Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/97984
標題: 以修改版的UTAUT2模式探討Chromecast的使用者意願
The Study of the User Intention of Chromecast: a Revision of UTAUT2
作者: 吳逸凡
Yi-Fan Wu
關鍵字: Chromecast;UTAUT2;谷歌;路徑分析;Chromecast;UTAUT2;Google;Path Analysis
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摘要: 
近年來數位串流越來越流行,使包括Chromecast在內的科技產品也越來越受歡迎。本研究在探討人們對Chromecast產品的使用意願,並以修改版的UTAUT2模型進行分析。透過路徑分析,我們發現績效預期、促進條件、享樂動機、價格、習慣和品牌形象等皆對Chromecast的使用意願有顯著影響,但努力預期、社會影響對Chromecast的使用意願並無顯著影響,而且調節變數(性別、年齡、使用經驗)皆無顯著的調節效果。本文最後探討理論與管理意涵。

Online streaming has been progressively popular recently. Chromecast is one of the features. Our research focuses on the people's intention of use of Chromecast by applying modified the UTAUT2 (extended unified theory of acceptance and use of technology) theory. By path analysis, we find that performance expectancy, facilitating conditions, hedonic motivation, price value, habit and brand image have significant effect on the behavioral intention of using Chromecast, while effort expectancy and social influence do not have significant effect on the behavioral intention of using Chromecast and all the moderators (gender, age and experience) do not have significant moderating effect. The academic and managerial implication are also discussed.
URI: http://hdl.handle.net/11455/97984
Rights: 同意授權瀏覽/列印電子全文服務,2018-11-19起公開。
Appears in Collections:科技管理研究所

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