系統識別號 | U0002-1008201713075900 |
---|---|
DOI | 10.6846/TKU.2017.00340 |
論文名稱(中文) | 影響數位遺產使用意願與知識交換因素之研究 |
論文名稱(英文) | Antecedents of Usage Intention and Knowledge Exchange in Digital Legacy |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 管理科學學系碩士班 |
系所名稱(英文) | Master's Program, Department of Management Sciences |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 105 |
學期 | 2 |
出版年 | 106 |
研究生(中文) | 李秉哲 |
研究生(英文) | Bing-Jhe Li |
學號 | 604620061 |
學位類別 | 碩士 |
語言別 | 英文 |
第二語言別 | |
口試日期 | 2017-06-15 |
論文頁數 | 99頁 |
口試委員 |
指導教授
-
陳水蓮
委員 - 康信鴻 委員 - 陳怡妃 |
關鍵字(中) |
數位遺產 情緒模組 使用意願 知識交換 知覺價值 說服知識 |
關鍵字(英) |
Digital legacy PAD Model Usage intention knowledge exchange Perceived value Persuasion knowledge |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
近年來,個人創作與資訊交流隨著網際網路的蓬勃發展幾乎已成為現代人生活中的一部分,數位時代的來臨,每天世界不斷產生大量的數位化資訊,而這些資訊雖然是虛擬的但有其價值。實體的動產、不動產、貨幣可以傳承給繼承人,而虛擬的數位資產繼承也漸漸被注目與探討。國際上開始擬定法律來規範數位資產的繼承,各大網路業者也因應時代潮流推出數位遺產管理服務。因此,本研究探討影響消費者對數位遺產管理服務的使用意願及知識交換的各項因素。首先,探討功利價值、享樂價值、說服知識與創新對於信任、喚起與支配之影響。接續,探討信任、喚起及支配對於態度與愉悅之影響,進而影響使用意願與知識交換的關聯性研究。 本研究以台灣曾經使用過數位資產的一般消費者為研究對象,回收有效樣本為552份,以AMOS 20.0 統計軟體進行驗證性因素分析,並以結構方程模型進行假設檢定。研究結果顯示如下:一、功利價值對信任有正向顯著影響,對喚起與支配無顯著影響;二、享樂價值對信任、喚起與支配有正向顯著影響;三、說服知識對信任有正向顯著影響,對喚起與支配無顯著影響;四、創新對信任與支配有正向顯著影響,對喚起無顯著影響;五、信任對態度與愉悅有正向顯著影響;六、喚起對態度與愉悅有正向顯著影響;七、支配對態度與愉悅有正向顯著影響;八、態度對使用意願與知識交換有正向顯著影響;九、愉悅對知識交換有正向顯著影響,對使用意願無顯著影響;十、涉入程度與嚴謹性對於本研究架構具有干擾效果。最後,本研究綜合研究結果提出管理意涵與理論意涵,並對後續研究者提出建議與提供未來研究方向之參考。 |
英文摘要 |
In recent years, the rapid development of the Internet has caused the personal creation and exchange of information to become part of modern life; the Internet has ushered in the digital age. Every day the world continues to generate vast quantities of valuable digital information; even though virtual goods are composed of digital information, they are financially valuable. An entity's movable property, immovable property, and currency can be inherited by heirs; however, the inheritance of virtual digital assets has gradually become a concern and is now being widely discussed. International laws have been written to regulate the inheritance of digital assets; some major network operators have launched digital legacy management services in response to the trends of the times. Therefore, this study explored the factors that affect consumer usage intention (UI) and knowledge exchange (KE) regarding digital legacy management services. Specifically, the present study explored the effects of Utilitarian Value (UV), Hedonic Value (HV), Persuasion Knowledge (PK), and Innovation (Inn) on Trust (Tru), Arousal (Aro), and Dominance (Dom). The associations between Tru, Aro, and Dom and their influence on attitude (Att) and pleasure (Ple) are explained in the context of UI and KE. The study participants were people who have used digital assets in Taiwan. A total of 552 valid questionnaires were collected, and AMOS 20.0 statistical software was used to analyze the research hypotheses with structural equation modeling. The research findings are as follows: first, UV had a significant positive effect on Tru but had no significant effect on Aro and Dom; second, HV had a significant positive effect on Tru, Aro, and Dom; third, PK had a significant positive effect on Tru but had no significant effect on Aro and Dom; fourth, Inn had a significant positive effect on Tru and Dom but had no significant effect on Aro; fifth, Tru had a significant positive effect on Att and Ple; sixth, Aro had a significant positive effect on Att and Ple; seventh, Dom had a significant positive effect on Att and Ple; eighth, Att had a significant positive effect on UI and KE; ninth, Ple had a significant positive effect on KE but had no significant effect on UI. Furthermore, this study demonstrates that involvement and conscientiousness had moderating effects. Finally, theoretical implications and research directions are provided for future studies. |
第三語言摘要 | |
論文目次 |
Table of Contents 中文摘要I 英文摘要II Table of Contents V List of Tables X List of Figures XI Chapter 1 Introduction 1 1.1 Overview 1 1.2 Research Objectives 3 1.3 Research Process and Thesis Organization 4 Chapter 2 Literature Review 6 2.1 Utilitarian Value 6 2.2 Hedonic Value 6 2.3 Persuasion Knowledge 8 2.4 Innovation 9 2.5 Trust 10 2.6 Pleasure, Arousal, and Dominance Model (PAD Model)12 2.6.1 Arousal 13 2.6.2 Dominance 14 2.6.3 Pleasure 16 2.7 Attitude 17 2.8 Usage Intention 18 2.9 Knowledge Exchange 19 2.10 Involvement 20 2.11 Conscientiousness 21 2.12 Relationship between Utilitarian Value and Trust 22 2.13 Relationship between Utilitarian Value and Arousal 23 2.14 Relationship between Utilitarian Value and Dominance 23 2.15 Relationship between Hedonic Value and Trust 24 2.16 Relationship between Hedonic Value and Arousal 24 2.17 Relationship between Hedonic Value and Dominance 25 2.18 Relationship between Persuasion knowledge and Trust 25 2.19 Relationship between Persuasion knowledge and Arousal 26 2.20 Relationship between Persuasion knowledge and Dominance 26 2.21 Relationship between Innovation and Trust 27 2.22 Relationship between Innovation and Arousal 28 2.23 Relationship between Innovation and Dominance 28 2.24 Relationship between Trust and Attitude 29 2.25 Relationship between Trust and Pleasure 29 2.26 Relationship between Arousal and Attitude 30 2.27 Relationship between Arousal and Pleasure 30 2.28 Relationship between Dominance and Attitude 31 2.29 Relationship between Dominance and Pleasure 31 2.30 Relationship between Attitude and Usage Intention 32 2.31 Relationship between Attitude and Knowledge Exchange 32 2.32 Relationship between Pleasure and Usage Intention 33 2.33 Relationship between Pleasure and Knowledge Exchange 34 2.34 Moderating Effects 34 Chapter 3 Research Methodology 36 3.1 Research Setting 37 3.2 Questionnaire Design, Pretest 37 3.3 Sample and Data Collection 39 3.4 Data Analysis Method 40 3.4.1 Descriptive statistics analysis 40 3.4.2 Reliability and validity Analysis 40 Chapter 4 Data Analysis Methodology and Results 42 4.1 Sampling and Respondent Profile 42 4.2 Confirmatory Factor Analysis and Model Fit 43 4.3 Reliability and Validity 45 4.3.1 Reliability Analysis 45 4.3.2 Validity Analysis 47 4.3.2.1 Convergent Validity 47 4.3.2.2 Discriminant Validity 47 4.4 Structural Equation Modeling Analysis 52 4.4.1 Overall Model Validation 52 4.4.2 Structural Equation Modeling for Hypothesis Testing 53 4.4.3 Moderating Role: Involvement 62 4.4.3.1 Moderating Role: Conscientiousness 65 Chapter 5 Conclusion and Implications 69 5.1 Discussion 69 5.2 Theoretical Implication 75 5.3 Managerial Implication 76 5.4 Limitations and Future Research 78 References 79 Appendix 95 List of Tables Table 3.1 Sources of Measure Items 39 Table 3.2 Questionnaire and Return 40 Table 4.1 Demographic Variables of the participants’ profiles 43 Table 4.2 Analysis of Measurement Accuracy 45 Table 4.3 Analysis of Reliability and Convergent Validity 46 Table 4.4 AVE/Squared correlation and difference of chi-squared 49 Table 4.5 Analysis of Discriminative Validity: Model 50 Table 4.6 Analysis of Goodness-of-fit measures: Model 52 Table 4.7 Hypothesis Test Analysis: Model 57 Table 4.8 Direct, Indirect and Total Effects 59 Table 4.9 Invariance Tests across the experience of involvement 64 Table 4.10 Invariance Tests across the experience of conscientiousness 67 Table 5.1 Results of Hypothesis Test 74 List of Figures Figure 1.1 Research Process 5 Figure 3.1 The Research Conceptual Framework 36 Figure 4.1 Structure Equation Modeling Analyses 56 |
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