使用手機為載具閱讀數位內容意願研究─以科技接受模型為例

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Institute of Publishing & Cultural Enterprise Management Studies) > Item 987654321/19646

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Title:	使用手機為載具閱讀數位內容意願研究─以科技接受模型為例
Other Titles:	THE INTENTION OF USING MOBILE PHONE TO READ DIGITAL CONTENT--TECHNOLOGY ACCEPTANCE MODEL FOR EXAMPLE
Authors:	郭仲樺 Kuo, Chung-hwa
Contributors:	出版與文化事業管理研究所黃昱凱 Yu-kai Huang
Keywords:	生活型態;結構方程式;數位出版;科技接受模型;手機 TAM;SEM;Mobile Phone;AIO;Digital Publishing
Date:	2009
Issue Date:	2015-03-16 17:20:34 (UTC+8)
Abstract:	隨著科技的發展，數位閱讀的方式從電腦逐漸延伸到不同的設備上，比起其他的閱讀設備，手機在攜帶上具有隨身性以及必要性等優勢，但相對的也有螢幕閱讀介面較小、電池續電能力差等劣勢，即使如此，還是有許多專家認為手機會是下一波數位閱讀主要的工具之一。　　　　科技接受模型（Technology Acceptance Model，TAM）是用來解釋當人們面臨新科技時接受意願程度為何，主要是透過認知有用性以及認知易用性的來解釋使用意願；而手機閱讀數位內容此一行為包含了手機載具、手機電信加值服務、數位內容、數位出版等四大構面的特性，本研究藉由探討過去相關研究，整理出手機閱讀數位內容的特徵以及生活型態變數等構面，藉由統計分析，探討其於使用意願的關係，並探討不同生活形態是否會對手機閱讀數位內容之特性有不同認知。　　　　研究結果顯示，在科技接受模型中，認知易用性與認知有用性皆會對使用意願造成正向影響，而認知有用性亦會對認知有用性有正面影響；而手機閱讀數位內容之特性亦會影響使用意願，而不同使用意願集群中對『電信服務與數位閱讀』此一特性平均值高於『載具功能與數位轉換』；不同生活型態對使用意願以及手機閱讀數位內容之特性亦有顯著差異，生活型態中「資訊娛樂家」集群之平均值皆大於「工作職人」以及「戀家一族」兩集群。　　　　在實務上建議業者可針對手機閱讀數位內容之特性以及不同生活型態進行行銷策略，並加強認知有用性以及認知易用性。　　Along with technical development, several reading are ways extending gradually from the computer to the different equipments. Compares to advcmtages other reading equipment, the mobile phone has along with superiority and so on as well as necessity.But the screen for reading is small and the continued wire ability is insufficient, even so, many experts still thought that the mobile phone can be one of the main reading tools in the future.　　　　Technology Acceptance Model.(TAM), explains the accepts degree when people using new technology. TAM also explains the behavior intention through EOU (Perceived Ease of Use) and U (Perceived Usefulness);there are four main factors to explain the behave of using mobile phone to read digital content. The four main characteristics of mobil phone are, telecommunication adds the value service ,digital content, and digital publishing. This research bring up the main characteristics of the behavor of using mobile phone to read digital content and lifestyle by related in the past discussion of the research. Discussing relationships between the use wish and the characteristics by compiling statistics.　　　　Findings demonstration, in TAM, EOU and U effects Behavior Intention, EOU effects U. The characteristics of using mobile phone to read digital content also effect Behavior Intention. The different life state for uses the wish as well as the mobile phone reads characteristics of the digital content also to have the remarkable difference.　　　　In the practice suggested that the entrepreneur may aim at the mobile phone to read characteristics of as well as the different life state the digital content carries on the marketing strategy.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Institute of Publishing & Cultural Enterprise Management Studies)

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