電子書產品採用意願影響因素之研究

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(1)立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. I. i n U. v.

(2) Amazon. Kindle 饋010 800 500 Kindle iPad Displaybank Amazon Kindle 饋饋015 5,400 饋018 8,800. 3. 墣Rogers,1983). 政治大墣Vaughn,1980) 立，. 學. ‧ 國. 墣Katz & Shapiro,1986). ‧. io. ；. ，. n. al. y. ；. sit. Nat. 、. er. 墣Davis,1989). Ch. ，. engchi U. v ni. ：、. ，，、. ，. 、 I.

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(4) ............................................................................................ 102 ...................................................................................... 103 .................................................................................................................... 105 ............................................................................................................ 105 ............................................................................................................ 109 ……………………………………………….………………………………………….115 ………………………………………………………………….……………………….121. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. III. i n U. v.

(5) ………………………..……………………………………17 ……………………………………….17 …………………………………………………..20 ……………………………………………………………….22 ……………………………………………………………….24 ...................................................... 58 .............................................................. 59 .............................................................. 60 ...................................................................... 60 .................................................................. 61 ...................................................... 61 ...................................................... 62 .......................................... 62 .................................................................. 63 ................................................................ 63 ................................................................ 64 ........................................................ 64 ................................................................. 65. 政治大. 立. ‧ 國. 學. Cronbach’s α. ‧. 2- 1 2- 2 2- 3 2- 4 3- 1 4- 1 4- 2 4- 3 4- 4 4- 5 4- 6 4- 7 4- 8 4- 9 4- 10 4- 11 4- 12 4- 13. y. Nat. sit. ...................................................... 70 .................................. 71 .................................. 71 .............................................. 72 .......................... 73 .......................... 73 .......................................... 74 .............................................................. 77. n. al. er. io. 5- 1 5- 2 5- 3 5- 4 5- 5 5- 6 5- 7 5- 8、 5- 9. Ch. engchi. i n U. v. .......................................................................................... 78 5- 10 .......................................................................................... 79 5- 11 ...................................................................................................... 80 5- 12 .......................... 80 5- 13 .......................... 81 5- 14 .......................... 81 IV.

(6) 5- 15 5- 16 5- 17 5- 18 5- 19 5- 20 5- 21 5- 22 5- 23 5- 24 5- 25 5- 26. .. 82 .......................... 82 .......................... 82 .. 83 .......................... 83 .......................... 83 .. 83 ...................... 84 ...................... 84 .................. 85 .................. 85. .............................................................................................................. 85 5- 27 .................. 86 5- 28. 立. 政治大. ‧. ‧ 國. 學. .............................................................................................................. 86 5- 29 .............. 86 5- 30 .......................................................................................................... 87 5- 31 .................................................................... 87 5- 32 ................................................ 91 5- 33 ........................................ 92 5- 34 ........................................ 92 5- 35 ................................................ 93 5- 36 ................................................ 94 5- 37 ............................................ 94 5- 38 ........................................ 95 5- 39 .................................... 96 5- 40 .... 96. n. er. io. sit. y. Nat. al. Ch. engchi. V. i n U. v.

(7) 1- 1 、 2- 1 3- 1 3- 2 3- 3 3- 4 3- 5 3- 6 4- 1 5- 1. ……………………………………………………………………………..5 …………………………………………………………….17 …..………………………………………………………….35 ………………………………………………………………36 …………………………………..40 ………………………………………………………………41 ………………………………………………………….42 ………………………………………………………………………43 ………………………………………………………………………………57 …………………………………………………………………………………………96. 政治大 …………………………………………………………………………………………98 立. 5- 2. ‧. ‧ 國. 學. 5- 3 …………………………………………………………………………………………………..100. n. er. io. sit. y. Nat. al. Ch. engchi. VI. i n U. v.

(8) iPhone 3C墣Computer Electronics). 立. Communication. Consumer. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. Amazon. i n U. Kindle 500. v. 饋010. Kindle Displaybank 1. 800 iPad Amazon. Kindle.

(9) 3. 饋 5,400. 饋015. 饋018. 8,800. ，. 墣. 饋010). 墣. 墣饋011) 墣饋006). 墣. 饋006). 饋011). 立. 政治大. 學. ‧ 國. 墣饋011). ‧. 墣饋008). io. sit. y. Nat. n. a l， Ch. er. 墣. 饋006). n U engchi. ，. iv. 墣benefit) 墣cost). 2.

(10) Rogers 墣1983) 墣Diffusion of Innovations. DOI). 墣Technology Acceptance Model. Davis 墣1989). TAM). 政治大. 立. ‧. ‧ 國. 學. n. ，. Ch. ，. engchi. ，墣Rogers,1983). 墣Davis,1989) 墣Vaughn,1980) 墣Katz & Shapiro,1986). 3. er. io. sit. y. Nat. al. i n U. v. ，.

(11) ，：. ，墣benefit) 墣cost). 學. ‧ 國. 立. 政治大、. 、. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Content Device. 饋000. PDA E-SchoolBag. 4.

(12) 墣Amazon) 墣Barnes & Noble). Kindle. Nook. 學. ‧ 國. 立. 政治大 1-1. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. 1- 1 、 5. i n U. v.

(13) 、. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. SPSS18. 6.

(14) 立. 政治大. ‧. ‧ 國. 學 eBook e-book online books ebook reader. sit. n. er. io. al. Ch. i n U. 2000. E-SchoolBag. 1.. v. i e n g c hContent. Device. PDA. y. Nat. ebook device digital book electronic book. Text Electronic Books. 7. 1997.

(15) 2.. Static Picture Electronic Books. 3.. Moving Picture Electronic Books. 4.. interactive audio. 學 Multimedia Electronic Books. ‧. ‧ 國. 立 5.. 政治大. Talking Electronic Books. sit. y. Nat. io. liner fashion. n. al. Ch. engchi. i n U. 6.. Polymedia Electronic Books. 7.. Hypermedia Electronic Books. web-like 8.. Intelligent Electronic Books. 8. er. encode. v.

(16) 9.. Cyberspace Electronic Books virtual reality. Multimedia CD-ROM. 1.. 學. 2.. Hand-Held Electronic Books. ‧. ‧ 國. 立. 政治大. n. al. er. io. sit. y. Nat. memory chip. Ch. PSP. engchi. i n U. v. 3.. International Encyclopedia of Information and Library Science. Digital Book. 9.

(17) 2001. eBook Reader. PDA. 治政大 Adobe System Incorparated( Adobe) 立. eBook. ‧ 國. ". 7. 8. sit. n. al. er. io PDA. 5. y. Nat. 11. ". ‧. 500. 學. eBook. PC. Ch. engchi. i n U. v. Hansen and Teirney 2000. 10.

(18) 2000. 政治大. 立. Pace. 2000. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Cox and Ormes 1996. 1. 2 24 3 4 5. 11.

(19) 6 7. 8 Schilit. 1999. 1. 立. 政治大. 2. 3. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch 5. engchi. 1. 12. i n U. v. 4.

(20) 2. 500,000. 3. 4. 5. and Ormes(2001). Cox. 學. ‧ 國. 立. 政治大 (2001). ‧. (2). 150. n. al. (3). (4). Ch. engchi. er. io. sit. y. Nat 700. (1). i n U. v. (5). (6). (7). 13.

(21) 、. 墣Rogers,1983) 政治大. 學. Project Gutenberg ，. 1971. Nat. y. ‧ 2007. io. ，. Kindle. n. al. sit. ，. Ch. engchi. Amazon. er. ‧ 國. 立. i n U. v. ，饋007. ，，. ，饋-1 ，. 14.

(22) 2- 1 、. 政治大墣饋010). 立. ‧ 國. 學. 饋010. 680. Amazon SONY. ‧. 饋009. Nat. io. n. al. sit. 75%. er. 饋85. y. Barnes & Noble. Ch. Forrester Research. engchi 饋010. 9. i n U. v. 1100 饋010. 饋009. 183%，，. ，. 、. ，. ，. 15.

(23) ，. ，. ，. (Association of American Publishers) 2011 116%. 1.64. 1,100. 2014 2014. Yankee Group. y. 82. 7,200. io. n. al. er. 2011. Ch. engchi. 2010. 114. i n U. v. 182 Kindle. NOOK. Caris. 2012 610 40. 4.42. sit. 19. Yankee Group. Nat. 2010. 25%. ‧. 2010. 立. 2011 政治大. 學. ‧ 國. 170%. 202% 2011. Kindle 480. 930. 600. 2014 Barns & Noble 2010 730. 1,250. 53.2. 2011. 28.1 33.1. IDC. 54.3. 79.6. 2010. 1,080. 72.4%. 16. 2011. 2012.

(24) 1,470 IHS iSuppli 2014. 1,660. 2010. 250. 227 3%. 2010 2011. 6%. 2014. 2010. 13%. 54% Yankee Group. 2- 1 饋010. 立. 饋014 7饋00. 1100. N/A. N/A. 1080. 1470. 1660. ‧ sit. y. Nat. 2- 2. io. n. a3Gl. er. 1.. 大饋01饋學. IDC. ‧ 國. Yankee. :. 政饋011治. Ch. engchi. E Ink. i n U. 9 饋. 17. v. YouTube. N/A.

(25) 饋.. 立. 政治大. ，. ‧. ‧ 國. 學. ，. n. er. io. sit. y. Nat. al. Ch. engchi. 墣1). ---. 墣饋). ---. 墣3). ---. 18. i n U. v.

(26) 墣1) 饋010. 10. ASUS TZ-900. 墣饋). ASUS TZ-900. 政治大. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. 墣3)SONY. Ch. KDDI Sony. engchi. 4. i n U. v. 饋5. 1,500. 1,500 饋010. SONY. KDDI. 19. 7. 1.

(27) 墣4)Amazon. Sprint. Amazon. Kindle Amazon. Sprint. CDMA EV-DO. Wi-Fi. Kindle. Amazon 墣Kindle). Sprint. 政治大. 立. ‧ 國. No. No. Yes. e. iv. n. al. UDN Hami. (. Ch. n U eNon g c h i Yes. ) 墣饋010). 1. FIND. Free. y. Kindle. Content. sit. io. Yes. er. Nat. Yoohoo Microsoft. Sony. ‧. Sony. 學. Google. 2- 3. 2010. 9. 20. NA. 5.

(28) 94. 2. 2010. 9 5 102. 2-3. 立. 3.. 2. 政治大. Kindle. ‧. ‧ 國. 學. iPad. n. al. er. io. sit. y. Nat. 4.. 21.34. epub. Ch. engchi. i n U. v. B2CDRM. epub DRM Kindle. iTunes. Amazon. 21.

(29) 2- 4. 學. 墣饋009). ‧ epub. er. io. sit. y. Nat. 1.. ‧ 國. 立. 政治大. epub. n. al. Ch. engchi. epub. 2.. 22. i n U. v.

(30) 3.. iPad. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 23. i n U. v.

(31) ，. ；. ，. ；. ；；政治大. ，. 立. 、. ，. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. 3- 1. Ch. engchi. i n U. v. (2011) TPB (2011). TAM. (2011) -. 24.

(32) (2010). (2009). (2009) ，. 政治大 TAM. (2008). 立. (2006). (2006). n. al. er. io. sit. y. ‧. ‧ 國. 學，. Nat. —. 、. Ch. engchi. i n U. v. ，. ，. 、. 、. ，. ，，. 墣. ). 墣 25. ).

(33) ，. 政治1983 大. Everett M. Rogers (1962). 立. Aiken & Hage (1966). ‧ 國. 學. Bradford (2001). ‧. Goslar (1993). n. al. er. io. sit. y. Nat. Grover. Rogers (1995). Ch. engchi. i n U. v. (Innovation). Damanpour (1996) (process). (outcome). Damanpour & Gopalakrishnan (1998). Hoyer(1997). 26.

(34) (Damanpour & Gopalakrishnan, 1998. Damanpour &. Gopalakrishnan, 2000)Boer & During (2001) (Product-Market-Technology-Organization combination, PMTO-combination) (innovation) PMTO. Thong (1999). 立. 政治大 (Radical). ‧ 國. 學. (Incremental). ‧. n. al. er. io. sit. y. Nat. Robertson (1967). Ch. engchi. i n U. v. Bell (1983). 27.

(35) Vollink. Midden (2002). Rogers(1962) 49%. 87%. ( ). Tang, 2000. Janssen, 1999 Lederer,Maupin, Sena & Slkye, Lou & Day, 2002. Mehrtens, Cragg & Milla. Nat. Jensen (2003). n. al. er. io. sit. y. (2002). ‧. 2001 Min & Galle, 2003) McDade, Oliva & Pirsch. 學. Zhuang, 2000. 立. Batz,Peters. ‧ 國. Roberts, 1999. 政治大 (Premkumar. Ch. Dunphy (1995). engchi. i n U. v. Jackson (1998). Worthen (2001). (indirect cost). (Anderson, Thomson & Wymstra , 2000 Vollink & Midden,2002). 28.

(36) (Batz et al., 1999 Slkye et al., 2002 Vollink et al., 2002 McDade et al., 2002) Lederer et al. (2000). (World Wide Web. WWW) ). TAM Ease to Use(. Usefulness(. ). ( ). 政治大. 立. ‧ 國. 學. Guttler (2002) LaRose. sit. n. al. Mehrtens ,et al. er. io. IT. Hoag(1996). y. Nat. (2001). Suzuki, 1998) Teng,. ‧. Grover. (Williams, Magee. Ch. Igbaria (2001). engchi. i n U Min. v. Eder. Galle(2003). (technology- intensive). La Rose. Hoag (1996). 233. 29. (Tech-Clustering).

(37) ( ) Jackson(1998). (Lederer et al., 2000 Tang,2000 Batz et al., 1999 Slkye et. ‧. 90%. er. io. sit. y. Nat. 10%. (Overestimate). 學. al., 2002). ‧ 國. 立. 政治大. (Assimilation Gap). n. al. Ch. engchi. i n U. v. (Gallivan,2001 Fichman & Kemerer, 1999) Batz et al. (1999). Batz et al. (2003). 30. 2003.

(38) ( ) Dunphy (1995). ( ). Lowry (2002) (visibility). (result demonstrability). 治政大2002) (Dunphy, 1995 Slkye et al., 立. Slkye et al. (2002). (. ). Nat. Rogers (1995). n. al. er. io. sit. y. ‧. ‧ 國. 學. (Groupware). Ch. engchi. Rogers (1962) (Adoption Process). (1) (2) (3) (4). 31. i n U. v.

(39) (5). Wolfe(1994) 3-1. 3- 1 Wolfe (1994). 立. (1).. y. sit er. al. n. (7).. io. (6).. Nat. (5).. ‧. (4).. ‧ 國. (3).. 學. (2).. 政治大. (8).. Ch. engchi. i n U. v. (9).. Rogers (Diffusion Process) 2-3. (1). (Knowledge). 32. 1983.

(40) (2). (Persuasion). (3). (Decision). (4). (Implementation). 學. (Confirmation). ‧. io. sit. y. Nat. n. al. er. (5). ‧ 國. 立. 政治大. Ch. engchi. i n U. 3- 2 Rogers(1983) Rogers (1983). 33. v.

(41) (Diffusion) (Rogers, 1995) (1).. (4).. ‧ 國. ‧. Rogers (1995). Rogers (1995). n. al. er. io. sit. y. Nat Midden, 2002). (5).. 學. (1).. 立. 政 (2). 治 (3). 大. Ch. 49%. engchi. i 87%n U. v. (Volink. (2).. Rogers (1995). (3).. 34.

(42) Rogers (1995). (4). Rogers (1995). 立. ‧. ‧ 國. 學. io. sit. y. Nat. n. a(Lall. er. (5).. 政治大. 1999). Ch. engchi. i n U. v. Rogers (1983). 2.5% 13.5%. 34%. 34%. 35. 16%.

(43) 3- 3 Rogers (1983). 立. Srinvasan,. Rangaswamy (2002). 學. ‧ 國. Lilen. 政治大. (Technological Opportunism). Srinvasan et al. (2002). ‧. (Technology-Sensing capability). n. al. Ch. engchi. i n U. Theory of Reasoned Action,TRA 1975 3-4. 36. er. io. Rogers(1995). sit. y. Nat. capability). (Technology-Response. v. Fishbein and Ajzen.

(44) 3- 4 Fishbein. 立. Ajzen(1975). 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. Fred et al.. 1989 37. i n U. v.

(45) Theory of Planned Behavior, TPB Ajzen. 1985. Ajzen 3-5. 政治大. 立. ‧. ‧ 國. 學 Ajzen(1985). n. al. Ch. engchi. 1985. 38. er. io. Ajzen. sit. y. Nat. 3- 5. i n U. v.

(46) Davis. 1986 Technology Acceptance Model, TAM. Davis. Perceive Usefulness,PU. Perceive Ease of. Use, PEOU. 立. 政治大 3-6. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. 3- 6 Davis(1986). 39. v.

(47) Venkatesh. Davis, 1996;Igbaria et al., 1995; Szajna, 1996. Davis. 立. 政治大. ‧ 國. 學 ‧. (Externality). sit. n. al. er. io. 1.. y. Nat (External Effect). Katz C h& Shapiro 1985 U n i engchi. v. 2. 3.. Liebowitz & Margolis. (NetworkExternality) Katz & Shapiro, 1985. 40. 1994.

(48) Katz & Shapiro, 1985 Faeerl & Saloner 1986 (1). (2). 立. (3). (4). 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 89. 41. i n U. v.

(49) Liebowitz & Margolis ,1994 Hellofs & Jacobson, 1999. Libeowitz & Stephen. 治政大 Farrel & Saloner 1985 立 ‧. al. n. s. 1912. sit. Katz. er. io 2.. Pigou. y. Nat. (size). v.s. 學. ‧ 國. v.s.. 1994. Ch. n U engchi 3.. iv. 1.. (PecuniaryExternality) Pigou (harm). 42.

(50) 1. 2.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. Krugman. engchi. 1965. (Involvement). 43. i n U. v.

(51) (Relevance). Zaichkowsky,1985. Jonathan,1964 Traylor, 1981. Agostini, 1978 Lastovicka &Bonfield , 1982. Chaffee & Mcleod. 立. 1973. 治政 Engel & Blackwell 大 1982. ‧. ‧ 國. 學. io. n. al. 1978. er. Rothschild. sit. y. Nat. Houston. 2.. Rothschild 1984. 3.. Ch. n U engchi. 1.. (Situational Involvement). 2.. (Enduring Involvement). 44. iv. 1..

(52) 3.. Response Involvement. 政治大. Lastovicka and Gardner. y. sit. io. n. al. er. 3.. Nat. 2.. ：. 1978. ‧. 1.. 學. ‧ 國. 立. C h 1984 engchi. Robertson, Zielinski and Ward 1.. i n U. v. ：. 2. 3. 4. 5.. Laurent and Kapferer. 1986 20. 45. 800.

(53) (Consumer Involvement Profile) ： 1.. --. 2.. --. 3.. --. 4.. hedonic value --. 5.. sing value --. Vaughn 1980. 立. 1.. y. sit. al. n. 3.. io. 2.. 1986. er. 1.. Nat. Engel,Blackwell and Miniard. ‧. ‧ 國. 學. 2.. 政：治大. Ch. 4.. engchi. Vaughn 1980. 46. i n U. v.

(54) (Burnham，2003). 。 1.. 立. ‧. ‧ 國. 學. (Evaluation Costs). io. sit. y. Nat. (2). 政 /治大. (Economic Risk Costs). n. al. er. (1). (Procedural Switching Costs). (3). (Learning Costs). (4). (Setup Costs). Ch. engchi. i n U. v. /. 47.

(55) 2.. (Financial Switching Costs). (1). (Benefit Loss Costs). (2). (Monetary Loss Costs). 立. (Relational Switching Cost). 學 y. sit. n. al. er. io. (2). /. ‧. (Personal Relationship Loss Costs). Nat. (1). ‧ 國. 3.. 政治大. Ch. engchi. i n U. (Brand Relationship Loss Costs). /. 48. v.

(56) / / Burnham(2003) ，. Cox(1967) 1.. 立. 2.. sit. n. al. er. io. Cunningham(1967) 1. 2.. ). y. Nat. (. ‧. ‧ 國. 學. Cox. 政治大. Ch. engchi. Cunningham. i n U. v. (performance). (psychosocial) (effort). (economic). (temporal). (psychological). (social). Cox 和 Cunningham. ，. ，. 49.

(57) ，. 3-1 ，、. 立. ，政治大，. ，. ，. 學. ‧ 國. ，. 、. ，. ，. ‧. ，. ，. sit. y. Nat. ，. n. al. er. io. ，. Ch. engchi. i n U. v. ，. (Rogers, 1983) (Davis, 1989) (Vaughn, 1980) (Katz & Shapiro, 1986). 50.

(58) /. 立. 政治大. (. ). ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 、. i n U. v. 4-1. 51.

(59) 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 4- 1. 52. i n U. v.

(60) 墣Rogers,1983) 墣. ). 墣. 墣1). 墣饋). 墣3). 立. 墣4). 政治大. ‧. ‧ 國. 學. /. n. er. io. sit. y. Nat. al. Ch. engchi. H1-1.1 H1-1.2 H1-1.3. H1-2.1. /. H1-2.2. /. H1-2.3. /. ). 53. i n U. v.

(61) H1-3.1 H1-3.2 H1-3.3. Krugman 1965. Vaughn. 墣政治大. 1980. 立. ). ‧. ‧ 國. 學 y. Nat. n. er. io. al. sit. Zaichkowsky墣1985). Ch. engchi. H2-1.1 H2-1.2 H2-1.3. 54. i n U. v.

(62) Katz & Shapiro. 1985. (Network Externality). Faeerl & Saloner 1986 (1). ). sit. y. ：. Kindle. n. al. er. io. . (4). ‧. Nat. . (. (3). 學. ). ‧ 國. 立. (2) 政治大. Ch. engchi. ：. H3-1.1. 55. i n U. v. (.

(63) H3-1.2 H3-1.3. H3-2.1 H3-2.2 H3-2.2. 政治大. Cox (1967) Cunningham (1967). 立. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat. Burnham 饋003. Ch. engchi. H4.1. 56. i n U. v.

(64) Davis 1989. Rogers 1983. 2. 3.. n. al. Ch. engchi. H5-1.1 H5-1.2 H5-1.3. H5.2. 57. er. io. sit. y. Nat. 1.. 1985. ‧. Katz & Shapiro. 學. ‧ 國. Cox (1967). 治政大 Cunningham (1967) 立. i n U. v.

(65) H5-3.1 H5-3.2. H6-1.1 H6-1.2 H6-1.3. H6-2.1 H6-2.2. 立. 政治大. ‧. ‧ 國. 學 sit. n. al. er. io. ). y. Nat. 墣. 墣. ). Ch. engchi. Rogers墣1983) 4-1 4- 1. 1 饋 3 4 5 6 7 58. i n U 墣. v. 95).

(66) 1 饋 3. TAM. & DOI. Davis 墣1989),. 政治大. 墣Perceived usefulness). 立. Likert. Nat 3. Ch. engchi. Davis 墣1989), Rogers 墣1983). 墣饋). 4-饋. er. al. 4. 墣1). 95). 4- 2. n. 2. io. 1. 墣. ‧. ‧ 國. 學. Davis 墣1989). y. 墣饋). 墣Relative advantage). sit. 墣1). Rogers 墣1983). 墣Complexity). 墣Perceived ease of use). 59. i n U. v. 墣. 95).

(67) Davis 墣1989). 墣. Likert. 95). 墣. 95). 4-3. 4- 3 5 6 Rogers 墣1983). 政治大. Moore & Benbasat 墣1991) 4-4. 93). al. y er. sit. 4- 4. n. 9. io. 8. 墣. ‧. Likert. Nat 7. 學. ‧ 國. 立. Ch. engchi. i n U. v. Rogers 墣1983). Moore & Benbasat 墣1991). Lowry 墣饋00饋). Likert. 4-5. 9饋) 60. 墣.

(68) 4- 5 10. Katz & Shapiro (1986). 政治大. 立. ‧ 國. Likert. ‧. 6. y. sit er. al. n. 5. 4-6. 4- 6. io. 3. Pae & Hyun (2002). 學. 饋. 95). Nat. 1. (. Ch. engchi. i n U. v. Katz & Shapiro (1986). (. 95). Pae & Hyun (2002). Likert. 4-7. 61.

(69) 4- 7 4 7 8 9. 1980. 政治大. 學. (89). ‧. 4-8. ‧ 國. 立. 3. sit er. al. n. 2. io. 1. y. Nat. 4- 8. 4. Ch. engchi. 5 、 Burnham (2003). 4-9. 62. i n U. v. Likert.

(70) 4- 9. 1 2 3 4. Cox (1967) Cunningham (1967). 政治大. 立. ‧ 國. 96). Likert. (. 93). 學. (. 4-10. ‧. 4- 10. sit. n. al. er. io. 6. y. Nat. 5 7 8 9. Ch. engchi. i n U. v. Davis (1989). Davis & Venkatesh (1996) (. 98). Likert. 63. (. 95) 4-11.

(71) 4- 11 1 2 3 4. Davis (1989). Davis & Venkatesh (1996) Likert. 立 4- 12. (. 4-12. 政治大. 2 3. ‧. ‧ 國. 學. 1. n. er. io. sit. y. Nat. al. Ch. ，饋011. 5. 31. engchi. i n U. v. 饋011. 饋40 1. 5. 墣6). 109. 19 15. 5. 11. 105. 135. 10. 98). 饋. 3. 4. ，. 10 6. 14 饋1. 64. 36 饋40.

(72) 立. 1985. Precision. Accuracy Cronbach. s. Stability. Nat. y. ‧. 墣Consistency). sit. io. n. al. s. er. Cronbach. Covariance. 學. ‧ 國. Kerlinger. 政治大. C hCronbach s U n engchi. 4- 13. 65. iv. 4-13.

(73) Principal Component Analysis. 1 0.45. 政治大. 立. ‧. ‧ 國. 學 y. Nat. er. io. sit. 饋004. Analysis of Interdependence. n. al. Ch. engchi. i n U. v. 1 0.3 Bartlett. 饋. Bartlett test of Sphericity Bartlett Test 3 Kaiser. Adequacy. MSA. 0. MSA Measure of Sampling. 1 MSA. 66. 1 0.8.

(74) MSA. 0.8. 0.7. MSA. MSA. MSA. 0.5. MSA. 0.5. MSA. 立. 政治大. ‧ 國. 學 y. Nat. io. 墣1). n. al. + Xm. Ch. engchi. 1. 67. sit. + Yn = X1 + X饋 + X3 +. er. Y1 + Y饋 + Y3 +. ‧. 墣饋001). 墣饋). 0.6. i n U. v. 墣3).

(75) 饋. 3. 墣墣. ). 4. 墣Index of Redundancy) RI. 5%. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 68. i n U. v. ).

(76) SPSS ，. 18.0 ；；. ；. ；. PTT. MOBILE 01. PTT. 41. ，. MOBILE. ，. n. al. er. io. sit. y. Nat. 饋40. 199. ‧. 01. 學. ‧ 國. 立. 政治大. Ch. engchi. i n U. v. 1. 5-1 5-饋 5-3 155 饋1~30 墣. 70.4%. ). 64.6% 169 51.7%. 69. 47.5%. 饋38.

(77) 51.9% 118. 48.1%. 饋1~30. 87.4% 48.1%. 墣. ). 51.9% 85. 81.0% 41.9%. 48.6. ). 41.9%. 墣1). 立. 5- 1. 政治大 85. 學. 155. io. n. Ch. 21~30. 169. 31~40. 51. 41~50. 10. 51. 1. y. 9. sit. Nat. al. 16~20. ‧. 240. er. 56.饋%. 31~40. 墣. ‧ 國. %. 饋1~30. v ni. 240 e n g c h i U204. 64.6 35.4 100.0 3.8 70.4 21.3 4.2 .4 100.0 85.0. 36. 15.0. 240. 100.0. 0. 0. ( ). 2. .8. ( ). 124. 51.7. 114. 47.5. 240. 100.0. 70.

(78) 墣饋) 5- 2. 65. 48.1. 135. 100.0. 16~20. 6. 4.4. 21~30. 118. 87.4. 31~40. 7. 5.2. 41~50. 4. 3.0. 51. 0. 0 100.0 94.1. 8. 5.9. 135. 100.0. 學. ( ). 0. 0. ( ). 65. ‧. 48.1 100.0. 70. sit. 135. 51.9. n. al. er. io 5- 3. 0. y. 0. Nat. 墣3). 51.9. 135 政治大 127. ‧ 國. 立. 70. Ch. engchi. i n U. v. 85. 81.0. 20. 19.0. 105. 100.0. 16~20. 3. 2.9. 21~30. 51. 48.6. 31~40. 44. 41.9. 41~50 51. 6. 5.7. 1. 1.0. 105. 100.0. 77. 73.3. 28. 26.7. 105. 100.0. 71.

(79) 0. 0. ( ). 2. 1.9. ( ). 59. 56.2. 44. 41.9. 105. 100.0. 2. 5-4 5-5 5-6 109. 45.4%. 10. 4.饋% 15.0% 饋1. 饋9.饋%. 60,001~90,000. 90,001~1饋0,000. 7. al. 0.8%. n. 饋. (1). 3. Ch. engchi. 1.3%. er. 1饋0,001~150,000. sit. y. 8.8%. io. 150,001. 57.1%. 70. 36. 10. ‧. 饋.9%. 政治饋.5% 大 8.8%. 137. Nat. 饋1. 5.8%. 學. ‧ 國. 立. 30,001~60,000. 14. 7.9%. 6. 4.饋%. 30,000. 19. i n U. v. 5- 4. 72. 109. 45.4. 19. 7.9. 10. 4.2. 14. 5.8. 36. 15.0. 15. 6.3. 6. 2.5. 10. 4.2. 21. 8.8. 240. 100.0.

(80) 30,000. 137. 57.1. 30,001~60,000. 70. 29.2. 60,001~90,000. 21. 8.8. 90,001~120,000. 7. 2.9. 120,001~150,000 3 150,001 2. 1.3 .8. 240. 100.0. (2) 5- 5 60.7 6.7. 6. 4.4. 7. 5.2. 學. ‧ 國. 立. 82 政治大9. 7. 5.2. 2. ‧. 1.5 5.9. 3. Nat. 135. n. 30,001~60,000. C h60,001~90,000 engchi 90,001~120,000. er. io. al. 99. sit. 8 30,000. 8.1. y. 11. i n U5 28. v. 2.2 100.0 73.3 20.7 3.7. 1. .7. 120,001~150,000 1 150,001 1. .7 .7. 135. 100.0. 27. 25.7. 10. 9.5. 4. 3.8. (3) 5- 6. 73.

(81) 立. 7. 6.7. 25. 23.8. 8. 7.6. 4. 3.8. 7. 6.7. 13. 12.4. 105. 100.0. 30,000. 38. 36.2. 30,001~60,000. 42. 40.0. 60,001~90,000. 16. 15.2. 90,001~120,000. 6. 5.7. 120,001~150,000 2 150,001 1. 1.9. 政治大105. 1.0 100.0. ‧. s. io. sit. y. Nat. 5-7. n. al. er. ‧ 國. 學. Cronbach. 5- 7. Ch. engchi. i n U. v. Cronbach. 1. .596. 饋. .830 .737. ( ). 3. .730. 4. .6饋4. 5. .648. 6. .81饋. 7. .8饋4. ( ) 74. .586.

(82) 1. .780. 饋. .8饋3 .58饋. (. 3. .573. 1. .554. 2. .676. 3. .767. 4. .738. 5. .498. 6. .639. ). 7. 立. 8 9. ‧ 國. .735. y. sit. 5. .810. .648. n. al. 6 4. .676. er. ). .489. .6饋5. io. (. .689 .513. Nat. 3. .600. ‧. 饋. .53饋. 學. 1. 政治大. .644. Ch. engchi. i n U. v. .834. .806. 7. .644 (. ). 8. .765. 9. .519. 1. .775. 2. .805. 75. .685.

(83) (. 3 ) 4. .681. 5. .699. 1. .691. 2. .478 .3饋7 .63饋. 3. 政治大. 4. 立. 5. ‧ 國. .817. y. sit. n. al. .714. er. io. 9. Ch. Guielford墣1965). engchi Cronbach. Cronbach. s. 0.7. 0.35. s. Cronbach. 0.8. s. v. 0.35. 0.5 ，. Cronbach. i n U. 0.7. 5-7 0.5. .6饋3. .541. Nat. 8. .858. ‧. 7. .517. 學. 6. .655. ，. 0.3饋7，. ， 76. s.

(84) -4. -3. ，. 0.45，. Gaski墣1986) Alpha. Alpha. 政治大. 5- 8、. 立. .58饋. .393. .106. .171. -.006. .318. .饋58. .17饋. .376. .399. .31饋. .135. y. .111. .533. sit. .饋69. .644. io. er. .586. ‧. .饋41. Nat. ‧ 國. 學. .737. n. a l.476 .53饋 v i n Ch engchi U .435. .378. .489. .366. .4饋3. .187. .309. .676. .饋34. .饋37. .饋36. .090. .13饋. .379. .644. .饋44. .1饋8. .355. .433. .饋94. .398. .315. .饋06. .685. .149. .183. .193. .160. -.115. .177. .18饋. .饋33. .301. Cronbach. s. 墣. 77. )。. .6饋3.

(85) 5- 9 F ). R. .250. .183 .130 .044 .183 .200 .067. 3.031** 2.080** .700 2.940** 2.821** 1.058. H2-1.1 H1-1.1 H1-3.1 H1-2.1 H3-1.1 H3-2.1. .113 .091 -.143 .094 .119 .013. 1.664* 1.305 -2.036** 1.335 1.489 .183. H2-1.2 H1-1.2. 政治大 .054. ‧. H1-3.2 H1-2.2 H3-1.2 H3-2.2. io. n. er. Nat. y. 3.277. sit. 立. al. ß. 學. 14.291. ‧ 國. (. t 2. Ch. 5.913. .110. i v3.953*** n U. .259 .091 -.031 .076 .039 .061. engchi. 1.344 -.457 1.119 .502 .885. H2-1.3 H1-1.3 H1-3.3 H1-2.3 H3-1.3 H3-2.3. (*P<0.1；**P<0.05；***P<0.01) 5-9. 95%. F. ， 78. t. ，.

(86) ，. 、，. 、. H饋-1. 政治大. 立. 、. 、. ‧. ‧ 國. 學. n. al. (. ). er. io. sit. y. Nat. 5- 10. F. Ch. R2. ß. v ni. U e n .443 g c h i .249. 18.79. .033 .236 .333 .076 .033 (*P<0.1. t. 3.001*** .428 3.140*** 4.386*** 1.063 .474. H5-1.1 H5-1.2 H5-1.3 H5-3.1 H5-3.2 H5.2. **P<0.05 ***P<0.01) 5-10. 95%. F. 、「，，. ， 79. H5-1.

(87) ，. ，. H5-3. 5- 11 F. t 2. (. ß. R ) 11.733. 立. .134 .053 .447 .109 .094. H6-1.1 H6-1.2 H6-1.3 H6-2.1 H6-2.2. 1.328 .596 4.443*** 1.124 1.013. 政治大. **P<0.05 ***P<0.01). F. 學. ‧ 國. (*P<0.1. .340. 5-11. 95%. ‧. n. al. er. io. sit. y. Nat 、. Ch. engchi. i n U. v. 5- 12 F (. t 2. ). R 26.539. .364. 80. ß .432 .333 .009. 5.896*** 4.651*** .131.

(88) (*P<0.1. **P<0.05 ***P<0.01) t. 5- 13 t. F (. ). (. R2. ) 24.193. (*P<0.1. **P<0.05. t. .342. 政治大 ***P<0.01) 立. 4.759*** .030 3.779***. ‧ 國. ‧ y. sit F. n. al. (. er. io. (*P<0.1 t. ). .399 .002 .301. 學. Nat. 5- 14 (. ß. C)h. 2. R. i U e19.049 n g c h.185. v ni ß. t. .211 .135 .282. 3.372*** 2.255** 4.600***. 4.512. .042. .137 -.093 .147. 2.022** -1.441 2.221**. 5.424. .053. .150 -.001 .165. 2.226** -.021 2.495**. **P<0.05 ***P<0.01). 81.

(89) 5- 15 F (. t 2. ) 19.190. (*P<0.1. ß. R. .449. .340 .157 -.012 .207 .010 .237. 4.739 2.031 -.173 2.380 .127 3.157. **P<0.05 ***P<0.01). .43饋. 立. .333. .340. 政治大. .157. ，. ‧. ‧ 國. 學. 、. y. Nat. (*P<0.1. 2. R. al. n. ). F. **P<0.05 t. t. er. io. (. sit. 5- 16. 33.651 .196 n C ***P<0.01) h e n c h i U g. ß. i v .449. 5.801***. 5- 17 F (. ). (*P<0.1. (. t R2. ). ß. 28.520. .103. .327. 5.340***. 7.905. .028. .179. 2.812***. 27.636. .100. .323. 5.257***. **P<0.05 ***P<0.01) t. 82.

(90) 5- 18 F (. t 2. ) 20.657. .370. .206 .338 -.010 .251. 2.612*** 3.958*** -.121 3.116***. **P<0.05 ***P<0.01). .449. .206. 政治大. 立. ‧ 國. 學 R2. (*P<0.1. .189. n. al. .028. t 5- 20. Ch. engchi. i n U. ). (. t 2. ). ß. R 3.181. (*P<0.1. 2.219**. v. F (. t. er. io. 4.926 **P<0.05 ***P<0.01). ß. sit. ). F. Nat. (. ‧. 5- 19. y. (*P<0.1. ß. R. .047. .071 .148 .157. .796 1.700* 1.791*. **P<0.05 ***P<0.01) t 5- 21 F. (. t 2. ). R 20.064 83. .363. ß .063. .880.

(91) .428 .323 .000 (*P<0.1. 5.816*** 4.455*** .000. **P<0.05 ***P<0.01) 、. 、. .432、.333、.009. 、 5- 22 (. F. t R2. ) 30.424. ß. .305. .511 .109. **P<0.05 ***P<0.01). al. n. (. ). (*P<0.1. (. sit. ，. er. io 5- 23. ，. y. Nat. t. 6.572*** 1.395. ‧. (*P<0.1. 立. ‧ 國. ). 政治大. 學. (. .428、.323、.000. Ch. eFn g c h i. i n U. v. R2. ß. t. ) 21.983. .149. .322 .130. 4.857*** 1.963*. 2.62. .013. .117 .051. 1.646 .720. 4.146. .026. .105 .113. 1.475 1.589. **P<0.05 ***P<0.01). t. ， 84.

(92) 5- 24 F (. t 2. ) 1.670. (*P<0.1 t. 0.019. .111 .161 -.020. 1.047 1.583 -.195. **P<0.05 ***P<0.01). ‧ 國. ). R2. F. (. ) 17.822. .327. ‧. .208 .063 .424. Nat. t 2.221** .708 4.302***. n. al. er. io. sit. y. **P<0.05 ***P<0.01) t. ß. 學. (. 政治大. 立. 5- 25. (*P<0.1. ß. R. Ch. engchi. i n U. v. 5- 26 R2. F (. t. ) 10.055. (*P<0.1. ß. **P<0.05 ***P<0.01) 85. .343. .030 .172 -.075 .207 .056 .428. .347 2.053** -.835 2.008** .638 4.301***.

(93) 5- 27 R2. F (. ß. t. ) 10.030. (*P<0.1. .080. .298. 3.167***. **P<0.05 ***P<0.01) t 5- 28 R2. ß. 15.175 .353 政治大. .183 .187 .079 .391. F (. t. ). (*P<0.1. 學. ‧ 國. 立 **P<0.05 ***P<0.01). ‧. .298. 2.253** 2.022** .901 4.002***. .183. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 5- 29 R2. F (. ). (. ß. t. ) 4.659. t. 86. .066. .111 .219. 1.019 2.019.

(94) 5- 30 R2. F (. ß. t. ) 11.733. 立. ，. .340. .109 .094 .134 .053 .447. 政治，大，. ‧ 國. 學. ，. ‧. n. er. io. sit. y. Nat. al. Ch. 5- 31. engchi. H1-1.1 H1-1.2 H1-1.3 H1-2.1. /. H1-2.2. /. H1-2.3. /. H1-3.1 H1-3.2 H1-3.3 H2-1.1 87. i n U. v. 1.124 1.013 1.328 .596 4.443.

(95) H2-1.2 H2-1.3 H3-1.1 H3-1.2 H3-1.3 H3-2.1 H3-2.2 H3-2.2 H4.1 H5-1.1 H5-1.2. 立. H5-1.3 H5-3.1 H5-3.2 H6-1.1. ‧. ‧ 國. 學. H5.2. 政治大. sit. io. H6-2.1. n. al. er. H6-1.3. y. Nat. H6-1.2. H6-2.2. Ch. engchi. i n U. v. 85 81.0% 48.6 % 56.2%. 21~30. 41.9%. ( ). 41.9%. 88. 31~40.

(96) 81.0% 3C 21~30 21~30. 31~40. 41.9%. 立. 學 ‧. ‧ 國. 56.2%. ( ) 政治大. io. 70. n. 60,001~90,000. 21. er. 137. 30,001~60,000. al. sit. y. Nat. 30,000. Ch. 29.2%. 8.8%. engchi. 40,943. 6-1. 89. i n U. v. 57.1%. 31~40.

(97) 1. 2.. ß=.130**. 3.. ß=.183* R2=.250. ß=.044 ß=.200*. 1. ß=.067. 2.. ß=.183*. 立. ‧ 國. ß=.094. al. n. 2.. sit. ß=.091. Ch. ß=-.143**. e n ß=.119 gchi ß=.013 ß=.113*. 90. er. io 1. y. ‧. 3.. Nat. 2.. 學. 1.. 政治大. i n U. v. R2=.054.

(98) 1. 2.. ß=.091. 3.. ß=.076 R2=.110. ß=.-457 ß=.039. 1. ß=.061. 2.. ß=.259***. 政治大. 立. ‧. ‧ 國. 學. Nat. y. 5- 1. al. er. /. n. H1-饋.1. io. H1-1.1. sit. 5- 32. H饋-1.1 H3-1.1. Ch. engchi. i n U. v. H1-3.饋 H饋-1.饋 H饋-1.3 ，. ，. 5-31. ，，. ，，， 91.

(99) ，，. ，，. 墣1) 5- 33 H1-3.1 H3-饋.1 ，. 立. ，. 政治大. ，，. ‧. ‧ 國. 學. n. 墣饋). Ch. engchi. 5- 34 H1-1.饋 /. H3-1.饋 H3-饋.饋. 92. er. io. al. ，. sit. y. Nat ，. H1-饋.饋. ，. i n U. v. ；.

(100) 墣3) 5- 35 H1-1.3 H1-饋.3. /. H1-3.3 H3-1.3 H3-饋.饋. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 1. 2.. ß=.249***. 3.. ß=.033 ß=.236*** ß=.333***. 1 2.. ß=.076 ß=.033. 93. 5- 2. R2=.443.

(101) 1. 5- 36 H5-1.1 H5-1.3 H5-3.1. ，，. ，. Davis 1986. Rogers墣 1983). ‧ 國. 學. ，. ‧ y. sit. 饋.. ，. Nat. ，. ，. 政治大. ，立. ，. 墣饋006). al. n. H5-1.饋. er. io. 5- 37. H5.饋 H5-3.饋. Ch. engchi. i n U. v. ，. ，，. ，；. ，，； 94.

(102) ，，. ，，墣饋011). 立. ß=.134 ß=.053. n. 2.. Ch. ß=.094. engchi. 5- 3 1. 5- 38 H6-1.3. 95. sit er. io. al. ß=.109. y. ß=.447***. Nat 1. R2=.340. ‧. 3.. ‧ 國. 2.. 學. 1.. 政治大. i n U. v. ，.

(103) 饋. 5- 39 H6-1.1 H6-1.饋 H6-饋.1 H6-饋.饋、. 政治大. 立. ，. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. ，. Ch. engchi. i n U. 5-38. v. ，，. 5- 40 饋. 1.9. 13. 1饋.4. 16. 15.饋. 5饋. 49.5. 饋饋. 饋1.0. 105. 100.0 96. ，.

(104) 立. 1.. 政治大. .333. .340. .157. n. er. io. sit. y. Nat. al. Ch. engchi U ，. 饋.. .449. ‧. ‧ 國. 學 .43饋. .饋06. 97. v ni. ，，.

(105) 3.. .43饋. .333. .4饋8 .3饋3 .000. 學 ‧. .饋98. .183. io. sit. y. Nat. n. al. er. 4.. ‧ 國. 立. 政治大. Ch. engchi. 98. i n U. v. .009.

(106) ；. 墣. ). 立. ；. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Rogers 墣1983). 墣. Davis. Ch. engchi. 1986. i n U. v. ，. ). 99. ，，.

(107) Rogers 墣1983). 墣. 政治大. ). 立. ，. 、. ‧. ‧ 國. 學 y. Nat. io. n. al. sit. 墣饋009). er. 墣饋006)、. Davis 1986. Ch. engchi. i n U. v. Rogers墣 1983). 墣. ). ，. ，. 100.

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