The Moderating Effects on Brand Image to the Amended Extended Technology Acceptance Model－A Case Study of Online Learning

• Main Authors: HUANG,JU-LING, 黃如伶
• Other Authors: LI,DE-JHIH
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/urtjvb

碩士 === 大葉大學 === 資訊管理學系碩士班 === 106 === ABSTRACT With the development and popularization of the Internet, information courses have also become primary school learning courses, and online learning has also become one of the ways in which students learn. Today, online learning brand is becoming more and more, therefore, it is worth to explore the issue that how to make our own brand suitable for the use of national with online learning platform.This study is based on the modified perceptual pleasures of Acceptance Model Brand Image. Performance expectancy, effort expectancy, social influence and facilitating conditions are as independent variable ; gender , Brand Image are as moderator. All of them are to explore the brand image with the use of online learning for high school students’ intent and behavior. The main findings are as followings: 1. The influence of perceived enjoyment has positive effect on performance expectancy and effort expectancy. 2. The influence of performance expectancy, effort expectancy and social influence on cyberloafing will be moderated by Brand Image degree. 3. The influence of social influence on cyberloafing. 4. The influence of cyberloafing on using behavior. 5. The influence of performance expectancy and effort expectancy on behavior intention. 6. The influence of social influence on behavior intention will be moderated by Voluntariness. 7. The influence of facilitating conditions has positive effect on using behavior. 8. The influence of behavior intention has positive effect on using behavior. Key Words: Amended Extended Technology Acceptance Model Brand Image, Online Learning