| Summary: | 碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 98 === With the Investment is an essential activity for the business world and it is getting more popular recently. The emergence of the Internet breaks through the limitations of financial communication and creates new opportunities for the development of a new financial communication market.
The purpose of this thesis is to apply the Technology Acceptance Model (TAM) as a structure for discussing the attitudes and intentions of financial staff when using Financial Websites and analyze some possible factors. The structure of the extended TAM is derived from the original one but adds five external variables: quality of information content, website designs, function of websites, individual factors, and job factors. This thesis involves qualitative research, including 308 valid samples. Structural Equation Modeling (SEM) is employed to examine the entire pattern of inter-correlations among these proposed hypotheses. The results are the following:
1. The users of financial information websites most value the instantaneity, completeness, and correctness of information.
2. The users also more and more value the function of multifaceted financial news hyperlinks and the important international finance index quoted price.
3. The users regard these financial investment functions as important services on the websites: personalized electronic newsletters, investment portfolio operation and the ability to manage one’s own layout of the website based on personal needs.
Finally, based on the conclusion of the research, this thesis provides suggestions and reference for authors of financial information websites. As a researcher, I provide another perspective from financial staff to evaluate the needs of financial information websites.
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