現今世界的科技發展相當迅猛且多元，大眾的知識需求也開始變得複雜化、多樣化。在科技的進步之下，也進而促使人類對於知識的渴求程度急遽攀升，隨著知識水平上升、資訊獲取渠道的豐富化，以及工作過程的複雜多樣程度，人們開始對於知識需求有了更高的要求，只為了讓自己不會受到世界進步速度的汰換，但是現在因為獲取資訊管道多元且人人可製作、得到，雖然降低了獲取成本，但是也導致獲取來源的素質參差不齊。
因此本研究針對Occupationally-Generated Content 模式（簡稱OGC）的低專業人士（如：經理人專業編輯群的新書快讀服務）為例進行探討。
本研究利用問卷調查法探討在四個情境中的消費者受到主觀規範與使用意圖的影響，分別為非競爭環境下，但消費者願意自我提升能力；競爭環境下，但消費者願意自我提升能力；非競爭環境下，但消費者不願意自我提升能力；競爭環境下，但消費者不願意自我提升能力的情境分別探討，是否會更願意接受與使用OGC專業人士（低知名度專業人士）提供的服務。
本研究共計回收204份有效問卷。研究結果顯示，情境一至情境三的消費者選擇低知名度的專業人士服務都會受到主觀規範跟使用意圖的影響。但是，在情境四的競爭性環境下，而消費者不願意提升自我能力的情境中，消費者的主觀規範沒有顯著影響，因此可以推測，若是消費者在不願意提升自我能力的情況下，即便有社會期待或其他外部壓力，也不足以讓消費者因而選擇低知名度的專業人士所提供之服務。
最後針對目前的研究結果，提出實務與理論面建議，希望對於低知名度專業人士能更有方向的去開拓客源跟找出更精準的目標市場。

The current world is experiencing rapid and diverse technological advancements, and the general public's demand for knowledge is becoming increasingly complex and diversified. With the progress of technology, the desire for knowledge among humans has skyrocketed. As knowledge levels rise, information access channels become more abundant, and work processes become more complex and diverse, people have higher requirements for knowledge. They strive to keep up with the pace of global progress. However, the diverse and accessible information sources, although reducing the cost of access, have also resulted in varying quality of information sources.

Therefore, this study focuses on the case of low-professional individuals in the Occupationally-Generated Content (OGC) model, such as professional editors providing new book speed reading services. The study utilizes a questionnaire survey to investigate the impact of subjective norms and usage intentions on consumers in four different scenarios. These scenarios include non-competitive environments where consumers are willing to improve their abilities, competitive environments where consumers are willing to improve their abilities, non-competitive environments where consumers are not willing to improve their abilities, and competitive environments where consumers are not willing to improve their abilities. The study aims to determine whether consumers are more willing to accept and use services provided by low-profile professionals (professionals with low fame).

The study collected a total of 204 valid questionnaires. The results show that consumers in scenarios one to three are influenced by subjective norms and usage intentions when choosing services provided by low-profile professionals. However, in the competitive environment of scenario four, where consumers are not willing to improve their abilities, subjective norms do not have a significant impact. Therefore, it can be inferred that even with social expectations or other external pressures, consumers are unlikely to choose services provided by low-profile professionals if they are unwilling to improve their own abilities.

Finally, based on the current research findings, practical and theoretical suggestions are proposed to help low-profile professionals explore customer sources and identify more precise target markets.

論文審定書……………………………..…................................ i
誌謝……………………………………………….......................ii
中文摘要…………………………………...…..........................iii
英文摘要………………………………………....……..............iv
第1章、緒論 ...........................................................................01
第1節、研究背景與動機........................................................01
第2節、研究目的…………………………………….……......03
第3節、研究流程…………………………………….……......04
第2章、文獻探討....................................................................05
第1節、UGC與OGC.................................................................05
第2節、需求............................................................................05
第3節、內卷化效應................................................................07
第4節、理性行為理論............................................................08
第5節、計畫行為理論............................................................09
第6節、情境之相關理論........................................................10
第3章、研究方法....................................................................12
第1節、研究架構....................................................................12
第2節、研究假設……………………………………………...13
第3節、研究變數之操作性定義…………………………….14
第4節、研究設計…………………………………………......16
第4章、研究問卷資料分析與探討…………………….........19
第5章、結論與建議................................................................32
參考文獻..................................................................................36
附錄、問卷..............................................................................39

中文文獻：
1.羊紹武、冉瑩(2022) 大學生“內卷化”困境及其治理，山西青年 2022 年第三期。
2.薛月琦、張榮華(2021) “內卷化”來了！你該如何應對？，現代商業銀行。
3.陳海東(2022) 內卷化影響因素的調查分析和數據挖掘—以河北省为例，河北經貿大學應用統計研究所碩士論文。
4.宋鎮照(1997) 社會學，五南圖書出版股份有限公司。

英文文獻：
1.Ajzen. (1991). Theory of Planned Behaviour.
2.Alexander A. Goldenweiser. (1936). Loose ends of theory on the individual, pattern, and involution in primitive society.
3.Assael, H. (1998). Consumer behavior and marketing action (6th ed). South-Western College Pub. http://books.google.com/books?id=n2JaAAAAYAAJ
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5.Carr, L. J. (1945). Situational Sociology. American Journal of Sociology. https://doi.org/10.1086/219745
6.Coon, D. (2001). Introduction to psychology: Gateways to mind and behavior, 9th ed (xlix, 694). Wadsworth/Thomson Learning.
7.Cyril O. Houle. (1996). The Design of Education (2nd Ed.). Cyril O. Houle (1996). San Francisco: Jossey-Bass Inc. | Canadian Journal for the Study of Adult Education. https://cjsae.library.dal.ca/index.php/cjsae/article/view/2084
8.Diamantopoulos, A., & Siguaw, J. A. (2006). Formative Versus Reflective Indicators in Organizational Measure Development: A Comparison and Empirical Illustration. British Journal of Management, 17, 263–282.
9.Geertz, C. (1969). Agricultural Involution: The Processes of Ecological Change in Indonesia.
10.Hansen, F. (1972). Consumer choice behavior: A cognitive theory. New York, Free Press.
11.Jain, S., Singhal, S., Jain, N. K., & Bhaskar, K. (2020). Construction and demolition waste recycling: Investigating the role of theory of planned behavior, institutional pressures and environmental consciousness. Journal of Cleaner Production, 263, 121405.
12.K Alzahrani, A Hall-Phillips, AZ Zeng. (2019). Applying the theory of reasoned action to understanding consumers’ intention to adopt hybrid electric vehicles in Saudi Arabia | SpringerLink.
13.Krumm, J., Davies, N., & Narayanaswami, C. (2008). User-Generated Content. IEEE Pervasive Computing, 7(4), 10–11.
14.Lutz, R. J., & Kakkar, P. (1975). The Psychological Situation As a Determinant of Consumer Behavior. ACR North American Advances, NA-02. https://www.acrwebsite.org/volumes/5677/volumes/v02/NA-02/full
15.Petter, Straub, & Rai. (2007). Specifying Formative Constructs in Information Systems Research. MIS Quarterly, 31(4), 623.
16.Scissons, E. H. (1982). A Typology of Needs Assessment Definitions in Adult Education. Adult Education, 33(1), 20–28.
17.Suarez, T. M. (1994). Needs assessment. In The international encyclopedia of education (2 nd ed.) (Vol. 7, pp. 4056-4060). Oxford, England: Pergamon.
18.Tarigan, E. D. S., Putri, Y. S., & Sabrina, H. (2021). Green Buying Behavior Using Theory of TPB in Online Shop in Medan City. International Journal of Science, Technology & Management, 2(3), Article 3.
19.Wan, C.-S., & Chiou, W.-B. (2006). Psychological Motives and Online Games Addiction: ATest of Flow Theory and Humanistic Needs Theory for Taiwanese Adolescents. CyberPsychology & Behavior, 9(3), 317–324.
20.William I. Thomas. (1923). The Unadjusted Girl: With Cases and Standpoint for Behavior Analysis on JSTOR.
網路資料：
1.中國青年報社會調查中心聯合問卷網針對知識焦慮之調查：http://zqb.cyol.com/html/2018-03/27/nw.D110000zgqnb_20180327_1-07.htm
2.2021聽經濟大調查_消費者端_天下雜誌xKKBOXx東方線上：https://storage.googleapis.com/www-cw-com-tw/article-pdf/202106/article-pdf-60b88ead64ca9.pdf
3.淺析UGC、PGC和OGC：http://yjy.people.com.cn/n/2014/0120/c245079-24169402.html
4.“內卷化”效應的理解與破解：http://www.cssn.cn/sxzzjypd/sxzzjypd_bwsf/202012/t20201214_5231952.shtml
5.國家教育電子報第51期淺談計畫行為理論：https://epaper.naer.edu.tw/edm.php?edm_no=51&content_no=1421