Technology Acceptance Model of Consumer Willingness to use Digital Interactive TV Shopping

• Main Authors: YU-HONG GUO, 郭昱宏
• Other Authors: GUANG-YI ZHEN
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/72245807016044811116

碩士 === 銘傳大學 === 傳播管理學系碩士班 === 102 === Faced with the advent of the era of virtual channels, consumer changes in the mode of consumption and has more choices, such as online shopping, TV shopping, digital interactive TV shopping. Digital interactive television shopping service, unlike traditional timed, one-way TV shopping and mode of consumption, in addition to watching high-definition video and audio program channel, users can more easily obtain information on digital interactive television and select their favorite products in a shopping mall, which increase of multi-service . Therefore, users will have a great interest for digital interactive TV shopping. Research the present day buying behavior of consumers and realize Taiwan''s TV shopping consumers’ spending habits, which attempts to explore the intention of the consumer by using MOD digital television shopping. In addition, the study use Technology Acceptance Model (Technology Acceptance Model, TAM) as the theoretical foundation, which focused on dimensions including perceived usefulness and ease of cognitive factors mediating variables and consumer considerations contain information quality, system quality, convenience, impulse buying trait changed as the study to explore the use of consumer shopping MOD digital TV platforms influence of what factors. Based on the above reasons, we took the existing Order MOD users for the study by filling the questionnaires and respondent complete the questionnaire to analyze for empirical research with expert interview and in-depth analysis to assist MOD digital interactive TV shopping industry. Look forward to taking the findings and empirical discourse to the industry reference. The following are the important conclusions of the study: 1.There was no correlation in external variables of the information quality of perceived usefulness. Explore the possible reasons for the VOD on-demand style shopping, reading the large amount of merchandise information or content on television is a distraction for the consumer and not easy to read product information. 2.The intention to the users of MOD digital interactive TV shopping prior to the use of convenience, next the degree of confidence in the operation of the quality system, and then the degree of information quality, and the last is the impulse shopping trait factor. 3.MOD digital interactive TV shopping development direction can be oriented towards five, which are analyzed customer data by Big Data, striving for quality content, multi-screen interactive operating refined products and the development of mobile remote control technology.