以結構方程模型分析數位閱讀行為－以iPad2為例

南華大學機構典藏系統 > 管理學院 > 文化創意事業管理學系 > 博碩士論文-出版與文化事業管理研究所(停招) > Item 987654321/17783

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题名:	以結構方程模型分析數位閱讀行為－以iPad2為例
其它题名:	An Analysis of the Digital Reading Employing Structural Equation Modeling--An Example of iPad2
作者:	陳俋筑 Chen, Yi-zu
貢獻者:	出版與文化事業管理研究所黃昱凱 Yu-kai Huang
关键词:	結構方程模型;重要度-滿意度分析;科技接受模型 Structure Equation Modeling;Technology Acceptance Model;iPad2;Importance-Performance Analysis
日期:	2012
上传时间:	2015-01-05 14:07:33 (UTC+8)
摘要:	隨著網際網路越趨發達，許多大學校園架構無線網路設備，提供無線上網的環境。為了要讓學生有更多的學習資源，台灣某私立大學提出了100學年度入學的大一新鮮人每人贈送一台iPad2的政策，這個政策的目的是要鼓勵新生自主學習，藉此提高學習效率與競爭力。　　　在此政策下，本研究的目的是要了解大一新生使用iPad2進行閱讀活動的情形。我們運用科技接受模型探究使用者的知覺易用性、知覺有用性以及使用態度之間的關係。此外，我們還使用重要度-滿意度分析來了解使用者在使用iPad2進行閱讀活動後，他們所在意的功能為何。　　　研究結果發現，(1)男性及女性的知覺易用性和知覺有用性都對使用態度有正向影響，且知覺易用性亦對知覺有用性有正向影響；(2)對男性和女性來說，兩者結果相似，知覺易用性對於知覺有用性有最高的路徑係數，其次為知覺有用性對使用態度，而最低的路徑係數在於知覺易用性對使用態度的路徑中；此外，女性及男性兩者在知覺易用性對知覺有用性的影響是差不多的，而知覺有用性對於使用態度的影響則是女性高於男性，但在知覺易用性對於使用態度的影響方面卻相反，是男性高於女性；(3)根據重要度-滿意度分析，落於第一象限的兩個屬性“有許多免費資源可供下載”及“有公平和明確的退貨規範” 是所有分群的受訪者都認為需要優先改進，而落於第二象限的“閱讀的流暢度”功能應該繼續保持。　　With the internet becoming more developed, wireless network are also being built in most of the colleges and universities. In order to provide freshmen much more resources for learning, a policy of a private university in Taiwan regulated that every freshmen received an iPad2 when they entered. The purpose of the policy is to encourage freshmen to learn autonomously for improving learning effectiveness and competitiveness. 　　　Base on the situation above, the objectives of this study is to understand the conditions of reading on iPad2. We employed technology acceptance model to explore the relationship between users’ perceived ease of use, perceived usefulness and attitude toward use. In addition, we also used importance-performance analysis to comprehend the users’ preferences of the function after they use iPad2 to read.　　　Salient results include: (1) Both males and females’ perceived ease of use and perceived usefulness had positive effect on attitude toward use, and perceived ease of use also had positive effect on perceived usefulness; (2) For both males and females, the same results were acquired in that perceived ease of use had the highest path coefficient to perceived usefulness, followed by perceived usefulness to attitude toward use, and perceived usefulness had the lowest path coefficient to attitude toward use. In addition, both males and females’ perceived ease of use had similar effects on usefulness, and females’ perceived usefulness had more effect on attitude toward use than males. But perceived ease of use to attitude toward use is the opposite, of which males’ path coefficient was higher than females’. (3) According to importance-performance analysis, each group of respondents represent that there are many free resources available for download and there is an explicit and fair return standard need to be improved preferentially which fall in quadrant Ⅰ (concentrate here); respondents also represent that the function of fluency of reading should be maintained which fall in quadrant Ⅱ (keep up the good work).
显示于类别:	[文化創意事業管理學系] 博碩士論文-出版與文化事業管理研究所(停招)

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