When a service that is used to bring convenience to people is not known by the public, its function can not be seen. Likewise, if a well-established integrated entry website of the government is not popularized, its efficiency will be limited. My E-government¡X The E-government Entry Point of Taiwan (http://www.gov.tw) was founded on March 20, 2003. And a research that studies the access people find and enter the website and its use frequency says, in recent stage the entry website of the government is not popularized enough and needs improving. Therefore, this research is going to discuss, in the concept of promotion tools in Marketing, how different promoting tools would affect the public¡¦s attitude toward the store image of The E-government Entry Point of Taiwan. Moreover, will their attitude and store image influence their intention use this website? These are the points going to discuss in this research. This research adopts the experimental method, setting up an experimental website. After the testees enter this experimental website, they would watch the promotion tool of My E-government and fill out questionnaires in order to understand their attitudes, store images and wills to use the website which are formed after watching the promotion tool of My E-government. The source of those samples is through convenience sampling. And there are totally 132 valid samples in this experiment. This research finds first the public hold a positive attitude toward promotion tools. Second, the store images of My E-government in the public¡¦s minds are as following: the content of the promotion tool is reliable and conveys a lot of information. When they see the promotion tool, it does cause their attention. Also, the service My E-government¡X The E-government Entry Point of Taiwan supplies is very diverse and helps the public a lot. However, the celebrity of this website is improvable. Third, different promotion tools would affect neither the public¡¦s attitude toward the store image of My E-government nor their intention use . In addition, the attitude and the intention use , the store image and the intention use are highly related, which shows that when the attitude people hold toward the promotion tool or the store image people hold toward My E-government¡X The E-government Entry Point of Taiwan gets better, people¡¦s will to use it would be higher.

Made available in DSpace on 2014-12-17T13:53:36Z (GMT). No. of bitstreams: 1 FernandoAMP_DISSERT.pdf: 4889933 bytes, checksum: eb2490758c2015cbb2e20ab438824277 (MD5) Previous issue date: 2013-03-21 / The present study aims to investigate the constructs of Technological Readiness Index (TRI) and the Expectancy Disconfirmation Theory (EDT) as determinants of satisfaction and continuance intention use in e-learning services. Is proposed a theoretical model that seeks to measure the phenomenon suited to the needs of public organizations that offer distance learning course with the use of virtual platforms for employees. The research was conducted from a quantitative analytical approach, via online survey in a sample of 343 employees of 2 public organizations in RN who have had e-learning experience. The strategy of data analysis used multivariate analysis techniques, including structural equation modeling (SEM), operationalized by AMOS? software. The results showed that quality, quality disconfirmation, value and value disconfirmation positively impact on satisfaction, as well as disconfirmation usability, innovativeness and optimism. Likewise, satisfaction proved to be decisive for the purpose of continuance intention use. In addition, technological readiness and performance are strongly related. Based on the structural model found by the study, public organizations can implement e-learning services for employees focusing on improving learning and improving skills practiced in the organizational environment / Este estudo busca investigar os construtos da Escala de Prontid?o Tecnol?gica (TRI) e da Teoria da Desconfirma??o da Expectativa (EDT) como determinantes da satisfa??o e da inten??o de continuidade de uso em servi?os de e-learning. ? proposto um modelo te?rico que busque mensurar o fen?meno adequado ?s necessidades das organiza??es p?blicas que oferecem cursos de capacita??o ? dist?ncia com uso de plataformas virtuais para seus funcion?rios. A pesquisa foi desenvolvida a partir de uma abordagem anal?tica quantitativa, por meio de survey online em uma amostra de 343 funcion?rios de 2 organiza??es p?blicas do RN que tiveram experi?ncia em elearning. A estrat?gia de an?lise de dados utilizou t?cnicas de an?lise multivariada, incluindo a an?lise de equa??es estruturais (AEE), operacionalizada pelo software AMOS?. Os resultados apontaram que qualidade, desconfirma??o da qualidade, valor e desconfirma??o do valor impactam positivamente na satisfa??o, assim como a desconfirma??o da usabilidade, a inovatividade e o otimismo. Da mesma forma, a satisfa??o mostrou ser determinante para a inten??o de continuidade de uso. Em adi??o, a prontid?o tecnol?gica e o desempenho apresentam forte rela??o entre si. Com base no modelo estrutural encontrado pelo estudo, as organiza??es p?blicas podem implementar servi?os de e-learning para os funcion?rios se concentrando na melhoria de aprendizagem e no aprimoramento de habilidades praticadas no ambiente organizacional