| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 === 97 === The rapid development of information technology, changes the life style of consumers. People can get abundant and various information from the internet, and the website become the important channel of trading, communicating and exchanging information. Consumers get used to use internet and other such technologies, service industry relying on the help of technologies forge ahead in doing what is right, they use this way to interact with consumers.
This study focuses on the most famous community website in Taiwan, “ Wretch ”, it’s the application of web 2.0.We develop an integrated model, combing technology acceptance model, technology readiness, switching barrier and perceived value, to demonstrate how these constructs affect the attitude, behavior intention and usage of wretch users.
We use Structural Equation Model to examine the hypotheses, our findings are as follows:
1. Perceived usefulness isn’t affected negatively by technology readiness of high–TR user.
2. Behavior intention isn’t affected positively by perceived usefulness of low –TR user.
3. Perceived usefulness, perceived ease of use and switching barrier of the two groups all affect the perceived value positively.
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