臺灣博碩士論文加值系統

舉世皆知科技巨擎微軟在PC/NB OS上的成功，但其在攜帶型裝置上，卻慘遭最空前慘烈的失敗，IDC曾預測2014~2018年，Windows Phone將並可拿下5.6%的市佔率；而最新預測顯示2015~2019年Windows Phone的市佔率則僅有2.3%。因此本研究欲探討使消費者對微軟攜帶型裝置的購買意願。
過去研究探討了許多影響購買意願之因素，依計畫行為理論推導，知覺行為控制、態度及主觀規範可作為影響購買意願之因素。而大眾是盲從的、可受偶像或團體所控制的，因此本研究將主觀規範作為知覺行為控制與態度對購買意願間的調節變數，推導出本研究之架構。
本研究以一般消費者作為研究對象，發放時間為2016年11月1日至2017年1月31日，共計3個月，回收之有效樣本為281份。研究結果顯示態度及主觀規範會正向影響購買意願，且主觀規範會調節知覺行為控制與購買意願間的關係。理論上的新貢獻，確定主觀規範作為調節變數；而實務上發現一般消費者喜歡參考能自我驗證的夥伴的意見，..因此消費者想在群體中得到歸屬感會被激勵去投入所需的認知；但本研究未將產品價格列入考量，因此將此列為本研究之研究限制。

關鍵字：知覺行為控制、態度、主觀規範、購買意願、攜帶型裝置

Technology giant Microsoft is world-famous for its success in PC/NB OS, but it underwent a tragic failure unprecedented in history in mobile devices. IDC had predicted that Windows Phone would gain 5.6% market share from 2014 to 2018. Yet, the latest forecast showed that Windows Phone would only gain 2.3% market share from 2015 to 2019. Therefore, this study aimed to investigate consumers’ purchase intention in Microsoft’s mobile devices.
Past researches had examined many factors that affected purchase intention. Derived from the Theory of Planned Behavior, perceived behavioral control, attitudes, and subjective norm could act as the factors that had impacts on purchase intention. Since the public was blind and could be controlled by idols or groups, the study used subjective norm as the moderator of perceived behavioral control and attitudes toward purchase intention. The structure of the study also derived from subjective norm.
The research subjects were ordinary consumers. The questionnaires were released for three months, from November 1, 2016 to January 32, 2017, and 281 valid ones were recovered. The results showed that attitudes and subjective norm had a positive impact on purchase intention, and subjective norm moderated the relation between perceived behavioral control and purchase intention. In terms of theory, the new contributions verified subjective norm as the moderator. Yet in practice, average consumers were found to favor the opinions from partners who were capable of self-verification. Therefore, if consumers wanted to get a sense of belonging in groups, they would be activated to devote the cognition needed. However, since this study did not take the prices of products into consideration, they were listed as its limitations.

第一章 緒論................................................. 1
第一節 研究背景........................................... 1
第二節 研究動機........................................... 5
第三節 研究目的........................................... 7
第四節 研究方法與流程...................................... 7
第二章 文獻探討............................................. 9
第一節 計畫行為理論(THEORY OF PLANNED BEHAVIOR)........... 9
第二節 購買意願(PURCHASE INTENTION)...................... 10
第三節 知覺行為控制(PERCEIVED BEHAVIORAL CONTROL, PBC).... 12
第四節 態度(ATTITUDE, AT)................................ 16
第五節 主觀規範(SUBJECTIVE NORM, SN)..................... 19
第六節 主觀規範在知覺行為控制與購買意願之間的調節作用........... 25
第七節 主觀規範在態度與購買意願之間的調節作用................. 25
第三章 研究方法............................................ 27
第一節 研究對象.......................................... 27
第二節 研究假設.......................................... 27
第三節 問卷設計與分析方法................................. 28
第四章 研究結果............................................ 33
第一節 敘述性統計分析..................................... 33
第二節 信效度分析........................................ 38
第三節 結構方程式模型分析................................. 44
第四節 小結..............................................52
第五章 結論與建議...........................................57
第一節 研究貢獻...........................................57
第二節 研究限制與未來建議...................................61
參考文獻...................................................63
中文參考文獻...............................................63
英文參考文獻............................................... 65
網路資料................................................... 73
附錄一..................................................... 75

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網路資料
1. IDC 預測： 2021 年 Windows Phone 將可能完全消失於市場
(https://finance.technews.tw/2017/03/06/idc-2021-windows-phone/)
2. IDC：智慧型手機市場今年成長率首度跌破10%， Windows Phone疲軟是主因 (http://www.ithome.com.tw/news/100829)
3. Microsoft Surface (https://zh.wikipedia.org/wiki/Microsoft_Surface)
4. Microsoft 勢要將手機變成 PC！Surface Phone 或會完美支援桌面版 Windows 10 應用程式 (https://unwire.hk/2016/12/09/microsoft-might-turnsurface-phone-into-a-pc/software/win10/)
5. 放棄入門級市場！Microsoft Surface Phone 高階主導或專注於商務市場
(https://unwire.hk/2016/06/27/%E6%94%BE%E6%A3%84%E5%85%A5%E9%
96%80%E7%B4%9A%E5%B8%82%E5%A0%B4%EF%BC%81microsoftsurface-phone-%E9%AB%98%E9%9A%8E%E4%B8%BB%E5%B0%8E%E6%88%96%E5%B0%88%E6%B3%A8%E6%96%BC%E5%95%86%E5%8B%99%E5%B8%82/mobile-phone/)
6. 維基百科-Microsoft Surface (https://zh.wikipedia.org/wiki/Microsoft_Surface)
7. 維基百科-Powerbook 100 (https://zh.wikipedia.org/wiki/PowerBook_100)
8. 維基百科-Toshiba T1100 (https://en.wikipedia.org/wiki/Toshiba_T1100)
9. 維基百科-Windows Phone (https://zh.wikipedia.org/zhtw/Windows_Phone)
10. 維基百科-筆記型電腦 (https://zh.wikipedia.org/wiki/筆記型電腦)
11. 維基百科-小筆電 (https://zh.wikipedia.org/wiki/小筆電)
12. 維基百科-微軟 (https://zh.wikipedia.org/wiki/%E5%BE%AE%E8%BD%AF)