影響線上學習市場使用意向模式建構之研究：模糊類神經網路方法之應用

The Research of Model Construction Affecting Use Intention in e-Learning Market-Application of Fuzzy-Neural Network Method

本研究目的以計劃行為理論模式、科技接受模式、擴散式的計劃行為理論模式為基礎所提出本研究的整合模式，應用模糊類神經網路的方法，分析潛在使用者對線上學習使用意向的重要因素的關係和交互作用，並蒐集300份完整填答資料進行分析，並獲得下列研究結果：潛在使用者線上學習模式的「使用意向」主要受「行銷組合」、「使用動機」、「態度」等三項正向和「認知有用」、「知覺風險」負向的影響；「態度」變項，主要受「認知有用」、「認知易用」等正向和「知覺風險」負向的影響；「行為控制知覺」變項，主要受「行銷組合」正向和「知覺風險」負向的影響；「認知易用」變項，主要受「使用動機」等二項正向和「知覺風險」的負向影響；「認知有用」變項，主要受「使用動機」和「行銷組合」正向的影響；學習的「使用動機」，主要受「行銷組合」正向的影響。

The major purpose of the study is based on the Theory of Planned Behavior (TPB)， Technology Acceptance Model (T AM)， Decomposition TPB(DTPB) and integrate Model with Fuzzy-Neural method by this study as basis to construct user e-Learning intention causal model. Then， we retrieve 300 valid samples to examine model whether or not suitable for e-Learning market， compare the goodness of fit of hypothesis， establish the use intention of e-Learning market and analysis the causal relationship by Structure Equation Model (SEM). By implementing above analysis， the findings and result yield out of the study are obtained as the followings:
1.Latent user e-Learning “use intention" have significant positive effect by “marketing mixes"，“use motive"，“attitude" and negative effect by“perceptive risk" and “perceived usefulness".
2. Latent user e-Learning “attitude" have significant positive effect by “"perceived usefulness" and “perceived easy of use" and negative effect by. “perceptive risk".
3. Latent user e-Learning “behavior control" have significant positive effect by “marketing mix" and negative effect by “perceptive risk".
4. Latent user e-Learning “perceived easy of use" have significant positive effect by “use motive" and negative effect by “perceptive risk".
5. Latent user e-Learning“perceived usefulness" have effect by“marketing mixes"，“use motive".
6.“Marketing mixes" have significant positive effects on latent user e-Learning “use motive".