| Summary: | 碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 101 === Due to the rapid improvement of the coverage rate of broadband network in recent years and the“Fiber to the Home”service strongly promoted by government in 2013,web application service is becoming more diversified, making the people depending on the convenient network in daily life form the same high requirements though they have different demands.In recent years,technology communication products have been updated constantly, with Monitor,Information,Communication and Entertainment(“MICE”in short)as the service concept,so as to provide more diversified and convenient network application products iHome;however,the increasing of client number is not as well as expected.Thus,this study takes the Technology Acceptance Model(TAM) as basic theory framework,and combines with the using satisfaction and price attraction,to explore the factors influencing the satisfaction of actual iHome users and the acceptance behavior pattern of consumers.
This study constructs an amended iHome TAM,with SPSS statistical software for analysis.Through using basic information to analyze the consumer groups accepting iHome,applying independent variables to conduct multiple regression analysis,it explores the casual relationship between different variables.The research result shows that for all consumers with or without using experience of iHome or not,the relevance of all hypothese are obvious except the self-conscious usability of iHome which has no significant influence on the willingness to use iHome.The direct factors influencing consumers’willingness to use iHome are self-conscious usefulness,service charge and satisfaction,while the indirect factor includes self-conscious usability.The research results could facilitate the entrepreneurs to learn consumers’satisfaction and acceptance behavior towards iHome,provide them with reference for improving service function and determine the orientation of future marketing strategy,so as to improve the acceptance of consumers towards iHome.
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