電子商務多年的發展之下，人們在生活中已經習慣於網路購物，而隨着智慧型手機等行動裝置的普及，跨越線上與線下的O2O消費掀起了新一波風潮。其中，電影O2O在中國更是以爆發式地增長中。 本研究以電影O2O為例，希望探討消費者在線上購買電影票再到線下電影院觀影的消費行為背後的心理需求動機，以及在使用線上介面時前置因素如何影響其使用行為，以建構結合使用與滿足理論及科技接受模式（Technology Acceptance Model）的O2O消費行為模型。 本研究收集到460份有效問卷，研究結果發現消費者使用O2O的動機包括娛樂性、便利經濟性、社交性，其中娛樂性、社交性動機對促成使用行為有正向影響；而線上使用介面的知覺有用易用性對消費者的線上使用行為有正向影響。 / As e-commerce has been flourished for years, people getting more and more used to shopping online, on the other hand, popularization of mobile device leads to a new trendy of O2O service, which broke the wall between online and offline. For example, movie ticketing O2O is experiencing a great development in China. This study focus on movie ticketing O2O and try to clarify its user motivations, besides how actual uses were influenced by the factors of online interface. Altogether it is tempt to build up an O2O user model which combine with Uses and Gratifications Theory and Technology Acceptance Model. Collected 460 web questionnaires, the findings of this study show that entertainment, convenience and economy, sociality are all motivations of using O2O ticketing, entertainment and sociality indicate significance influence to actual using. For the part of online interface, perceived usefulness and ease of use are combined together to affect the online using positively.

書是社會文明的載體，是人類進步的階梯。電腦、網路的飛速發展，使得電子書引發了新一輪的書籍革命。隨著智慧型手機的出現，用手機閱讀電子書以前方便靈活，充分利用零散時間，因此受到年輕人的追捧。但是，電子書本身也存在各樣的問題，諸如不符合人們的閱讀習慣，以及產業鏈的不成熟等。因此，調查使用者的行為模式和對於電子書的喜好，以瞭解使用者對電子書的看法及接受度是本文研究的重點，本研究透過UTAUT模式探討績效期望、付出期望、社會影響、輔助條件等自變數對於使用意圖與使用行為的影響力和預測力。本研究採取問卷調查的方式，在多個網路論壇上發放，共收回問卷352份，其中剔除無效問卷後得到有效樣本計232份，有效的樣本回收率達65.9%。究結果顯示，受試者大多擁有智慧型手機（77%），使用時多以娛樂為目的（55%），僅以工作為目的者最少（4%），大多偶爾閱讀（47%），多數人未曾花錢下載付費電子書（86%）。在電子書使用經驗方面，多數受試者使用電子書不到1年（42%），在使用智慧型手機方面，同樣是使用不到1年時間者居多（60%），而使用智慧型手機閱讀電子書方面，同樣是不足1年最多（68%）。 受試者使用智慧型手機閱讀電子書之績效期望、輔助條件、付出期望等各構面對使用意圖及使用行為的預測達到顯著水準，而社會影響構面與使用經驗干擾變數則影響力未達顯著。 / Books are the vehicle for social civilization and the ladder of human progress. Due to the rapid development of computers and the Internet, electronic books (ebooks) have triggered a new round of the book revolution. With the emergence of smartphones, using mobile phones to read ebooks has become convenient, flexible, and a way to make full use of scattered bits of time. Therefore, the use of smartphones for such purposes has been pursued by young people. However, ebooks present various problems of their own, such as incompatibility with individual reading habits and the immaturity of the industrial chain. Thus, the focus of this study was to survey user behavioral models and affinity for ebooks to understand users views on and degree of acceptance of ebooks. This study used the Unified Theory of Acceptance and Use of Technology (UTAUT) to investigate the influence and predictive power of the following independent variables on usage intention and usage behavior: performance expectancy, effort expectancy, social influence, and facilitating conditions. Research results showed that a majority of respondents had smartphones (77 %). Respondents who used their phones mostly for entertainment purposes composed the largest category (55 %), while those who used their phones only for work purposes formed the smallest category (4 %). A large percentage occasionally read ebooks (47 %), but most respondents had never spent money on downloading payable ebooks (86 %). Regarding experience using ebooks, most respondents had used ebooks for under one year (42 %). Regarding experience using smart phones, the group that had used smart phones for less than one year was also the largest (60 %); a high percentage of users (68 %) had been using smart phones to read ebooks for less than one year. The predictive power of performance expectancy, facilitating conditions and effort expectancy on usage intention and usage behavior with regard to using smartphones to read ebooks achieved a level of significance. As for social influence and moderator experience, the predictive power didn’t reach a level of significance.

現代科技產業發達，「消費性耐久財」，也就是所謂的科技產品日新月異，新產品推出後開始其創新擴散與為大眾所接受的過程。在科技產品相同品項中，常存在著代表標準的主流技術或產品，而該主流品牌易成為上下游廠商競相合作的對象，這樣的地位也保證著高度的消費者採用意願。個人自我創新特質可決定是否採用新技術產品，不可忽略的是來自週遭人群採用的網路外部性影響，越多人採用能降低使用上的風險與不確定性，並提高生活與工作上的效率；互補性產品推出亦會因多人採用而越發完善，如此便能更確立其產品或技術在市場中的主流地位。 本研究以2010年初上市的蘋果電腦iPad為主要被接受科技，至今已帶動許多科技大廠投入平板電腦市場，其中不乏電腦與智慧型手機業者，甚或是電信業者亦欲加入此新世代多點觸控風氣盛行的平板電腦產業，蘋果電腦iPad的銷售量居高不下，顯示其儼然已位居主流產品地位。為了能探究其活化已瀕臨死亡的平板電腦市場之因，本研究認為應以創新擴散理論、科技接受模型與網路外部性的組合做為研究探討基礎理論，並採用品牌形象、涉入程度與資訊構面來輔佐加強，以達到與過去國內科技產品創新接受模型的差異化的目的，提供不同方向的切入點。本研究盼能在以問卷量化設計的構面採用中，將蘋果iPad此等消費性耐久財的廠商面與消費面間策略取得平衡探討，提供給平板電腦廠商思考行銷與聯盟策略上的參考依據，而本研究結果發現如下： (一) 個人內在創新特質與兩種外部因素代表的網路外部性，會正面影響採用者對於蘋果iPad的正面創新知覺特質，形成正面的採用態度；在採用者部份負面創新知覺特質上，也有負面效果存在。 (二) 尚未購買者的採用意願較不受負面創新知覺特質影響，正面知覺特質有助於增加已購買者的未來繼續採用意願。 (三) 有形與無形品牌形象中，唯有無形者對於繼續採用意願的增強無效。 (四) 加入對於蘋果iPad產品涉入程度考量後的廠商與消費資訊，並不完全提升對繼續採用意願的影響效果，且對於採用意願無顯著影響。 故整體而言，平板電腦廠商，應能由廠商與消費面切入思考產品研發與行銷策略，由目標市場的需求做基礎考量新產品功能，並善用品牌、銷售與廠商策略聯盟資訊，增強採用者的好印象，才能真正擴散其創新科技以達永續經營。 關鍵字：創新擴散、科技接受、網路外部性、涉入程度、品牌形象 / Global technical industry booms, especially the “consuming durable,” or the so-called “technical products” evolves fast. After new products are launched, the innovation diffusing and generally accepted procedure starts. Among the same technical items, there is always a mainstream technology or product which could play the role as a referred standard. And the mainstream brand would easily become the one that up and downstream manufacturers long to cooperate with. The position will also present the highly consumer accepting intention. Self-innovation could be an important dominant factor deciding whether to accept product with new technology. However the external network effect from the acceptance of people around is indispensible as well. As a rule of thumb, more acceptances could reduce the risk and uncertainty when using the targeted product or technology. Meanwhile, this will also increase the efficiency in daily life or at work. Complementary goods would develop more completely because of mass acceptance and this way it will help ensure the mainstream role of product or technology in the market. The research would take Apple iPad which was launched in the early of 2010 as the main accepted technology. It has encouraged many famous technical firms to join the new generation tablet PC market, including not only the originally computer and cell phone but also telecommunication firms. The highest sales among the tablet PC market showed iPad’s role as the mainstream product and technology. This research would take innovation diffusion theory, technology acceptance model and network externality as the basic theoretical combination to discuss the phenomenon that iPad helped excite tablet PC market. Besides, we add brand image, involvement, and information factors to our research framework so as to distinguish from and hope could provide more perspectives to the past theories discussing consuming durables’ innovation diffusion. And we expect to design ideal questionnaires including all the factors discussed, strike a discussing balance between firm and consumer strategies, and providing the consequence for Tablet PC firms’ considering marketing and cooperation strategies as supporting references. The following points are main conclusions of this research: 1. Internal self innovation and two kinds of network externality have positive effects on consumers’ positive innovative perceptions when accepting iPad; negative effects on negative innovation perceptions. 2. Potential buyers’ accepting intentions are less affected by negative innovative perceptions, but positive innovative perceptions would positively affect buyers’ continuing accepting intentions. 3. Only intangible brand image has no effect on buyers’ continuing accepting intentions. 4. After taking iPad product involvement into consideration, we found that the effects of information on accepting intentions will not be enhanced but will have partial effect on continuing accepting intentions. Considering everything, Tablet PC firms should do the product R&D and marketing plan on the basis of firm and consumer, launch the new function by taking consumer’s demand into consideration, and take full advantage of brand, sales and firm cooperation information to leave good impression on consumers. This way, they could really diffuse innovation and fulfill the goal of eternal operation. Keywords: Innovation Diffusion, Technology Acceptance, Network Externality, Brand Image, Involvement.

隨著資訊科技的發達，差勤管理已邁向E化。本研究為瞭解對差勤電子表單系統的接受行為，進一步探討影響使用者接受與使用的關鍵因素。在文獻回顧後，選擇以具有整合性質的科技接受與使用整合理論(UTAUT)為理論基礎，加上知覺易用性及知覺有用性模式若干構面，並配合消防局勤務特殊性及目前差勤電子表單系統(Webitr)使用情形建立研究架構。 本研究以臺北市政府消防局全體同仁為研究對象，經由問卷調查蒐集資料，於100年2月下旬發出635份問卷，於2週後收回，有效問卷總計482份。再以結構方程模式進行驗證性因素分析、路徑分析和調節變數分析檢驗模式適用性，並驗證研究假設與理論作對照。 經由資料分析得到結果如下： 一、預期績效對使用差勤電子表單系統的意圖有正向的直接影響，且受到性別和年齡的調節影響，至於勤務性質則無調節作用。又女性及年輕者受到調節作用比男性及年長者顯著。 二、預期付出對使用差勤電子表單系統的意圖有正向的直接影響，且受到年齡的調節影響，惟調節效果不明顯。至於性別和使用經驗則無調節作用。 三、有利條件對使用差勤電子表單系統的意圖有正向的直接影響，且受到勤務性質和使用經驗的調節影響，至於年齡則無調節作用。又外勤與使用經驗多者受到調節作用比內勤及無使用經驗者顯著。 四、工作相關對差勤電子表單系統的預期績效有負向的直接影響。 五、結果明顯性對差勤電子表單系統的預期績效有正向的直接影響。 六、自我效能對差勤電子表單系統的預期付出有正向的直接影響。 七、焦慮對差勤電子表單系統的預期付出有負向的直接影響。 因此本研究建議管理者在實質方面，推行初期加強教育訓練、增加駐點輔導員或是相關輔助，以減少同仁使用該系統發生錯誤機率，有助於減少同仁的疑慮不安和抗拒心理，並致力於提高使用者對系統的熟練度，尤其是對男性及年長者；在心理方面，加強差勤電子表單系統的行銷，使同仁對系統有正面接受度。對於系統設計建議，差勤電子表單系統的介面應簡單易操作，並融入娛樂性互動效果，產製的報表也應力求簡明易懂，使結果易呈現。而最重要也是最基礎的一點，引入系統前應先確認是否具有充分的電腦設備、便利的網路環境等資源，並盡量化解與原先作業環境的衝突因素，尤其是外勤單位。 / Along with the development of information technology, the management of staff’s attendance has electronized. The author tries to figure out what are the determinants of acceptance and use of the electronic form system of staff’s attendance. After reference review, the study proposes a model that bases on Unified Theory of Acceptance and Use of Technology (UTAUT), and modifies the model by the constructs of Usefulness perception (U) and Ease of Use perception (EOU). Moreover, the model contains several variables according to the specifics of duty in Taipei City Fire Department and the implements of the electronic form system of staff’s attendance. The study is conducted among colleagues in Taipei City Fire Department using the electronic form system of staff’s attendance: Webitr. There are 635 questionnaires provided and reclaimed after 2 weeks on the end of Faburary. There are total 482 questionnaires valid. The result of confirmatory factor analysis, path analysis analysis and other analysis suggests that: (1) Performance expectancy has sifnificant positive influence on use intention, and the influence is moderated by gender and age but not the duty. Such the effect of moderation is stronger for the female and the younger than the male and the elder. (2) Effort expectancy has sifnificant positive influence on use intention, and the influence isn’t moderated by age, gender or experience. (3) Facilitating conditions has sifnificant positive influence on use intention, and the influence is moderated by duty and experience but not the age. Such the effect of moderation is stronger for the outside worker and those with increasing experience. (4) Job relevance has sifnificant negative influence on performance expectancy. (5) Result demonstrability has sifnificant positive influence on performance expectancy. (6) Self-efficacy has sifnificant positive influence on effort expectancy. (7) Anxiety has sifnificant negative influence on effort expectancy. According to the results of the study, the author suggests that the administrator should enhance the education and training and increase instructors or other assistance in the early stage to reduce anxiety and resistance of users; and make users be familied with the system, especially for men and the elder. Meanwhile, the administrator should boost the system to increase the positive attitudes of users. The author also suggests that the system designers should devotes to make ease to use. Moreover, inoder to increase the pleasure, the system designers can intergrate the effects of interaction. The first of all, make sure that there are sufficient facilities and compatible conditions before the induction of the system, especially for outside worker.

現今智慧型手機之網路通路價值與電腦相比仍較低，也使得現今使用智慧型手機網路交易的比例仍低於使用電腦網路交易的比例。本研究採用付出為結構模型及恆等性分析，研究結果顯示，智慧型手機因其有用性及易用性較電腦低，因此使用者以手機網路交易的傾向也偏低。本研究以科技接受模型發現70%至80%的使用者都是因受社會及同儕影響，而較不傾向使用手機進行網路交易。一般認為，手機的便利性相對也使手機網路交易平台的風險提高。然而，研究結果顯示，以電腦從事網路交易的風險與手機網路交易的風險相當，便利性也幾無差異。因此本研究以社會影響為探討方向，認為其為影響現代人以手機從事網路交易的重要關鍵。 / The net channel value of smartphone driven mobile-commerce measured against the alternative of computer based electronic-commerce is at this point in time still low. In an exploratory effort structural modeling and invariance analysis reveals mobile commerce is viewed with a less positive usability disposition in the light of usefulness and effortlessness. An adaptation of the Technology Acceptance model accounting for 70-80% of usage intention indicates social influences experienced from peers to engage the mobile platform is lower. Convenience and perceived risk are usually considered attributes relatively important for the m-commerce platform. However, the analysis reveals little difference of these attributes' salience compared with e-commerce, absolute scores for convenience are similar, and perceived risk seems to have marginal effects on usage in general. Social influences, experienced as lower for mobile commerce is a especially salient concept in determining usability disposition and ultimately intention to use mobile commerce, as is the salience of the usability disposition larger for mobile commerce than for electronic commerce.

隨著網路的發展與普及，有愈來愈多人選擇使用網路來進行日常活動，而網路銀行就是一例。網路銀行具有多種的好處：對於使用者而言，它提供隨時、隨地處理財務的通道；對銀行而言，它可以降低營運成本、減輕臨櫃負擔、增加收續費收入、吸引客戶、減少客戶流失的成本與提供網路宣傳的廣告。參考美國的發展經驗，若能有效提昇網路銀行使用人口，那麼銀行將會增加可觀的獲利，因此本研究藉由探討、解釋使用者為何願意再次使用網路銀行的行為來了解現行台灣網路銀行的使用率偏低的可能原因，以利於網路銀行的推擴及策略的制定。 　　網路銀行同電子商務，表徵是科技，本質是商業。接受使用網路銀行的行為，相當於代表同時接受使用新科技與信任它－科技接受模式(TAM, Technology Acceptance Model)與信任理論需整合性探討，由於台灣過去中並沒有此類研究，因此本研究藉由移植Gefen, Karahanna et al. (2003)的整合模型至網路銀行的議題上，俾希望能夠清楚而完整地陳述與解釋使用者願意再次使用網路銀行的行為，最終有助於提高網路銀行的使用量。 　　信任理論部份採用McKnight, Larry et al. (1998)對於信任的看法，一方面是因為它整合了了各種不同學派（心理學、社會學、社會心理學、經濟學等）對於形成信任關係的解釋，另一面它以理性行為模式(TRA, Theory of Reasoned Action)的順序結構形成模式－信念、態度、意圖、行為的順序架構。而正由於科技接受模式源自於理性行為模式，因此在做適度的必要調整後，Gefen, Karahanna et al. (2003)。將之集結成一整合模式。而模式中，「信念」整合了各種「因素」的影響再對「行為意圖」造成影響，其中形成信任的因素有：計算原則的信任、體制結構的保障、境遇的正常性與熟悉性因素；而信念有：信任、認知易用與認知有用信念。由於本研究探討的議題是台灣的網路銀行，不同於探討新網路商店的被接受使用行為，因此本研究在模型移植過程中以創新擴散理論(ＤOI, Diffusion of Innovation)的配適性（Compatibility）來取代境遇正常性因素。 　　為驗證移植模式，本研究採網路問卷的方式進行資料的收集與分析，問卷的問項設計主要是來自於文獻所提供的問項，在經過適當的中文化、調整語意與試問後，最後得到9個構念共29個問項。網路問卷的訊息曝光主要有兩個管道，其一是委由優仕網獎勵其會員填答，另一則是本研究將問卷訊息公布在各大bbs站與各大入口網站的金融討論區當中。在扣除隨意作答與無效問卷後，本研究最後得有效問卷217份。而資料分析部分，除了分析人口統計資料的敘述統計量外，由於結構方程模式(SEM, Structural Equation Modeling)進行分析，能夠同時進行因素分析與路徑分析的特性，因此本研究選擇作為主要的分析方法。 在經過一系列結構方程模式的操作流程包含了模型界定、辨識、參數估計、模型契合度估計與模型修飾後，本研究得僅進行小部份的修飾的模型，由於評估問卷測量品質的測量模型的指數當中，不論信度[內部一致性信度(Chronbach’s α)亦或是建構信度]或效度[建構效度]上都表現相當優良，因此結構模型的各路徑係數的可信度與有效度相當高。 本研究在經過了各路徑的分析之後，做出了以下幾個結論： 1. 商業面的〝信任〞議題影響使用者有意願繼續使用網路銀行的影響力，較科技面的〝科技接受〞議題來得大。 2. 現行影響網路銀行使用者信任的因素，主要為計算原則的信任因素、其次為熟悉性因素；而體制結構的保障因素對信任的影響力非常小，至於配適性因素則無影響力。 3. 科技接受議題也受信任議題的影響。因此認知易用與認知有用皆受計算原則的信任與熟悉性因素間接影響。而除此之外，認知有用尚受配適性因素的直接影響，在影響力上，信任的因素所帶來的間接整體影響力上，略大於適配性因素。

近幾年來，產品置入之行銷手法開始大行其道，除了電影之外，在各種型態的電視節目中，尤其是戲劇類節目，隨著偶像劇的熱潮，也常常出現劇中人物的對話內容穿插著產品訊息的情形，鏡頭也常常帶到商品或品牌的特寫，讓觀眾在收看節目時，同時達到廣告宣傳的效果。 然而，過去對產品置入效果之研究，大多均選擇單一電子媒體作為置入媒介，顯少出現比較性的研究。因此，本研究欲利用產品置入方式之差異，分析當使用不同電子媒介來進行產品置入時，對置入效果之影響，並進一步探討觀眾對影片劇情喜愛程度對置入效果及產品置入接受度之影響程度，而本研究所稱之置入效果，主要包括了品牌回憶度、品牌態度與購買意願三個衡量變數。 研究結果發現置入媒介與置入方式僅對於置入效果中之品牌回憶度有顯著影響，即當產品置入方式為視覺與聽覺並行置入時，產品置入電視劇相較於產品置入電影，對觀眾而言會有較佳的回憶度，但對於品牌態度與購買意願之影響不顯著，而劇情喜愛程度對於置入效果與產品置入接受度之影響亦呈現不顯著的情形。

隨著數位時代的來臨，數位食譜的發展蔚為風潮，也以各種形式進行行銷推廣，再加上以文化融入創意、行銷而廣受歡迎的文化創意產業也相當風行，如何將文化價值帶入數位食譜中，創造新的火花，值得探究。 本研究以量化之網路問卷為主、質化之深度訪談法為輔，利用動機理論的概念及Maslow(1943)的需求理論了解數位食譜使用者使用數位食譜的動機、需求，另運用Davis et al.(1989)提出的科技接受模型、張銀益等人(2010)提出的手機線上遊戲特性進行延伸，做為使用者需求問卷調查的評測及分析指標，並依照以下項目分別對使用者的想法進行探討：(1)使用動機與需求、(2)知覺價值、(3)數位食譜三大平台特性與使用意願、(4)數位食譜行銷策略、(5)手繪插畫與數位食譜結合之吸引力。探討數位食譜的發展現況及行銷策略則以質化之深度訪談法進行，訪談國內數位食譜網站愛料理、多多開伙，外國案例則是美國手繪食譜網站They Draw & Cook，並且發現現有數位食譜平台主要的行銷策略以依照節慶或食材進行主題式的行銷活動居多，除了數位食譜網站/App本身的食譜內容外，常見的行銷方式則為(1)社群媒體、(2)異業合作與置入、(3)實體產品發行或實體活動。創新行銷案例探討則以覺旅咖啡為對象，以質化之深度訪談法了解其創新行銷方式，並發現覺旅咖啡將文化價值深植於體驗行銷的概念是數位食譜平台應該加以學習、深化的行銷方式。綜合以上結果，本研究對研究結果進行分析及整理，並對數位食譜的行銷策略與發展提出建議。 最後，本文將研究結果運用於輔助、支持Illuscook+的創作發展與功能設計，將 Illuscook+做為數位食譜創新行銷策略的構想場域，在「資訊有用性」、「介面易用性」及「使用趣味性」上均收到使用者相當良好的評價，未來可持續發展為具有完整功能的數位食譜資訊整合平台。 / With the advent of digital age, the development of digital recipes is a growing trend, they market and promote themselves in various forms. Besides, the cultural and creative industries which integrate culture, creation and marketing are quite popular, bringing cultural values into digital recipes and creating new spark are worth exploring. In this study, researcher used online questionnaires and depth interviews to understand users’ motivations and needs of using digital recipes, supplemented by motivation theory and Maslow's hierarchy of needs (1943), also used TAM by Davis et al. (1989) and mobile online games features by Chang Yin-Yih et al. (2010) as the indicators of evaluation and analysis of questionnaires. This study used the following items to discuss user’s ideas of digital recipes: (1)usage motivations and needs, (2)perceived value, (3)the relations between three characteristics of digital recipe platforms and willingness to use, (4)marketing strategies of digit recipes, (5)the attraction of combining hand-drawn illustration and digital recipe. Researcher explored the current development and marketing strategies of digital recipes in depth interviews, using iCook, dodocook and They Draw & Cook as subjects. Through the results of interviews, the main marketing strategy of existing digital recipes platform is theme-based marketing activities in accordance with festivals or ingredients, and in addition to their own recipe content of digital recipe website / App, the common ways of their marketing are: (1)social media, (2)cross-sector cooperation and placement, (3)release actual products or hold actual activities. Depth interview was also used to know the innovative marketing of Journey Kaffe, and found that its concept of making cultural values deeply rooted in the experiential marketing is the way that digital recipes platform should learn. Based on the above results, this research analyzed and organized the findings, and made recommendations of digital marketing strategies and development. Finally, the results of study was used to support the development and functional design of Illuscook+, made it a field to realize the innovative marketing ideas of digital recipes, and had received pretty good feedback from users in "information usefulness", "interface usability" and "usage interesting", may develop as a fully functional digital recipe platform in the future.

2012年愛爾達體育台取得倫敦奧運的台灣區獨家媒體版權，並與中華電信合作推出「多螢一雲」服務，讓使用者能夠透過中華電信MOD、Hichannel網站與行動載具上的Hami App收看賽事直播。根據尼爾森於奧運會後所進行之媒體研究指出，愛爾達體育台的觀眾廣度雖僅略微成長，但是觀眾的收視忠誠度則明顯升高。本研究以科技接受模型為主要研究架構，結合創新事物特質與品牌忠誠度，探討愛爾達體育台的多平台服務之特質，是否影響到使用者的採用意願，甚至更進一步提升對該頻道的忠誠度。研究結果顯示，愛爾達體育台的「多螢一雲」服務之創新特質，確實會透過影響使用者的認知有用性、認知易用性與態度，而提升採用意願，並增強收視後的頻道忠誠度。 / In 2012, ELTA Sports obtained the exclusive London Olympics media rights in Taiwan and launched “Three Screens and A Cloud” service with Chunghwa Telecom, which enabled users to watch sports live-broadcasting through Chunghwa Telecom MOD, Hichannel website and Hami App. According to AGB Nielson Media Research, although the breadth of audience grew slightly, the brand loyalty to ELTA Sports had an obvious increase after London Olympics. This research takes Technology Acceptance Model as the main structure and combines Attributes of Innovations and Brand Loyalty to discuss whether the attributes of ELTA’s multi-platform service affects users’ adoptive intention and even increases loyalty to the channel or not. As a result, the attributes of “Three Screens and A Cloud” service indeed enhance the audiences’ adoptive intention and brand loyalty to ELTA Sports through affecting their Perceived Usefulness, Perceived Ease of Use and Attitude toward Using.

近年來臺灣民眾的閱讀習慣開始改變，透過數位載具進行閱讀的人口逐漸增加。面對數位閱讀時代的來臨，圖書館為了推廣數位閱讀，陸續提供電子書閱讀器借閱服務。由於國內圖書館推動這項服務仍在起步階段，針對電子書閱讀器借閱服務之使用研究有其必要性。 因此，本研究以整合性科技接受模式為理論基礎，探討圖書館讀者對電子書閱讀器借閱服務之使用行為、行為意願及其影響因素，並分析讀者之性別、教育程度、學院別、數位閱讀載具使用經驗、電子書使用經驗等個人特徵，對影響因素與行為意願之調節效果。 本研究以交通大學的學生為研究對象，並以「交通大學圖書館電子書閱讀器借閱服務之使用調查」問卷為研究工具。問卷調查結果以描述統計、相關分析、多元迴歸分析與階層迴歸分析進行分析，研究結果如下： 1.讀者主要透過同儕分享得知電子書閱讀器借閱服務； 2.讀者使用電子書閱讀器借閱服務之主要動機為體驗使用iPad 2； 3.閱讀電子書是讀者使用電子書閱讀器借閱服務之主要用途； 4.網路免費電子書是讀者閱讀電子書的主要來源； 5.讀者主要利用Google或其他搜尋引擎查詢電子書； 6.讀者閱讀電子書時遭遇的困難以眼睛疲倦感與電子書內容不足佔最多數； 7.讀者對iPad 2閱讀電子書的整體經驗多數感到滿意； 8.讀者未借用iPad 2的最主要原因是不知有電子書閱讀器借閱服務，再者是iPad 2數量不足； 9.多數讀者願意使用電子書閱讀器借閱服務，也願意繼續使用該服務，並樂意推薦他人； 10.讀者使用電子書閱讀器借閱服務的行為意願之影響因素包括：績效期望、努力期望與社群影響，其中社群影響最具預測力； 11.讀者的性別、教育程度、學院別、數位閱讀載具使用經驗、電子書使用經驗等五項個人特徵對影響因素與行為意願之關係不具調節效果。 本研究針對上述結果加以討論，並提出相關建議，提供圖書館推行該服務，以及未來研究之參考。 / In recent years people's reading habits have begun to change, and the population of digital reading device users has been growing gradually. Face with the coming era of digital reading, libraries provide e-book reader lending services one after another in order to promote digital reading. Since the library services in Taiwan are still at the initial stage, it is necessary to examine the use of e-book reader lending service. Therefore this study was based on UTAUT（Unified Theory of Acceptance and Use of Technology）. The purpose of this study was to investigate reader's behavior, intention and determinants toward e-book reader lending service, and examine moderators of the relationships between determinants and intention, including gender, education, academy, digital reading device experience and e-book experience. In this research, students at National Chiao Tung University were chosen as the testing participants. The instruments used in the study was the National Chiao Tung University Library E-book Reader Lending Service Use Survey. The data was analyzed by descriptive statistics, Pearson's correlation, multiple regression analysis, and hierarchical regression. The findings of the study were as follows: 1.Most readers know about e-book reader lending service by peer sharing; 2.The motivation of most readers using e-book reader lending service is to try iPad 2; 3.Majority of readers use e-book reader lending service for reading e-books; 4.Most readers read e-books that are from internet and for free; 5.Majority of readers find e-books on Google or other search engines; 6.Most readers have difficulty with reading e-books because of eyestrain and lack of content; 7.Most readers feel satisfied with the e-book reading experience on the iPad 2; 8.Majority of readers have not borrowed the iPad 2 because of not knowing the service and lack of iPad 2; 9.Most readers willing to use e-book reader lending service and use the service continuously. They also willing to recommend others to use the service; 10.The determinants of intention to use e-book reader lending service among students at National Chiao Tung University include performance expectancy, effort expectancy, and social influence. The predictive power of social influence is highest among all determinants. 11.Personal characteristics of the readers including gender, education, academy, digital reading device experience and e-book experience don't moderate the relationships between determinants and intention. According to the findings above, this study provided some suggestions for libraries to promote the service, and future research suggestions.