| Summary: | 碩士 === 國立臺中技術學院 === 資訊科技與應用研究所 === 96 === Internet Phone is an innovative internet application. Technology Acceptance Model (TAM) has been employed to predict user acceptance on new computer technology, and it stresses the importance of perceived usefulness (PU) and perceived ease-of-use (PEOU) as key determinants. Additionally, this study increases the perceived anxiety and computer self-efficacy as external variables to explore the user acceptance for the Internet Phone survey. Diffusion of Innovation Theory (DOI) has five important innovation characteristics, including: Relative Advantage, Compatibility, Complexity, Trialability and Observability. Then, TAM and DOI are the two foundation theories applied in this study.
The total samples of 330 valid questionnaires were collected from the survey. The questionnaires are used to exploring users’ intentions of the Internet Phone survey. The aim of this study is to apply the multiple-regression-analysis and data mining techniques to analyze the questionnaire data. The first research issue in this study is to employ the multiple-regression-analysis to examine users’ intention of the Internet Phone survey. The second research issue is to adopt the data mining analysis methods that include both two-stage clustering approach and C5.0 decision tree to find different decision models for users’ intention.
The first part results of this study show that the computer self-efficacy had been significantly correlated with easy-to-use; and easy-to-use had been significantly correlated with perceived usefulness. Perceived usefulness had been significantly correlated with perceived liking. Perceived liking had been significantly correlated with intention to use Internet Phone. Perceived usefulness had been significantly correlated with intention to use Internet Phone.
The second part results illustrate that the questionnaire data can be cluster into two groups: low-intention and high-intention. The samples within low-intention group are male, less than 21 years old, major in medicine, management, literature and computer experience above than 7 years. The high-intention samples are female, belong to 21~25 years old, major in information science, engineering, design and computer experience below than 7 years. According to the results of this study, the researches can only stand on users’ age, department, sex, and computer experience to find different decision models for users’ intention of Internet Phone survey in the future.
Keywords: TAM, DOI, Internet phone survey, two-stage clustering approach, C5.0 tree
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