臺灣博碩士論文加值系統

在資訊系統不斷推陳出新的情況下，新產品或服務是否能符合使用者需求，影響這些的關鍵性因素是學者與企業一直持續在關注的。近年來，全球興起社群媒體熱潮，其中，2010年創立的圖像式社群媒體Instagram，短期內用戶數就有大幅增長，成為近期全球受歡迎的社群媒體之一。本研究對象為Instagram的使用者，採用整合性科技接受使用模型中的四項變數(績效期望、努力期望、社會影響、有利條件)與消費價值理論中的五項變數(功能性價值、社會性價值、情感性價值、新奇性價值、情境性價值)作為本研究架構的基礎，旨探尋影響使用者對於Instagram的態度、行為意圖以及實際行為之關鍵性因素，且以Likert五點式量表製作網路問卷，抽樣方法採便利抽樣，共蒐集356份有效樣本。研究結果顯示：績效期望、努力期望及社會影響對於行為意圖皆有顯著正向影響；有利條件對於實際行為有顯著正向影響；功能性價值、社會性價值、情感性價值、新奇性價值及情境性價值對於態度皆有顯著正向影響；態度對於行為意圖有顯著正向影響；行為意圖對於實際行為有顯著正向影響；性別在依變數上有顯著差異；年齡、教育程度、職業、居住地及個人平均月收入，在依變數上皆無顯著差異。

In the information era of rapid and large explosion, if a new product or service can meet the needs of users, and widely accepted by the public, the impact of these factors is critical that scholars and enterprises have been sustained in concern. In recent years, social media has been popular around the world, and social media users can share information and express their views on the web. Instagram was launched in October 2010 as a free mobile app, it’s an online mobile photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos. In the short term, Instagram had such a significant number of users grow, it seems to have become one of the world's most popular social media recently. This research's subjects is Instagram users, in consideration of the model and the theory of integrity, development, and social media's suitability, this study used both of UTAUT and Consumption Value Theory as a Foundation for this study’s framework. Moreover made a formal questionnaire with a five-point Likert scale, and used convenience sample as sampling method, a total of 356 valid samples were collected. This study aims to investigate how factors could influence users’ attitude, behavior intention , and actual behavior toward Instagram. At last, the empirical results of this study show that: performance expectancy, effort expectancy and social influence have a significant and positive impact on user’s behavior intention toward Instagram; facilitating conditions have a significant and positive impact on user’s actual behavior toward Instagram; functional value, social value, emotional value, epistemic value, conditional value have a significant and positive impact on user’s attitude toward Instagram; attitude has a significant and positive impact on user’s behavior intention toward Instagram; behavior intention has a significant and positive impact on user’s actual behavior toward Instagram.

摘要 I
Abstract II
目錄 III
表目錄 V
圖目錄 VI

第一章　緒論 1
一、研究背景 1
二、研究動機 4
三、研究目的 6
四、研究流程 7

第二章　文獻探討 8
一、整合性科技接受模型彙整之相關理論 8
二、整合性科技接受使用模型 15
三、消費價值理論 18
四、社群媒體 21
五、變數間之假設推導 23

第三章　研究方法 28
一、研究架構 28
二、研究假設 29
三、變數之操作型定義與衡量 30
四、問卷設計 32
五、研究對象與抽樣 36
六、資料分析方法 37

第四章　資料分析與結果 38
一、問卷回收 38
二、敘述性統計分析 38
三、信效度分析 40
四、因素分析 41
五、差異性分析 44
六、相關性分析 47
七、研究假設驗證 49

第五章　結論與建議 50
一、研究結果與討論 50
二、研究建議 53
三、研究限制與未來研究方向 54

參考文獻 55
附錄一　研究問卷 63

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