The Application of Technology Acceptance Model on MP3 Digital Music

• Main Authors: Meng-Shiow Hsieh, 謝孟修
• Other Authors: Heng-Chiang Huang
• Format: Others
• Language: en_US
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/44215767370077155700

碩士 === 國立臺灣大學 === 國際企業學研究所 === 94 === The rapid development and improvement of the network infrastructure, coupled with the increasing trend of sharing, is radically changing the way music is created and distributed and further taking it into another stage. As the traditional way of music distribution evolves into digitalization, the new means of distribution draw an even bigger and wider scope of music enthusiasts and users. Digital music and digital contents and information are becoming ubiquitous driven by the widespread of high speed broadband. The spotlight would be on the public acceptance of this digital music and the MP3 exchanging issues behind. On the other hand, the widespread of digitalized MP3 music had placed the blame on free music downloading and sharing on the internet which is surrounded by controversial piracy issues. This study is an extension of the technology acceptance model (TAM) by Fred Davis et al, (1989). TAM provides the two most influential factors that dictate the acceptance and usage level of new technology: the perceived usefulness, and perceived ease of use. By integrating other factors from the psychological side theory of planned behavior (TRA) that accept new technology, new hypotheses are being brought up. The relationship between the technology acceptance model attitude and consumer’s sharing behavior are tested. The modified model could be known as the integrated model of technology acceptance and is developed with two major objectives. First, it should improve our understanding of user acceptance behavior, providing theoretical insights on attitude and intention. Secondly, the integrated model should provide a theoretical basis using analysis approach that would enable to simulate the possible sharing behaviors. The research utilized survey format to extract data, which was in turn analyzed using the LISERL software.