以計畫行為理論探討縮短數位落差之持續使用行為

Using the Theory of Planned Behavior to Explain the Continuous Use Behavior of the Digital Divide

隨著資訊科技的進步，電腦與網路已成生活中不可或缺的重要工具，至2009年止，臺灣地區電腦與網路的使用率已達七成，其中四十歲以下族群使用率已達九成五，但中高齡族群的使用率卻不到五成，在城鄉間數位落差縮小的同時，更突顯出世代之間的落差。近年各級政府皆有提出縮短數位落差的政策，臺北縣政府在2008於臺北縣各鄉鎮市成立數位希望據點，提供民眾使用與學習電腦，本研究以數位希望據點之使用民眾為例，瞭解民眾持續使用與學習電腦的因素，並以結構方程模式來檢驗各因素間的關係，實證結果顯示持續使用行為受到持續使用意向與行為控制知覺直接的影響，持續使用意向會直接受到滿意度、知覺有用性、主觀規範、行為控制知覺及信任的影響。民眾對於使用電腦或上電腦課程所學習的期望與實際感受間若較一致，則對於實用性認知、滿意度都會產生較正向之影響，而經由實用性的認知，又會正向影響使用的滿意度及持續使用意向；主群體及次群體則會正向的影響主觀規範，進而影響持續使用意向；自我效能及便利狀態亦會正向的影響行為控制知覺，進而影響持續使用意向；民眾對數位希望據點的信任度會正向的影響持續使用意向。

With the advances in information technology, the internet and computers has become an indispensable tool in life. In 2009, the usages of Taiwan's computers and internet have reached 70% population. The usage of the population under 40 years old has reached 95%, but the usages of the rests are less than 50%. The problem of the digital divide between urban and rural areas is significant. This problem can also be found in different generations. In recent years, various levels of the government have proposed policies to reduce the problem of the digital divide. For example, in 2008, Taipei County set up several locations to provide the public to use computers. Therefore, the purpose of this research is to understand people's continual use of computers and related learning factors through the structural equation modeling. Then, we tested the relationships between various factors to understand the behavioral intentions of the continual use. From the empirical results, it can be seen that the behavioral intentions of the continual use is directly affected by satisfaction, perceived usefulness, subjective norm, perceived behavioral control and trust.