網際網路創新使用擴散模型之研究

A Study on Innovation Use Diffusion Model of the Internet

本研究依網際網路使用率（低／高） 與使用多樣性（少／多）之關係，將使用者分為：密集、專業、非專業及有限四種使用者類型，再透過影響網際網路使用之因素探討，確定網際網路使用影響因素構面。最後，以網際網路影響認知、網際網路使用滿意及未來網際網路應用之興趣等三個變數為使用結果構面。換言之，本研究由網際網路使用影響因素、使用者類型及使用結果等三個構面，建構網際網路創新使用擴散模式。本研究假設網際網路之使用率與使用多樣性兩變數間是相互影響的內生變數，以二階段最小平方法（2SLS），建立聯立方程式探討網際網路使用率與使用多樣性之關係，得到使用多樣性與使用率間互為正面影響。溝通密度、使用經驗、使用創新性及使用動機均顯著影響使用多樣性；使用經驗、社會臨場感均顯著影響使用率。另外，以多項羅機模式（MNL）分析使用影響因素對此四種使用者型態之影響程度，密集使用者與模型中的變數有高度相關，其次是專業使用者、非專業使用。最後，以變異數分析檢定四種使用型態對網際網路影響認知、使用滿意度及未來網際網路應用之興趣等三個結果變數是否有差異，結果發現均有顯著性差異。

According to rate of use and variety of use on the Internet, this study first divides Internet users in four patterns: intense, specialized, non-specialized, and limited users. And then it examines the influential factors of Internet use to provide the influential dimension. Finally, the outcome dimension is discussed through the three variables, recognition, satisfaction, and future application interests of Internet use. In other words, this study adopts the three dimensions, types of users, influential factors, and outcomes of Internet use, to construct its innovation use diffusion model. We specify a two-equation model of variety and rate of use and estimated it with two-stage least square (2SLS). First, we find that rate of use and variety of use is positively correlated with each other. Variety of use is significantly correlated with communication density, experience of use, motive of use, and innovativeness while rate of use is significantly correlated with experience of use and social interaction. Second, we investigated the influential factors of the four use patterns by using a multinomial logit model (MNL). Intense users are highly correlated with variables in the model, followed by specialized, and non-specialized users. Finally, we use analysis of variance to test the differences among the four use patterns on the following variables: recognition, satisfaction, and future application interests of Internet use. And the result shows that all of them have significant differences.