| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系 === 104 === This study intention to explore virtual sports lottery betting consumer's among in subjective norm, computer anxiety, computer self-efficacy, personal innovativeness, technology acceptance model relationship. Object of study is the Taichung area sports lottery betting shops virtual membership. Sampling method is to use administrative regions in Taichung City using cluster sampling method, a total of 320 questionnaires were distributed, excluding 52 copies of respondents fill in missing and too regularity invalid questionnaires, the effective rate of 83.75 %. Statistical method includes descriptive statistics, confirmatory factor analysis and structural equation model to test the hypothesis. The results and conclusions are as follows: (1) Sports betting lottery virtual consumer is male, aged 26 - 35 years old, unmarried and monthly disposable income of 20,000 or less at most. (2) Sports betting lottery virtual consumer among consumer Technology Acceptance Model variables are having a significant impact effect. (3) Technology Acceptance Model was added after external variables, sports betting lottery virtual consumer subjective norm on perceived usefulness and ease of use has a significant influence effect; computer anxiety on perceived usefulness has a significant impact effect; computer self-efficacy on perceived ease of use have significant effects; individual innovation on perceived usefulness has a significant effect; perceived usefulness on attitude toward using and behavioral intention have significant effect; In the original technology acceptance model, the relationship between the various variables only perceived ease of use no significant attitude increasing external variables does not affect the relationship between the original TAM variables of all.
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