| 摘要: | 現今利用網路使用網路科技媒介，進行視訊會議進行討論或學習之情況日益普及，了解影響使用者行為因素實有其必要性。本研究基於刺激-有機體-反應模型建構研究框架，目的為探討線上學習平台的科技因素—知覺易用性/有用性(刺激)與社會因素—社會臨場感與遙現(刺激)對使用者的心理因素—態度與心流體驗之影響(有機體)，進而對其持續使用意願(反應)之影響。本研究以網路問卷，調查近一年內曾利用線上學習平台進行學習、教學或會議討論之使用者其知覺與想法，共回收331份有效問卷。透過SEM分析，結果顯示線上學習平台的知覺易用性、知覺有用性、社會臨場感與心流體驗，皆對使用者的態度有正向影響，進而對使用者的持續使用意願有正向影響，其中態度有部分中介效果。此外，線上學習平台的知覺有用性與遙現，皆對使用者的心流體驗有正向影響，進而對使用者的持續使用意願有正向影響，其中心流體驗有部分中介效果。最後，根據結果發現列出管理意涵予以線上學習平台的管理者作為策略擬定之參考依據。
Nowadays, it is increasingly common to use online technology media to conduct video conferences for discussion or learning, so it is necessary to understand the factors that affect user behavior. We construct a research framework based on the S-O-R model, and aim to explore the technological factors of online learning platforms—perceived ease of use, perceived usefulness, and the social factors—social presence and telepresence respectively affect user's psychological factors—attitude and flow experience, and then affect their continuance usage intention. We use online questionnaire to investigate the users who have used the online learning platform for learning, teaching or conference discussions in the past year, and a total of 331 valid questionnaires were collected. Through SEM analysis, the results show that the perceived ease of use, perceived usefulness, social presence and flow experience of online learning platforms all have a positive impact on user's attitudes, which in turn have a positive impact on user's continuance usage intention, in which attitude has a partial mediating effect. In addition, perceived usefulness and telepresence of the online learning platform both have a positive impact on the user's flow experience, which in turn has a positive impact on the user's continued use intention, and its central flow experience has a partial mediating effect. Finally, according to the results, the management implications are listed to the managers of the online learning platform as a reference for strategy formulation. |
