本研究旨在以台灣保險業為例，探討科技接受模式對於業務人員採用網路加值服務行為意願之影響。採用科技接受模式，有效的解釋潛在民眾對於消費者採用網路加值服務行為意向此科技的使用意願接受度，結合動機理論，從知覺有用性、知覺易用性和使用行為意願三方面對293人進行問卷調查。研究結果發現，一、動機、知覺易用、知覺有用和使用行為意願之間有顯著正向相關性，二、消費者採用網路加值服務行為的知覺有用性與知覺易用性對於使用行為意願有顯著影響力，並能有效預測使用行為意願，三、消費者內外在動機模式對於採用網路加值服務使用行為意願有影響力，二者間有因果關係；知覺有用和知覺易用在動機和使用行為意願之間具有中介作用，四、採用網路加值服務行為動機能有效影響消費者的使用行為意願，中介分析後已推導出有效路徑，五、了解消費者對於採用網路加值服務行為的需求，可採用網路加值服務做決策及系統設計參考之依據。對於實務和未來研究提出以下建議：擴大樣本、增加研究變項、進行緃貫性研究、採用多種統計分析方式和增加質性訪談研究。

This study is to explore the impact of technology acceptance mode on sales representative intention to adopt Internet value-added services, taking a sampling of Taiwan's insurance industry. Davis (1989) Technology Acceptance Model (TAM) is adopted effectively to explain the potential of customers' intention to use this technology, combined with the motivation of Davis et al. (1992). A total of 293 people participated in this questionnaire survey, based on three aspects of TAM model, perceived usefulness, perceived ease of use and willingness to use behavior. The results indicated that, first of all, there is a significant positive correlation between motivation, perceived ease of use, perceived usefulness, and willingness to use behaviors. Second, motivation, perceived ease of use, and perceived usefulness can significantly influence and effectively predict the customers' behavioral intention to technology use. Third, sales representative internal and external motivational models have an impact on their behavioral intentions to adopt internet value-added services; there is a causal relationship between perceived usefulness and perceived usefulness. Ease of use plays a mediating role between motivation and behavioral intentions to use internet value-added services. Fourth, the motivation to adopt internet value-added services can effectively affect sales representative behavioral intention. Fifth, a better understanding of sales representative behavioral intentions towards internet value-added services can serve as a basis or references for stakeholders with decision-making and system design for internet value-added services.

學位論文審定書 i
摘要 ii
Abstract iii
目 錄 iv
圖 次 vi
表 次 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究範圍與內容 3
1.4 研究流程 3
1.5 專有名詞解釋 5
第二章 文獻探討 6
2.1 科技接受模式 6
2.2 動機理論 9
2.3 業務人員產生對於新科技技術的陌生和抗拒 10
第三章 研究設計 14
3.1 研究架構 14
3.2 研究假說 15
3.3 資料蒐集方法 17
3.4 研究變數與操作性定義 17
3.5 問卷設計 18
3.6 資料分析方法 21
第四章 結果與討論 24
4.1 描述性統計 24
4.2 信效度分析 25
4.3 相關分析 28
4.4 驗證性因素分析 29
4.5 業務人員動機、知覺易用、知覺有用與使用行為意願之迴歸分析 33
4.6 小結 41
第五章 結論與建議 43
5.1 結論 43
5.2 後續建議 45
參考文獻 47
附錄一 54

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