探討影響消費者對平板電腦使用意願因素之研究－結合科技接受模型、理性行為理論、計畫行為理論及美感理論

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鄧欣庭(Shwu-Ting Then) 查詢紙本館藏

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論文名稱

探討影響消費者對平板電腦使用意願因素之研究－結合科技接受模型、理性行為理論、計畫行為理論及美感理論

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摘要(中)

蘋果公司於2010年推出Ipad獲得廣大迴響之後，相續投入平板電腦產業之高科技廠商不計其數，包含宏碁、華碩、優派、三星、戴爾、惠普等等都投入平板電腦產品開發，嘗試創造殺手級應用，以期在平板電腦版圖中奪下市場領導地位。
本研究結合科技接受模型、理性行為理論、計畫行為理論以及美感理論，目的為探討影響消費者對平板電腦使用意願因素。透過釐清影響平板電腦使用者的使用意願之因素為何，以提供科技產品業者在規劃產品時之考量。
本研究對象為擁有平板電腦或是具有使用平板電腦經驗之消費者，有效樣本數為352份，以SPSS19.0以及Amos18.0進行資料分析，分別為敘述性統計分析、信度分析、效度分析、並以結構方程模式(SEM)分析研究架構路徑因果關係及解釋力，研究結果如下：
一、消費者的個人創新性對其採用平板電腦之行為態度有顯著正向影響
二、消費者採用平板電腦之愉悅感對行為態度有顯著正向影響
三、消費者採用平板電腦之知覺有用性對行為態度有顯著正向影響
四、消費者採用平板電腦之知覺易用性對行為態度有顯著正向影響
五、消費者採用平板電腦之行為態度對使用意願有顯著正向影響
六、社會影響對使用意願有顯著正向影響
七、消費者採用平板電腦之知覺可行動性對使用意願有顯著正向影響

摘要(英)

Since the successful release of Apple Ipad in 2010, many other I.T. hardware manufacturers such as Asus, Acer, Viewsonic, Samsung, Dell, and HP have joined the tablet industry through product research and advancement, targeting to obtain a leading position in the market of Tablet PC.
This research is based on the integrated theory of TAM, TRA, TPB and Aesthetics, attempts to identify the factors that promote customers’ acceptance of Tablet PC. The model is tested via survey from 352 consumers who had experienced the Tablet PC or have been using it. The empirical data was analyzed from the aspects of personal information, reliability and validity analysis, followed by using of structural equation model to correlate the several variables. The results of this study were summarized as follows:
1. Personal Innovations had significant and positive effect on the consumer’s attitude toward usage of the Tablet PC.
2. Perceived enjoyment had significant and positive effect on the consumer’s attitude toward usage of the Tablet PC.
3. Perceived usefulness had significant and positive effect on the consumer’s attitude toward usage of the Tablet PC.
4. Perceived ease of use had significant and positive effect on the consumer’s attitude toward usage of the Tablet PC.
5. Attitude had significant and positive effect on the consumer’s intention to usage of the Tablet PC.
6. Social influence had significant and positive effect on the consumer’s intention to usage of the Tablet PC.
7. Perceived Mobility had significant and positive effect on the consumer’s intention to usage of the Tablet PC.

關鍵字(中)

★ 美感理論
★ 計畫行為理論
★ 理性行為理論
★ 科技接受模型
★ 平板電腦

關鍵字(英)

★ Aesthetics
★ Theory of Planned Behavior
★ Theory of Reasoned Action
★ Tablet PC
★ Technology Acceptance Model

論文目次

摘要 i
Abstract ii
致謝辭 iv
目錄 v
表目錄 vii
圖目錄 viii
第一章緒論 1
1-1研究背景與動機 1
1-2研究目的 5
1-3研究流程 6
1-4平板電腦產品 8
第二章文獻探討 13
2-1 創新擴散理論 13
2-2理性行為理論 19
2-3計畫行為理論 21
2-4科技接受模型 23
2-5知覺美感 29
第三章研究方法 31
3-1研究架構與研究模型 31
3-2研究假說及推導 33
3-3研究變數操作性定義與衡量問題 38
3-4資料蒐集與分析方法 41
第四章資料分析 44
4-1敘述性統計分析 44
4-2信度檢定 54
4-3建構效度分析 55
4-3-1 收斂效度 55
4-3-2區別效度 60
4-3-3 SMC指標 62
4-4結構方程式分析 65
4-4-1研究架構分析 65
4-4-2模型適配度分析 69
4-4-3研究假設驗證 72
4-5效果分析與內生變數解釋能力 76
第五章結論與建議 77
5-1研究發現與結論 77
5-2研究貢獻與策略意涵 81
5-3研究限制與後續研究建議 83
參考文獻 84
附錄 94

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指導教授

李憶萱(Yi-Hsuan Lee)

審核日期

2011-6-29

推文