Exploring a decision tree model for the intention to use a university website

• Main Authors: Sih-Fan Chen, 陳思帆
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/51770208664720424154

碩士 === 國立雲林科技大學 === 資訊管理系碩士班 === 99 === In recent years, due to the changes of higher education environment and the popularization of Internet, there were high competitions from internationalization among universities in Taiwan. Schools also promoted themselves by constructing websites. Therefore, it became more important to understand users’ intention to use a university website. This study applied Gladwin’s ethnographic decision tree modeling (1989) as method to understand and explore the decision criteria of the users while using the university websites. In the first phase of study, we elicited 10 criteria from in-depth interviews with 24 subjects. Then, a logical decision tree model was derived from this 10 criteria with priority adjusted. In the second phase of study, we tested on 125 subjects by questionaired interviews. After adjusting, the decision tree model predicted 92.8% accuracy, means that the model has predictability already. By observing the decision tree model, we found the decision criteria and decisions paths of user, it may provide us to understand the factors that affecting users’ intention to use a university website. In practice, the finding of this study may also suggest schools improve the quality of websites and satisfaction of users.