惡意域名受害族群估計－－使用聯合超幾何最大似然估計法

Estimating Population Size of Fast-Flux Domain - Using Joint Hypergeometric Maximum Likelihood Estimator Method

衡諸過去科技接受模式相關研究，雖已針對使用者對虛擬市場的採用意圖與行為加以探討，但並未將實體市場與虛擬市場的替代效果納入考量。當使用者虛擬市場的使用頻率愈高，則意謂著使用者實體市場的使用頻率將隨之減低，在此前提下，實體市場的相關因素，如實體市場的關係慣性與滿意度，即可能會對使用者虛擬市場的接受行為造成影響。本研究目的旨在針對使用者從實體銀行移轉至網路銀行的轉換意圖與轉換行為之影響因素進行探討與驗證。在問卷發放上，總計發出700 份問卷，回收 445 份有效問卷，有效回收率為63.57%。研究結果顯示使用者從實體到虛擬市場的轉換意圖會受到移轉效益與移轉成本的影響；同時，使用者的轉換意圖會進一步影響其轉換行為；最後，當使用者對實體銀行的關係慣性程度愈高，以及對實體銀行的滿意度愈高，則將會進一步弱化使用者轉換意圖與轉換行為之間關係。

Although previous TAM-related studies explored users’ intentions and behaviors for using the virtual market, the substitution effect between the physical market and the virtual market was not considered. A higher frequency of using the virtual market usually means a lower frequency of using the physical market for users. Under the premise that these two markets have certain substitution effects, physical market-related factors, such as relationship inertia and satisfaction with the physical market, may have effects on the behavior of those using the virtual market. The primary goal of this study is to explore the factors that affect the attitude and intension towards switch from physical to visual market in the context of online banking. In total, 700 questionnaires were sent out and 445 effective questionnaires were returned with effective recovery rate of 63.57%.The results shows that first, switch benefit and switch cost have significant effects on attitude towards switch. Also, attitude towards switch has a positive effect on behavior intension towards switch. Finally, users’ inertia and satisfaction to physical bank moderate the effect of attitude towards switch and behavior intension towards switch.