以科技接受模式探討即時交通資訊系統之使用意願

Factors Influencing the Adoption of Real-time Traffic Information Systems: Test of an Integrated Model

本研究結合科技接受模式(Technology Acceptance Model, TAM)與媒體豐富度理論(Media Richness Theory)，探討一般民眾對即時交通資訊系統的使用行為與消費傾向，以便了解使用即時路況資訊服務族群的市場需求，提供業者參考。本研究共發放800份問卷，回收之有效問卷481份。本研究發現，即時交通資訊系統的媒體豐富度對認知有用性、認知易用性有正向的顯著影響，認知易用性對認知有用性有正向的顯著影響，認知易用性對使用態度有正向的顯著影響，認知有用性對使用態度、使用意願有正向的顯著影響，使用成本對使用態度有負向的顯著影響，使用態度對使用意願有正向的顯著影響。此外，用路人對即時交通資訊系統的消費意願，約四成受訪者願意付10,000元以下的費用購買即時交通資訊系統硬體配備如手機或PDA、GPS接收器等；近半數受訪者在自備可上網的手機或PDA情況下，願意支付1,000元至1,500元購買即時交通資訊系統的軟體；有一半的受訪者願意對即時交通資訊系統付的通訊月費是每月50元以下。

Based on Technology Acceptance Model and Media Richness Theory, this study proposes an integrated model to survey the adoption intention of real-time traffic information systems. A sample of 481 respondents took part in this study. The results suggest that users' intention is determined by attitude, which in turn is jointly determined by perceived usefulness, perceived ease of use and media richness. Besides, around 40% of our respondents are willing to pay NTD 10,000 for the hardware of real-time traffic information. About half of the respondents are willing to pay NTD 1,000~1,500 for the software of real-time traffic information and under NTD 50 monthly for the information service.