Exploring factors affecting online KTV use on the basis of TAM

• Main Authors: Jhih-ting Lu, 呂志庭
• Other Authors: Hsiu-Ju Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/90714787285460519755

碩士 === 義守大學 === 資訊管理學系碩士班 === 97 === The online KTV is a new singing service on the internet. Different from the previous traditional KTV, online KTV service provide consumers a new way of singing and entertainment. As long as users have computer connecting to the internet and microphones ,they can singing in any place at anytime, Besides, they can also create their own personal MV in their personal Blog, let other online users can share each other. Therefore, this study intends to understand the impact factors on online KTV of the use intention and actual use who had experience in online KTV. The study is based on TAM with addition of user’s social escapism motivation and the customization characteristic of online KTV. A total of 268 questionnaires were responded and there were 217 valid surveys. The quantitative data was analyzed with AMOS for hypothesis analysis. The research finding could be concluded as below：(1) The perceived usefulness of online KTV was significantly influenced by the customization, perceived ease of use and enjoyment. (2) The enjoyment of online KTV was significantly influenced by the customization and perceived ease of use. (3) The social escapism motivation of online KTV was significantly influenced by the enjoyment. (4) The behavioral intention of online KTV was significantly influenced by the perceived usefulness and social escapism motivation. (5) The behavioral use of online KTV was significantly influenced by the behavioral intention.