網際網路使用者採用網路訂閱服務行為意向之研究

A Study of Internet Users’ Behavioral Intention
to Use the RSS

 

陳怡靜

中州技術學院資訊管理系

彰化縣員林鎮山腳路三段二巷六號

jine@dragon.ccut.edu.tw

 

胡學誠

靜宜大學資訊傳播工程系

台中縣沙鹿鎮中棲路200

schu@pu.edu.tw

 

施東河

國立雲林科技大學資訊管理所

雲林縣斗六市大學路3123

shihdh@ yuntech.edu.tw

 

 

摘要

RSS是一種網路訂閱機制,彙整來自多個網站的資訊於單一閱讀軟體介面中,以節省網際網路使用者瀏覽網站蒐集資料的時間。目前大部分的媒體網站均提供RSS的訂閱服務,以便利讀者收錄特定類別的訊息。而在商業應用的領域中,RSS亦可用於訂閱最新的產品資訊及促銷活動訊息,滿足個人化的資訊需求。整體而言,在面對網際網路盛行及資訊超載的情況下,RSS能夠提供網際網路使用者所需的特定主題與適量的資訊供給。

基於上述RSS的重要性,本研究擬探討國內網際網路使用者對RSS的態度及行為意向。整合科技接受模式與知覺價值構面做為本研究的研究模式。本研究採用結構方程模式來檢定整體模式的適合度並驗證各研究變項間的因果關係與影響程度。

本研究結果發現:網際網路使用者對RSS的行為意向受到態度、知覺有用與知覺價值的連動牽制;且態度上受到知覺有用與知覺易用的影響,而知覺價值構面對態度卻無顯著影響;且知覺易用正向顯著影響知覺有用。本研究之結果可供網路經營者深入瞭解顧客對網路訂閱機制的需求及對RSS的接受度與使用意願,以有效的運用RSS作為企業與顧客之間的資訊溝通媒介,滿足顧客多變的資訊需求,進而提昇服務品質。再者,研究結果亦可供軟體開發業者做為更進一步改善現有網路訂閱軟體功能的參考。

關鍵詞:資訊超載、網路訂閱服務、科技接受模式、知覺價值、結構方程模式

 

Abstract

RSS is an information dissemination mechanism; it saves Internet users’ time by syndicating messages from multiple Web sites into single user interface. Most of media Web sites offer the RSS subscription service for their readers to gather messages of interest. In business application domains, RSS could be used to distribute personalized information to promote products or services. Generally speaking, RSS can alleviate the phenomenon of information overloading while still provide interesting and adequate amount of information.

Because of its importance and potential, this research work aims to explore Internet users’ attitude toward RSS and intention of adopting this service. The research model takes both technology acceptance model and perceived influence construct into account. Furthermore, the relationships between constructs were analyzed quantitatively by using the structured equation model.

The research findings reveal that users’ intention are correlated to attitude, perceived usefulness, and perceived influence. Perceived usefulness and perceived easy of use have positive impact on attitude, while perceived value has no significant impact on attitude. Perceived easy of use have positive impact on the perceived usefulness.

These findings could help online business understand users’ preference and requirements about the RSS services. Consequently, they know how to effectively utilize the RSS as the communication channels between themselves and customers. On the other side, the research results also offer developers guidance for improving current RSS technologies.

Keywords: Information overloadRSSTechnology Acceptance Model (TAM)Perceived ValueStructured Equation Model (SEM)