臺灣博碩士論文加值系統

在台灣，手機是人們必備的電子產品，根據國際研究暨顧問機構Gartner的統計，在2011年第二季，全球手機終端銷售量達4.28億支，其中智慧型手機的比重占25%，還有很大的成長空間。由於智慧型手機推出已經有一段時間，但是市場的佔有率還有待提升。因此尋找影響消費者購買智慧型手機的因素，將是非常重要的，購 買手機是起因於覺得有用而購買，抑或是受到他人資訊的影響而有所改變，是值得吾人去探討。本研究結合科技接受模式(知覺易用、知覺有用)和從眾理論(資訊性影響、規範性影響)，並區分消費者的使用經驗進行分析比較。研究發現總樣本數中，無論是知覺易用、知覺有用、資訊性影響、規範性影響，皆為顯著影響，其中以資訊性影響最為顯著，由於智慧型手機是科技產品，因此消費者較容易透過上網搜集資訊，來評估是否購買。在不同經驗群組中，會發現各自的影響因素有所不同，在無使用經驗者中僅有規範性因素影響智慧型手機購買意圖，代表無使用經驗的人則容易因為他人的影響而購買智慧型手機；有使用經驗者，資訊性因素的影響最為顯著，顯示有使用經驗的人因為了解自己的需求，會去蒐集需要的資訊，進而評估之後購買智慧型手機。

Most of the Taiwanese equip their own cell phones for mobile communication. According to the report by Gartner, more than 428 millions cell phones globally were sold in the second quarter of 2011, growing 16.5% comparing to the sales in the previous quarter. It is worth noting that 25% of the total cell phone sale is contributed by the sales of smartphones. Compared to the sales conventional cell phones, there is still plenty rooms for the smartphones to grow.

In practice, people purchase the innovative smartphones may mix with rational considerations such as usefulness and ease of use and irrational behavior like propensity towards conformity. To explore the rational and irrational antecedents of intention to adopt smartphones, an integrated model is proposed. Specifically, the factors of perceived usefulness and ease of use from adoption theories, and informational influence and normative influence from conformity prospective were adopted to develop the proposed model. The data from the survey was analyzed using structural equation modeling. The analytical results show that all proposed factors have significantly influence on users in making decisions of purchasing smartphones. Meanwhile, non-experienced users would be more likely influenced by other smartphones users in adoption of smartphones. However, experienced users would be more likely to adopt smartphones based on the information collected previously. Thus, experienced users clearly know what they needs in smartphones; and thus, they would search related smartphone information and purchase an appropriate one after their assessment of innovative information.

中文摘要i
英文摘要ii
誌謝iii
目錄iv
表目錄vi
圖目錄vii
壹、緒論1
　第一節、研究背景1
　第二節、研究動機3
　第三節、研究目的4
　第四節、研究架構與流程5
貳、文獻探討7
　第一節、科技接受模式7
　　(一)科技接受模式之相關理論7
　　(二)何謂科技接受模式10
　　(三)科技接受模式的模型11
　　(四)科技接受模式的構面14
　　(五)小結14
　第二節、從眾15
　　(一)社會心理學的研究15
　　(二)從眾的定義16
　　(三)從眾行為的成因18
　　(四)從眾的類型19
　　(五)從眾的模型20
　第三節、智慧型手機24
　　(一)智慧型手機之定義24
　　(二)行動電話的發展29
　　(三)智慧型手機之分類30
参、研究方法32
　第一節、研究模型32
　第二節、研究假說與操作型定義33
　第三節、研究設計37
　第四節、資料分析方法38
肆、研究結果43
　第一節、敘述統計分析43
　第二節、信度與效度分析49
　第三節、研究假說驗證53
伍、研究結論與建議57
　第一節、研究發現與貢獻57
　第二節、研究限制59
　第三節、研究建議59
參考文獻63

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