應用整合科技接受模式探討數位閱讀之研究－以桃園地區民眾為例

Unified Theory of Acceptance and Use of Digital Reading in Taoyuan County

10.6665/JLYIT.2016.15.12

陳佩宜(Pei-Yi Chen)

整合科技接受模式 ； 數位閱讀 ； 行為意圖 ； UTAUT ； Behavior intention ； Digital reading

蘭陽學報

15期（2016 / 07 / 01）

12 - 22

繁體中文

數位閱讀是目前資訊科學重要研究議題，透過網路科技閱讀資料，不僅快速同時也拓展了閱讀空間與豐富了閱讀的形式。所以本研究以整合科技接受模式解釋讀者的數位閱讀行為並提出理論與實務上之管理意涵。本研究採用紙本與電子問卷為原始資料的蒐集方法，以桃園地區之民眾為研究母體，採便利抽樣方法，共回收152份問卷。結果顯示此三構面（努力期望、社會影響、環境助益）對於行為意圖皆有顯著影響，而行為意圖也直接影響數位閱讀使用行為，UTAUT所提出的結果相呼應，另外也針對行為意圖做中介檢定，發現存在中介效果。

Digital reading is an important research issue in contemporary information science research. The advent and proliferation of electronic resources have already influenced and changed the way of reading Therefore, this study extends the integration of technology acceptance model type explain digital reading behavior, and to explore what factors can affect the willingness of people to read. The model was tested using data collected from 152 in Taoyuan. The study found that these three facets (Effort Expectancy, Social Influence, Facilitating Conditions) to significantly affect behavior intentions, which UTAUT raised echoes. From this, the individual browsing digital text, if he is to bring efficient, positive feelings, will start digital reading behavior maximum. We also found that behavioral intention mediates the influences of antecedent factors (Effort Expectancy, Social Influence and Facilitating Conditions) on digital reading behavior.

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