以整合性科技接受模式探討閱聽者下載新聞類行動應用程式之意願

Use UTAUT to Explore Consumers’ Intention of Download News Apps

新聞媒體的轉型可以由國外幾家傳統紙媒的關閉或是數位化看出潮流，美國紐約時報的數位化營收首度獲利，英國獨立報關閉紙媒轉為數位媒體，都可以看出數位化的潮流。特別是在現今手持行動裝置的風行，新聞類行動應用程式的市占率更是直接關係到廣告的營收。然而相關的研究竟付之闕如，雖說國內業者改革的速度相較國外是較遲緩的，但所面臨產業存亡的關頭卻是一致的，也因為相關研究之進行，更為重要。基於此，研究者專注於瞭解影響新聞類行動應用程式下載意願的因素，並以文獻回顧，訂定出績效期望、努力期望、知覺控制、知覺價值、知覺娛樂五大構面來瞭解對新聞類行動應用程式的下載意願。透過問卷調查的方式進行，以分析及討論的結果，提出建議，期望能讓業者增進使用者下載新聞類行動應用程式的意願。

This study focuses on consumers’ download intention of News mobile apps. Based on Unified Theory of Acceptance and Use of Technology, researchers revised the variables according to the relevant literature. The independent variable include performance expectancy, efforts expectancy, facilitating condition and perception entertainment; dependent variable is download intention; disturbance variable include gender, sex, use of experience and use of time. The questionnaire was collected and analyzed, the conclusion was conducted from the result of data, and the recommendations for journalism were presented in this article.