A Study on User Satisfaction and Acceptance of MOD

• Main Authors: Yu-ting Kao, 高郁婷
• Other Authors: Y. C. Lee
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/65411233760331693915

碩士 === 國立中山大學 === 傳播管理研究所 === 94 === In an era of digital convergence, people in related fields are devoted to activities of digitalization, especially in digital TV. This research is based on the Information System Success Model from Technology Acceptance Model (TAM) and aimed to understand the factors that affect user satisfaction and acceptance behavior. The researcher adopts the methodology of questionnaire survey. After statistical data analyses, the results show the main factor that influences MOD users’ intention to use is perceived usefulness. Furthermore, perceived usefulness is influenced by perceived ease of use and user satisfaction. Three factors related to perceived ease of use and user satisfaction are program content quality, system quality and service quality of MOD. However, the influence of information quality is not significant. This research successfully constructs a technology acceptance model for MOD development and contributes for reference not only to future researches on users concerning innovative technologies but also to specific guidance for MOD operators to improve their services, expediting the development of digital TV in Taiwan.