本研究主要採用科技接受模型加上參賽動機變數，透過問卷蒐集資料，最後回收有效樣本555份，首先並運用因素分析萃取主要研究構面，其次透過迴歸、階層式迴歸進行個別假說與中介效果的驗證。實證結果發現:知覺易用性對知覺有用性與態度均為顯著正向影響；知覺有用性對態度與行為意圖均為顯著正向影響；態度對行為意圖為顯著正向影響；行為意圖對購買行為不顯著正向影響；除主動動機對購買行為為不顯著正向影響外，主動動機與鼓勵動機對態度、行為意圖及購買行為均為顯著正向影響；知覺有用性在『知覺易用性與態度』間的關係中具有部分中介效果；態度在『知覺有用性與行為意圖』間的關係中具有部分中介效果；態度在『參賽動機與行為意圖』間的關係中具有部分中介效果。 This research mainly adopts the integration model of Technology Acceptance Model and Theory of Planed Behavior. In addition, we also add another variable- personality trait in to research model. This study collects data through questionnaires and finally recovers 555 valid samples. First, this study uses factor analysis to extract research constructs, and then adopts cluster analysis to divide samples into two groups- internal personal traits and external personal traits. And carry the differential analysis, At last, this study carries the simple regression and hierarchical regression to test individual hypothes and whether there exists mediating effect between the research consturcts.The empirical results of differential analysis as follow: The “perceived ease of use” has a significantly positive effect on both “perceived usefulness” and “attitudes”. The “perceived ease of use” has a significantly positive effect on both “attitudes” and “behavioral intentions”. The “attitudes” has a significantly positive effect on “behavioral intentions”. The “behavioral intentions” has a insignificantly positive effect on “purchase behavior”. Both of active motivation and passive motivation have significantly positive effect on attitudes, behavioral intentions and purchase behavior, except the relationship between active motivation and purchase behavior. There exists partial positive indirect effect among “perceived usefulness” on “attitudes” through “perceived usefulness”, “perceived usefulness” on “behavioral intentions” through “attitudes”, and “participating motive” on “behavioral intentions” through “attitudes”.