣泛被運用於生活中,也因為有眾多的行動網站可以選擇,因此對於行動網站服務提供者而言,若是使用者對於行動網站沒有依賴性便會使得使用者轉換成本很低,則行動網站服務提供者可能流失舊有的使用者,因此如何保留住行動網站使用者,讓使用者願意持續採用該行動網站,是一個重要的議題。
過去探討行動網站採用的相關研究中,只專注在行動網站設計的觀點,從網站設計角度來探討行動網站的採用,然而行動網站的採用不應只考慮設計的觀點,除了考慮行動網站的設計以外,應該更宏觀的探討行動網站的採用,而本研究除了探討行動科技的科技特性,也考量了行動科技的任務特性,以及使用者的個人特質是否會進而影響使用者的使用意願;知覺網站複雜度則是辨別介面設計簡化的重要因素,尤其對於行動網站而言,行動網站介面的簡單設計將是使用者容易操作的關鍵,因此本研究將知覺網站複雜度結合任務科技配適理論探討行動網站之採用。
本研究提出的架構,是針對使用行動網站的使用者進行問卷調查,共收集570份有效問卷。並以結構方程模式中的部份最小平方法(partial least-square)來驗證。其研究結果顯示,科技準備度對於任務科技配適度有正向顯著的影響;知覺動態複雜度對任務科技配適度有負向顯著影響;任務特徵對於任務科技配適度有正向顯著的影響;任務科技配適度對使用者滿意度及使用意圖有正向顯著影響;使用者滿意度正向顯著影響使用意圖。本研究實證出行動網站的採用,不只有受科技的觀點影響,也受到個人及任務特徵的影響,研究結果也可做為行動網站服務提供者相關實務之依據。
英文摘要 The increase of mobile Internet users and the progress of mobile information services have contributed to an increase in mobile websites.Switching costs will be low for mobile website service providers if users are dependent onmobile websites, which would also result in mobile website service providers’ losing their original users. Therefore, finding a method by which to capture mobile internet users and makethem willing to use the same mobile websites over and over again is an important issue.
Prior studies discussing mobile websites have mainly focused on their design. However, there are some other factors that need to be taken into consideration other than design. This study explored mobile website through personal features, as well as through the technological and task characteristics of mobile technology. Perceived website complexity is an important factor for identifying interface design simplicity.In the case ofmobile websites, auser friendly interface will be a key factorrelated to ease of use. This study uses perceived website complexity, along with task-technology fit theory, to explore continuing use of mobile websites.
Based on 570questionnaires filled out by mobile website users, this study applied PLS(partial least-square) to investigate the proposed model. The results indicate that technology readiness has apositive influenceon task-technology fit; perceived dynamic complexity negatively influences task-technology fit;task characteristics havea positive influence on task-technology fit;task technology fit has a positive influence on user satisfaction; task technology fit has apositive influence on users’ intention to use, anduser satisfaction has a positive influenceon users’ intention to use. The results indicate that use of mobile websitesis not only influenced by technology, butis also significantly impacted by both individual and task characteristics.The research results can serve as a practical reference for mobile website service providers.
論文目次 目錄
摘要 I
Abstract II
誌謝 IV
目錄 V
圖目錄 VII
表目錄 VIII
第一章 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與限制 4
第四節 研究流程 4
第二章 文獻探討 6
第一節 行動網站 6
2.1.1行動網站定義 6
2.1.2行動網站與一般網站之比較 9
第二節 知覺網站複雜度 13
2.2.1知覺網站複雜度(perceived website complexity) 13
2.2.2知覺網站複雜度構成要素 14
第三節 科技準備度(Technology Readiness,TR) 17
第四節 任務科技配適模型 19
2.4.1過去研究方向 19
2.4.2科技績效鏈 21
第五節 使用者滿意度 32
2.5.1使用者滿意度 32
2.5.2使用者滿意度與行動網站 32
第六節 小結 33
第三章 研究方法 35
第一節 研究模型 35
第二節 研究假說 37
3.2.1 科技準備度與任務科技配適度 37
3.2.2 知覺網站複雜度與任務科技配適度 38
3.2.3任務與任務科技配適度 40
3.2.4任務科技配適度與滿意度 41
3.2.5滿意度與使用意圖 41
3.2.6任務與任務科技配適度與使用意圖 42
第三節 問卷設計 46
3.2.1 科技準備度 47
3.2.2知覺網站複雜度 50
3.2.3任務特徵 52
3.2.4任務科技配適 53
3.2.5滿意度 54
3.2.6使用意圖 55
第四節 前測與資料分析 56
3.4.1前測 56
3.4.2 資料收集 63
3.4.3 資料分析方法 65
第四章 資料分析 68
第一節  敘述性統計分析 68
4.1.1 資料分析 68
4.1.2 基本資料敘述性統計 69
4.1.3 研究變項敘述性統計 72
4.1.4 同質性檢定 77
4.1.5 研究變項的常態性檢定 79
第二節 信度分析 84
第三節 結構方程模式-衡量模式 90
4.3.1 收斂效度分析 90
4.3.2 區別效度分析 93
4.3.3 共線性檢測 95
第四節 結構方程模式-結構模式 96
4.4.1 路徑分析與假說檢定 96
第五章 結論與建議 101
第一節 研究發現與結論 101
第二節 研究貢獻 104
第三節 研究限制與未來研究方向 107
參考文獻 109
附錄一 前測問卷 117
附錄二 正式問卷-PART1 125
附錄三 正式問卷-PART2 131
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