| Abstract: | 近年來，個人創作與資訊交流隨著網際網路的蓬勃發展幾乎已成為現代人生活中的一部分，數位時代的來臨，每天世界不斷產生大量的數位化資訊，而這些資訊雖然是虛擬的但有其價值。實體的動產、不動產、貨幣可以傳承給繼承人，而虛擬的數位資產繼承也漸漸被注目與探討。國際上開始擬定法律來規範數位資產的繼承，各大網路業者也因應時代潮流推出數位遺產管理服務。因此，本研究探討影響消費者對數位遺產管理服務的使用意願及知識交換的各項因素。首先，探討功利價值、享樂價值、說服知識與創新對於信任、喚起與支配之影響。接續，探討信任、喚起及支配對於態度與愉悅之影響，進而影響使用意願與知識交換的關聯性研究。
本研究以台灣曾經使用過數位資產的一般消費者為研究對象，回收有效樣本為552份，以AMOS 20.0 統計軟體進行驗證性因素分析，並以結構方程模型進行假設檢定。研究結果顯示如下:一、功利價值對信任有正向顯著影響，對喚起與支配無顯著影響；二、享樂價值對信任、喚起與支配有正向顯著影響；三、說服知識對信任有正向顯著影響，對喚起與支配無顯著影響；四、創新對信任與支配有正向顯著影響，對喚起無顯著影響；五、信任對態度與愉悅有正向顯著影響；六、喚起對態度與愉悅有正向顯著影響；七、支配對態度與愉悅有正向顯著影響；八、態度對使用意願與知識交換有正向顯著影響；九、愉悅對知識交換有正向顯著影響，對使用意願無顯著影響；十、涉入程度與嚴謹性對於本研究架構具有干擾效果。最後，本研究綜合研究結果提出管理意涵與理論意涵，並對後續研究者提出建議與提供未來研究方向之參考。
In recent years, the rapid development of the Internet has caused the personal creation and exchange of information to become part of modern life; the Internet has ushered in the digital age. Every day the world continues to generate vast quantities of valuable digital information; even though virtual goods are composed of digital information, they are financially valuable. An entity''s movable property, immovable property, and currency can be inherited by heirs; however, the inheritance of virtual digital assets has gradually become a concern and is now being widely discussed. International laws have been written to regulate the inheritance of digital assets; some major network operators have launched digital legacy management services in response to the trends of the times. Therefore, this study explored the factors that affect consumer usage intention (UI) and knowledge exchange (KE) regarding digital legacy management services. Specifically, the present study explored the effects of Utilitarian Value (UV), Hedonic Value (HV), Persuasion Knowledge (PK), and Innovation (Inn) on Trust (Tru), Arousal (Aro), and Dominance (Dom). The associations between Tru, Aro, and Dom and their influence on attitude (Att) and pleasure (Ple) are explained in the context of UI and KE.
The study participants were people who have used digital assets in Taiwan. A total of 552 valid questionnaires were collected, and AMOS 20.0 statistical software was used to analyze the research hypotheses with structural equation modeling. The research findings are as follows: first, UV had a significant positive effect on Tru but had no significant effect on Aro and Dom; second, HV had a significant positive effect on Tru, Aro, and Dom; third, PK had a significant positive effect on Tru but had no significant effect on Aro and Dom; fourth, Inn had a significant positive effect on Tru and Dom but had no significant effect on Aro; fifth, Tru had a significant positive effect on Att and Ple; sixth, Aro had a significant positive effect on Att and Ple; seventh, Dom had a significant positive effect on Att and Ple; eighth, Att had a significant positive effect on UI and KE; ninth, Ple had a significant positive effect on KE but had no significant effect on UI. Furthermore, this study demonstrates that involvement and conscientiousness had moderating effects. Finally, theoretical implications and research directions are provided for future studies. |
