臺灣博碩士論文加值系統

本論文主要是找出並印證該影響使用者升級成下一世代科技產品的前置因子，企圖實證其中因果關連性。在理論部份，採用前、採用後期理論、過去學者研究之升級文獻、以及價值基礎理論被用在本論文中以探討升級議題。又我們以多重世代的行動電話作為本論文中的研究標的，從中瞭解消費者之升級意願。
本研究結果發現如下：
1. 價值衡量影響消費者升級成下一世代科技產品的意圖。
2. 結果證實，知覺有用、知覺價格與知覺有趣性，透過知覺價值作中介，對升級意願有顯著的影響。
3. 滿意度對升級意願有正反效果的影響。
這些發現結果顯示，行銷經理人可以透過消費者對下一世代科技產品的認知，進而採取適當的升級產品組合及行銷方案。

This study empirically examined that the antecedents may affect the intention of users to upgrade to a successive version of high technology products. Post- and pre-adoption theories, upgrade literature and even the value-based theory were employed. Multi-generation mobile phones were chosen for our sample to examine customer upgrading intention. Results showed that value assessment affects a technological product user''s intention to upgrade the next-generation version. Furthermore, perceived usefulness, perceived price and perceived enjoyment were found to be significant effects on upgrading intention through the mediation of perceived value. Besides, satisfaction had both positive effect and negative effect on intention to upgrade. These findings imply that customers perceive the next-generation technological product and this perception enables marketers to launch a proper upgrading product.

Title Page………………………………………………………………………………i
Letter of Approval……………………………………………………………………..ii
Letter of Authority……………………………………………………………………iii
Abstract in Chinese……………………………………………… ……….…………iv
Abstract in English.……………………………………………… ……….………….v
Acknowledgements……………………………………………………………….... vi
Table of Content vii
List of Tables ix
List of Figures x
Chapter 1 Introduction 1
1.1. Research Background and motivation 1
1.2. Research Purpose 4
1.3. Research Procedure 5
Chapter 2 LITERATURE REVIEW 7
2.1. Mobile Phone Industry 7
2.1.1. Development of mobile phone industry 7
2.1.2. The demand and supply of mobile phone 11
2.1.3. Future trends 15
2.2. Theoretical Background 16
2.2.1. Upgrading Issue 16
2.2.2. Technology Acceptance Model (TAM) 21
2.2.3. Expectation-Confirmation Model (ECM) 27
2.2.4. Perceived Value 32
Chapter 3 RESEARCH MODEL AND HYPOTHESES 37
3.1. Research Framework and Hypotheses 37
3.1.1. Technology Acceptance Model (TAM) 37
3.1.2. Expectation-Confirmation Model (ECM) and Satisfaction 39
3.1.3. Perceived Value 40
3.1.4. Theoretical framework 43
3.2. Research Design 44
3.2.1. Research Design and Sample 44
3.2.2. Data collection 47
3.2.3. Measurements 49
Chapter 4 RESULT 54
4.1. Descriptive Statistics 54
4.2. Reliability Analysis and Validity Analysis 60
4.2.1. Factor analysis 60
4.2.2. Cronbach α 67
4.2.3. Discriminant Validity 68
4.3. Model Estimation 70
4.3.1. Model Fit Analysis 70
4.4. Structural Equation Analysis 71
4.4.1. 2G/3G Model Test 71
4.4.2. 2G/4G Model Test 72
4.4.3. 3G/4G Model Test 73
4.4.4. Perceived usefulness and perceived enjoyment in three models.74
4.5. Discussion 78
4.5.1. Comparison between models 78
4.5.2. Comparison between 2G and 3G users 79
Chapter 5 CONCLUSION AND LIMITATION 81
5.1. Finding 81
5.2. Managerial Implications 82
5.3. Limitation and Future Study 83
References 86
Appendix-Online Questionnaire 90

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