| Summary: | 博士 === 國立臺灣科技大學 === 資訊管理系 === 95 === The proliferation of online content services has not only created digital revaluation of our lives but has also provided the new business opportunities. However, the business model is unclear and the profitability is questionable as a result of the unknown about consumers’ adoption behavior in the online content services. Up to now, the environment that online content service providers plunge forward into is filled with uncertainty. As to the online content service providers who struggle to find profitable business models, more knowledge on the factors influencing the consumers’ adoption behavior of online content services is needed. Hence, this dissertation conducted two studies from hedonic and utilitarian perspectives to provide richer understanding of consumers’ adoption behavior of online content services.
In the first study, a research model based the value-intention theory was proposed to investigate the purchasing behaviors of hedonic online content. The model was empirically tested with a sample of 302 Internet users. The results showed that the perceived value of online music is a core factor in predicting the consumers’ intention of buying music online in Taiwan. Both the beneficial factor of the perceived usefulness and playfulness and the sacrificing factor of the perceived price were identified for assessing the value. Furthermore, the results provide evidence for indicated differences in the determinants of initial and continued purchase intention.
The second study focused on the utilitarian online content. A research model was established to provide an explanation of the factors influencing online consumers’ decisions regarding whether to utilize sites for searching health information. The research model was consisted of the perception of health information quality, six antecedents (authority, justifiability, understandability, usefulness, completeness and timeliness) and two consequences (information satisfactions and intentions to use web sites). The research model employ the survey data collected from 202 students at community colleges in Taiwan to examine the relationships between the different parts of the research model. The results of the second study indicated that the six antecedents of health information significantly affected consumers’ perceptions of its quality. Also, the consumers’ perceptions of the quality of health information significantly influenced their satisfaction levels with that information as well as their intention to consult the Internet for health information in the future.
Finally, the implications of these findings for service providers and the directions for future research are discussed herein.
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