Exploring the Attitudes, Intentions and Behavior of Adopters to Web-Based Communication Service from the Perspective of Technology Acceptance Model

• Main Authors: Chen Yen-Long, 陳彥龍
• Other Authors: Yu Chian-Son
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/15390569630071507688

碩士 === 實踐大學 === 企業管理研究所 === 94 === With the development of broadband network over the last few years, people communication via Internet has been deemed as an important channel in 21st century. From the old-day telegram to today Instant Messenger, the great advancement of technology and Internet makes communication among people becomes diverse, prompt, and convenient. Examples include email, voice mail, e-paper, video conference, Instant Messenger, and Blog. This thesis is to explore the perception and acceptance of Internet users regarding web-based communication services via the technology acceptance model (TAM). Perceived playfulness, subjective norms, technology life style and innovative adopter category are added into the research framework to increase the explanatory power about how people perceive web-based communication services. MSN is taken as an example of the web-based communication services in this thesis. Following a 405-sample questionnaire survey, the empirical results lead to four conclusions. First, Perceived Usefulness and Perceived Playfulness do not directly influence user willingness to continuously adopt web-based communication service. Second, different groups in terms of technology life style do affect Perceived Usefulness, Perceived Ease of Use, and Perceived Playfulness regarding web-based communication services. Third, the willingness of the adoption relating to web-based communication services does differ among innovative adopter categories, and the laggards have the lowest willingness to adopt web-based communication services. Fourth, the higher the willingness of continuously adopting web-based communication services the higher the use frequency and time. Keywords: Technology Acceptance Model、Web-Based Communication Service、Instant Messenger、 Technology Life Style、Adopter Category