Abstract Communication technology is emerging while researches on the observations of farmers are very few, especially the research on supply and demand of farmers. It is an issue needed to be stressed for the industry of agriculture. If the farmer's reading behavior which is very important to the agricultural development during the process of cultivating the young freshman of agriculture, the farmers facing minority situation have no longer kept abreast with the pace of change in the informational age and cannot respond to these challenges. Therefore, there is the necessity of enhancing the farmers¡¦ reading behavior. After a comprehensive review of the reading behavior theories, it is found that most studies are centered on the compulsory education. Studies concerning for the farmers¡¦ reading behavior are rare. However, the New Agriculture Movement pushed forward by the Taiwanese government aims to stress that first of all underlying con-cepts shall be reformed since the farmers¡¦ reading habit dominates the development of the agricultural science journals. As a result, it is essential for this study to regard new farmers¡¦ reading behavior as the subject of the study. The major purpose of this study is to explore the intention of new farmers¡¦ reading behavior as the mode of this study from the perspective of decomposed the-ory of planned behavior in terms of the media consumption theory. How to gain the relevant information of the agriculture from the farmers¡¦ reading behavior and how to improve the farmers¡¦ reading habit from the viewpoint of agricultural knowledge communications management are analyzed. The major contribution of this research is that I try new angles to reexamine atti-tude, subjective norm, and perceived behavior control for the academy situation, es-pecially the findings on the media consumption. A complete verification and predic-tion of Structural Equation Modeling (SEM) is proposed that differs from the past studies from the comprehensive perspective. In the past, it is less likely to deeply ex-plore the above issue. In the meantime, for the practices, the questionnaire is conducted among new farmers and the collection obtained material is carried on the SEM statistical analysis. This study which combines ¡§Decomposed Theory of Planned Behavior¡¨ with ¡§Media Consumption Theory¡¨ expect that practice is directing by academy so as to a better development for the agricultural publications. The research results provide some useful suggestions to agricultural science publishers and those who want to engage in the publication work.

The parallel between e-government and e-Inclusion research are critically important. It helps to understand how policies, society, organizations, and information technologies come together and it also helps to understand how the e-Inclusion factors impact e-government use and vice versa. This study attempts to explore the theoretical and practical intersections of e-Inclusion and e-adoption (Particularly e-government) and to show how they complement and possibly enrich the potential of e-Inclusion research. The rationale for this approach is that combining research on e-Inclusion and e-government has the potential to better understand the factors influencing e-Inclusion since they both share a common theme of Inclusive e-government. The aim of this research is to examine the factors that influence e-Inclusion in the context of e-government in the UK, through combining the decomposed theory of planned behaviour with Use and Gratification Theory (U&G). These two theories are used to develop a conceptual model for studying the multi-facetted dimensions of e-Inclusion. The two theories are chosen because of their appropriateness for e-Inclusion research; the critical factors that influence e-inclusion can be covered by (DTPB) constructs while the individual’s gratifications that determine using specific Internet activities is covered by (U&G) To fulfil the research aim and objectives, a quantitative research method was employed. The research subjects were citizens who are Internet users. Their views were sought through a survey that included 510 self-administered and group-administrated questionnaires. The conceptualisations of e-Inclusion and e-government have important implications for both researchers and policymakers. For researchers, this study delineates the complex and recursive relationships between e-Inclusion and e-government contributing towards the exiting limited body of knowledge in the field. For practice, it offers directions to help create a more comprehensive strategy that takes into consideration the alignment of e-government initiatives and e-inclusion policies.

Master of Science - Agricultural Education and Communication / Department of Communications and Agricultural Education / Lauri M. Baker / The equine industry is an established part of Maryland Agriculture; the most recent equine census placed 79,100 equines valued at approximately $714 million in the state, with approximately ten percent of those animals housed in Montgomery County. But, equine operators are a unique demographic in the agricultural realm. They are not managing their lands to produce food or fiber and often are employed in other professions unrelated to agriculture. Unlike other agricultural operators, they are often unaware of conservation terms or practices and programs available to help implement these practices on their land. The basic objective of this study was to explore the level of understanding equine operators in Montgomery County, Maryland have of conservation best management practices (BMPs), associated cost-share programs, industry regulations and the aspects and methods of communication that influence them in gaining awareness of and the adoption of these practices on their properties. The study applied the tenets of the decomposed theory of planned behavior (DTPB), which combines the theory of planned behavior (TPB), diffusion of innovation theory (DOI) and economic constraint theory gathered through semi-structured qualitative interviews with participants, selected using purposive and snowball sampling. Utilizing the grounded theory method to discover emerging patterns in the data resulting from these interviews aided in identifying the most effective means of educating equine operators regarding BMPs and increasing the adoption of these practices on equine properties within the County. Equine operators in the study were found to use a variety of informational sources, had a high level of adaptation of the BMPs they used and overall saw their role as land stewards as an important aspect of their environmental actions.

The rapid development of sharing economy in the past decade has spawned a number of excellent products such as Airbnb and Uber. As one of the representative products of the sharing economy, the emergence and development of shared bikes are of great significance to the country, the government and citizens. In this context, this study aims to use Decomposed Theory of Planned Behavior (DTPB) to investigate the factors influencing consumers’ intentions to use shared bikes. We collected primary data from 268 respondents from different districts as input, finally using SPSS 25.0 to conduct a regression analysis to test 9 antecedent variables and 3 intermediate variables to verify 12 hypotheses. The empirical results indicate that perceived usefulness, perceived joviality and perceived environmental protection have a positive influence on users' attitude towards using while perceived risk has a negative influence; peer influence and superior influence have a positive influence on subjective norm; self-efficacy and resource facilitating condition have a positive influence on perceived behavior control; attitude, subjective norm and perceived behavior control are positively related to the intentions to use shared bikes. This study provides important and new insights into shared bikes adoption and intentions about consumer behavior.

Recently, it has been admitted by many researchers that students today are "digital natives" who already utilize several different technologies everyday with different purposes. Furthermore, while there is a plethora of research about learners' perceptions in language pedagogy, there is a paucity of information and research that could move beyond generic perception studies especially regarding new technologies. Accordingly, educators are still concerned not only with how to encourage EFL learners to adopt emerging technologies that could be invaluable in their language learning processes, but also with how to keep students interested in what they are learning. Thus, an understanding beyond students' perceptions with a purposive focus on their approach to technology by also exploring factors that have an influence on their adoption of emerging technologies is the key to knowing how to motivate students to integrate new technologies, and how to keep students interested in the learning process. Therefore, the purpose of this study was three-fold: to identify language learners' approaches to technologies; to examine their attitude toward emerging technologies with a focus on their familiarity, actual use, intentions and perceptions; and finally to analyze the factors and relationships among these factors that best predict language learners' intentions and decisions to use emerging technologies. The study specifically aimed to explore the following emerging technologies: (a) social networking, (b) mobile learning, and (c) digital games as major emerging technologies of today with also a focus on other emerging technologies: (a) augmented reality, (b) wearable technologies, (c) virtual assistants, (d) massive online open courses, (e) 3D printing and (f) online language learning platforms. This mixed methods study benefitted from multiple disciplines, and presented several different perspectives to achieve its aim. The data were obtained through a survey, open-ended questions, and semi-structured interviews. The quantitative data were analyzed through descriptive and inferential statistics. In addition, structural equation modeling was utilized and path analysis was employed to draw on two complementary frameworks: innovation diffusion theory (Rogers, 2003), especially its application in technology adopter categories (TACI) (Dugas, 2005), and the decomposed theory of planned behavior (DTPB) (Taylor & Todd, 1995), which was adapted for this research. The qualitative data was analyzed through thematic content analysis, and used to triangulate and affirm what the quantitative data was showing. The findings indicated that technology adopter categories were normally distributed among EFL learners at a public and a private university in Turkey. Although most EFL learners were quite familiar and confident with major emerging technologies, they were not very familiar with minor emerging technologies. As for an awareness of the benefits of all listed emerging technologies, the study revealed that EFL learners' awareness is quite high; however, it was also found that participants' intention to use these emerging technologies and their actual use were very low. Finally, the results showed that the adapted DTPB was useful in explaining much of the variance in the intention to integrate technology into language learning processes by EFL learners, and attitude was the most important predictor and factor of behavioral intention. Given these findings, this research aims to contribute to the literature in innovation diffusion, user adoption and language pedagogy by offering several theoretical, methodological, and pedagogical implications and directions for future research and applications.

Today¡¦s motorcycle business has come to the saturation point in the market of Tawian; consequently, the major motorcycle companies recently competed with each other in building the DMS (Dealer Management System) by using the e-solutions. Through the deployment of an e-DMS (e-solutions of Dealer Management System) for shops of motorcycle, the manufacturers hope that all the channels could be more competitive. The purpose of this research is to explore the influence factors concerning the adoption of e-DMS of motorcycle¡¦s shops. After the studies of literature and empiric, the research is based on ¡§Decomposed Theory of Planned Behavior¡¨ (Taylor and Todd, 1995b) to establish the research model.This resrerch suveryed 250 samples of motorcycle¡¦s shops for study cases The result of the research indicated that factors influenced the adoption of e-DMS for motorcycle shops as follows: (1).¡§Behavioral Intention¡¨ was principally influenced by ¡§Attitude¡¨ and ¡§Perceived Behavioral Control¡¨. The later was less important than the former. ¡§Subject Norms¡¨ showed no obvious influence. (2).¡§Attitude¡¨ was mainly influenced by ¡§Perceived Usefulness¡¨, ¡§Perceived Ease of Use¡¨ and ¡§Compatibility¡¨. The first two factors were more important than the last one. (3).¡§Perceived Behavioral Control¡¨ was chiefly influenced by ¡§Self-efficacy¡¨ and ¡§Technology Facilitating Conditions¡¨. The later was less essential than the former. ¡§Resource Facilitating Conditions¡¨ showed no apparent influence. In the end, this research checks explanation by using three acceptance models, TAM (Davis, 1989), TPB (Ajzen, 1985) and D-TPB (Taylor and Todd, 1995b) to evaluate. All the explanations were nearly close. Because D-TPB considered the contruct of society psychology, it shows better explanation than the others.

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新科技的變遷總是為傳播產業帶來新的變革，智慧型手機掀起全球通訊產業的熱潮，造就了行動應用程式新經濟，進而帶動行動應用程式廣告的發展。有鑑於過去研究缺乏以解構計畫行為理論的角度，來探討近年才趨於熱門的行動意用程式，更缺少應用在某特定行動應用程式類型之行為意圖。本研究將以Taylor & Todd（1995)解構計畫行為理論，聚焦於社群媒體廣告研究，並以在社交類型App的龍頭Facebook為研究對象，試圖釐清Facebook行動用程式廣告之行為意圖。 本研究採線上問卷調查法，以非隨機抽樣中的立意抽樣（purposive sample）為蒐集資料的方法，以結構方程模式（Structural Equation Modeling, SEM）為資料的統計分析方法。問卷發放於Facebook以及台大批踢踢實業坊（ptt.cc）符合研究主題的討論區進行資料蒐集，問卷連結日期自二0一五年一月一日至一月十六日，為期十六天，有效問卷共計五百一十一份。研究結果發現：(1) Facebook App的知覺有用性、相容性和知覺娛樂性，與廣告整體態度無顯著關係。(2)廣告內容的「娛樂性」與「個人化」有助於廣告態度的影響；「資訊性」與廣告態度無顯著影響，「煩躁性」與廣告態度則呈現負相關。(3)人際影響、自我效能和廣告態度，與行為意圖皆呈現正相關。 本研究證實，對於使用者來說，相較於電腦版使用經驗與習慣，Facebook App仍有改善空間。此外，Facebook App的廣告內容是否具有完整的廣告資訊已不再首要因素，重要的是，該廣告是否具有娛樂性質和符合個人需求，在不讓使用者感到困擾的情況前提之下，吸引使用者的注意、滿足使用者的需求。同時，本研究證實人際影響、自我效能和廣告態度對行為意圖的正向影響性。 / Technology advancement has brought many new changes to the mass media communication industry. Smartphones revolutionized the communication industry by creating the mobile app economy, which lead to the development of mobile app advertisement. Past studies have not taken the decomposed theory of planned behavior into consideration when examining mobile applications that have gained popularity in recent years, let along behavioral intentions, which apply to certain types of mobile applications. Keeping that in mind, this study will focus on advertising within the current social networking industry leader, Facebook, using the above theory by Taylor & Todd (1995), in order to determine the behavioral intention behind Facebook’s mobile application advertisement. Data used in this study was collected through online questionnaires using the purposive sampling method, and analyzed using structural equation modeling. The questionnaires were distributed on Facebook and sections within ptt.cc that fit the research purpose of this study. Online questionnaire was open from January 1st to January 16th of 2015, spanning a total of 16 days. A total of 511 valid questionnaires were collected. The results of this studies revealed that (1) the perceived usefulness, compatibility, and enjoyment of Facebook app are not related to attitude towards advertisement within the app. (2) Entertainment value and personalization of the content of the advertisement positively affects attitude toward advertisement. Informativeness has no significant impact, while irritation negatively affects attitude towards advertisement. (3) Social influence, self-efficacy and attitude towards advertisement all show positive relation with behavioral intention. This research has proven that when examining user experience, Facebook app still has room for improvement in comparison with the computer version of Facebook. Also, whether Facebook app advertisement contains complete information is no longer the most important factor. Entertainment value and personalization, whether the advertisement can satisfy the above needs without troubling users, are now the most important points of consideration. Finally, this study has proven the positive effect social influence, self-efficacy and attitude towards advertisement have on behavioral intention.