成人付費及持續使用數位學習意願之影響因素探討─以中小企業網路大學校為例

Abstract

本研究主要藉由政府所建構的數位學習入口網－中小企業網路大學校，以實證研究方式，探討成人付費及持續使用數位學習意願之影響因素。以資訊系統成功修正模式（Revised ISSM）、創新擴散（DOI）等觀點為探討因素基礎架構，並參酌數位學習的特性及有關文獻，分課程與系統、學習者認知二個構面推導八項可能影響因素並提出研究模型。藉問卷調查，分高、低參與度二群進行統計分析。 研究結果顯示：持續使用意願之影響因素會因參與度而有差異。高參與度者的持續使用意願會受「課程彈性」、「相對利益」、「自我效能」正向影響，而「與他人互動」則會負向影響。低參與度者的持續使用意願則會受「課程彈性」、「系統品質」、「相對利益」、「相容性」及「自我效能」正向影響。此外在兩群體中，持續使用意願將正向影響付費意願；而付費意願在低參與度群體中會負向影響持續使用意願，高參與度群體中則無顯著影響。 藉由本研究之架構釐清影響付費意願及持續使用意願之因素，可為業者經營數位學習及提供未來研究之參考。This study is based on the project-Portal-SME e-Learning, which is a portal website constructed (build) by the Government, and use the empirical way to explore the factors for e-Learning users’ willingness to paid and continues use, such as Revised ISSM, DOI. Also, refer to the characteristic of e-Learning, this study proposed a research model which conduct eight possibilities to affect the willingness to pay and continues use in two aspects: course and system, and users’ cognition. In addition to, questionnaire in different engagement levels of participant is also the basis of analysis. In this study, it shows: The continued willingness to use of the services can be differed by the level of engagement. “Interaction with others” will be the positive effect for highly engaged participant to pay. As to their willingness to continue the use, “course flexibility”, “relative benefits” and the “self-efficacy” will be the positive effect, on the contrary, “interaction” is the negative effect. Meanwhile, the willingness to continues use is affected by “course flexibility”, “the quality of system”, “relative benefits”, ”compatibility”, and the “self-efficacy”. However, the willingness to pay is positive affected by the continued willingness to use, and the willingness to pay will be the negative effect for lowly engaged participant, and there is no obvious relations between the willingness to pay and continues use of the services for the other. This study is to clarify the factors of the users’ willingness to pay and continue to use, which also can be a reference for business of e-Learning and even the future research.