本研究以科技接受模式（Technology Acceptance Model, TAM）為基礎，建構台灣地區國道高速公路即時交通資訊網站之使用意願分析模式。模式中包含資訊品質、網站反應時間、系統易及性、網路自我效能、認知易用、認知有用、使用態度與使用意願等八個構面。藉由網路問卷線上填答共蒐集289份該網站實際使用者之意見，並以結構方程式（Structural Equation Model, SEM）進行分析。研究結果顯示資訊品質、網站反應時間與網路自我效能皆會正向顯著影響認知易用與認知有用，進而影響最終之使用態度與使用意願。因此網站設計者不僅必須重視提供具時效性資訊之能力，對於介面設計也應力求簡單以避免不必要之網路傳輸延滯。

Based on technology acceptance model (TAM), this study proposes a user intention analysis model including seven constructs: information quality, web response time, internet self-efficacy, perceived ease of use, perceived usefulness, attitude toward using, and use intention. A sample size of 289 participants was obtained from online questionnaire survey posted on the Taiwan-Area Freeway Real-Time Traffic Information website to test this model using structural equation model (SEM). The results show that information quality, web response time and internet self-efficacy of this web-based advanced traveler information systems (ATIS) have positively strong effects on users’ perceived usefulness and ease of use, which will further affect use intention of the web. It is concluded that the web designers should not only have to make the content of pre-trip traffic information more informative and timely, but also need to design speedy web pages to avoid unnecessary delay.

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