| Summary: | 碩士 === 中華大學 === 資訊管理學系(所) === 96 === Web 2.0 websites are dynamic and characterized by user interaction, sharing, and participation. They can significantly bring new business opportunities, and the momentum behind these business opportunities is contributed by users of these websites. In this study, Technology Acceptance Model (TAM 2) is employed to explore the relationships among the constructs of the model and website usage behaviors to investigate user acceptance of Web 2.0 websites.
Thus, this study aims to investigate user acceptance of Web 2.0 websites and find out the business opportunities brought by users through analysis of the results. A questionnaire is conducted to survey general users’ acceptance of Web 2.0 websites, and Structural Equation Modeling (SEM) is further adopted to verify the proposed hypotheses. The research findings indicate that based on the framework of TAM 2, Web 2.0 website users’ social status among peer groups does to affect their intention to use and performance of using the websites. Hence, users’ “image” and “perceived usefulness” of Web 2.0 websites are not positively correlated. On the contrary, word-of-mouth about the performance of Web 2.0 websites can help enhance users’ social status among peer groups. Besides, relationships among all constructs are widely accepted. It should be noted that so far, not many studies have attempted to address user acceptance of Web 2.0 websites. Therefore, this study has empirically concluded that Web 2.0 websites can be accepted by users. Web 2.0 websites can prevent the reoccurrence of the dot-com crisis and boost the confidence of those planning to run a business on Web 2.0 websites. It can be expected that Web 2.0 websites will become new business opportunities in the near future.
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