網路採用、使用與獲得之滿足

Internet Adoption, Uses, and Gratifications Obtained

10.30386/MCR.200504_(83).0004

羅文輝(Ven-Hwei Lo)；李郁青(Yu-Ching Li)；施盈廷(Ying-Ting Shih)；楊秀娟(Shiow-Jiuan Yang)

網路使用 ； 期望理論 ； 新科技擁有數 ； 獲得之滿足 ； 期望落差 ； Internet use ； expectancy value ； technology ownership ； gratifications obtained ； expectancy divide

新聞學研究

83期（2005 / 04 / 01）

127 - 165

繁體中文

本研究的主要目的，是引用期望理論來探討民眾採用與使用網路的原因，並從使用與滿足的角度分析民眾在使用網路後獲得那些滿足。本研究採用隨機抽樣法，從台北市的市民中隨機訪問528人，研究結果發現，期望價值是預測網路採用、使用以及使用網路後獲得之滿足的重要變項，社會壓力與新科技擁有數也可以顯著預測網路採用與部份網路使用行為。

The study is designed to examine Internet adoption and use from an expectancy theory perspective. We also adopt a uses and gratifications framework to assess the gratifications obtained from Internet use. Using a random sample, a personal interview was conducted with 528 respondents in Taipei, Taiwan. The results of the study indicate that expectancy value is an important predictor of Internet adoption, use, and gratifications obtained from Internet use. Social pressure and technology ownership are also significant predictors of Internet adoption and certain Internet use behavior.

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