在數位時代，可以用來行銷工具比以往增加許多，而傳統民俗活動該如何結合新的行銷工具即手機應用程式，則為本研究主要探討目的。本研究希望從科技品質以及資訊品質方面，探討影響使用者使用手機應用程式的因素；並應用巴斯擴散模型分析大眾媒體與口碑，對於手機應用程式的推廣有何效用。主要先應用相關性分析，確認個構面之間的具有關聯性。後再應用多元迴歸驗證個構面間的顯著性，並對中介效果加以探討。

研究主要結果發現，在使用應用程式系統品質方面，認知易用性與認知有用性對於行為意圖的影響力不顯著，但仍呈現正相關，顯示出對此族群而言，系統品質已被視為數位相關服務的必要條件，因此較不會將易用程度和有用程度納入考量。而在使用本研究相關類型的手機應用程式，資訊品質的完整性對於其使用者滿意度為正向且顯著相關。對於手機應用程式的使用者滿意度上，使用者滿意度在科技接受模型與行為意圖間為完全中介，可見使用者滿意度的影響力較大，而影響使用者滿意度的又以資訊完整性最為顯著，在使用者滿意度對於手機應用程式使用行為意圖上，其也具有正向顯著影響。在推廣手機應用程式方面，大眾媒體及使用者口碑對於行為意圖的影響皆為正向顯著，而大眾媒體的力量又大於口碑，因此未來如要推廣手機應用程式可以以大眾媒體為主。

Since the numbers of marketing tools have increased in the digital generation, the conjunction of new marketing tool, application, with traditional fork festival become new trend and therefore triggers our research motivation. The study discusses the influencing variables of using application from two aspects, system quality and information quality. Furthermore, we examine the effect of “mass media” and “words-of-mouth” on popularizing the application. This research applies the correlation coefficient to address the relationships among different contracts. Then, by multiple regression analysis, we observe the significant between different drivers. Moreover, by mediation analyses, the influence of Technology Acceptance Model on Behavior Intention to Use through User Satisfaction can be understood. The study results clarify the influence of both dimensions from Technology Acceptance Model toward Behavior Intention to Use is not significance; consider the system quality toward digital services is prerequisite which means “perceived usefulness” and “perceived ease of use” does not take into account. In addition, the influence of Information Completeness to User Satisfaction is positive and significant. Also, User Satisfaction influenced by Completeness mostly possess full mediation effect between Technology Acceptance Model and Behavior Intention to Use which means the mediation variable drops the relationship between the independent variable and dependent variable to zero. According to regression result, Bass Diffusion Theory affect the Behavior Intention to Use significantly which means the result of Behavior Intention to Use is dominated by mass media; the main approach to promote application can be mass media therefore.

目錄
表目錄..................................................V
圖目錄..................................................VI
第一章	緒論............................................1
第一節	研究背景.........................................1
第二節	研究動機.........................................4
第三節	研究目的.........................................4
第四節	研究問題.........................................7
第五節	研究對象.........................................7
第六節	研究流程.........................................8

第二章	傳統民俗活動：臺南做十六歲介紹.......................10
第一節	民俗節慶.........................................10
第二節	做十六歲由來......................................12
第三節	臺南做十六歲的的發揚推展............................12

第三章	文獻探討.........................................19
第一節	行為意圖.........................................19
第二節	使用者滿意度......................................21
第三節	資訊系統成功模式...................................24
第四節	科技接受模型......................................27
第五節	資訊品質.........................................33
第六節	創新擴散理論......................................38
第七節	大眾傳播媒體......................................41
第八節	口碑.............................................43

第四章	研究方法.........................................48
第一節	研究架構.........................................48
第二節	研究變數與操作性定義...............................49
第三節	研究對象.........................................52
第四節	抽樣設計.........................................52
第五節	問卷設計.........................................53
第六節	資料分析方法......................................61

第五章	實證研究.........................................66
第一節	描述性統計分析....................................66
第二節	問卷構面敘述統計..................................68
第三節	效度與因素分析....................................70
第四節	信度分析.........................................77
第五節	迴歸分析.........................................78
第六章	研究結論與建議....................................91
第一節	研究結論.........................................91
第二節	管理意涵.........................................95
第三節	研究限制與後續研究方向..............................98

參考文獻.................................................99
英文文獻.................................................99
中文文獻.................................................107
網路文獻.................................................108
附錄一	本研究問卷.......................................109

 
表目錄
表2-1：台南七夕做十六歲活動的演變和規模.......................13
表2-2：台南做十六歲目前行銷活動..............................16
表2-3：台南市政府目前相關數位行銷發展.........................17
表3-1：資訊品質評估指標.....................................34
表3-2：資訊品質相似構面整理.................................35
表3-3：資訊品質操作型定義...................................36
表3-4：口碑的定義之彙整資料..................................44
表4-1：各變數進行操作化定義..................................50
表4-2：科技接受模型衡量問項..................................56
表4-3：資訊品質衡量問項.....................................57
表4-4：巴斯擴散模型衡量問項..................................58
表4-5：使用者滿意度及行為意圖衡量問項..........................59
表4-6：人口統計變數.........................................60
表4-7：KMO值判定方法.......................................61
表4-8：Cronbach α值判定方法................................62
表5-1：描述性統計..........................................66
表5-2：敘述性統計資料分析....................................68
表5-3：科技接受模型問項及因素分析..............................71
表5-4：資訊品質問項及因素分析.................................72
表5-5：巴斯擴散模型問項及因素分析..............................74
表5-6：使用者滿意度及行為意圖問項及因素分析......................75
表5-7：各量表之內部一致性係數.................................77
表5-8：各構面相關分析........................................78
表5-9：科技接受模型變異數分析.................................80
表5-10：科技接受模型多元迴歸..................................81
表5-11：科技接受模型變異數分析................................81
表5-12：科技接受模型多元迴歸..................................82
表5-13：科技接受模型變異數分析................................82
表5-14：科技接受模型多元迴歸	..................................83
表5-15：假說驗證結果.........................................85
表5-16：資訊品質變異數分析....................................86
表5-17：資訊品質多元迴歸分析..................................86
表5-18：假說驗證結果.........................................87
表5-19：直接效果變異數分析....................................88
表5-20：直接效果多元迴歸分析..................................88
表5-21：假說驗證結果.......................................89 

圖目錄
圖1-1：研究流程..............................................9
圖3-1：期望失驗模型..........................................21
圖3-2：Delone & McLean資訊系統成功模式.......................24
圖3-3：修正後之Delone & McLean資訊系統成功模式.................26
圖3-4：理性行為理論模型......................................27
圖3-5：科技接受模型..........................................28
圖3-6：修正後科技接受模型.....................................29
圖3-7：近期更新後之科技接受模型................................30
圖3-8：Roger對採用者的分類...................................38
圖3-9：Bass模式之觀念架構....................................39
圖4-2：研究架構圖加上假說標記.................................51
圖4-3：中介效果運算方式......................................64
圖4-4：中介效果驗證步驟......................................65
圖5-2：驗證使用者滿意度中介模式圖..............................80
圖5-3：中介模式路徑..........................................83
圖5-4：本研究使用者滿意度中介迴歸結果...........................84
圖5-5：本研究資訊品質直接迴歸結果..............................87
圖5-6：本研究行為意圖之直接迴歸結果............................89

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