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研究生:古莉亞
研究生(外文):Lidia Natali
論文名稱:A Study of the Consumer Behaviour of MP4 Players: An Extension of the Technology Acceptance Model.
論文名稱(外文):A Study of the Consumer Behaviour of MP4 Players: An Extension of the Technology Acceptance Model.
指導教授:洪廣朋洪廣朋引用關係
指導教授(外文):Kuang-Peng Hung
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:96
語文別:英文
論文頁數:70
中文關鍵詞:Consumer Behaviour of Technology
外文關鍵詞:Consumer Behaviour of Technology
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The present study presents the consumer behaviour of the MP4 Player in El Salvador. That is a developing country with the third largest population in Central America (El Diario el Mundo, 2006).
A research about the intention of use a new technology like the MP4 Player in developing countries has not been done previously. Since the MP4 Player is an emergent technology, and the purpose of the study is to find the intention of use, an extension of the technology acceptance model (TAM) will be apply. This model has been used with great findings for several years since first construct by Davis (1989). In the other hand because the MP4 Player is a tangible product this study will adopt some of the variables from the original TAM plus brand perception and price perception than are consider important factors in peoples purchase decision (Winkler, 1999; Temporal & Lee, 2000; The Economist, 2005).
A total of 119 questioners were collected from the city of San Salvador and the findings of this study suggest in general: (1) Enjoyment is the most significant factor in Salvadorians’ consumer intention to use a MP4 Player; (2) the price perception is the second factor that drives people intention to use; (3) the brand perception mediated by enjoyment is another significant factor in the intention to use MP4 Player, (4) the age of the people was found as negative factor in the intention to use the MP4 Player.
The implications of these findings for future research on electronics products consumer behaviour in El Salvador and the application of an extended technology acceptance model are discussed.
The present study presents the consumer behaviour of the MP4 Player in El Salvador. That is a developing country with the third largest population in Central America (El Diario el Mundo, 2006).
A research about the intention of use a new technology like the MP4 Player in developing countries has not been done previously. Since the MP4 Player is an emergent technology, and the purpose of the study is to find the intention of use, an extension of the technology acceptance model (TAM) will be apply. This model has been used with great findings for several years since first construct by Davis (1989). In the other hand because the MP4 Player is a tangible product this study will adopt some of the variables from the original TAM plus brand perception and price perception than are consider important factors in peoples purchase decision (Winkler, 1999; Temporal & Lee, 2000; The Economist, 2005).
A total of 119 questioners were collected from the city of San Salvador and the findings of this study suggest in general: (1) Enjoyment is the most significant factor in Salvadorians’ consumer intention to use a MP4 Player; (2) the price perception is the second factor that drives people intention to use; (3) the brand perception mediated by enjoyment is another significant factor in the intention to use MP4 Player, (4) the age of the people was found as negative factor in the intention to use the MP4 Player.
The implications of these findings for future research on electronics products consumer behaviour in El Salvador and the application of an extended technology acceptance model are discussed.
TABLE OF CONTENTS
DEDICATION……………………………………………………………..…….. ii
ACKNOWLEDGEMENTS ……………………………………………………… iii
LIST OF TABLES & FIGURE ………………………………………….…….. vi
ABSTRACT …………………………………………………………………….. vii
CHAPTER I INTRODUCTION
1.1 Motivation of the study …………………………………………..….…... 1
1.2 Problem Statement ……………………………………………….....…… 2
1.3 Importance of the research…………………………………………......… 3
1.4 Purpose of the Study …………………..………………………………… 3
1.5 Key words…………………..……………………………………………. 5
CHAPTER II LITERATURE REVIEW
2.1 Background of the MP4 Player…….……………………….…..………. 7
2.2 Consumer Behaviour Theory…….……….……………………..……..… 8
2.3 The Technology Acceptance Model ……………………….……......…… 9
2.4 Variables of the Research Model ...……………………...….…………… 15
2.4 .1 Perceived Usefulness and Perceived Ease of Use ……………….... 15
2.4.2 Perceived Enjoyment ………..………….………..……….……….. 16
2.4.3 Perceived Expressiveness …………………………………...…….. 17
2.4.4 Brand Perception ……….………………………………….……… 17
2.4.5 Price perception ………………………………….…….…………. 19
2.4.6 Intention to use ……………………………………….….………… 20
2.4.7 Demographic Variables……………………………………………. 21
2.5 Summary……………………………………………………………... 22

CHAPTER III METHODOLOGY
3.1 Research Framework…………………………………………….………. 23
3.2 Research Operational Definitions and Hypothesis…………………….… 25
3.2.1 Perceived Usefulness…………………………….…………..……. 25
3.2.2 Perceived Ease of Use……………………………………….…….. 27
3.2.3 Price Perception…………………………………….…….……….. 27

3.2.4 Perceived Enjoyment…………………………………….………… 27
3.2.5 Brand Perception………………………………………….……….. 28
3.2.6 Perceived Expressiveness………………………………..…...……. 28
3.2.7 Intention to Use………………………………………………….… 29
3.2.8 Gender……………………………………………………….…….. 29
3.2.9 Age………………………………………………………………… 30
3.2.10 Monthly Income………………………………..………………… 30
3.3 Research Method ……………………………..……………………….… 30
3.3.1 Research Instrument…………………………………….……..…... 31
3.3.2 Sample and Data Collection…………………………….…...….…. 33
CHAPTER IV DATA ANALYSIS AND RESULTS
4.1 Descriptive Data Analysis……………………………..…………………. 35
4.2 Survey Response and Rates ………………………………….…………... 36
4.3 Reliability and Validity of the Model…………………………….…..….. 38
4.4 Correlation Analysis. …………………………………………………….. 42
4.5 Hypothesis Testing …....………………………………………………….. 45
CHAPTER V CONCLUSION
5.1 Discussion and implication ………..…….……………………….............. 50
5.2 Limitation………………….….………………………………………….. 52
REFERENCES …………………………………………………………………. 53
APPENDIX A ……………………………………………………………..…... 61

LIST OF TABLES & FIGURE
Figure 2.1 Technology Acceptance Model………………………………..….….... 10
Figure 2.2 Unified Theory of Acceptance and Use of Technology ………………. 11
Figure 2.3 Model propose by Dholakia ..…………………………………………. 12
Figure 2.4 Model propose by Park and Chen ……………………………..…...…. 13
Figure 3.1 Framework of the study……………………………………….…….… 24
Table 3.1: Operational Definition of the Variables………………….…..………... 26
Table 4.1: Survey Response and Rates……………………………………..……... 35
Table 4.2: Response and Rates of the Demographic Variables………….………... 37
Table 4.3: KMO and Bartlett''s Test of this Study………………………………… 39
Table 4.4: Factor Structure for the construct of this Study……………………...… 40
Table 4.5: Total Variance Explained of the Study…………………………..…….. 42
Table 4.6: Pearson’s Correlation Coefficient Matrix……………………………… 43
Table 4.7: Hierarchical Regression Model Analysis of the Hypothesis…………... 46
Table 5.1: Hierarchical Regression Model Analysis of the Hypothesis and Hypotheses support or not support..………………………………………………. 51
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