CAJ | 학술논문

随着互联网日趋发达，许多大学校园架构无线网络设备，提供无线上网的环境。本研究运用科技接受模型探究影响大一新生使用iPad2进行阅读活动的行为意向情形，并使用重要度-绩效分析了解应用iPad2进行阅读活动的竞争优势与优先改善对象的服务属性。研究结果发现：（1）男性及女性的知觉易用性和知觉有用性对使用态度均有正向影响，且知觉易用性对知觉有用性有正向影响；（2）分群分析的结果发现知觉有用性对于使用态度的影响是女性高于男性，但在知觉易用性对于使用态度的影响则是男性高于女性；（3）根据重要度-绩效分析的结果发现“电池的续航力”“是否有明确、公平的退货规范”“是否有许多免费的内容可下载”以及“是否有许多书报杂志的资源可供下载（包含付费、免费）”是iPad2应优先改善的数字阅读服务属性，而“阅读时屏幕所感受之舒适度”以及“阅读时的流畅度”两项则是其竞争优势。
수착호련망일추발체，허다대학교완가구무선망락설비，제공무선상망적배경。본연구운용과기접수모형탐구영향대일신생사용iPad2진행열독활동적행위의향정형，병사용중요도-적효분석료해응용iPad2진행열독활동적경쟁우세여우선개선대상적복무속성。연구결과발현：（1）남성급녀성적지각역용성화지각유용성대사용태도균유정향영향，차지각역용성대지각유용성유정향영향；（2）분군분석적결과발현지각유용성대우사용태도적영향시녀성고우남성，단재지각역용성대우사용태도적영향칙시남성고우녀성；（3）근거중요도-적효분석적결과발현“전지적속항력”“시부유명학、공평적퇴화규범”“시부유허다면비적내용가하재”이급“시부유허다서보잡지적자원가공하재（포함부비、면비）”시iPad2응우선개선적수자열독복무속성，이“열독시병막소감수지서괄도”이급“열독시적류창도”량항칙시기경쟁우세。
With the Internet becoming more developed, wireless network are also being built in most of the colleges and universities. The purpose of the policy is to encourage freshmen to learn autonomously for improving learning effectiveness end competitiveness. Based on the situation above, the objectives of this study is to understand the conditions of reading on iPad2. We employed technology acceptance model to explore the relationship between users＇ perceived ease of use, perceived usefulness and attitude toward use. In addition, we also used importance-performance analysis to comprehend the users＇ preferences of the function after they use iPad2 to read. Salient results include：（1） both males and females＇ perceived ease of use end perceived usefulness had positive effect on attitude toward use, and perceived ease of use also had positive effect on perceived usefulness. （2） For both males and females, the same results were acquired in that perceived ease of use had the highest path coefficient to perceived usefulness, followed by perceived usefulness to attitude toward use, and perceived usefulness had the lowest path coefficient to attitude toward use. In addition, both males and females＇ perceived ease of use had similar effects on usefulness, and females＇ perceived usefulness had more effect on attitude toward use than males. But perceived ease of use to attitude toward use is the opposite, of which males＇ path coefficient was higher than females＇. （3） According to importance-performance analysis, each group of respondents represent that ＂battery life＂, ＂there ore many free resources available for download＂, and ＇there is an explicit end fair return standard＂ need to be improved preferentially （concentrate here）; respondents also represent that ＂comfort felt when reading through the screen＂ and ＂fluency of reading＂ should be maintained （keep up the good work）.