| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 92 === The key to develop the market of WLAN is consumers’ acceptance; therefore, to realize consumers’ cognition of WLAN and critical influence factors thoroughly could facilitate WLAN’s popularization ratios. The main framework of this research is Technology Acceptance Model (TAM), and considers WLAN’s features to introduce Innovation Diffusion Models, and addresses five innovation perceptions’ features that influence acceptation attitude as Perceived Usefulness, Perceived Ease of Use, Compatibility, Observality, and Perceived Risk, and it also introduces Network Externalities Theory to explore the causes that influence the features of innovation perceptions, hoping to develop a model that could explain the behavior of using WLAN more effectively. Furthermore, this research argues to discriminate potential users and practical users of “WLAN”, and explores following questions respectively through these two models (TAM and Model developed by this research), hoping to explain the behavior of potential and practical WLAN users, and providing the research contents for academic and practical industries’ references.
1. Explore what are the factors that influence the behavior of potential WLAN users by the two models, respectively?
2. Explore what are the factors that influence the behavior of practical WLAN users by the two models, respectively?
3. Compare the similarity and difference between the behavior models of potential and practical users.
This research plans to collect primary data by online questionnaire, and after empirical analysis by LISREL to get following research results.
(1) TAM model of potential users, all conform to TAM’s theoretical results. The potential user under the model developed in this research, “Network Externalities” has significant influence on the features of five innovation perceptions; “Compatibility” and “Observality” have significant influence on “Attitude”; “Perceived Usefulness” and “Attitude” have significant influence on adoption “Intention”; and “Perceived Ease of Use” has significant influence on “Perceived Usefulness”.
(2) TAM model of practical users, all conform to TAM’s theoretical results. The practical user under the model developed in this research, “Network Externalities” has significant influence on “Perceived Usefulness”, “Perceived Risk” and “Observality”. “Perceived Usefulness” and “Observality” have significant “Attitude”; “Perceived Usefulness” and “Attitude” have significant influence on adoption “Intention”; and “Perceived Ease of Use” has significant influence on “Perceived Usefulness”.
It is known from above research results that critical factors that influence potential and practical “WLAN” users are indeed differ from behavior models, and address practical suggestions accordingly for service providers to set up clustering marketing strategy to promote WLAN.
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