| Summary: | 碩士 === 樹德科技大學 === 資訊管理系碩士班 === 99 === Internet brings new trading patterns. User’s Behavior of traditional DVD rental is broken by the Internet. A company is named Netflix in US succeed in DVD rental online. The traditional DVD rental “Blockbuster” declared bankruptcy in September this year, In Recent years, The DVD-rental company in Taiwan starts to develop the DVD rental online. Also more and more traditional stores closed. This study hopes to understand users how to cognition DVD rental online service, and their usage behavior. This study is based on the application of technology acceptance model (TAM) to study the structure of consumer behavior in DVD rental online, and analyze the factors is effected possibly.
Regression analysis showed that user behavior intentions and actual system use are significant determinants of PU and PEOU. In addition, the study found that Internet use behavior is not significant determinants of PU, but PEOU. And trust, internet impulse buying and entertainment are significant determinants of PU. Implications for further research and practice are discussed.
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