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E98027
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016
高速公路電子收費實施前後影響民眾接受度因素之差異:訊息傳播管道之探討
Similarities and Differences of Factors Influencing Motorist\'s Acceptance Before and After the Implementation of Freeway\'s Electronic Toll Collection System: A View from Information Dissemination Channels
1.陳志成
1.Chih-cheng Chen
1.元智大學資訊社會學研究所
1.Graduate School of Social Informatics, Yuan Ze University
001,002,003,004
1.元智大學資訊社會學研究所
1.Graduate School of Social Informatics, Yuan Ze University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2009-08-01
A.14 計畫執行期間(訖):2010-07-31
2009-12-012009-12-15
A.16 收到日期:2010-11-15
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台灣地區國道用路人

1

尚未安裝ETC系統者143人 已安裝ETC者152人。


143
001
01
C.2 聯絡日期:2010-11-25
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1.元智大學資訊社會學研究所
1.Graduate School of Social Informatics, Yuan Ze University
1
C.7 資料公開日期:2011-08-01
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008
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1.口碑
2.結構方程模式
3.傳播媒體
4.電子收費系統
1.Electronic Media
2.Electronic Toll Collection (ETC)
3.Structural Equation Model
4.Word-of-mouth
媒 體傳播已經融入人們的生活之中,影響人們各項選擇結果,因此本研究針對媒體(包含傳統媒體即網際網路)及口碑訊息傳遞對國道電子收費系統(ETC)相關訊 息的傳播,對其用路人在ETC 接受意願上的影響。利用問卷調查資料,取得目前仍未使用ETC 設備之國道用路人對ETC 政策實施前後,從各種媒體與口碑傳播管道所收到相關訊息的評價差異,進而分析評價之變動對其ETC 接受意願之影響。經由結構方程模式實證校估結果發現,傳播媒體(口碑)評價之變動將直接影響國道用路人對於ETC 之接受意願,也會透過影響預期易用性及社會規範等方式,進而間接影響其對ETC 措施的接受意願;有鑒於此,我們建議,在新的運輸政策推行之時,若能利用媒體傳播(口碑)而提高民眾對該政策之評價,則當有助於新運輸政策之推行。

 Word-of-mouth, as refer to the passing of information from person to person, is an important marketing strategy for product promotion. Besides, information disseminated through media is so common in nowadays’ life and, thus, their comments of a commodity or service, as well as the information exchanged by face to face interaction, might affect people’s final choice eventually. In this study we focus on how the contents disseminated through different word-of-mouth channels(face to face communication and electronic media which includes the conventional media and the Internet) about the electronic toll collection(ETC) system, a new toll collection service in Taiwan, affect the acceptance intention of highway drivers on it. Through the collected survey data about the evaluations of highway drivers before and after this system been implemented from different channels, we investigate how the evaluation changes influence their acceptance intention of the ETC system. After the estimation of structural equation models, we find that the evaluation changes by word-of-mouth from electronic media and face to face directly, and the “perceived easy to use” and “social norm” indirectly, affect the acceptance intention of ETC system on highway drivers in Taiwan.

D.16 完成檢誤日期:2011-02-10
D.17 預定釋出日期:2011-08-01
D.18 初次釋出日期:2011-08-01
D.19_1 最新版釋出日期:2011-08-01
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10.6141/TW-SRDA-E98027-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E98027
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