使用者於行動裝置應用程式之購票行為研究—以表演工作坊App為例 - 政大學術集成

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(1)MBA. 立. 政治大. ‧ 國. 學. App. —. ‧. A Study of User Ticket-Booking Behavior via. n. al. er. io. sit. y. Nat. Mobile App: An Example of Performance Workshop. Ch. engchi. i n U. v. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(2) Mobile Applications App. 立. ‧. ‧ 國. 學. App. er. io. sit. y. Nat. & Warshaw 1990 aBagozzi iv l C n hengchi U. n. 1986. 政治大. Davis. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(3) 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(4) ............................................................................................................... 1. ................................................................................... 1. ............................................................................................... 3 ....................................................................................................... 4. ............................................................................... 4 ................................................................................................. 7. ..................................................................................... 12. 治 14 政......................................................................... 大. 立. ‧. ................................................................................. 34. y. sit. al. er. ..................................................................................... 37. v. ............................................................................................. 42. n. ................................................................................. 34. io. ..................................................................................... 20. Nat. ‧ 國. ..................................................................................... 19. 學. ................................................................................. 19. Ch. engchi. i n U. ................................................................................................. 58. ............................................................................................. 58. ............................................................................................. 61. ................................................................................. 62. ..................................................................................................................... 64 ............................................................................................................................. 69. I. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(5) 2-1. ................................................................................... 4. 2-2. ................................................................................... 5. 2-3. ........................................................... 6. 3-1. ..................................................................................... 19. 3-2. ..................................................................... 32. 3-3. ......................................................................... 33. 4-1. ..................................................................................... 39. 4-2. ..................................................................................... 44. 4-3. ............................................................................................. 45. 4-4. ................................................................................. 46. 4-10 4-11. ‧ 國. ....................................................... 50. y. sit. al. er. ......................................... 51. Ch. v. ......................................... 54. n. 4-9. AVE. io. 4-8. ..................................................................................... 49. Nat. 4-7. ..................................................................................... 48. ‧. 4-6. 學. 4-5. 立. 政治大. engchi. i n U. ................................... 55. ................................................................... 56. II. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(6) 1-1. 2011~2015. ─ ................................................................................................... 2. 2-1. ..................................................... 6. 2-2. ....................................................................................... 7. 2-3. Theory of Reasoned Action, TRA. ..................................... 7. 2-4. Theory of Planed Behavior, TPB. ...................................... 9. The Theory of Trying, TT. 2-6. 立. ‧ 國. ................................................................................. 38 ..................................................................... 52. y. sit. ..................................................................... 54. al. n. 4-6. ............................................................................................. 36. io. 4-5. .............................................................................................. 34. Nat. 4-4. ..................................................................... 15. ‧. 4-3. ............................ 12. 學. 4-2. 政治大. Technology Acceptance Model, TAM. 2-7 4-1. ....................................................... 11. er. 2-5. Ch. v. ..................................................................... 56. engchi. i n U. III. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(7) Mobile Applications App. National. Communications Commission, NCC 2017. 2017 政治大. 2,865.6. 立. 學. ‧ 國. 2,357. App. ‧. App. n. al. er. io. sit. y. Nat App. 12. Ch. 2017 2016. engchi. i n U. v. 2.25%. Compound Annual Growth Rate CAGR 2011. 9.9%. 2016. 2017. 1. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(8) 政治大. 立. ‧ 國. 學. 2011~2015. ─. n. al. er. io. sit. y. Nat. 1-1. ‧. 2017. Ch. engchi. i n U. v. App. 2. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(9) App. 政1990 治大. Bagozzi & Warshaw Davis 1986. 立. Hoehle. Venkatesh 2015. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 3. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(10) 政治大. 2-1. 學. Accupass. KKTIX. Nat. FamiTicket. n. al. er. io. sit. y. ibon. …. ‧. ‧ 國. 立. Ch. engchi. i n U. v. 2005. 4. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(11) App. 2-2 App. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 5. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(12) 2-3 App iOS. Android. ○. ○. ○. ○ ○. ○. ○. ○. ○. ○ ○. 政治大. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 2018 2-1. 6. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(13) 政治大 2018. 立. ‧. ‧ 國. 學. 2-2. TRA. a l1967 Ch. Ajzen & Fishbein 2-3 Fishbein & Ajzen. Theory of Reasoned Action,. n. Ajzen. 1990. sit. io. Fishbein. Bagozzi and Warshaw. er. Behavior, TPB. Theory of Planed. y. Nat. The Theory of Trying, TT. engchi. i n U. v. 1980 Theory of Reasoned Action, TRA. 1975 7. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(14) Beliefs and Evaluations. Attitude Toward Behavior. Behavioral Belief. Outcome Evaluation. Normative Belief and Motivation to Comply. 立. 政治大. Subjective Norm. ‧ 國. 學. Normative Belief. Motivation to Comply. ‧. Behavioral intention. n Fishbein. Ajzen 1975. Ch. Intention Model. engchi. er. io. sit. y. Nat. al. i n U. v. Behavioral intention. Ajzen. 1985. Theory of Planned Behavior, TPB. 8. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(15) 立 1985. ‧ 國. 學. Ajzen. 政治大. 2-4. Theory of Planed Behavior, TPB. ‧. n. er. io. sit. y. Nat. al. Perceived Behavior Control, PBC. Ch. engchi. i n U. v. Ajzen & Driver, 1992. Ajzen & Madden, 1986. 9. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(16) Bagozzi. Warshaw 1990 Ajzen. Ajzen. 政治大. 立. 1991. 學 Warshaw. y. Nat. sit. The Theory of Goal Pursuit, TGP. er. io. Warshaw 1990. al. n. Bagozzi. ‧. ‧ 國. Warshaw et al.. Ch. engchi. i n U. v. Attitude toward success Attitude toward failure. Attitude toward process. Attitude toward trying Expectation of success. Expectation of failure. 10. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(17) Bagozzi and Warshaw. Warshaw. The Theory of Trying, TT. 學. Bagozzi. 立. ‧ 國. 2-5. 1990 治政大. 1990 Bagozzi. ‧ y. Nat. n. al. er. io. sit. Bagozzi. Warshaw. 1981. Ch. engchi. i n U. v. Bagozzi. 1990. 11. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(18) Technology Acceptance Model, TAM. 立. Davis 1986. 政治大. ‧. ‧ 國. 學. n. 2-6. Ch. 1989. engchi. er. io. sit. y. Nat. al. Davis, Bagozzi and Warshaw. i n U. v. Technology Acceptance Model, TAM. Perceived usefulness. Perceived ease of use. 12. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(19) Attitude toward using. Behavioral intention to use. /. External variables. 政治大. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Hu et al., 1999 Mathieson. 1991. Taylor & Todd. Taylor& Todd. 1995b. 1995b. 13. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(20) 政治大. Venkatesh. Venkatesh. 2015. ‧. Hoehle. Hoehle. 學. usability. ‧ 國. 立. 2015. n. al. er. io. sit. y. Nat Hoehle. 10. Ch. Venkatesh. engchi. i n U. v. 2015. Apple Inc. !. 14. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(21) 政治大. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Hoehle. Ch. Venkatesh. engchi. i n U. v. 2015. 2-7. 15. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(22) Branding. 學. ‧ 國. 立. 政治大. Branding. ‧. n. al. er. io. sit. y. Nat. App. Ch. engchi. iv n U unobtrusive. Dou et al.,2010 et al. 2013. Kim. 90%. 16. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(23) Concise language. Content relevance. 立. 1999. ‧ 國. ‧. Venkatesh. 2002. Ch. v. Ritu Agarwal and Viswanath. n. al. er. io. sit. y. Nat. 2.. Miles Huberman. 學. 1.. 政治大. engchi. i n U. discriminate across web sites from different industries and among different types of users. Ritu Agarwal and. Viswanath Venkatesh 2006 sticky. Effort minimization. 17. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(24) Miles and Huberman,1999. Hoehle. Venkatesh 2015. Effort minimization. APP APP. APP Hong et al. 2004a; Valacich et al. 2007; Wells et al. 2005. 政治大. Instant start Pousttchi & Schurig. 立. 2004. B2C. er. io. sit. y. 2002. ‧. ‧ 國. 學. Nat. Sarv Devaraj , Ming Fan, Rajiv Kohli. time efficiency. n. al. Ch. engchi. i n U. v. 18. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(25) ─. 政治大. 立. ‧. ‧ 國. 學. P4. sit. y. al. er. 52. n. P3. io. P2. 3-1. Nat. P1. 13. 40. C33h 26. P5. 26. P6. 26. P7. 44. P8. 24. N1. 26. N2. 28. N3. 36. N4. 18. N5. 24. engchi. i n U. v. 19. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(26) 1.. App. App. 2. / 3.. 立. ‧ 國. 學. 4.. App. ‧. 5.. sit. App. n. al. er. io. 8.. App. y. Nat. 6. 7.. 政治大. Ch. engchi. i n U. v. App. App. 9.. App. 10.. Hoehle. Venkatesh 2015. 20. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(27) /. ( (. N. (Appl. 學. ‧ 國. 政治大 n). P6. y. sit er. al. n. P4. ?. io. P3. Nat. P1. (User. ‧. interface graphics) App App. ). ). 立. 1. P. Ch. engchi U. v ni. App. N1 N4 P5 P7. CIS. P8 N2 N3 N5 P2 21. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(28) 1.. 2.. 政治大 CIS(Corporation Identity System ) 立. 學 ‧. ‧ 國. 3.. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 1.. 2.. 3. 22. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(29) 2 P1 P5 N3 N5 P2 P3. 政治大. P4. 立. P6. sit. y. icon. n. al. er. io. N2. Nat. N1. ‧. P8. 學. N4. icon. ‧ 國. P7. Ch. engchi. i n U. v. / (Application utility) (Content relevance). (Collaboration). (Search). 3 23. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(30) App. P1 App / P5. App. P7 N1 N3 P2 P3 P4. /. P6. 政治大. P8. 立. N2. ‧. ‧ 國. N4. 學. N5. n. er. io. sit. y. Nat. al. 1.. Ch. engchi. i n U. v. 2.. App. 4. 24. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(31) P1 P4 P5 P7 QR code. N3 trailor N4. bundle bundle. P2 P6 P3 10-20. P8 N1 N2. 立. N5. trailer. 政trailer 治大. ‧. ‧ 國. 學. n. al. er. io. sit. y. Nat. 1.. Ch. engchi. i n U. v. 2.. 25. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(32) 5 P2 P5 P1 email. P4 P6. email. P8 N2 N5 P3 P7 N1. 立. N3. ‧. ‧ 國. 學. N4. 政治大. n. al. er. io. sit. y. Nat. 1.. Ch. engchi. i n U. v. 2.. 3.. 26. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(33) 6 App P1 P2 P3 P4 P7 N1. 政治大. N4. 立. P5 DVD. y. sit. io. P8. n. al. er. trailer. Nat. N5. ‧. N3. ‧ 國. N2. /. 學. P6. Ch. engchi. i n U. v. 27. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(34) 7. App. (. ). App P1. P2 P3 App. P4 P5 P6. io. y. al. n. N5. sit. N4. Nat. N3. er. N2. ‧. N1. ‧ 國. P8. 學. P7. 立. 政治 App 大. Ch. engchi. i n U. v. 28. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(35) App. 8 P1 P2 P5. App. P6. bundle. P7 App P8 N3 N4 bug. N5 P3. 立. N2. ‧. ‧ 國. N1. App. 學. P4. App 治政大. n. al. er. io. sit. y. Nat. 1.. Ch. engchi. i n U. v. 2.. 29. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(36) App. 9 P1. App. P4 P5 P6 App. P7 P8 N1. key in. N3 N4 N5 App. 立. N2. ‧. ‧ 國. 學. Nat. 1.. y. P3. 政治大. io. sit. App. n. al. er. P2. Ch. engchi. i n U. v. 2.. (Logical path). (Top-to-bottom structure). 30. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(37) 10 P1 P2. 政治大. P4 P6. io. P3 P5. Pad. al. n. App. y. N5. Nat. N4. ‧. N3. sit. N2. er. N1. 立. 學. P8. App. ‧ 國. P7. Ch. App. engchi. i n U. v. 20. 31. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(38) 3-2 1 2 3 4 5 6 7 8 9 10. 政治大. 11. 立. 12 13. y. sit. al. n. 20. io. 19. er. 18. Nat. 17. ‧. 16. ‧ 國. 15. 學. 14. Ch. Hoehle. engchi. i n U. v. Venkatesh 2015. 32. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(39) 3-3. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 33. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(40) ─. 3-3. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 4-1. Hoehle. Venkatesh. 2015. usability. 34. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(41) H1 H2 H3 H4 H5. 政治大. Bagozzi 1981. 立. Warshaw. ‧. ‧ 國. 學. Bagozzi. 1990. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. H6 H7 H8 H9 H10 H11 35. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(42) 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 4-2. 36. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(43) Bagozzi. Warshaw 1990. 2015. 31. 2015. IP. 8. 31. 671. ). 409. 立. 5. ). 政治5 大. 學 SPSS AMOS. ‧. ‧ 國. 1200. (. io. sit. y. Nat. (CFA). er. (. 7. SPSS 22.0. n. al. Ch. engchi. i n U. v. (. 4-3). 37. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(44) 政治大. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 4-3. App App App 38. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(45) App App. App. Bagozzi. 立. Warshaw 1990. 政治大 4-1. ‧ 國. 學. App. y. App. n. al. er. io. sit. Nat. App. ‧. App. Ch. engchi. iv n U App App App App. 39. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(46) App / App App App App App. 立. 政治大App. ‧. ‧ 國. 學. App. Nat. App. n. al. er. io. sit. y. App. Ch. engchi. iv n U App App App App. 40. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(47) ……. App 1~7. …… ……. /. ……. …… 1. /. / 7. ……. /. 1. 7 ……. /. ……. /. 立. /. ……. /. 7. 1 政治大. 7. ……. App. ‧ 國. 學 App App. ‧ App. n. al. ). Ch. i n U. App. engchi. er. io. sit. y. Nat (. …… 1. v. / App App App. …… 1 2 3 4 5 6. App…… 1 2 3 4 5 6 41. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(48) App Bagozzi. Warshaw. 1990. (. 政治大. 立. 08. (. (. ). sit. y. …). al. n. 2.. 31. er. io. 409. 31. 671. Nat. IP. 07. ‧. ‧ 國. 2015. 學. 1.. ). Ch. engchi. i n U. v. 409. 42. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.


(50) 4-2 (%) 162. 39.6. 247. 60.4. 30. 7.3. 21-25. 117. 28.6. 26-30. 125. 30.6. 31-35. 79. 19.3. 36-40. 34. 8.3. 41-45. 15. 3.7. 46-50. 4. 1.0. 5. 1.2. 2. .5. 18. 4.4. 220. 53.8. 169. 41.3. 338. 82.6. 20. ). (. ). (. ). 立. (. 政治大. 學. ). 34. 8.3. (. ). 37. 9.0. 306. 74.8. 32. 7.8. 58. 14.2. 5. 1.2. 8. 2.0. 10,000. 101. 24.7. 10,001-25,000. 106. 25.9. 25,001-40,000. 107. 26.2. 40,001-50,000. 39. 9.5. 50,001-60,000. 28. 6.8. 60,001-80,000. 15. 3.7. 80,001. 13. 3.2. 1. 18. 4.4. 1-2. 105. 25.7. 3-4. 155. 37.9. 131. 32.0. n. al. er. io. sit. y. ). Nat. (. ‧. ‧ 國. 51. (. (. /NTD). (. ). Ch. engchi U. 5. v ni. 44. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(51) (60.4%) 21-35. (39.6%) (78.5%). (53.8%). (. ). (41.3%). (74.8%) 10,000. 40,000 1. APP 3.. 政治大. 0.93. y. n. 1.00. 7.00. 409. 1.00. 7.00. 5.69. 0.93. 409. 1.67. 7.00. 5.47. 0.80. 409. 1.00. 7.00. 5.53. 0.99. 5.54. 1.04. 4.96. 0.90. er. io. 409. ‧. Nat. 5.22. sit. 4-3. al. 4-3. 學. ‧ 國. 立11. v 409 1.00 7.00 i n C h 409 e n g c h1.00i U 7.00 409. 1.00. 7.00. 5.25. 1.01. 409. 1.00. 7.00. 4.90. 1.09. 409. 1.00. 6.00. 4.71. 1.08. 409. 0.00. 1.00. -. -. 409. 1.00. 7.00. 3.95. 1.35. *. 1. 7. 45. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(52) 4 5-5.8. 1. Bagozii and Warshaw (1990) (Brislin,1986). (Confirmatory Factor Analysis CFA). CFA. 政治大. 立. 0.4 4-4. ‧. X12. n. al. Ch. X13. e nX14 gchi U. sit. io. X11. (Factor Loadings). er. Nat. (Variables). y. 4-4. (Constructs). (Constructs). 0.4. 學. ‧ 國. CFA. CFA. v ni. 0.705 0.786 0.513 0.489. X21. 0.842. X22. 0.891. X23. 0.887. X24. 0.806. X31. 0.487. X32. 0.509. X33. 0.574. X34. 0.545. X35. 0.742. X36. 0.711. (Variables). (Factor Loadings). 46. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(53) X42. 0.685. X43. 0.902. X44. 0.864. X51. 0.653. X52. 0.891. X53. 0.955. X54. 0.882. X61. 0.841. X62. 0.876. X63. 0.887. X64. 0.733 0.925 0.876 0.684. X74. 0.720. 學. X73. X82. 0.843. X83. ‧. 0.661 0.762. X84. 0.659. n. er. io. sit. X85. al. 0.664. y. X81. Nat. 2.. 0.474. 治政 X71 X72 大. ‧ 國. 立. X41. Ch. engchi. i n U. v. (Reliability). (Validity). Cronbach’s α Cronbach’s α. > 0.7. 0.35. (Guieford, 1965). (Composite. Reliability, CR) CR. (Fornell & Larcker,1981). > 0.6 SPSSS 22.0. Cronbach’s α. AMOS. CFA. 47. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(54) 4-5. Cronbach’s α. 0.7(0.708-0.913). CR. 0.6(0.723-0.917). 4-5 Alpha (Constructs). (Cronbach's α). (Composite Reliability CR). 0.708. 0.723. (α>0.7 CR>0.6). 0.913. 0.901. 0.903. 0.868. 0.881. 0.844. 0.843. ‧. 0.913. n. al. er. io. sit. y. Nat. 3.. 0.905. 學. ‧ 國. 立. 0.917 治政 0.768 0.769 大 0.828 0.831. Ch. engchi. i n U. v. conceptual definition operational definition Face Validity Content Validity. Criterion Validity. Construct Validity. 48. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(55) Convergent Validity (Average Variance Extracted AVE). (Fornell & Larcker,1981). AVE. 0.5 AVE (AVE). 0.5. Fornell & Larcker(1981). 0.5. CR. 0.6. 4-6. 0.735. 0.769. 0.363. 0.831. 0.564. 0.913. 0.728. y. ‧ 國. 0.917. n. i n U. 0.700. CR>0.6). ‧. io. 0.404. 學. Nat. 0.723. a0.903 l C 0.881 h. (AVE>0.5. (AVE). sit. 立(CR). (Constructs). 政治大. er. 4-6. v. i e n g c h0.652. 0.843. 0.521. Discriminant Validity. Fornell & Larcker(1981) AVE. AVE 49. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(56) AVE 4-7 4-7. AVE. AVE. 0.636* 0.446. 0.857. 0.421. 0.442. 0.435. 0.480. 政治大 0.557 0.751 0.603. 立. 0.366. 0.609. 0.853. 學. 0.347. 0.333. 0.340. 0.391. 0.278. 0.836. 0.346. 0.324. 0.460. 0.439. 0.360. 0.529. 0.152. 0.307. 0.284. 0.165. 0.348. io. n. al. Ch. engchi. y. sit. Nat. 0.151. er. ‧ 國. 0.421. ‧. 0.377. i n U. 0.808 0.398. 0.722. v. AVE AVE. SPSS 22.0. 50. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(57) 1.. 學. ‧ 國. 立. 政治大 4-8. ‧. 4-8. F. T. P. 0.16***. n. al. 21.6***. 0.11***. er. io. sit. y. Nat. Adjusted-R. i n Ch i U e n g c h0.20*** 0.11**. 0.202. 0.01. v. 3.05. 0.00. 2.10. 0.04. 1.90 3.18 0.10. 0.06 0.00 0.92. * :p<0.05** :p<0.01 ***:p<0.001. 51. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(58) 政治大. 立. ‧ 國. 學. 4-4. 4-8. Ch. sit. 0.11. 0.16. H1-H4. n. al. 0.2. er. io Beta. y. ‧. Nat. Beta. engchi. i n U. v. H5. 2.. 52. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.


(60) 4-9 F. T. P. 0.42***. 10.04. 0.00. 0.22***. 5.22. 0.00. -0.21***. -5.15. 0.00. Adjusted-R. 80.235***. 0.368. * :p<0.05** :p<0.01 ***:p<0.001. 立. 政治大. ‧. ‧ 國. 學 y. sit. io. n. al. er. Nat. 4-5. Ch. engchi. i n U. v. 54. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(61) 4-9. Beta H6. 0.42. 0.22. H8. H7 3.. 立. 學. 4-10. F. Adjusted-R. ‧. 47.120***. io. 0.13. n. al. 0.253. Ch. sit. Nat. -0.06. y. 0.45. er. ‧ 國. 4-10. 政治大. iv. T. P. 9.99. 0.00. -1.20 2.74. 0.23 0.01. n* :p<0.05** :p<0.01 ***:p<0.001 U engchi. 55. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(62) 4-6 4-10. 立. ‧ 國. H9. H11. ‧. H10. 0.13. n. al. er. io. 4-11. sit. y. Nat. 4.. Beta. 學. 0.45. 政治大. 4-11. Ch. engchi. i n U. v. p. H1. 0.16. 0.00***. H2. 0.11. 0.04**. H3. 0.11. 0.06**. H4. 0.20. 0.00***. H5. 0.01. 0.92. 56. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

(63) H6. 0.42. 0.00***. H7. -0.21. 0.00***. H8. 0.22. 0.00***. H9. 0.45. 0.00***. H10. -0.06. 0.23. H11. 0.13. 0.01***. ≤ 0.01. p. **. 4-11. 立. H7. p. ≤ 0.05. *. ≤ 0.10. p. 政治 H5 大. H10. 學 ‧. ‧ 國 io. sit. y. Nat. n. al. er. ***. Ch. engchi. i n U. v. 57. DOI:10.6814/THE.NCCU.MBA.063.2018.F08.

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