網路科技不斷進步，服務創新與商業模式陸續推出。線上影音分享網站為目前當紅的領域，但對於網站該如何設計以及使用者為何使用影音分享網站都未有明確準則。因此本研究藉由科技接受行為相關理論的回顧，配合影音分享網站之特性，以Davis(1989)的科技接受模式為基礎，結合相關重要變數，提出概念性架構。目的為找出可能影響網站使用者的相關變數、並瞭解Web2.0影音網站使用者之使用意圖。 實驗方法採用線上問卷方式，在回收的501份問卷中，得到492份有效問卷，以結構方程模式進行研究模式分析。分析結果顯示，研究模式之適配度均達到應有標準。 研究結論章節中會說明本研究之管理意涵，並將研究結果提供給未來欲設立Web2.0影音分享網站的設計者，在網站建立初期，將有限資源投注在重要的變數上，使網站可達到最大效益。 / As the advance of Internet technology continues new business models are emerging in the market. Online video sharing website is the hottest application nowadays, but there is little study on designing the website and why the users using the website. In this research, we propose a conceptual model based on the technology acceptance model developed by Davis (1989) and this model integrating the important variables due to the extant research of relevant theory of technology acceptance and characteristics of video sharing website. The data collection was used the online survey, and we got the 492 eligible data and the analysis was used the Structural Equation Model (SEM). According to the result, the model fit was qualified. This research will give some management implication for designers who want to set up a video sharing website, this research provides the information on how to invest the limited resource on the critical variables in order to maximize the service value in the conclusion section in this paper.

Facebook全球使用者相當於世界第三大國，目前台灣有超過六百萬會員，其中粉絲專頁為Facebook提供企業或個人成立的社群專頁，粉絲專頁便於聚集相同嗜好的粉絲，特別是企業可利用免費的社交網站空間建立品牌社群，提高知名度與維繫顧客關係；台灣Facebook使用者也紛紛加入各種粉絲專頁，因此本研究以Facebook粉絲專頁使用者為研究對象，應用Mowen（2000）提出的3M層級模型，探究人格特質、動機、消費者創新性、社群認同感、價值意識，對使用者利用粉絲專頁接收資訊及發表意見意圖的影響。除了瞭解研究架構的層級關係，也以結構方程式驗證整體模型的適配度。 本研究結果發現：社群認同感對接收資訊意圖與發表意見意圖皆有正面影響，使用者的價值意識，對接收資訊意圖有正面影響。社群認同感與價值意識，來自人際需求、活動需求及資訊需求。本研究亦在研究架構外，延伸探討粉絲專頁使用者的接收資訊及發表意見意圖，接收資訊意圖是使用者瞭解該品牌並持續購買該品牌產品的重要因素，而發表意見的意圖則影響品牌喜好程度、採用該品牌其他產品，以及通路造訪頻率。以上研究結論可作為粉絲專頁之經營參考。 / Facebook has six million members in Taiwan and the global members have expanded as large as the population of third largest country. Based on the membership, various Faceboook applications have great potentials in advertising and marketing. Fan Page, one of the applications, functioned as an online brand community for the worldwide corporations to promote their new products/ services and manage the customer relationships. The research is based on Mowen (2000) 3M hierarchal model to investigate the influences of fan page users’ traits and motivations on their behavioral intentions. The purpose is to discover the hierarchical relationships of the conceptual framework and then provide the fan page owners with practical suggestions. The research findings including community recognition and value consciousness will positively influence the behavioral intentions. And community recognition and values consciousness are positively influenced by the needs of interpersonal relationship, information, and activity. Therefore, the fan page owners should meet the needs and then increase users’ community recognition and values consciousness by providing information and encouraging users to express their opinions on fan pages.

90年代的後期，敏捷式系統發展方法開始被倡導。相對於傳統的系統發展方法，敏捷式系統發展方法著重於回饋機制而非事前的計畫、以人為中心而非以流程為中心。這樣的方法希望能助於提高組織對回應市場、客戶的效率，進而提高效益。目前在商場中使用此方法做為開發工具的企業仍是少數，本研究希望透過探討敏捷式系統發展方法論的使用時機來進行教學，進而得知系統開發人員對於接受敏捷式系統發展方法的關鍵因素，並藉此了解該如何在企業中導入此方法。本研究發現除了使用此方法的能力會影響影響使用意圖之外，在內在因素方面也包含了公司結構與團隊因素，外部因素則包含了顧客與成功案例因素，這些都是接受敏捷式系統發展方法的關鍵因素。本研究希望根據以上的分析結果，提出敏捷式系統發展方法導入之建議，提供組織做為參考用。 / Awareness of agile system development methodologies (SDM) has grown among information systems development community in recent years. Many of their advocates consider the agile and the plan-driven SDMs polar opposites. Indeed there are circumstances where agile SDMs are more suitable than plan-driven SDMs. Yet, there have been few studies on understanding developers’ adoption intention. This paper takes an initial attempt to gauge new generation of software developers’ intention to select agile SDMs. To many of these developers, agile SDMs are relatively new if not unheard of, in order to assess their intention to choose such category of methodologies, this research first introduced the methodologies to a group of 21 IS-major graduate students and discussed how and when to use agile SDMs. Then a survey was conducted, which was comprised of two parts of questions: agile SDM self-efficacy and intention to use. PLS analysis results showed that agile SDM self-efficacy influence the intention to use through performance outcome expectation, personal outcome expectation, and affect. Although the relationship between self-efficacy and anxiety was not confirmed, anxiety does affect intention to use. The fact that direct relationships between all four emotive variables and the intention to use are established implies that in order to encourage the use of agile SDMs, the focus should be emotive variables, and that self efficacy may be just one of various ways to promote the favorable emotional states. In addition, these participates were invited to a three-round Delphi test and analytic hierarchy process to retrieved their concerns about accepting or rejecting agile SDMs. Ten key factors were extracted and categorized. Adding up the pros and cons, team dimension is the most important dimension, which explains individual first concerns about how the collaboration when using agile SDMs. Other than team dimension, customer, corporate structure, project, success cases and methodology dimensions were consistent with the literatures. Thus our study provides a critical understanding of the factors that affect new generation of software developers’ intention to select agile SDM.