Life Style, Prosumer, and Unified Theory of Acceptance and Use of Technology Mode – An Example from the Taiwanese Users of YouTube
| Autor: | Yu-Ding Lu, 盧育鼎 |
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| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 This research used the users of YouTube as a sample to realize what reasons the users in Taiwan wanted to use YouTube and the actual usage of circumstances. According to forward, the research cited Unified Theory of Acceptance and Use of Technology Mode (UTAUT) to find out the reason in addition to add Life Style dimension into controlled variable, then tried to figure out the relativity. The result of the research had three points: 1. Male feels that is easier to use the functions of YouTube than female. 2. Different job Statuses would influent effort expectancy and social influence. 3. The average time that users spent on internet everyday would positively influent users’ friends and families to use YouTube. 4. After analyzed the data, the result support the new idea of the research, Life Style segmentation would influent other dimensions of UTAUT. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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