以UTAUT2研究品牌形象對智慧手錶使用意願之影響

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姓名

温紫如(Tzu-Ju Wen) 查詢紙本館藏

畢業系所

企業管理學系在職專班

論文名稱

以UTAUT2研究品牌形象對智慧手錶使用意願之影響
(Study the influence of brand image on the intention to use smart watch base on UTAUT2)

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至系統瀏覽論文 (2026-1-13以後開放)

摘要(中)

智慧手錶(Smart Watch)已成為人們健康偵測的重要設備。雖近年穿戴技術以智慧型手錶發展快速，但目前尚未有品牌形象對於智慧手錶偵測功能的相關文獻。因此，本研究欲探討消費者當今趨勢，品牌選用對智慧手錶偵測功能的體驗與再使用之行為意圖因素。

本研究結合品牌形象與延伸與科技接受模型(UTAUT2)，透過問卷調查蒐集數據進行量測模型、結構模型及預測模型分析。研究結果發現品牌形象確實會影響消費者對產品性能預期及知覺價值；偵測功能可靠且容易操作、價格實惠會提高消費者持續使用意願。

廠商可透過新聞媒體正面新聞、促銷優惠活動提升品牌曝光率及知名度、增加消費者對該品牌認知聯想；在產品上整合更多的健康偵測項目貼近消費者需求以及價格親民，會更提升消費者持續使用意向並開發新使用客戶。

摘要(英)

Smart watch has become an important device for people to monitor their health condition. Although wearable technology such as smart watch has developed rapidly in recent years, there is no relevant literature about the brand image influence to the detection functions of smart watch. Therefore, this study intends to explore the current trend of consumers and how the brand selection influences the experience of detection function and the intention to reuse the device.

This study combines brand image with unified theory of acceptance and use of technology (UTAUT2), and collects data through questionnaire survey for measurement model, structural model and predictive model analysis.
The result of the study found that brand image does affect consumers’ expectation to performance and perceived value of products. Reliable and easy-to-operate detection functions and affordable prices will increase consumers’ willingness to continue using products.

Manufacturers can increase brand exposure, popularity and brand association through positive news and promotion events. Integrating more health detection items on products to meet consumer needs and affordable prices will further increase continued using intentions to customers and find more new users.

關鍵字(中)

★ 穿戴技術感測原理
★ 智慧手錶
★ 品牌形象
★ 延伸整合性科技接受模型

關鍵字(英)

★ Wearable technology detecting principle
★ Smart watch
★ Brand image
★ UTAUT2

論文目次

中文摘要 i
Abstract ii
誌謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章緒論 1
1-1 研究背景 1
1-2 研究動機 2
1-3 研究目的 3
1-4 研究流程 3
第二章文獻探討 5
2-1 品牌形象 5
2-2 UTAUT & UTAUT2 8
2-2-1 整合型科技接受模型理論：UTAUT 8
2-2-2 延伸整合性科技接受模型理論：UTAUT2 10
2-3 UTAUT2 與智慧手錶相關研究 11
2-4 智慧手錶 12
2-4-1 Covid-19和血氧指標之間的關係 11
2-4-2 智慧手錶生理偵測功能 13
2-5 智慧手錶感測功能 14
2-5-1 光電容積圖應用原理 16
2-5-2 血氧飽和度 17
第三章研究方法 19
3-1 研究假設 19
3-2 操作型構面定義 22
3-3 研究設計 27
第四章資料蒐集與分析 28
4-2 量測模型分析 30
4-3 結構模型分析 33
4-4 預測模型分析 34
4-5 結果與討論 36
4-6 管理意涵 37
4-7 實務意涵 37
第五章結論與未來研究建議 39
5-1 研究結論 39
5-2 研究限制與未來建議 40
第六章參考文獻 41
附錄 49
附錄一問卷 49
附錄二問項原文內容 55

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指導教授

許秉瑜(Ping-Yu Hsu)

審核日期

2023-1-13

推文