臺灣博碩士論文加值系統

近年行動通訊的快速發展，推升了智慧型手機的需求，智慧型手機的持有率穩定增加，故探討智慧型手機使用的行為與態度是相當重要的議題。本研究結合認知評價理論和科技接受模型，探討智慧型手機使用者的知覺易用性、知覺有用性、個人創新與知覺樂趣性對態度和行為意圖的影響。本研究採便利抽樣，以台灣持有智慧型手機的使用者為研究對象，採線上問卷調查，有效問卷為229份。

本研究經結構方程模式分析結果發現:個人創新對知覺有用性和知覺易用性具有正向影響。知覺易用性對知覺有用性、知覺樂趣性具有正向影響。態度對行為意圖具有正向影響。知覺有用性、知覺易用性與知覺樂趣性對態度具有正向影響，而知覺有用性和知覺樂趣性對行爲意圖則是無顯著影響。檢驗結果對行銷策略和管理實務提供相關的管理意涵。

The technical advances in mobile communication raised the demand for the smart phones. The increasing growth of smart phones usage drew the researchers’ attention to understanding the factors influencing the attitude and behavior toward smart phones. The study examined the relationship among personal innovativeness, perceived playfulness and factors regarding technology acceptance model (TAM) by integrating cognitive evaluation theory and TAM. Through an online survey, this study collected 229 respondents of the smart phone users to test the hypotheses.
The results of structural equation model showed that : (1) personal innovativeness positively impacts perceived usefulness and perceived ease of use；(2) perceived ease of use positively impacts perceived usefulness and pereived playfulness；(3) attitude positively affected behavioral intention；(4) perceived ease of use, perceived usefulness and perceived playfulness positively affected attitude. However, perceived usefulness and perceived playfulness showed insignificant influence on behavioral intention. The findings provided several important implications for marketing theory development and managerial practice.

摘要 i
Abstract ii
謝辭 iii
目錄 iv
表目錄 v
圖目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第二章 文獻探討 7
第一節 科技接受模型 7
第二節 個人創新 11
第三節 認知評價理論和知覺樂趣性 15
第四節 小結 19
第三章 研究方法 20
第一節 變數的定義與衡量 20
第二節 問卷之發展與測試 24
第三節 資料分析方法 25
第四章 實證結果 28
第二節 變異數分析 33
第三節 測量模式的信效度分析 41
第四節 驗證研究假設 43
第五章 結論與建議 47
第一節 研究結論 47
第二節 管理意涵 50
第三節 研究限制與建議 52
參考文獻 50
附錄: 本研究問卷 58

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