數位內容產業的五個核心子產業中，數位學習產業是台灣具有相對較佳全球競爭力的領域。本研究從購買者的角度出發，引用科技接受模式(TAM) ，建構消費性數位學習產品之產品特性如何影響產品購買者之知覺及產品滿意度的評估模式，並進一步根據研究結果對業者提出具體建議。
本研究透過文獻瞭解影響數位學習產品購買者滿意度的產品特性及變數間之路徑關係，進而發展研究問卷；以大台北地區之購買者為樣本進行問卷調查；應用敘述性統計、路徑分析及單因子變異數分析等統計方法及問卷調查所得資料進行分析與推論。
根據有效樣本的歸納結果發現，購買者以36~40歲、大專學歷、從商、家庭每月總收入約8萬至12萬間者為多。顯示此產品的購買者主要以小康家庭的父母為主。
由路徑分析結果可知，數位學習產品的三項重要特性當中，產品互動性是影響產品滿意度之最重要因素，內容豐富性次之，產品便利性又次之。反應出購買者最重視數位學習產品是否能夠有效做到介面互動、教材互動與人際互動。此外，購買者亦相當重視產品內容能否幫助購買者減輕經濟負擔及教改一綱多本所導致的困擾。
路徑分析結果亦揭露了購買者對數位學習產品的知覺有用性較知覺易用性對產品滿意度有更大的影響；因此，業者在媒體行銷策略之重點上，仍難免如傳統補教業者訴諸見證的廣宣手法；此外，業者也應進一歩進行數位學習學習與認知之基礎研究，實質探討如何有效提升購買者之知覺有用性。
由單因子變異數分析結果可知，購買者的背景差異會影響其產品滿意度。因此，業者可以在市場區隔、產品組合、定價方式等政策執行面上考量更有彈性做法；並根據顧客資料，重點加強客服作業，彌補業務通路體系之不足，以建立更佳的產品口碑。 / In five nucleus sub- industries of the digital content industry, the e-learning industry is the realm that Taiwan has an opposite global competitive advantage. This study bases on the angle of purchaser, quotes from the Technology Acceptance Model (TAM), tries to construct a valuation model to study how characteristics of e-learning products could influence the consciousness and the product satisfaction of the purchaser. Furthermore, this study will make suggestions to the suppliers according to the statistical analysis.
We develop a questionnaire after recognizing the path relations between the variables and the characteristics (convenience, interaction, content abundance) which influence the e-learning product satisfaction through the previous studies. Then carry on analysis and inferences by applying convenience sampling, description statistical analysis, path analysis, and single factor variation analysis etc.
According to the valid samples, it induces that middle-class families are the mainly purchaser group of ladder100. And by the path analysis, the results show that the interaction is the most important of three factors which influence the e-learning product satisfaction, and then sequentially the content abundance and the product convenience.
The path analysis also reveals that purchasers’ perceived usefulness has greater influence to the e-learning product satisfaction than purchasers’ perceived ease –of –use. By single factor variation analysis, we know that purchasers’ different back ground will influence their product satisfaction.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0090355069 |
| Creators | 張誌銘 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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