台灣消費者網路近用、數位學習與數位焦慮之行為分析;Behavior analysis of Internet access, e-learning and digital anxiety of consumers in Taiwan

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题名:	台灣消費者網路近用、數位學習與數位焦慮之行為分析;Behavior analysis of Internet access, e-learning and digital anxiety of consumers in Taiwan
作者:	彭鈺娟;Yu-Chuan
贡献者:	產業經濟研究所
关键词:	資訊近用;第三代行動通訊技術;數位學習;數位焦慮;傾向分數配對法;多元選擇處理效果模型;Internet access;3G;e-learning;digital anxiety;propensity score matching method;multinomial treatment model
日期:	2016-09-26
上传时间:	2016-10-13 14:03:09 (UTC+8)
出版者:	國立中央大學
摘要:	自1980年代台灣發展電子與高科技產業以來，不論是製造生產技術、產業發展與資訊社會進程均己臻成熟，鑑於資通訊產品在摩爾定律的制約下，我國民眾於資通訊產品的使用與普及率幾居全球之先。以2014年由行政院國家發展委員會所發佈之個人與家戶數位機會調查報告中指出，12歲以上民眾近用智慧型手機和行動網路的比率高達94.6%與91.5%，在如此高資訊滲透率的同時，雖大幅提升生活與工作上的便利，亦可能伴隨負面的影響。因此，本論文以台灣資訊近用行為進行三篇研究議題。首先，先行對台灣第三代行動通訊技術之使用價值進行分析；再者，研析台灣民眾進行單向與雙向數位學習行為；最後，將對台灣網路社群、即時通訊與數位焦慮行為進行關聯分析。於第一部份3G使用價值分析上，將關注台灣消費者在不同3G服務發展階段的決定因素、使用價值及其數位落差之數值，並與寬頻服務的使用進行比較。利用傾向分數配對法分析後發現，2009年3G成長期與2014年3G成熟期的使用決定因素特徵一致，且迥異於寬頻服務的使用決定因素。於2009年3G成長期之使用價值為新台幣118.189元，於2014年3G成熟期時則躍升至新台幣617.669元。使用價值之數位落差僅存在於2014年3G成熟期，具新台幣50.029元，都會區與非都會區則具些微之實證結果差異。於第二部份台灣民眾之數位學習行為分析上，主要研究目標在於以個體特徵、資訊近用特徵、個體網路特徵與個體地區特徵計四大面向，研析民眾進行單向與雙向數位學習之行為決定因素，並推估民眾在單向與雙向數位學習後之學習成效。另依樣本區分，將民眾分為學生與非學生族群，檢視不同身份下民眾數位學習行為。利用多元選擇處理效果模型推估後，發現單向和雙向數位學習決定因素之特徵組合具頗大差異，此類差異亦存在學生與非學生民眾之實證結果，單向數位學習行為之數位學習成效高於雙向數位學習行為，且非學生民眾之數位學習成效遠異於學生族群。最後，於數位焦慮行為的討論上，先行分析台灣民眾使用網路社群與即時通訊服務之決定因素，進而推估民眾使用網路社群與即時通訊服務之使用頻率，與數位焦慮之間的關聯。利用傾向分數配對法分析後，實證結果顯示，主要決定因素為低年齡、女性、高學歷、都會區、高移動性資通訊工具與網路、高網路價值認知和接觸網路年資愈長的民眾特徵，一旦使用網路社群與即時通訊服務，將會誘發15.3~15.7%之數位焦慮形成機率。綜上而論，本論文所進行之三篇資訊近用議題上，民眾將因較高的網路使用價值，大幅提升採用新世代通訊技術，並經由資通訊技術(如3G技術)的使用，擴展近用數位化相關應用服務(如單向與雙向數位學習、網路社群、即時通訊等應用服務)。另在近用數位化相關應用服務的過程中，民眾將花費大量時間於線上網路的世界，因而產生網路成癮與數位焦慮的情形。資訊近用行為與其應用服務至今發展已臻至成熟、甚為多元，本論文雖無法含蓋所有資訊近用之議題，但已點出資訊近用行為可能對人類社會產生之正向與負面衝擊，進行此三議題的目的除上述動機外，亦可補足目前研究文獻之缺口。 ;Since the development of electronics and high-tech industries in 1980s, the manufacturing and production technology, industry development and information society progress have all reached a mature state. Meanwhile, information and communication product was still subject to the limit of Moore’s law, the popularity and usage of information and communication product for the citizen of this country was in the top rank of the world. In a survey report of digital opportunity for individual and household as announced in 2014 by National Development Council of the Executive Yuan, the proportion of the access of smartphone and mobile network for citizen above 12 years old was as high as 94.6% and 91.5% respectively, while at such high information penetration rate, although the convenience of work and life had been greatly enhanced, yet negative influence might accompany. Therefore, three research topics were conducted in this paper based on information access behavior. First, the usage value of the third generation mobile communication technology in Taiwan was conducted with value analysis; next, the single-way and dual way e-learning behavior conducted by Taiwan’s people was analyzed; finally, correlation analysis will be conducted on internet community, instant messaging and digital anxiety behavior in Taiwan. In the 3G usage value analysis of the first part, focus will be put on the decision factors, usage value and the value of its digital divide of Taiwan’s consumers in different 3G service development stages, meanwhile, a comparison will be conducted with the usage of broadband service. After using propensity score matching method to do the analysis, it was found that the usage decision factor characteristic of 3G growth period in 2009 was consistent with that of 3G mature period in 2014, meanwhile, it was totally different than the usage decision factor of broadband service. The usage value in 3G growth period in 2009 was 118.189 NT dollars, but in 3G mature period in 2014, it rose to 617.669 NT dollars. Moreover, the digital divide of usage value only existed in the 3G mature period in 2014, which was about 50.029 NT dollars, however, there was a little bit empirical result difference between metropolitan area and non-metropolitan area. In the e-learning behavior analysis of Taiwan’s people of the second part, the main research targets were based on four perspectives such as individual feature, information access feature, individual network feature and individual local feature to study and analyze the decision factors when Taiwan’s people were conducting single-way and dual-way e-learning behavior, meanwhile, the learning performance of people after single-way and dual-way e-learning was also estimated. In addition, based on the sample, people were divided into student group and non-student group to inspect people’s e-learning behavior under different identity. After estimation using multi-selection handling effect model, it was found that the feature combination of decision factor between single-way and dual-way e-learning existed pretty large difference, and such difference also existed in the empirical result of the student and non-student people, moreover, the e-learning performance of single-way e-learning behavior was higher than that of dual-way e-learning behavior, meanwhile, the e-learning performance of non-student people was quite different than that of the student group. Finally, in the discussion of digital anxiety behavior, the decision factors of Taiwan’s people using internet community and instant messaging service was analyzed first so as to estimate the correlation between people’s usage frequency of internet community and instant messaging service and digital anxiety. After using propensity score matching method for analysis, the empirical result showed that the main decision factors were low age, female, high education level, metropolitan area, highly mobile information and communication tool and network, high internet value recognition and people’s feature of longer years of contact with internet, once they have used internet community and instant messaging service, about 15.3~15.7% of formation probability of digital anxiety will be induced. Generally speaking, in three information access topics as conducted in this paper, people will be expanded for their access to digital related application services (such as application services of single-way and dual-way e-learning, internet community and instant messaging service) due to higher internet usage value, great enhancement of the adoption of new generation communication technology and through the usage of information and communication technology (such as 3G technology). In addition, in the process of access of digital related application service, people will spend large amount of time in online network world, consequently, internet addiction and digital anxiety will be formed. The development of information access behavior and its application service was mature and diversified today, although this paper cannot cover all the information access topics, yet it had pointed out the positive and negative impact the information access behavior might generate on human society. The objective of conducting these three topics, in addition to the above motives, can also supplement the shortage of research literature presently.
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