A Research on the Adoption Behavior of Universal Broadband Service for Remote Areas in Taiwan

• Main Authors: HSU, HSIU-HUA, 徐秀華
• Other Authors: YEH, I-JAN
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/22429057290875158646

碩士 === 世新大學 === 行政管理學系 === 104 === This study employs the Technology Acceptance Model (TAM) to examine the adoption behavior of Universal Broadband Service for remote areas in Taiwan. This study is purported to achieve the following objectives: 1.Exploring the effectiveness of implementing the policy concerning Universal Broadband Service for remote areas 2.Exploring the variations on the acceptance behavior of broadband internet subscribers with different background variables 3.Exploring the external and internal factors affecting the accessibility of users from remote areas to broadband internet service 4.Exploring both the general and specific technology factors affecting the broadband internet behavior of users from remote areas 5.Exploring the impact of specific technology factor on the adoption behavior of general technology among remote broadband internet subscribers This research used both the literature analysis and the questionnaire survey methods. The questionnaires were distributed to broadband internet subscribers in remote areas. There were a total of 994 survey questionnaires distributed, and 956 valid surveys obtained, accounting for 96% response rate. The Descriptive Statistics, Reliability Analysis, Correlation Analysis, Collinearity and Regression Analysis were used to analyze data thusly obtained. The empirical results indicated that subscribers with different background variables demonstrate significant variations on the dimensions of General Technological Factors, Perceived Usefulness, Perceived Ease of Use, Attitude Toward Using, Behavioral Intention, Actual System Use, Social Influence, and Facilitating conditions. In addition, subscribers with different background variables also demonstrate significant variations on the sub-dimensions of technology-specific factors such as Perceived Service Availability, Perceived Monetary Value, Network Quality, Relative Advantages, and Service Convenience. The limitations of this research and suggestions for future researches are discussed along with concluding remarks.