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.

Com a Política Nacional de Educação Especial na perspectiva da Educação Inclusiva (2008), as escolas regulares vêm recebendo um número maior de estudantes surdos ou com deficiência auditiva (S/DA), que antes frequentavam escolas especializadas. No entanto, dados apontam a diminuição do número de estudantes S/DA matriculados no ensino fundamental para o ensino médio, e do ensino médio para o ensino superior; ou seja, existem razões para se acreditar que barreiras educacionais se impõem no caminho desses estudantes para que conquistem uma formação educacional completa. Neste contexto, o objetivo deste trabalho é propor um modelo de aceitação de tecnologias levando em consideração fatores que envolvam aspectos do contexto da educação inclusiva, bem como efetuar experimento da interação de usuários S/DA com uma tecnologia para avaliar o modelo. Dentre os fatores mencionados um deles se refere às potenciais barreiras educacionais vivenciadas pelos estudantes S/DA em salas de aula inclusivas. Com relação à metodologia de pesquisa, o estudo desenvolveu-se em ciclos. Na medida em que as investigações avançavam, um novo estudo iniciava, se desenvolvia e se fechava. Isso permitiu que a proposta inicial tivesse sucessivos refinamentos ao longo do tempo até o ponto em que os questionamentos iniciais foram respondidos e o objetivo foi atingido. O modelo proposto mostrou resultados positivos, no sentido de conseguir capturar os fatores que podem influenciar a aceitação de tecnologias considerando o contexto de aplicação específico, uma vez que estes incorporam os aspectos da qualidade pragmática e os aspectos da qualidade hedônica, questões relacionadas à utilidade percebida da minimização de potenciais barreiras educacionais, expectativas futuras, e condições facilitadoras. Conclui-se que o modelo engloba tanto a investigação sobre questões motivacionais pessoais dos usuários quanto a investigação de aspectos do contexto de uso, e que o modelo pode ser utilizado para a finalidade a qual foi proposto, a avaliação de aceitação de tecnologias em ambientes de educação incluvisa. / With the foundation of the National Policy on Special Education on the Perspective of Inclusive Education (2008), mainstream schools are receiving a greater number of deaf or hard of hearing (D/HH) students, that once before were attending specialized schools. However, data point to the declining number of D/HH students enrolled from primary school to high school, and from high school students to higher education; ie, there are reasons to believe that educational barriers are imposed on the way of these students to conquer a complete education. In this context, the goal of this work is to propose a technology acceptance model that takes into account factors that ivolve aspects of the inclusive education context, as well as performing experiment on the interaction of D/HH users with a technology to evaluate the model. Among the factors, one of them refers to the potential educational barriers experienced by D/HH students in inclusive classrooms. With regard to research methodology, the study was developed in cycles. To the extent that the investigations progressed, a new study began, was unfolded and closed. This allowed successive refinements over time to the point where the initial questions were answered and the goal was reached. The proposed model has shown positive results in capturing factors that influence technology acceptance given the domain specific context, since they incorporate aspects of pragmatic quality and hedonic quality, also issues related to perceived usefulness in minimizing potential educational barriers, future expectations, and facilitating conditions. We conclude that the model encompasses both users personal motivation and context of use aspects, and the model can be used for the purpose for which it was proposed, technology acceptance evaluation considering inclusive education contexts.

Com a Política Nacional de Educação Especial na perspectiva da Educação Inclusiva (2008), as escolas regulares vêm recebendo um número maior de estudantes surdos ou com deficiência auditiva (S/DA), que antes frequentavam escolas especializadas. No entanto, dados apontam a diminuição do número de estudantes S/DA matriculados no ensino fundamental para o ensino médio, e do ensino médio para o ensino superior; ou seja, existem razões para se acreditar que barreiras educacionais se impõem no caminho desses estudantes para que conquistem uma formação educacional completa. Neste contexto, o objetivo deste trabalho é propor um modelo de aceitação de tecnologias levando em consideração fatores que envolvam aspectos do contexto da educação inclusiva, bem como efetuar experimento da interação de usuários S/DA com uma tecnologia para avaliar o modelo. Dentre os fatores mencionados um deles se refere às potenciais barreiras educacionais vivenciadas pelos estudantes S/DA em salas de aula inclusivas. Com relação à metodologia de pesquisa, o estudo desenvolveu-se em ciclos. Na medida em que as investigações avançavam, um novo estudo iniciava, se desenvolvia e se fechava. Isso permitiu que a proposta inicial tivesse sucessivos refinamentos ao longo do tempo até o ponto em que os questionamentos iniciais foram respondidos e o objetivo foi atingido. O modelo proposto mostrou resultados positivos, no sentido de conseguir capturar os fatores que podem influenciar a aceitação de tecnologias considerando o contexto de aplicação específico, uma vez que estes incorporam os aspectos da qualidade pragmática e os aspectos da qualidade hedônica, questões relacionadas à utilidade percebida da minimização de potenciais barreiras educacionais, expectativas futuras, e condições facilitadoras. Conclui-se que o modelo engloba tanto a investigação sobre questões motivacionais pessoais dos usuários quanto a investigação de aspectos do contexto de uso, e que o modelo pode ser utilizado para a finalidade a qual foi proposto, a avaliação de aceitação de tecnologias em ambientes de educação incluvisa. / With the foundation of the National Policy on Special Education on the Perspective of Inclusive Education (2008), mainstream schools are receiving a greater number of deaf or hard of hearing (D/HH) students, that once before were attending specialized schools. However, data point to the declining number of D/HH students enrolled from primary school to high school, and from high school students to higher education; ie, there are reasons to believe that educational barriers are imposed on the way of these students to conquer a complete education. In this context, the goal of this work is to propose a technology acceptance model that takes into account factors that ivolve aspects of the inclusive education context, as well as performing experiment on the interaction of D/HH users with a technology to evaluate the model. Among the factors, one of them refers to the potential educational barriers experienced by D/HH students in inclusive classrooms. With regard to research methodology, the study was developed in cycles. To the extent that the investigations progressed, a new study began, was unfolded and closed. This allowed successive refinements over time to the point where the initial questions were answered and the goal was reached. The proposed model has shown positive results in capturing factors that influence technology acceptance given the domain specific context, since they incorporate aspects of pragmatic quality and hedonic quality, also issues related to perceived usefulness in minimizing potential educational barriers, future expectations, and facilitating conditions. We conclude that the model encompasses both users personal motivation and context of use aspects, and the model can be used for the purpose for which it was proposed, technology acceptance evaluation considering inclusive education contexts.

Despite the increased numbers of online consumers, e-commerce growth is slow in the Kingdom of Saudi Arabia. In this correlational study, the technology acceptance model (TAM) was used as a theoretical framework to examine whether perceived ease of use of e-commerce platforms and perceived usefulness of e-commerce platforms could predict consumers' intention to adopt shopping online. A pre-existing TAM survey instrument was used to collect data from consumers (N = 95) who live in a City and have shopped at least once online. The regression analysis confirmed a positive statistically significant relationship between perceived ease of use of e-commerce platforms and consumers' intent to adopt online shopping. The results showed that perceived ease of use of e-commerce platforms and perceived usefulness of e-commerce platforms were statistically significant in predicting consumers' intent to adopt online shopping, with F(2, 92) = 241.630, p < .001, R2 = .840, and adjusted R2 = .837, and accounted for 84% of the variance in consumers' intent to adopt online shopping. The correlation between perceived ease of use and consumers' intent to adopt online shopping was (PEOU) r= .916, p < .001 and the correlation significance between perceived usefulness and consumers' intent to adopt online shopping was (PU) r= .591, p < .001. Using study results, retailers may be able to develop improved strategies to increase profitability via online shopping. The implications for positive social change include the potential for improved quality of life for consumers in Saudi Arabia.

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.

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.

<p>This research work investigates and reports on the contribution of usability and perceptual frameworks towards understanding and ultimately increasing usage of a sales website and a corporate marketing website for a major insurance company in South Africa. It investigates whether the application of usability principles to the sales web positively influences the usage of the sales web system as a tool by intermediaries, and in so doing help the organisation recoup their investment and lower operational costs. This financial services (traditionally insurance) company, like many organisations, is in the process of migrating key operational systems onto web platforms to take advantage of benefits such as the ubiquity of web access and services orientated architecture among others. The research reviewed key frameworks in the area of technology acceptance or usage namely  Nielsen‟s usability attributes (Nielsen, 2003)  The Technology Acceptance Model (TAM), (Davis, 1989)&nbsp /  The Theory of Reasoned Action (Fishbein &amp / Ajzen, 1975)  The Theory of Planned Behavior (Ajzen, 1985) / and derived a theoretical summative model (the Conceptual Research Model) that combined both usability and perceptual dimensions. The applicability of this summative model was empirically tested using quantitative data relating to system&nbsp / usage and user perception. Empirical evidence was gathered to prove and refine the Conceptual Research Model (CRM), and the data substantiated the inclusion of the constructs in the CRM, as well as the efficacy of the model in a financial services organisation. Through testing of the CRM, this research has also confirmed which specific attributes of usability can be focussed on to bring about positive change in users‟ usage behaviour and adoption of a website or web application.</p>

No description available.

<p>This research work investigates and reports on the contribution of usability and perceptual frameworks towards understanding and ultimately increasing usage of a sales website and a corporate marketing website for a major insurance company in South Africa. It investigates whether the application of usability principles to the sales web positively influences the usage of the sales web system as a tool by intermediaries, and in so doing help the organisation recoup their investment and lower operational costs. This financial services (traditionally insurance) company, like many organisations, is in the process of migrating key operational systems onto web platforms to take advantage of benefits such as the ubiquity of web access and services orientated architecture among others. The research reviewed key frameworks in the area of technology acceptance or usage namely  Nielsen‟s usability attributes (Nielsen, 2003)  The Technology Acceptance Model (TAM), (Davis, 1989)&nbsp /  The Theory of Reasoned Action (Fishbein &amp / Ajzen, 1975)  The Theory of Planned Behavior (Ajzen, 1985) / and derived a theoretical summative model (the Conceptual Research Model) that combined both usability and perceptual dimensions. The applicability of this summative model was empirically tested using quantitative data relating to system&nbsp / usage and user perception. Empirical evidence was gathered to prove and refine the Conceptual Research Model (CRM), and the data substantiated the inclusion of the constructs in the CRM, as well as the efficacy of the model in a financial services organisation. Through testing of the CRM, this research has also confirmed which specific attributes of usability can be focussed on to bring about positive change in users‟ usage behaviour and adoption of a website or web application.</p>

Background: Information Communication Technologies (ICT)-mediated support can reduce family caregiver burden and may bridge service gaps caused by time constraints and language or cultural barriers. (Non)-usage behaviour can be explained using Andersen’s Behavioural Model of Health Service Utilization, Venkatesh’s Unified Theory of Use and Acceptance of Technology, Eysenbach’s Law of Attrition, and Wilson’s and Chatman’s Information Behaviour Theories. Purpose: This study aimed to describe and explain (non)-usage behaviour of ehealth services among Chinese caregivers. Method: This two-phase study used a mixed methods design involving 46 Chinese caregivers who cared for a family member with dementia. Usability of the ICT tools designed in the study was tested. Phase I participants (N=28) had access to a bilingual information site and personalized email support from professionals. Phase II participants (N=18) were randomized to use one of three enhanced features. Pre- and post-intervention data were collected, and qualitative interviews were conducted. Results: The Phase I ICT tools supported the core functions without major usability issues. Perceived efforts to use the ICT-mediated services influenced the consent decisions of Phase I caregivers (p=.036). Caregivers initiated service earlier if they had a higher acceptance of the service (p=0.017). Frequent users of email support experienced a decline of perceived burden compared with an escalation of perceived burden by non-users (p=0.023). An older age, greater caregiving competence, and lower English or computer proficiency explained non-usage behaviour. Requirements were identified to enhance the Phase I ICT tools. In Phase II, a test of three enhanced features showed there was no major usability issue. The intervention study found the enhanced features did not influence email use as hypothesized. Qualitative analysis showed usage patterns were explained by caregiver needs, caregiving beliefs, personal capacity, social support, ICT factors, and style of use. Non-users preferred Chinese to English compared with users (p=0.046). Integrating the theories and empirical findings, three concepts were developed to explain (non)-usage behaviour: usage in context, usage paths, and stages of use. Conclusion: Usage and non-usage behaviour can be explained by the service needs in the caregiving context, the use of non-ICT-mediated resources, and the access barriers to Internet use. Use of ICT-based support can be beneficial to caregivers if they do not drop out of the service.