| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 99 === With the rapid development of information technology, the increasing of internet population, and the younger users of digital media, the Internet is getting more and more popular and has become an important medium of communication today.
Internet marketing is valued and draws attention at the present time. The school website is the school tool in Internet marketing which makes the school work effectively in marketing.
This study is based on Davis’s technology acceptance model (TAM,1989). The purposes of this study are to explore “the elementary school students’ will in using the school website” and give some suggestion from the findings and use it as references for managing the school internet marketing.
There are 304 fifth and sixth graders from some elementary school in Taichung city participating as subjects in this study. According to our analysis of this survey, the main findings are as follows:
1. The time the fifth and the sixth graders using internet is under three hours per week. Mostly they use internet at home and the main reason they using internet is playing computer games.
2. There is positive and significant correlation among the elementary school students’ perceived easy-of-use, perceived usefulness, and perceived enjoyment of the school website.
3. The attitude of using the school website of elementary school students could be effectively predicted by perceived ease-of-use, perceived usefulness and perceived enjoyment, which accounted for 54% of the total variance.
4. The intention of using the school website of elementary school students could be effectively predicted by the students’ attitude of using the school website, which accounted for 59.6 % of the total variance.
5. The intention of using school website of elementary school students could be effectively predicted by perceived ease-of-use, perceived usefulness and perceived enjoyment, which accounted for 45.5% of the total variance.
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