A Qualitative Study of MP3 Technology Diffusion among College Students in the United States

MP3科技傳佈與採用質化研究：以美國大學生爲例

10.6430/CMR.200501.0001

Steven Lazarin；楊忠川(Kenneth C. C. Yang)

MP3科技 ； 科技採用理論 ； 焦點圑體 ； 質化研究法 ； Focus group ； MP3 technology ； qualitative research ； technology acceptance model (TAM)

傳播與管理研究

4卷2期（2005 / 01 / 01）

1 - 24

英文

本研究透過「科技採用理論」的架構，探討美國大學生採用MP3科技的原因與動機。本研究採用質化研究的焦點圑體訪談法，透過訪談31位大學生後，分析整理出三種影響MP3科技傳佈與採用的原因。此外「科技採用理論」也獲得證實。本研究同時對相關理論與實務的意涵，加以討論。

This study examines the diffusion of MP3 technology among college students in the United States through the framework of technology acceptance model (TAM). Using qualitative data drawn from several in-depth focus groups of 31 undergraduate students, the paper identifies three main themes in the technology's adoption and utilization: ease, convenience and cost effectiveness. Furthermore, theoretical constructs proposed in the technology acceptance model were also manifested. Managerial and theoretical implications are discussed.

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