以計劃行為理論與科技接受模型來探討智慧型手機的購買決策; Using the Theory of Planned Behavior and Technology Acceptance Model to Analyze the Purchase Decision Making for Smart Phone

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題名:	以計劃行為理論與科技接受模型來探討智慧型手機的購買決策;Using the Theory of Planned Behavior and Technology Acceptance Model to Analyze the Purchase Decision Making for Smart Phone
作者:	葉俊麟;Jiunn-lin Yeh
貢獻者:	管理學院高階主管企管碩士班
關鍵詞:	涉入程度;科技接受模型;計畫行為理論;Involvement;technology acceptance model;theory of planned behavior
日期:	2011-07-06
上傳時間:	2012-01-05 15:14:25 (UTC+8)
摘要:	過去學者曾用科技接受模型來探討新科技產品的消費者行為模型，結果發現有很好的解釋能力。另外，為了進一步的瞭解消費者對科技產品的態度與購買意願間的關係，所以本研究使用計劃行為理論來結合科技接受模式，並進一步納入涉入程度及創新擴散模型等變數來進行文獻探討，以建立智慧型手機的消費者行為模型。本研究依照抽樣設計進行問卷發放，共發放500份，扣除填答資料不完整、中間傾向誤差以及同一構面勾選相同答案者，篩選後有效問卷為347份，有效回收率69.4%。研究結果顯示本研究所提出的模式可應用在智慧型手機的購買行為上。 In the past, literates have used the Technology Acceptance Model (TAM) to explore Model of Consumer Behavior for the new technology products. Finally, they found a very good explanatory ability. In addition to understanding further relationship between purchase intention and consumer attitudes for technology products, therefore the Theory of Planned Behavior (TPB) combined with the Technology Acceptance Model will be used in this research. Moreover, the involvement and innovative diffusion model with other variables can be explored in this literature, to build a smart phone consumer behavior model. In this survey, totally released the 500 sampling designed questionnaires and took back 347 effective questionnaires, with an effective recovery rate of 69.4%, excluded incomplete questionnaires, error of central tendency, invalid answer by repetition. The results shows that the model proposed in this research can be applied on buying behavior for the smart phones.
顯示於類別:	[高階主管企管（EMBA）碩士班] 博碩士論文

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