Using Technology Acceptance Model to Explore the User's Willingness to Pay for Online Testing Systems: The Empirical Study of Yamol Online Test

• Main Authors: WU,CHIH-KANG, 吳致綱
• Other Authors: TAN,TA-CHUN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/mka86y

碩士 === 國立高雄師範大學 === 經營管理碩士在職專班 === 107 === Assessment and testing have important links in learning activities. Online quiz sites can provide more convenient and efficient evaluation methods and even personalized learning services. Nowadays, the extensive use of digital learning is one of the important ways of learning. Based on this, this research uses the technology acceptance model to explore the user's willingness to pay for online testing systems. Treat System quality and content quality as external variables. Analyze the relationship between variables and perceived ease of use, perceived usefulness, using satisfaction, and willingness to pay. Provide research results to website administrators as a reference for management and development in the future. This study takes the users of the Yamol online test website as the research object. Data collection is conducted by online survey. A total of 3,232 valid questionnaires were obtained. Analysis of statistical tools such as descriptive statistics, t-test, and regression analysis are employed for the empirical examination. The results of the study include the following: (1) System quality significantly positively affects perceived usefulness. (2) System quality significantly positively affects perceived ease of use. (3) Contents quality significantly positively affects perceived usefulness. (4) Contents quality significantly positively affects perceived ease of use. (5) Perceived ease of use significantly positively affects perceived usefulness. (6) Perceived usefulness significantly positively affects willingness to pay. (7) Perceived usefulness significantly positively affects using satisfaction. (8) Perceived ease of use significantly positively affects using satisfaction. (9) Using satisfaction significantly positively affects willingness to pay. Finally, this study proposes that managerial work should include: (1) Continuous improvement of the using satisfaction of the test system. (2) Strengthening the search of various test questions. (3) Optimizing the design of the website-user interface. (4) Enhancing advanced features that paid users can enjoy. Another suggestion for future academic research is that the subsequent researchers can broaden the test platform of other multi-attributes to obtain a wider range of practical applications and scope.