時至今日，資訊科技早以普及到日常生活之中，網路上不斷地出現創新服務。本研究主要探討新使用者面對未曾使用過的享樂型網站時的預期感受與意圖以及經過一個月後的使用感受與意圖，還有這段期間內的使用程度。

首先自行開發一套創新服務－iMemory網站，做為本研究所探討的科技。在第一次測量前先對受測者進行展示，展示後測量使用者心中的預期感受與意圖。一個月後再測量相同受測者的使用程度、使用感受與意圖。本研究以科技接受模式為基礎，加入認知有趣性，以為期一個月的縱貫性研究來探討與比較使用者前後兩次測量結果。

研究結果發現，第二次測量的使用感受與意圖皆會受到第一次測量的使用感受與意圖顯著影響以及過去一個月使用程度的顯著影響。而第二次測量的認知易用性與認知用性對於使用意圖的影響則不顯著，但認知有趣性仍然對使用意圖有顯著影響。最後，本研究根據資料分析結果進行討論。

In this day and age, information technology to daily life is now universal. The Internet is a global system that provides innovative services. This study focused on treating the feelings and intentions of new users that has not been used at the hedonic website. As well as expectations and intentions during and after a month of usage.

Through this study, the self-developed innovative website has created called iMemory. During the first survey, the subjects were on display for users. After measuring the hearts of users show the expected feelings and intentions.A month later, the same measure by measuring the extent of use, the use of feelings and intentions. In this study, based on technology acceptance model, by adding perceived enjoyment that the period of one month longitudinal study. To compare the differences between two results.

The results showed that the second measurement of the use of feelings and intentions are will be the first to use measurements of the feelings and intentions significant impact on the use of the past month and the remarkable degree of influence. The second measure of perceived ease of use and perceived usefulness of intent with the impact is not significant, but perceived enjoyment of intent are still significantly affected. Finally, this study based on data analysis for discussion.

目錄

第一章 緒論 ................................................................................................................1
第一節 研究背景與動機......................................................................................1
第二節 研究目的..................................................................................................3
第三節 研究流程..................................................................................................3
第二章、文獻探討........................................................................................................5
第一節 iMemory網站介紹..................................................................................5
第二節 科技接受模式........................................................................................12
第三節 科技接受模型之實證研究....................................................................17
第四節 研究模式與假說彙總............................................................................20
第三章、研究方法......................................................................................................23
第一節 研究對象與資料收集方法....................................................................23
第二節 研究構念定義與問卷設計....................................................................24
第三節 資料分析方法與工具............................................................................31
第四章、資料分析......................................................................................................34
第一節 基本資料分析........................................................................................34
第二節 因素分析及信效度分析........................................................................37
第三節 研究模式與假說檢定............................................................................62
第四節 不同中介模式之比較............................................................................66
第五節 TAM調查方式對於使用程度之比較...................................................72
第六節 成對T檢定............................................................................................74
第五章、結論與建議..................................................................................................75
第一節 研究結果與討論....................................................................................75
第二節 研究貢獻................................................................................................79
第三節 研究限制................................................................................................81
第四節 未來研究方向........................................................................................82
參考文獻......................................................................................................................84
附錄..............................................................................................................................88
附錄一、第一階段問卷......................................................................................88
附錄二、第二階段問卷......................................................................................91




表目錄

表2.1 情境應用範例....................................................................................................8
表2.2 本研究假說之彙總..........................................................................................21
表3.1 兩階段問卷回收之彙整..................................................................................24
表3.2 認知易用性之問項..........................................................................................25
表3.3 認知有用性之問項..........................................................................................26
表3.4 認知有趣性之問項..........................................................................................26
表3.5 使用意圖之問項..............................................................................................27
表3.6 使用程度之問項..............................................................................................28
表3.7 深度結構使用之問項......................................................................................29
表3.8 認知專注之問項..............................................................................................29
表3.9 本研究之構念操作型定義彙整表..................................................................30
表4.1 研究樣本基本資料分析..................................................................................36
表4.2 第一次橫斷面調查之驗證性因素分析及信度檢測結果..............................37
表4.3 第二次橫斷面調查之驗證性因素分析及信度檢測結果..............................39
表4.4 縱貫面調查之驗證性因素分析及信度檢測結果..........................................40
表4.5 第一次橫斷面調查之一階驗證性因素分析及單一構念性檢定..................42
表4.6 第一次橫斷面調查之一階研究構念之平均數、標準差、相關係數、AVE、CR及AVE的平方根......................................................................................43
表4.7 第一次橫斷面調查之一階構念之交叉負荷量表...........................................44
表4.8 第二次橫斷面調查之驗證性因素分析及單一構念性檢定...........................45
表4.9 第二次橫斷面調查之一階研究構念之平均數、標準差、相關係數、AVE、CR及AVE的平方根........................................................................................46
表4.10 第二次橫斷面調查之一階構念之交叉負荷量表.........................................47
表4.11 縱貫面調查之一階驗證性因素分析及單一構念性檢定.............................48
表4.12 縱貫面調查之一階研究構念之平均數、標準差、相關係數、AVE、CR及AVE的平方根...............................................................................................50
表4.13 縱貫面調查之研究構念之交叉負荷量表.....................................................51
表4.14 第一次橫斷面調查之二階驗證性因素分析及單一構念性檢定.................53
表4.15 第一次橫斷面調查之二階研究構念之平均數、標準差、相關係數、AVE、CR及AVE的平方根.....................................................................................54
表4.16 第一次橫斷面調查之二階研究構念之交叉負荷量表.................................54
表4.17 第二次橫斷面調查之二階驗證性因素分析及單一構念性檢定.................55
表4.18 第二次橫斷面調查之二階研究構念之平均數、標準差、相關係數、AVE、CR及AVE的平方根.....................................................................................57
表4.19 第二次橫斷面調查之二階研究構念之交叉負荷量表.................................57
表4.20 縱貫面調查之二階驗證性因素分析及單一構念性檢定.............................58
表4.21 縱貫面調查之二階研究構念之平均數、標準差、相關係數、AVE、CR及AVE的平方...................................................................................................60
表4.22 縱貫面調查之研究構念之交叉負荷量表.....................................................61
表4.23 本研究假設檢定結果.....................................................................................65
表4.24 自變數與解釋力(一) .....................................................................................66
表4.25 自變數與解釋力(二) .....................................................................................68
表4.26 自變數與解釋力(三) .....................................................................................70
表4.27 成對樣本統計量.............................................................................................74
表4.28 成對樣本檢定.................................................................................................74

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