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    題名: 以科技接受模式探討手機簡訊之使用行為 : 以中國大陸大學生為例
    其他題名: Applying the technology acceptance model to the college students in Chinese Mainland usage behavior of text-based short message of the mobile phone
    作者: 羋大維;Mii, Da-Wei
    貢獻者: 淡江大學資訊傳播學系碩士班
    陳意文
    關鍵詞: 科技接受模式;簡訊服務;使用行為;系統品質;中國大陸大學生;Short Message Service;Technology Acceptance Model;College Students of Chinese Mainland;Usage Behavior;System Quality
    日期: 2012
    上傳時間: 2012-06-21 06:42:34 (UTC+8)
    摘要: 本研究旨在探討中國大陸手機簡訊使用者在使用行為上之差異及影響,由於中國大陸手機使用者在簡訊使用數量上為鄰近國家之數倍,因此本研究針對簡訊主要使用族群大學生為例,並以科技接受模式做為研究架構,透過模式中使用者之認知有用性及認知易用性與使用態度及四大外部變數(性別、系統品質、價格敏感度及認知安全與隱私性)之間關係,探討使用者在簡訊使用上之關聯性及行為影響。

    過往關於簡訊議題探討上,多半與行銷或工程技術設計較有相關,主題目標在使用動機與行為之研究並不多,故本研究選擇以Davis(1986)之科技接受模式作為研究架構。科技接受模式在過往已被引用多次,且經證實確實對使用者在科技產品服務影響具有解釋力,也由於簡訊屬於科技產品其中環節,本研究將透過科技接受模式,檢驗其適用性及於簡訊服務下之關係解釋力。

    本研究採用問卷調查法,並以中國大陸大學生為研究樣本,總計獲得279份有效問卷。研究發現(1) 簡訊使用者不因性別而在使用上有所差異及影響其使用之認知。(2) 簡訊使用者在簡訊服務系統品質認知上,與認知有用性呈顯著關係,但卻與認知易用性呈不顯著關係。(3) 簡訊使用者在價格敏感度及認知安全與隱私性等外部變數關係上,並無顯著差異,(4) 簡訊使用者在簡訊服務認知易用性與使用態度上,呈現顯著影響關係。
    The purpose of this study is to explore whether the differences and effects in Chinese Mainland user behaviors of Short Message Service (SMS). Since users in China use short messages more than other neighbor countries, the study intends to take college students as example, through the relationships of Perceived Usefulness (PU), Perceived Ease Of Use (PEOU) and Usage Behavior (UB) in Technology Acceptance Model (TAM, 1986) as research model (including Gender, System Quality, Price Sensitive and Perceived Security & Privacy as external variables). To explore the relationships and user behaviors of SMS users.

    In lierature review of short message, most of the discovered documents are marketing or engineering design related. Rare researches of user intention or behavior in SMS were found. So this study chooses TAM as research model. TAM has been quoted for many times and it also be proved which can explain technology user’s affections. As SMS is involved in technology services, the study will verify the applicabilities and explainations of TAM model under SMS service.

    The study used questionnaire based method to collect information and a total of 279 effective questionnaires were collected. The results showed that: (1) No significant differences or perceptions are discovered between different genders of SMS user. (2) System Quality significant affects PU of SMS user but not in PEOU. (3) Price Sensitive (PS) and Perceived Security & Privacy (PSP) are no significant relationships in PU and PEOU of SMS user. (4) SMS user has significant relationships between PEOU and UB.
    顯示於類別:[資訊傳播學系暨研究所] 學位論文

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