以系統面、行為面與社會面探討網站使用之滿意度與持續使用意圖

Explore the Web-Site Satisfaction and Continue Use Intention by System, Behavior and Social Aspects

翁崇雄(Chorng-Shyong Ong)；張淑楨(Shu-Chen Chang)

科技接受模型 ； 沉浸理論 ； 網站滿意度 ； 網站持續使用意圖 ； TAM ； flow theory ； web-site satisfaction ； web-site continue use intention

行銷評論

10卷1期（2013 / 03 / 01）

61 - 77

繁體中文

相較於組織內部使用者而言，外部使用者的網站使用行為不但受系統品質或個人經驗，更受他人影響。單一系統觀點已不足以完善解釋外部使用者的採用行為模式。由於不同角色會有不同考量，網站使用者同時是網站的操作者、網站內容的使用者、與其他使用者的互動者。三種角色須同時以系統觀點、行為觀點與社會觀點切入，更能剖析網站如何影響使用者的滿意度與持續使用意圖。因此，本研究透過系統觀點的資訊科技接受模型、行為觀點的沉浸理論與社會觀點的理性行為理論，透過使用者面對網站所扮演的多重角色，探索網站採用行為對網站滿意度與持續使用意圖的影響。研究回收334份便利樣本，男性佔171位（51.20%）。研究以描述性統計、T-test、與SEM進行分析。結果顯示知覺易用性為系統設計的基礎要件，並正向影響知覺有用性與沉浸感；知覺有用性直接影響滿意且間接影響行為意圖；沉浸感對行為意圖的影響比對滿意的影響強；而社會規範主要的效用在於提升知覺有用性與滿意度。

Previous studies of IS adoption behavior were focused on internal users in organization, and demonstrated information system by system aspects. System aspects were not comprehensive enough to explain external users who have diversity using motivations. According to the different considerations on several roles of website users such as website operators, website content users, and information communicators, this study is trying to discuss their considerations by technology acceptance model (TAM), flow theory, and theory of reasoned action (TRA). There are 171 males (51.20%) of 334 participants. Results show that the perceived ease of use affects on perceived usefulness and perceived flow; the perceived usefulness directly and indirectly affects on satisfaction and behavior intention; the influence of perceived flow on behavior intention is stronger than on satisfaction; the influence of social norm is more significant on perceived usefulness and satisfaction than on behavior intention.

1. Ajzen, I.(1991).The Theory of Planned Behavior.Organizational Behavior and Human Decision Processes,50(2),179-211.
2. Ajzen, I.,Fishbein, M.(1977).Attitude-behavior relations: A theoretical analysis and review of empirical research.Psychological Bulletin; Psychological Bulletin,84(5),888.
3. Amichai-Hamburger, Y.,Furnham, A.(2007).The Positive Net.Computers in Human Behavior,23(2),1033-1045.
4. Apter, M. J.(1982).The Experience of Motivation: The Theory of Psychological Reversals.New York:Academic Press.
5. Apter, M. J.(2001).Motivation Styles in Everyday Life: A Guide to Reversal Theory.Washington, DC:American Psychological Association.
6. Bhattacherjee, A.(2001).Understanding Information Systems Continuance: An Expectation-confirmation Model.Mis Quarterly,25(3),351-370.
7. Chau, P. Y. K.,Tam, K. Y.(1997).Factors Affecting the Adoption of Open Systems: An Exploratory Study.MIS Quarterly,21(1),1-24.
8. Chun, S. Y.,Hahn, M.(2007).Network externality and future usage of Internet services.Internet Research,17(2),156-156.
9. Csikszentmihalyi, M.(1990).Flow: The Psychology of Optimal Experience.New York:Harper Perennial.
10. Csikszentmihalyi, M.,Csikszentmihalyi, I. S.(1975).Beyond Boredom and Anxiety.San Francisco:Jossey-Bass.
11. Csikszentmihalyi, M.,Larson, R.,Prescott, S.(1977).The Ecology of Adolescent Activity and Experience.Journal of youth and adolescence,6(3),281-294.
12. Csikszentmihalyi, M.,LeFevre, J.(1989).Optimal Experience in Work and Leisure.Journal of Personality and Social Psychology,56(5),815-822.
13. Davis, F. D.(1989).Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology.MIS Quarterly,13(3),319-340.
14. Davis, F. D.,Bagozzi, R. P.,Warshaw, P. R.(1992).Extrinsic and Intrinsic Motivation to Use Computers in the Workplace.Journal of Applied Social Psychology,22(14),1111-1132.
15. Davis, F. D.,Bagozzi, R. P.,Warshaw, P. R.(1989).User Acceptance of Computer Techology: A Comparison of Two Theoretical Models.Management Science,35(8),982-1003.
16. Deng, L. Q.,Poole, M. S.(2010).Affect in Web Interfaces: A Study of the Impacts of Web Page Visual Complexity and Order.Mis Quarterly,34(4),711-730.
17. Dillon, A.(2002).Beyond Usability: Process, Outcome and Affect in Human-computer Interactions.Canadian Journal of Library and Information Science,26(4),57-69.
18. Fornell, C.,Larcker, D.(1981).Evaluating Structural Equation Models with Unobservable Variables and Measurement Error.Journal of Marketing Research,18(1),39-50.
19. Gefen, D.(2000).E-commerce: The Role of Familiarity and Trust.Omega,28(6),725-737.
20. Gefen, D.,Karahanna, E.,Straub, D.(2003).Inexperience and Experience with Online Stores: The Importance of TAM and Trust.IEEE Transactions on Engineering Management,50(3),307-321.
21. Gefen, D.,Karahanna, E.,Straub, D. W.(2003).Trust and TAM in Online Shopping: An Integrated Model.Mis Quarterly,27(1),51-90.
22. Getzels, J. W.,Csikszentmihalyi, M.(1976).The creative vision.New York:Wiley.
23. Hair, J. F.(1998).Multivariate Data Analysis.Upper Saddle River, NJ:Prentice-Hall.
24. Hausman, A. V.,Siekpe, J. S.(2009).The Effect of Web Interface Features on Consumer Online Purchase Intentions.Journal of Business Research,62(1),5-13.
25. Hayduk, L. A.(1987).Structural Equation Modeling with LISREL: Essentials and Advances.Johns Hopkins University Press.
26. Hong, S. J.,Thong, J. Y. L.,Tam, K. Y.(2006).Understanding Continued Information Technology Usage Behavior: A Comparison of Three Models in the Context of Mobile Internet.Decision Support Systems,42(3),1819-1834.
27. Horswill, M. S.,McKenna, F. P.(1999).The Effect of Perceived Control on Risk Taking.Journal of Applied Social Psychology,29(2),377-391.
28. Hu, Paul J.,Chau, Patrick Y. K.,Liu Sheng, Olivia R.,Tam, Kar Yan(1999).Examining the Technology Acceptance Model Using Physician Acceptance of Telemedicine Technology.Journal of Management Information Systems,16(2),91-112.
29. Jarvenpaa, S. L.,Tractinsky, N.,Vitale, M.(2000).Consumer Trust in an Internet Store.Information Technology and Management,1,45-71.
30. Koufaris, M.(2002).Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior.Information systems research,13(2),205-223.
31. Liang, T.-P.,Lai, H.-J.,Ku, Y.-C.(2007).Personalized Content Recommendation and User Satisfaction: Theoretical Synthesis and Empirical Findings.Journal of Management Information Systems,23(3),45-70.
32. Lin, H.-F.(2008).Antecedents of Virtual Community Satisfaction and Loyalty: An Empirical Test of Competing Theories.CyberPsychology & Behavior,11(2),138-144.
33. Liu, S. H.,Liao, H. L.,Pratt, J. A.(2009).Impact of Media Richness and Flow on E-learning Technology Acceptance.Computers & Education,52(3),599-607.
34. McKinney, V.,Yoon, K.,Zahedi, F. M.(2002).The Measurement of Web-customer Satisfaction: An Expectation and Disconfirmation Approach.Information systems research,13,296-315.
35. Mehrabian, A.,Russell, J. A.(1974).An Approach to Environmental Psychology.the MIT Press.
36. Moon, J.,Kim, Y.(2001).Extending the TAM for a World-Wide-Web Context.Information & Management,38(4),217-230.
37. Muylle, S.,Moenaert, R.,Despontin, M.(2004).The Conceptualization and Empirical Validation of Website User Satisfaction.Information & Management,41(5),543-560.
38. Norman, D. A.(2004).Emotional Design: Why We Love (or Hate) Everyday Things.New York:Basic Books.
39. Novak, T. P.,Hoffman, D. L.,Duhachek, A.(2003).The Influence of Goal-directed and Experiential Activities on Online Flow Experiences.Journal of Consumer Psychology,13(1/2),3-16.
40. Oliver, R. L.(1980).A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.Journal of Marketing Research,17(4),460-469.
41. Rice, M.(2002).What Makes Users Revisit a Web Site.MarketingNews,31(6),12.
42. Rothbaum, F.,Weisz, J. R.,Snyder, S. S.(1982).Changing the World and Changing the Self: A two-process Model of Perceived Control.Journal of Personality and Social Psychology,42(1),5-37.
43. Scott, J. E.(1994).The Measurement of Information Systems Effectiveness: Evaluating a Measuring Instrument.Proceedings of the Fifteenth International Conference on Information Systems,Vancouver:
44. Snyder, C. R.(ed.),Lopez, S. J.(ed.)(2009).Oxford Handbook of Positive Psychology.New York:Oxford University Press.
45. Snyder, C. R.,Lopez, S. J.(2009).Oxford Handbook of Positive Psychology.Oxford University Press, USA.
46. Suh, J. C.,Yi, Y.(2006).When Brand Attitudes Affect the Customer Satisfaction-loyalty Relation: the Moderating Role of Product Involvement.Journal of Consumer Psychology,16(2),145-155.
47. Van der Heijden, H.(2004).User Acceptance of Hedonic Information Systems.Mis Quarterly,28(4),695-704.
48. White, D. D.,Leon, J.(1976).The two-factor Theory: New Questions, New Answers.Annual Convention of the Academy of Management
49. Zhang, P.,Von Dran, G.(2000).Satisfiers and Dissatisfiers: A two-factor Model for Website Design and Evaluation.Journal of the American Society for Information Science,51(14),1253-1268.

1. 蘇竑彰,陳德霖,邱德原,邱紹群(2022)。為粉絲經濟裝上Fintech翅膀－明星NFT。管理資訊計算，11(2)，10-25。