以科技接受模式探討使用微網誌意圖之因素─以噗浪〈Plurk〉為例

林育昇 / 許\富盛

微型部落格成為全球網路的新興現象，且使用人數也極速倍增中。故本研究欲針對Plurk 此國內最具規模的微型部落格，以科技接受模式(Technologyacceptance model,TAM)為理論基礎，目的主要在於探討影響閱\聽人使用Plurk 意圖之因素為何？
本研究以網路問卷進行調查，共回收280 份有效問卷，提出的8 項假設全數獲得支持：﹙一﹚「主觀規範」與「知覺有用性」有正向關係（二）「媒介豐富度」與「知覺有用性」有正向關係（三）「媒介豐富度」與「知覺有趣性」有正向關係（四）「媒介豐富度」與「知覺易用性」有正向關係（五）「自我效能」與「知覺易用性」有正向關係（六）「知覺有用性」與「行為意圖」有正向關係（七）「知覺有趣性」與「行為意圖」有正向關係，且是最能解釋使用意圖的中介變項（八）「知覺易用性」與「行為意圖」有正向關係。故檢證科技接受模式是適用於Plurk 此應用情境中的。

This study aims to explore factors influencing intentions to use Plurk from the perspectives Technology Acceptance Model (TAM). A computer-based survey was conducted and 280 respondents completed the questionnaire. The analytic results showed that social norms and media richness was significantly and positively correlated with perceived ease of use, respectively while media richness was
significantly positively correlated with perceived playfulness and perceived usefulness, respectively. Self-efficacy was significantly and positively associated with perceived ease of use, and perceived ease of use was significantly associated with intentions. In addition, perceived playfulness was significantly and positively correlated with intentions. This study demonstrated that TAM was appropriate to be
used as a framework for studying the use of Plurk.

微型部落格、噗浪、科技接受模式、主觀規範、媒介豐富度、自我效能

Micro-blogging,Plurk,Technology acceptation model,Subjective norm,Media richness,Self-efficacy

2010.07.05

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以科技接受模式探討使用微網誌意圖之因素─以噗浪〈Plurk〉為例.pdf