Extending the TAM to Online Consumer Behavior of Adopting Web-Based Service: In the Environment of Network Photo Album System.

• Main Authors: ChiaChing, Fu, 傅家清
• Other Authors: Lin, Ching
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/63811676647866624499

碩士 === 國立臺北大學 === 企業管理學系 === 93 === Schmitt(1999) brought up the concept of "experiential marketing" that emphasizes the new principle of e-commerce is to create brand new experiences for customers. The major concept of experiential marketing is to bring delighted experience to their customers and let them sharing those experiences with others by means of Strategic Experiential Modules (SEMs) and some appropriate intermedium. Such a delighted experience is defined as "flow", which concept was brought up by Csikszentmihalyi(1975). "Flow" is a state of mind while a person devote his/her mind doing an activity and is totally absorbed in it. Many studies has pointed out that people have flow experience when using Internet applications, and that’s the major reason why many people are attached to the Internet. With the vigorous grows of the information technology, there is always new network application comes out. From early applications such as bulletin board system through varies of web-based systems nowaday, the user interface of those applications all trend to be designed more friendly and has less requirement of user skill. In recent years, the popularization of digital photography stimulates a new Internet application: "network photo album", which is specially designed web-based system for image viewing, photo publishing and to share, storage digital image files. But in the past, only ones who can build a web page able to do so. This new application differs from web pages, users do not need to know how to build a web pages, any operation can do with web browsers easily. Such an useful and easy using property causes network photo album easy to adopt and quickly become popular application. Besides, network photo album system would exhibit network externality by means of virtual community and user to user interaction, the merit of adoption would grow with the increase of user. Since the network photo album has been one of the most popular application in Internet. This study probes into the consumer adopting network photo album systems behavior by using Technology Acceptance Model(TAM) and take flow theory and social influence factors as its external variables. The results of this study would be guiding principles of information technology product marketing.