跳到主要內容

臺灣博碩士論文加值系統

(3.231.230.177) 您好!臺灣時間:2021/07/27 13:27
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:楊雅婷
研究生(外文):Ya-ting Yang
論文名稱:以理性行為理論和科技接受模型來探討消費者對創新科技智慧型手機的購買意願行為之研究
論文名稱(外文):A STUDY OF PURCHASE INTENTION BEHAVIOR TO CONSUMERS ON INNOVATION TECHNOLOGY SMART PHONE IN TECHNOLOGY ACCEPTANCE MODEL AND THEORY OF REASON ACTION
指導教授:紀信光紀信光引用關係
指導教授(外文):Hsin-kuang Chi
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理系管理科學碩博士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:83
中文關鍵詞:創新科技智慧型手機理性行為理論科技接受模型購買意願行為
外文關鍵詞:Innovation Technology Smart phoneTheory of Reasoned ActionPurchase Intention BehaviorTechnology Acceptance Model
相關次數:
  • 被引用被引用:202
  • 點閱點閱:5777
  • 評分評分:
  • 下載下載:2266
  • 收藏至我的研究室書目清單書目收藏:9
  由於我國近年來行動通訊日漸普及,行動電話已變成一種廣泛被消費者接受的產品而且持有者的年齡層逐年的下降,已成為人們生活與工作上不可或缺的必需品。加上最近掀起ㄧ股創新科技智慧型手機的熱潮,因此本研究主要是針對手機的消費族群進行問卷調查,來探討手機使用者對於新上市創新科技智慧型手機之接受度的看法。
  
  本研究結果發現:(1)知覺易用性分別對知覺有用性和消費者態度皆會產生顯著的正向影響。(2)知覺有用性對消費者態度有顯著正向影響。(3)消費者態度和主觀規範兩者都對行為傾向產生顯著的正向影響。(4)知覺風險對行為傾向有顯著的影響以及知覺價值對購買意願有顯著的正向影響。(5)知覺有用性在知覺易用性對購買意願的影響中,存在部分中介影響;行為傾向在主觀規範對購買意願的影響中,也存在部分中介影響;行為傾向和知覺價值兩者在知覺風險對購買意願的影響中,不會存在完全中介或部分中介影響。
  In recent years, because mobile communication is gradually popularity in Taiwan mobile phone has became commonly to consumers acceptable product and users’ age groups are decreasing, it has already been indispensable essentials of everyone’s life and work. Recently, innovation technology smart phone has created a trend, so this research is to the cellular phone to consume the ethnicity and to explore cellular phone user to new innovation technology smart phone acceptable view.
  
  The major findings of this study are summarized as following: (1) Perceived ease of use has a significant and positive effect on perceived usefulness and consumer’s attitude respectively, (2) perceived usefulness has a significant and positive effect on consumer’s attitude, (3) both of consumer’s attitude and subjective norm have a significant and positive effect on behavioral intention respectively, (4) perceived risk has a significant effect on behavioral intention and perceived value has a significant and positive effect on purchase intention, (5) perceived usefulness has a partial meditating effect between perceived ease of use and purchase intention; behavioral intention has a partial meditating effect between subjective norm and purchase intention; both of behavioral intention and perceived value have no meditating effect between perceived risk and purchase intention.
中文摘要......................................i
英文摘要......................................ii
目 錄.........................................iv
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...................................3
1.3 研究重點...................................3
1.4 研究範圍與限制.............................4
 
第二章 文獻探討................................5
2.1 行動商務...................................5
2.1.1 行動加值服務.............................5
2.1.2 行動內容的分類與現況.....................6
2.1.3 行動電話發展概況.........................7
2.2 科技接受模型...............................9
2.2.1 科技接受模型的緣起.......................10
2.2.2 科技接受模型之重要構念...................10
2.3 理性行為理論...............................14
2.3.1 理性行為理論之重要構念...................14
2.4 知覺風險...................................16
2.4.1 知覺風險定義.............................16
2.4.2 知覺風險衡量構面.........................17
2.4.3 知覺風險的策略...........................19
2.5 知覺價值...................................21
2.5.1 知覺價值定義.............................21
2.5.2 知覺價值衡量構面.........................22
2.5.3 知覺價值模式.............................24
2.6 購買意願...................................27
2.6.1 購買意願定義 .............................27
2.6.2 購買意願衡量構面.........................27
2.7 各研究變數之間的關係.......................28
2.7.1 科技接受模型與理性行為理論之關係.........28
2.7.2 知覺風險對行為意向、知覺價值之關係.......29
2.7.3 知覺價值對購買意願之關係.................30
 
第三章 研究方法................................32
3.1 研究架構...................................32
3.2 研究假說...................................33
3.3 操作型定義.................................34
3.4 研究設計...................................37
3.4.1 研究對象.................................37
3.4.2 前測分析.................................38
3.4.3 正式問卷設計.............................38
3.4.4樣本數量..................................38
3.5 資料分析方法...............................39
3.5.1 敘述性統計(Descriptive Statistics).......39
3.5.2 驗證性因素分析(Confirmatory Factor Analysis, CFA) 39
3.5.3結構方程模式(Structural Equation Modeling, SEM) 39
 
第四章 實證分析................................44
4.1 敘述性統計分析.............................44
4.2 測量模式分析...............................45
4.3 結構模式分析...............................54
4.4 路徑假設驗證分析...........................56
4.5 路徑影響效果分析...........................59
4.6 驗證中介效果的競爭模式.....................60
 
第五章 結論與建議..............................64
5.1 研究結論...................................64
5.1.1 整體研究架構之發現.......................64
5.1.2 科技接受模型與理性行為理論之影響關係.....64
5.1.3 知覺風險對行為意向、知覺價值之影響關係...65
5.1.4 知覺價值對購買意願之影響關係.............66
5.2 管理意涵...................................66
5.2.1知覺有用性和消費者態度之影響重要性........66
5.2.2 注重顧客知覺價值.........................67
5.3 未來研究建議...............................67
 
參考文獻.......................................69
一、中文部份...................................69
二、英文部分...................................71
附錄一 正式問卷................................79
個人簡歷.......................................83
一、中文部份
1.中華電信股份有限公司,Retrieved April 8, 2009,取自http://www.cht. com.tw/CompanyCat.php?CatID=339。
 
2.王振浩(民90),影響消費者採用網路銀行行為意向之因素研究,國立中央大學資訊管理研究所碩士論文。
 
3.池文海、楊宗儒、蘇鈺玲(民96),品牌知名度、知覺價值與顧客忠誠度關係-以花蓮地區觀光旅館的餐廳為例,真理觀光學報,6期,37-54頁。
 
4.何基鼎(民95),影響民眾申裝國道電子收費系統行為意向之研究,國立中央大學資訊管理研究所碩士論文。
 
5.吳俊毅(民89),科技接受模型之實徵研究―從動機角度,國立中央大學資訊管理研究所碩士論文。
 
6.吳萬益(民89),企業研究方法,台北:華泰文化。
 
7.李國志(民92),消費者網路資訊搜尋行為之研究—以自助旅行為例,國立中山大學企業管理學系碩士論文。
 
8.拓墣產業研究所,3G iPhone於北美與全球市場銷售分析,Retrieved April 11, 2009,取自http://www.topology.com.tw/report/reportcontent. asp? ID=C4EK27WHDKBW9K47J2RH0UWRU5。
 
9.林季儀(民95),促銷方式對電視購物之知覺風險與購買意願影響分析,立德管理學院科技管理研究所碩士論文。
 
10.邱皓政(民94),結構方程模式-LISREL理論、技術與應用,台北:雙葉書廊。
 
11.施錦雯(民92),消費者使用行動加值服務的影響因素之研究-以中部大學生為例,大葉大學資訊管理學系研究所碩士論文。
 
12.孫善政(民88),行動數據通訊之發展趨勢研究,國立交通大學科技管理研究所碩士論文。
 
13.國家通訊傳播委員會,Retrieved April 11, 2009,取自http://www.ncc.gov.tw/
 
14.張新立、沈依潔(民94),民眾步行行為意向之研究-以台北市民為例,運輸學刊,17卷3期,233-260頁。
 
15.陳順宇(民96),結構方程模式,台北:心理出版社。
 
16.馮炫竣(民89),消費者使用電子銀行之行為研究—以ATM、電話銀行及網路銀行為例,元智大學管理研究所碩士論文。
 
17.黃芳銘(民96),結構方程模式理論與應用(五版),台北:五南。
 
18.楊惠琴(民95),網路合購知覺風險與合購意向影響因素之研究,東吳大學國際貿易學系碩士班國際企業組碩士論文。
 
19.萬承岳(民95),價格折扣與品牌形象對消費者知覺品質、知覺價值及購買意願的影響¬—以筆記型電腦為例,私立銘傳大學國際企業學系研究所。
 
20.資策會,2006台灣行動數據服務使用情況調查 用戶成長出現停滯,Retrieved April 8, 2009,取自http://www.find.org.tw/find/home.aspx? page=many&id=169。
 
21.劉書蘭(民91),消費者採用行動商務之行為研究-以行動銀行為例,國立雲林科技大學資訊管理研究所碩士論文。
 
22.鄭凱達(民96),後場資訊在服務廣告中對消費者服務無形性與知覺風險的影響,國立中山大學企業管理研究所碩士論文。
 
二、英文部分
 
1.Adams, D. A., Nelson, R. R. & Todd, P. A.(1992), Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication, MIS Quarterly, Vol.16, pp. 247-277.
 
2.Agarwal, S. & Teas, R. K. (2001), Perceived Value: Mediating Role of Perceived Risk, Journal of Marketing Theory and Practice, Vol.9, No.4, pp.1-14.
 
3.Ajzen, I. & Fishbein, M. (1980), Understanding Attitudes and Predicting Social Behavior, Englewood Cliffs, NJ: Prentice-Hall.
 
4.Al-Sabbahy, Hesham Z, Ekinci, Yuksel & Riley, Michael (2004), An Investigation of Perceived Value Dimensions: Implications for Hospitality Research, Journal of Travel Research, Vol. 42, February, pp. 226-234.
 
5.Assael, H. (1998), Consumer Behavior and Marketing Action (6th ed.), US: South-Western College Publishing.
 
6.Babin, B. J. & Attaway, J. S. (2000), Atmospheric Affect as a Tool for Creating Value & Gaining Share of Customer, Journal of Business Research, Vol.49, pp.91-99.
 
7.Babin, B. J., Darden, W. R. & Griffin, M. (1994), Work &/or Fun: Measuring Hedonic & Utilitarian Shopping Value, Journal of Consumer Research, Vol.20, pp.644-656.
 
8.Baird, I. S. & Thomas, H. (1985), Toward a Contingency Model of Strategic Risk Taking, The Academy of Management Review, Vol.10, No.2, pp.230-243.
 
9.Bansal, H. S. & Voyer, P. A. (2000), Word-of-Mouth Processes Within a Services Purchasa Decision Context, Journal of Service Research, Vol.3, No.2, pp.166-177.
 
10.Barach, J. A. (1969), Advertising Effectiveness and Risk in The Consumer Decision Process, Journal of Marketing Research, Vol.6, No.3, pp.314-320.
 
11.Baron, R. M. & Kenny, D. A. (1986), The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations, Journal of Personality and Social Psychology, Vol.51, No.6, pp.1173-1182.
 
12.Bauer, R. A. (1960), Consumer Behavior as Risk Taking, In Risk Taking and Information Handling in Consumer Behavior, Cambridge: Harvard University Press, pp.389-398.
 
13.Bellizzi, J. A. (1981), Consumer Perceptions of National Private and Generic Brands, Journal of Retailing, Vol.57, No.4, pp.56-70.
 
14.Bettmen, J. R. (1973), Perceived Risk and Its Components: A Model and Empirical Test, Journal of Marketing Research, Vol.10, pp.184-190.
 
15.Cases, A. S. (2002), Perceived Risk and Risk-Reduction Strategies in Internet shopping, International Review of Retail, Distribution and Consumer Research, Vol.12, No.4, pp. 375-394.
 
16.Chen, Z. & Dubinsky, A. J. (2003), A Conceptual Model of Perceived Customer Value in E-Commerce: A Preliminary Investigation, Psychology and Marketing, Vol.20, No.4, pp.323-347.
 
17.Cox, D. F. & Rich, S. V. (1964), Perceived risk and consumer decision making-The case of telephone shopping, in Risk Taking and Information Handling in Consumer Research, Cox, D. F. (Ed.), Cambridge, MA: Harvard University Press, pp. 487-506.
 
18.Cox, D. F. (1967), Risk Handling in Consumer Behavior – An Intensive Study of Two Cases, in D. F. Cox ed., Risk-Taking and Information-Handle in Consumer Behavior, Boston: Harvard University Press, pp.34-81.
 
19.Cunningham, S. M. (1967), The Major Dimensions of Perceived Risk, in D. F. Cox ed., Risk-Taking and Information-Handle in Consumer Behavior, Boston: Harvard University Press, pp.82-108.
 
20.Davis, F. D. (1989), Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology, MIS Quarterly, September, pp. 318-340.
 
21.Davis, F.D. (1986), A Technology Acceptance Model for Empirically Testing New End-User Information System: Theory and Results, Doctoral Dissertation, MIT Sloan School of Management, Cambridge, MA.
 
22.Davis, F.D., Bagozzi, R.P., & Warshaw, P.R. (1989), User Acceptance of Computer Technology: A Comparison of Two Theoretical Models, Management Science, Vol.35, No.8, pp.982-1003.
 
23.Dodds, W. B. & Monroe, K. B. (1985), The Effect of Brand and Price Information on Subjective Product Evaluations, Advances in Consumer Research, Vol.12, No.1, pp.85-90.
 
24.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991), Effect of Price, Brand and Store Information on Buyers’ Product Evaluations, Journal of Marketing Research, Vol.28, No.3, pp.307-319.
 
25.Dowling, G. R. & Staelin, R. (1994), A Model of Perceived Risk and Intended Risk-handling Activity, Journal of Consumer Research, Vol.21, pp.119-133.
 
26.Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995), Consumer Behavior, 8th ed., New York: Dryden Press.
 
27.Fishbein, M., Ajzen, I. (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, MA: Addison-Wesley.
 
28.Forsythe, M. & Shi, W. (2003), Understanding Consumers’ Behavior, Journal of Business Research, Vol.56, pp.867-875.
 
29.Gale, B. T. (1994), Managing Customer Value, New York, NY: The Free Press.
 
30.Grewal, D., Monroe, K. B., & Krishnan, R. (1998), The Effects of Price Comparison Advertising on Buyers’ Perceptions of Acquisition Value and Transaction Value, Journal of Marketing, Vol.62, pp.46–59.
 
31.Guielford, J.P. (1965), Fundamental Statistics in Psychology and Education, 4th ed.﹐New York : Mc Graw-Hill.
 
32.Harrison, D. A., Peter, P., Mykytyn, Jr., and Riemenschneider, C.K. (1997), Executive Decisions About Adoption of Information Technology in Small Business: Theory and Empirical Tests, Information Systems Research, Vol.8, No.2, pp. 171-195.
 
33.Heijden, H. V. D. and Valiente, P. (2002), The Value of Mobility for Business Process Performance: Evidence from Sweden and the Netherlands, European Conference on Information Systems, Gdansk.
 
34.Henderson, R. & Divett, M. J. (2003), Perceived Usefulness, Ease of Use and Electronic Supermarket Use, International Journal of Human-Computer Studies, Vol. 59, pp.383-395.
 
35.Hsiao, C. H. & Hung, Y. C. (2004), The Study of Behavior Intention to Accept Mobile Commerce in Technology Acceptance Model, Unpublished master thesis, Tatung University.
 
36.Jacoby, J. & Kaplan, L. B. (1972), The Components of Perceived Risk, in Advance in Consumer Research, Proceedings of 3ed Annual Conference, Association for Consumer Research, pp.382-393.
 
37.Johnson, M. D., Herrmann, A. & Huber, F. (2006), The Evolution of Loyalty Intentions, Journal of Marketing, Vol.70, pp.122-132.
 
38.Kaplan, L. B. (1974), Components of Perceived Risk in Product Purchase: A Cross-Validation, Journal of Applied Psychology, Vol.59, No.3, pp.287-291.
 
39.Kotler, P. (2003), Marketing Management, 11th ed., New Jersey: Prentice Hall.
 
40.Lovelock, C. H. (2001), Service Marketing,4th ed., Prentice-Hall, International.
 
41.Mitchell, V. W. & Greatorex, M. (1993), Risk Perception And Reduction in The Purchase of Consumer Services, Service Industries Journal, Vol.13, No.4, pp.179-200.
 
42.Monroe, K. B. & Krishnan, R. (1985), The Effect of price on Subjective Product Evaluations, Perceived Quality: How Consumers View Stores and Merchandise. In J. Jacoby, & J. Olson(Eds.), Lexington, MA: D. C. Heath, pp.209-232.
 
43.Monroe, K. B. (1990), Pricing: Making Profitable Decisions, New York, NY: McGraw-Hill.
 
44.Morwitz, V. G. & Schmittlein, D. (1992), Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which Intenders Actually Buy?, Journal of Marketing Research, Vol. 29, No.4, pp.391-405.
 
45.Murray, K. B. & Schlater, J. L. (1990), The Impact of Services Versus Goods on Consumers’ Assessment of Perceived Risk and Variability, Journal of the Academy of Marketing Science, Vol.18, No.1, pp.51-70.
 
46.Parasuraman, A. & Grewal, D. (2000), The Impact of Technology on the Quality- Value-Loyalty Chain: A Research Agenda, Journal of the Academy of Marketing Science, Vol.28, No.1, pp.168-174.
 
47.Peter, J. P. & Ryan, M. J. (1976), An Investigation of Perceived Risk at the Brand Level, Journal of Marketing Research, Vol.13, No.2, pp.184-188.
 
48.Petrick, J. F. (2002), Development of a Multi-Dimensional Scale for Measuring Perceived Value of a Service, Journal of Leisure Research, Vol.34, No.2, pp.119-134.
 
49.Roselius, G. W. (1971), Consumer Rankings of Risk Reduction Methods, Journal of Marketing, Vol.35, pp.56-61.
 
50.Sathye, M. (1999), Adoption of Internet Banking by Australian Consumers: An Empirical Investigation, International Journal of Bank Marketing, Vol.17, No.7, pp.324-334.
 
51.Sawyer, A. G. & Dickson, P. R. (1984), Psychological Perspectives on Consumer Response to Sales Promotion, in Research on Sales Promotion, Boston, MA: Marketing Science Institute.
 
52.Schiffman, L. G. & Kanuk, L. L. (2000), Consumer Behavior, 7th ed., Wisconsin Prentice Hall International, Inc.
 
53.Sheth, J. N. & M. Venkatesan(1968), Risk-Reduction Processes in Repetitive Consumer Behavior, Journal of Marketing Research, Vol.5, pp.307-310.
 
54.Sheth, J. N., Newman, B. I., & Gross, B. L. (1991), Consumption Values and Market Choices, Theory and Applications, Cincinnati, OH: South-Western Publishing.
 
55.Shih, G & Simon S.Y., & Shim (2002), A Service Management Framework for M-Commerce Applications, Mobile Networks and Applications, Vol. 7, pp.199-212.
 
56.Sirohi, N., McLaughlin, E. W. & Wittink, D. R. (1998), A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer, Journal of Retailing, Vol. 74, No.2, pp.223-245.
 
57.Slater, S. F. & Narver, J. C. (2000), Intelligence Generation and Superior Customer Value, Journal of the Academy of Marketing Science, Vol.28, No.1, pp.120-127.
 
58.Spears, N. & Singh, S. N. (2004), Measuring Attitude Toward the Brand and Purchase Intentions, Journal of Current Issues and Research in Advertising, Vol.26, No.2, pp.53-66.
 
59.Stone, R. N. & Gronhaug, K. (1993), Perceived Risk: Further Considerations for The Marketing Discipline, European Journal of Marketing, Vol.27, Iss.3, pp.39-50.
 
60.Stum, D. L. & Thiry, A. (1991), Building Customer Loyalty, Training and Development Journal, Vol. 45, No.4, pp.34-36.
 
61.Swaminathan, Vanitha, Elzbieta, L-W., & Bharat, P. R. (1999), Browsers or Buyers in Cyberspace? An Investigation of Factors Influencing Electronic Exchange, Journal of Computer-Mediated Communication, Vol.5, No.2.
 
62.Sweeney, J. C. & Soutar, G. N. (2001), Consumer Perceived Value: The Development of a Multiple Item Scale, Journal of Retailing, Greenwich: Summer, Vol.77, No.2, pp.203.
 
63.Sweeney, J. C., Soutar, G. N. & Johnson, L. W. (1999), The Role of Perceived Risk in the Quality-Value Relationship:A Study in a Retail Environment, Journal of Retailing, Vol.75, pp.77-105.
 
64.Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1998), Consumer Perceived Value: Development of a Multiple Item Scale, American Marketing Association Conference Proceedings, Vol.9, pp.138.
 
65.Tan, S. J. (1999), Strategies for Reducing Consumers’ Risk Aversion in Internet Shopping, Journal of Consumer Marketing, Vol.16, No.2, pp.163-180.
 
66.Taylor, S. & Todd, P.A. (1995), Understanding Information Technology Usage: A Test of Competing Models, Information Systems Research, Vol.6, No.2, pp.144-176.
 
67.Teas, R. K. & Agarwal, S. (2000), The Effect of Extrinsic Product Cues on Consumers’ Perceptions of Quality, Sacrifice and Value, Journal of the Academy of Marketing Science, Vol.28, Iss.2, pp.278-290.
 
68.Thaler, R. (1985), Mental Accounting and Consumer Choice, Marketing Science, Linthicum: Summer, Vol.4, No.3, pp.199-214.
 
69.Williams, L. J., Edwards, J. R., & Vandenberg, R. J. (2003), Recent Advances in Causal Modeling Methods for Organizational and Management Research, Journal of Management, Vol.29, No.6, pp.903-936.
 
70.Wood, C. M. & Scheer, L. K. (1996), Incorporating Perceived into Models of Consumer Deal Assessment and Purchase Intent, Advances in Consumer Research, Vol. 23, No.1, pp.399-404.
 
71.Woodruff, R.B. (1997), Customer Value: The Next Source for Competitive Advantage, Journal of the Academy of Marketing Science, Vol.25, No.2, pp.139-153.
 
72.Zeithaml, V. A. (1988), Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, Vol.52, pp.2-22.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top