| Summary: | 碩士 === 國立交通大學 === 企業管理碩士學程 === 98 === The study uses Theory of Planned Behavior as the basis, and combines Technology Acceptance Model and Diffusion of Innovations to form the research construct to investigate the factors affecting consumers’ willingness to accept cloud reading websites’ service. Eleven hypotheses were created based on the literature review, and data were obtained by distributing Internet questionnaires. By utilizing SAS 9.2 to conduct descriptive and regression analysis, ten out of the eleven hypotheses were accepted by the evidence.
That is, behavioral attitude and perceived behavioral control have significant and positive influence over behavioral intention. However, subjective norm cannot be proven to have significant and positive influence over behavioral intention. Moreover, perceived usefulness, perceived ease of use, personal innovativeness, and compatibility are proven to have significant and positive influence over behavioral attitude. Also, interpersonal and external influences are proven to have significant and positive influence over subjective norm. Likewise, self-efficacy and facilitating conditions are also proven to have significant and positive influence over perceived behavioral control.
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