The User's Behavior Intention of Zero Product: Using Free Information Service as An Example

• Main Authors: Fang-yi Chen, 陳芳儀
• Other Authors: Su-yueh Chu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/89528830989761094657

碩士 === 國立屏東商業技術學院 === 行銷與流通管理系(所) === 98 === Making profits is the final purpose for zero product providers. Thus, it is important to understand factors that will affect behavior intention of users. This study explores users’ intention and predicts the users’ continued behavior intention in the future based on the Decomposed Theory of Planned Behavior. This study builds model and hypothesis according to literatures, and collects 300 valid questionnaires from free informational service users. Structural Equation Modeling (SEM) is applied to test the model and research hypothesis. The results of this study are as follows: (1) The proposed model can be used to explain the behavior intention of free information service user. (2) Behavior intention will be positively significantly affected by attitude, subjective norm, and perceived behavior control. (3) Attitude will be positively significantly affected by technology awareness, relative advantage, and compatibility. Besides, attitude will be negatively significantly affected by complexity. (4) Subjective norm will be positively significantly affected by informational and value-expressive influence referent, but utilitarian influence referent not. (5) Perceived behavior control will be positively significantly affected by self-efficacy and facilitating conditions. (6) Continue behavior intention will not be affected by behavior intention. Managerial implications and additional researchers are presented in final session.