| 摘要: | 為探討臺灣民眾使用電子化政府服務的行為意願，本研究採用解構式計畫行為理論(Decomposed Theory of Planned Behaviour,DTPB)為架構，以結構方程模式(Structural Equation Modeling,SEM)驗證性因素分析(Confirmatory Factor Analysis,CFA)為方法，針對858位民眾樣本進行了深度的問卷分析。在自變項方面，包括了知覺有用性、知覺易用性、知覺相容性、知覺形象、家庭影響、同儕影響、媒介影響、自我效能、科技支持、政府支持、信任政府、信任網絡等十二個變數。依變項則為行為態度、主觀規範、知覺行為控制、行為意向等四個變數，作為本論文的研究架構。
本研究結果顯示，在臺灣民眾使用電子化政府意願的因素，主要以對科技發展與政府政策是否瞭解的「知覺行為」最為重要；其次，同儕、家庭、媒介的影響也很重要；至於一般人認知的「察覺有用性」反而扮演次要角色。這些發現與理論文獻中的差異性，可能與臺灣地區的文化背景及使用者經驗有關。另外，在使用者與未使用者間的對照分析顯示，臺灣地區的使用者亦較重視科技水準與政府政策的影響，而非使用者才更拘泥於「察覺有用性」的影響。這些發現，證明了理論文獻中某些變項間因果關係的假設在本論文中獲得了支持，亦代表著：若是受測者擁有高度的信心與認知，本身具備充沛的資源與多元管道，就會更多的去使用電子化政府的服務。
整體而言，本研究模型解釋影響受測者使用電子化政府行為意向總變數的43％。研究結果亦發現評估模型可達成預期的效果；證實了Ajzen計畫行為理論與Taylor and Todd解構式計畫行為理論當中，個人行為意向形塑自行為態度、主觀規範及知覺行為控制三者的主張。除與McKnight、Schaupp、Venkatesh等國外學者指出的：使用態度、知覺有用性、社會規範、助益支持、知覺行為控制、信任信念等因素，對個人使用電子化政府服務的行為意向確有顯著影響之研究結果相同外，並與Hung、Shih、Wang等國內學者對於態度、知覺行為控制及主觀規範三個構面均為影響行為意向重要變數之驗證符合一致。
本文研究結果發現：1)在當今臺灣個人主觀意識較強的社會氛圍中，自我感知的行為控制構面，完全凌駕主觀規範、信任與態度三者之上，對於民眾使用電子化政府最有影響；2)國人科技接受的行為意向，深受家庭、長輩、上級及同儕的影響，但同時對大眾傳媒卻表現出不信任的態度；3)對科技及政府的不認同態度，導致民眾對政府的整體信任信念不足，亦將會影響民眾使用電子化政府的意願。另外作為本文對照的兩個組別，研究發現：行為態度構面俱為使用與不使用組別行為意向之主因。在不傾向接受使用電子化政府服務的族群，擁有高度的個人行為態度認知，不易受到外在規範及環境資源的影響；在傾向接受使用電子化政府服務的族群，反而強烈受到家庭、長輩及同儕之規範性影響，並擁有高度的自信心與能力來使用政府線上服務。以上對臺灣民眾使用電子化政府服務行為之研究發現，將可提供學界與政府相關單位參考與探討。
This paper identifies the factors that determine the publics’ attitude and behavior of using e-Government service in Taiwan. The study utilizes the decomposed theory of planned behavior (DTPB) as the theoretical framework, and structural equation modeling (SEM) with confirmatory factor analysis (CFA) was selected as the main technique for 858 people conducted in-depth questionnaire sample analysis. The proposed model is validated by twelve independent variables: perceived usefulness, perceived ease of use, perceived compatibility, perceived image, family influence, friends/colleagues influence, media influence, self-efficacy, technology support, government support, trust in government and trust in Internet. Four dependent variables: attitude, subjective norm, perceived behavioral control and behavioral intention as the research framework of this thesis.
The results of the study showed that the factors of willingness to use e-Government in Taiwan mainly rely on the "perceived behavioral" of understanding of technological development and government policy. Secondly, peers, family, and media influence is also important; in contrary the perception of "perceived usefulness" plays a minor role. These findings and theoretical literature differences may be related to cultural background and the user experience related to Taiwan. In addition, the comparative analysis between users and nonusers has showed that e-Government service users in Taiwan were also attention to the impact of technological and government policies, rather than nonuser is more rigidly adhere to the influence of "perceived usefulness" effects. These findings prove the hypotheses of a causal relationship between the theoretical literatures of certain variables were supported in this paper. It also represents If the subject's with a high degree of confidence, awareness, and abundant of resources, it would be more of practitioners to use of the e-Government services.
Overall, the result of this research model can explain the subject's behavioral intention to use e-Government 43% of the total variable, and it also found that assessment model to achieve the desired effect with context of relationships compare to the prior validated research. This confirmed Ajzen’s theory of planned behavior and Taylor, Todd’s deconstructive theory of planned behavior, both claimed that personal behavior intention is shaped by attitude, subjective norm and perceived behavioral control. These findings not only match: McKnight, Schaupp, Venkatesh and other foreign researchers pointed out that attitude, perceived usefulness, social norms, facilitating conditions, perceived behavioral control, trust beliefs and other factors have significant influence to personal behavioral intentions for use of e-Government services; and also consistence with: Hung, Shih, Wang and other domestic researchers verified that attitude, subjective norm, and perceived behavioral control do influence the behavior intent.
The study also found that:1)Under the current strong social atmosphere of subjective awareness in Taiwan, self-perceived behavioral control constructs completely overriding subjective norms, trust and attitudes, as the most influential role;2)Personal behavioral intention to accept technology in Taiwan is deeply influenced by family, elders, superiors and peers; but while the media has shown distrust;3)Due to disagree with technology and the government respectively, leading to an overall insufficient of public trust to government, and it go further affect personal willingness to use of e-Government services. In addition, as the two comparison groups, the study found that less inclined to accept the use of e-Government services groups have a high degree of personal behavior and attitude awareness, but less susceptible to outside regulation and environmental resources influence. As to the inclined to accept the use of e-government services groups, they have strongly affected by normative impact including: family, the elders and peers; and have a high degree of self-confidence and ability to use of government online services. The research findings of this article: The effect of perceived usefulness on public attitude and behavior of using e-Government service in Taiwan, will devoted to the academic and practical implications for the further reference and discussion. |
