博碩士論文 etd-0820104-073414 詳細資訊


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姓名 蘇伯方(Po-fang Su) 電子郵件信箱 kaba@ms94.url.com.tw
畢業系所 傳播管理研究所(Communications Management)
畢業學位 碩士(Master) 畢業時期 92學年第2學期
論文名稱(中) 即時傳訊軟體採用模式之研究
論文名稱(英) Adoption of Instant Messaging
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    摘要(中) 隨著網際網路逐漸融入生活,IM軟體也成為溝通的新管道,全世界即時傳訊(Instant Messaging,IM)軟體採用的速度超過人們採用FAX、手機、e-mail以及WWW。目前全球IM軟體使用人口已達四億人之多,台灣達650萬人次註冊使用,IM軟體已經成為WWW、e-mail外最重要的網際網路應用。也由於其影響甚鉅,也成為企業投資發展與關注控管的焦點。IM軟體相形重要,但是在學術研究中,關於IM軟體使用的相關文獻卻仍然付之闕如。
    在進行焦點團體訪談,瞭解影響使用者使用IM軟體的因素之後,本研究以科技採用模式(Technology Acceptance Model,TAM)理論探討主觀規範(Subjective Norm)、媒體豐富度(Media Richness)、電腦自我效能(Self Efficacy)對一般網路使用者採用消費性IM軟體(consumer IM)行為意向的影響。並以LISREL軟體進行結構方程模式的分析。
    研究發現影響TAM中知覺有用性的因素是主觀規範,而影響知覺易用性的則是媒體豐富度與自我效能。有用性並不會受到媒體豐富度的影響,而只有受到主觀規範的影響。最後根據以上發現對實務提出具體的建議,並提供一些建議作為後續研究的參考。
    摘要(英) Nowadays, the internet is an unseperatable part of human life and instant messaging software becomes an important role of communication channel. There are 40 million global IM registration popularity who use IM and billions of messages are sent everyday. In Taiwan, there are 6.5 million registration popularity and IM is the third important internet appilication, besides WWW and e-mail. As IM has become more and more important, there was few academic researchs published.
    We investigated consumer IM adoption behavior by focus group interview and structural equation model analysis. After holding a focus group interview, some antecedent of adopting IM was found out. Then we integrated technology acceptance model with media richness, computer self-efficacy and subjective norm as the antecedents of perceived usefulness(PU) and perceived ease of use(PEU) and analysised this structural equation model with LISREL.
    We found that subjective norm is an antecedent of PU, media richness and computer self-efficacy are PEU’s antecedents. Finally, we made some suggestion for practice and other researchers base on the result.
    關鍵字(中)
  • 主觀規範
  • 即時傳訊軟體
  • LISREL
  • 電腦自我效能
  • 媒體豐富度
  • 科技接受模式
  • 結構方程模式
  • 關鍵字(英)
  • Structural Equation Model
  • Media Richness
  • LISREL
  • Computre Self-Efficacy
  • Technology Acceptance Model
  • Instant Messaging
  • Subjective Norm
  • 論文目次 內容目錄
    致謝詞  i
    論文摘要 iv
    Abstract v
    內容目錄 vi
    圖目錄  ix
    表格目錄 x
    第一章 緒論 1
    第一節 研究背景 1
    第二節 研究動機與目的 3
    第三節 研究流程與論文架構 4
    第二章 文獻回顧 7
    第一節 即時傳訊軟體(IM軟體) 7
    IM軟體的定義 7
    IM軟體相關研究 11
    第二節 使用行為之理論 13
    態度(Attitude,A) 15
    主觀規範(Subjective Norm,SN) 15
    認知行為控制(Perceived Behavior Control,PBC) 16
    行為意向(Behavior Intention) 16
    第三節 TAM科技接受模式 18
    TAM2  23
    社會影響過程 24
    認知工具性過程 25
    小結   26
    第四節 自我效能 26
    第五節 媒體豐富度理論 29
    第六節 文獻整理小結 32
    第三章 研究架構與方法 34
    第一節 研究架構 34
    第二節 變數定義與操作化 35
    第三節 研究假說 38
    第四節 問卷設計 39
    一、 焦點團體研究 40
    二、 問卷初稿 48
    三、 前測執行與前測結果 51
    四、 問卷結構 56
    第五節 問卷發放與整理 60
    第六節 資料分析方法 62
    結構方程模式 62
    結構方程模式分析步驟 66
    第四章 資料分析與結果 73
    第一節 研究樣本特徵描述與分析 73
    人口特徵描述性統計 73
    即時傳訊軟體使用 74
    聯絡人的關係狀態 77
    第二節 「即時傳訊軟體採用行為模式」之驗證 78
    測量模式分析 79
    整體適配度 83
    結構模式分析 85
    外在變項的影響 88
    假說檢定結果 89
    第五章 結論與建議 97
    第一節 研究結論 97
    第二節 研究貢獻 100
    對學術研究的貢獻 100
    對實務應用的貢獻 100
    第三節 研究限制 102
    理論基礎 102
    調查對象 103
    資料蒐集 103
    研究方法 103
    第四節 後續研究建議 103
    參考文獻 105
    中文文獻 105
    英文文獻 105
    統計報告 110
    附錄一 結構方程模式 111
    結構方程模式 111
    結構方程模式分析步驟 115
    附錄二 問卷設計 120
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    統計報告
    1. FIND.org(2003),1996年起台灣地區歷年網人口統計圖, http://www.find.org.tw/0105/howmany/usage_1.asp
    2. 創市際®市場研究顧問公司(2003/9),台灣即時訊息服務市場現狀, http://www.insightxplorer.com/news/news_09_23.html
    3. yam蕃薯藤(2003),2003年台灣網路使用調查,http://survey.yam.com/survey2003/chart/
    口試委員
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  • 口試日期 2004-07-23 繳交日期 2004-08-20

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