| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 95 === The internet has been greatly developed from Web1.0 to Web 2.0 in recent years, and that means the internet network has changed from the passive way to browse the webpage by internet user to inter-dynamic type which can interact with every website’s users. The key technology for this change is the use of “Really Simple Syndication”. This research, based on the perspective of “technology acceptance theory”, explores whether the effect of Rss’s usefulness and ease of use on the attitude and intention of internet users is moderated by the information control.
The subjects in this study consists of both who are major in non-information related students and in information management students, and then they were divided into ordinary internet users and professional internet users. The questionnaire survey was used to collect the data, and 1,000 copies were issued, 630 questionnaires were finally available among the returned questionnaires. To explore the correlation among the variables, the data were analyzed by factor analysis and multiple regression analysis. Below are some important findings in this research:
1.The perceived ease of use in Rss has not influenced significantly to the users'' attitude.
2.The information control has moderated effect significantly to the influence of both the perceived usefulness and the perceived ease of use to the users'' attitude.
3.The users'' attitude has influenced significantly to their intention to use the Rss.
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