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    Title: 生活型態、生產性消費者與整合型科技接受程度 : 以臺灣參與Youtube網站為例
    Other Titles: Life style, prosumer, and unified theory of acceptance and use of technology mode : an example from the Taiwanese users of YouTube
    Authors: 盧育鼎;Lu, Yu-ding
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    蔡政言;Tsai, Jeng-yan
    Keywords: YouTube;生活型態;整合型科技接受模式;生產性消費者;YouTube;Lifestyle;UTAUT;Prosumer
    Date: 2009
    Issue Date: 2010-01-11 01:28:07 (UTC+8)
    Abstract: 本論文以台灣的YouTube使用者為研究對象,主要目的是為了瞭解台灣使用者之使用因素以及實際使用情形。因此採納整合型科技接受模型(Unified Theory of Acceptance and Use of Technology,Venkates 2003)為研究架構並嘗試加入生活型態區分的應用與理論(The Concept and Application of Life Style Segmentation, J.T. Plummer 1974)當中的AIO量表將使用者區分為六個群後加入控制變數加以研究。
    研究主要結果發現:
    一、 男性在使用YouTube網站上的功能明顯要比女性來的得心應手。
    二、 不同的職業對於使用YouTube的上手程度有明顯的差異;同儕間對於使用YouTube的影響力,也會因為職業的不同而有所差異。
    三、 平均每日上網時數愈久的YouTube使用者對於同儕、家人去使用YouTube會有很大的影響力。
    四、研究嘗試將生活型態分類族群加入到控制變數當中,並探討與外部變數之間的關係,發現休閒愛家族與效率性和社會影響性有顯著的差異。
    This research used the users of YouTube as a sample to realize what reasons the users in Taiwan wanted to use YouTube and the actual usage of circumstances. According to forward, the research cited Unified Theory of Acceptance and Use of Technology Mode (UTAUT) to find out the reason in addition to add Life Style dimension into controlled variable, then tried to figure out the relativity.
    The result of the research had three points:
    1. Male feels that is easier to use the functions of YouTube than female.
    2. Different job Statuses would influent effort expectancy and social influence.
    3. The average time that users spent on internet everyday would positively influent users’ friends and families to use YouTube.
    4. After analyzed the data, the result support the new idea of the research, Life Style segmentation would influent other dimensions of UTAUT.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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