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Title: Research on the intended use of the cable television services at Haiduong cable TV company – The application of technology acceptance model (Tam)
Research on the intended use of the cable television services at Haiduong cable TV company – The application of technology acceptance model (Tam)
Authors: 武維欣
Vu Duy Han
Contributors: 經營管理研究所
Keywords: Intention to use;TAM;cable TV
Intention to use;TAM;cable TV
Date: 2013
Issue Date: 2013-05-24 16:44:54 (UTC+8)
Publisher: 高雄市:[樹德科技大學經營管理研究所]
Abstract: In Vietnam, there are many big suppliers and different packages offered in today’s
television field. Therefore, the study of the behavior to accept a new technology (cable
television) is necessary for the enterprise to formulate suitable policies to attract
customers. The objective of this research is to study basic factors that affect the
intention to use Pay Cable TV services using Technology Acceptance Model TAM. The
research was surveyed with 216 existing customers at Hai Duong. The research uses
paper-based questionnaires, non-probability and convenient sampling method, and
linear regression method to verify the relationship of the variables. The results indicate
that the concepts in the research model are all significant; factor “intention to use” is
directly influenced by two factors (1) perceived usefulness and (2) attitude towards
using. The results also evaluate the impact intensity of those factors to the intention to
use Cable TV services in order to formulate policies to attract customers, enhance
customer satisfaction, and promote the company’s development.
Appears in Collections:[經營管理研究所] 博碩士論文

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