Title 100N2-兩性採用自助服務科技路徑比較A Path Comparison of Self-Service Technology Adoption
Name 姚俊安
Advisor 朱培宏 老師
畢業日期 2012/06
Attachment 100N2Adobe PDF
Reference Link
Abstract 本研究以「科技接受模型」為基礎，將媒體豐富性當外部變數，並依據社 會角色理論中兩性行為模式不同，將「性別」做為調節變數納入考量，來探討 兩性使用自助服務科技行為上之差異。本研究針對現場使用7-11 ibon 使用者 為主，採攔截抽樣方式回收問卷。問卷有效樣本445 份，分析工具採SPSS 17.0 與AMOS 5.0 進行結構方程模式的測量與結構模式分析，研究結果顯示：(1) 媒體豐富性對知覺有用性與知覺易用性呈正向的影響關係，且男性大於女性； (2)知覺易用性對知覺有用性與使用態度呈正向的影響關係，且女
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