由於以個人為導向的Web 2.0工具使用越來越普遍，也改變了以往的工作以及交友方式，而企業也逐漸意識到Web 2.0工具的好用、易用性，因此開始將Web 2.0工具如部落格（Blogs）、維基（Wikis）、標籤（Tags）等工具導入企業中使用，而其用途如使用部落格與客戶進行問與答以促進客戶關係以及利用維基管理公司知識等，因而產生了企業2.0（Enterprise 2.0）的概念。
本研究整合過去針對「價值基礎」理論的研究，並歸納出兩大影響因子來探討感知價值的產生:(1).感知利益(2).感知成本。此外，與過去研究不同的是，以往的研究注重於個人層面以及單一工具使用的觀點，而我們認為「企業2.0」是一種以組織層面以及整體平台觀點。
本研究以實證研究的方法來瞭解感知利益、成本以及感知價值對企業2.0之採用意圖的影響。我們以四個研究假設來驗證研究的架構，並利用PLS進行檢驗。研究結果發現，「感知利益」、「感知成本」都具有顯著的影響。此外，「感知價值」對「企業2.0之採用意圖」也具有相當顯著的影響。而在本篇研究中，我們除了驗證「感知價值」的確是「感知利益與成本」及「採用意圖」重要的中介變數外，也更驗證了「組織支持」對於「感知價值」及「採用意圖」有顯著的調節關係。
總而言之，本研究整合了過去在「企業2.0」的各種利益以及成本，並且提出一個更為整合且清楚的「價值基礎」架構來解釋「企業2.0之採用意圖」。本篇研究也提供給後續針對「價值基礎」理論及「企業2.0」一個研究參考的架構，也提供平台開發者一些實務上的建議。

Enterprise 2.0 has become popular in firms. Many Enterprise 2.0 researchers and practitioners have recognized the importance of benefits and costs in using Enterprise 2.0 by individuals. However, their effects on adoption intention in enterprise contexts are not discussed. To investigate this issue, we proposed a model to understand the intention to adopt Enterprise 2.0. Three factors are identified based on value-based adoption model (VAM), namely perceived benefits, perceived costs, and perceived value. An empirical survey was conducted to collect data. 500 samples were collected within 18 days. Of which 150 was valid. This yielded a response rate of 30%. Partial Least Squares (PLS) was used to analyze the data and verify the model. The result showed that perceived value not only played an important role in mediating the relationship between perceived benefits and costs, and adoption intention but it also exerted a significant effect on intention to adopt Enterprise 2.0. Moreover, we identified major factors that may affect perceived value. We find that both perceived benefits and perceived costs have significant impacts on perceived value, and cause intention to adopt Enterprise 2.0. Implications of such finding are discussed.

Chapter1 Introduction 1
Chapter2 Theoretical Foundation and Literature Review 4
2.1 Relative research on Enterprise 2.0 4
2.2 Value-based Adoption Model 12
2.3 Perceived Value and Value-based Adoption Model 12
2.4 Perceived Benefits, Perceived Costs, and Innovation Diffusion Theory 15
Chapter3 The Research Model and Hypotheses 19
3.1 Research Model 19
3.2 Research Hypotheses 20
3.2.1 Perceived Benefits of Enterprise 2.0 20
3.2.2 Perceived Costs of Enterprise 2.0 24
3.2.3 Organizational Support 25
3.3 Control Variables 28
Chapter4 Research Analysis 29
4.1 Subject 29
4.1.1 Sampling 29
4.1.2 Demographic Analysis 29
4.2 Measure Development 31
4.2.1 Pilot study 33
4.2.2 Non Response Bias 33
4.2.3 Questionnaire Internal Reliability 34
4.3 Measurement Model 38
4.3.1 Common Method Variance 38
4.3.2 Second Order of Perceived Benefits and Perceived Costs 40
4.3.3 Reliability and Validity 41
4.4 Structural Model 46
4.4.1 Main model 46
4.4.2 Analysis of Moderating Effect 47
4.4.3 Analysis of Mediating 50
4.4.4 Robustness analysis 52
Chapter5 Discussion and Implication 53
5.1 Discussion 53
5.2 Theoretical Contributions 55
5.3 Practical Contributions 56
5.4 Limitation and Suggestions for Future Study 57
5.5 Conclusion 57
References 58
Appendix 67

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