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研究生:呂淑萍
研究生(外文):Su-ping Lu
論文名稱:原創手積極山寨手機消費ˋ者態度與購買意願之研究:CAT模型觀點
論文名稱(外文):The Study of cunsumer Attitude and Purchase Intention towars Orginal and Counterfeit Cell Phone:A CAT Model Perspective
指導教授:邢姍姍邢姍姍引用關係
指導教授(外文):San-san hsing
學位類別:碩士
校院名稱:國立臺北商業技術學院
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:88
中文關鍵詞:原創手機山寨手機消費者科系接受模型
外文關鍵詞:Original ceel phonecounter cell phonethe model of Consumer Acceptance Techonlogy
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「科技始終來自人性」。手機是二十世紀最偉大的發明之一,因為消費者需求的改變,使行動通訊科技需要不斷地開發新功能,於是誕生了整合各種創新科技的智慧型手機。蘋果公司(Apple Inc.)看準這波浪潮,於2007年推出舉世注目的智慧型手機 iPhone。值此之際,中國大陸亦席捲起一股山寨風,直接模仿原創品牌的山寨手機,威脅到所有科技創新大廠。本研究選定原創品牌手機中的主流 iPhone,以及與 iPhone 不論在外觀與功能均極為近似的 hiPhone 為研究標的,根據Kulviwat et al.(2007)提出之消費者科技接受模型(The model of Consumer Acceptance of Technology,CAT),以整合性觀點,探討認知面及情感面因素對消費者使用態度及購買的影響。
本研究透過問卷調查蒐集資料,以便利抽樣法針對台北地區的一般民眾進行調查,資料分析首先利用SEM(Structural Equation Modeling)對衡量問題進行驗證性因素分析,以確認量表具信度與效度;再利用迴歸分析進行假說驗證,研究結果發現:(1)消費者對原創與山寨智慧型手機的看法有顯著差異。(2)在認知及情感構面中,除知覺成本對使用態度有負向影響外,其餘變數對原創與山寨手機使用態度均有正向影響。(3)整體而言,影響原創手機使用態度的關鍵因素為知覺有用與喚起;山寨手機為知覺成本、愉悅、喚起與支配。針對以上發現,本研究提出具體建議,供相關業者制定行銷策略參考。
Technology always comes from humanity. Cellular phones are one of the greatest inventions of the 20th century. Changing consumer needs enable the communications industry to develop new and better ideas for the cell phone. Thus, the Smart Phone was created with integration of innovation and new technology. Apple Inc. launched the highly anticipated Smart Phone, iPhone in 2007. Since then, the emergence of counterfeit Smart Phones which directly imitate the original phone have become a potential threat to the communications industry. This research used the iPhone and the knockoff hiPhone(similar in look and function as the iPhone) as the research target. We applied the model of Consumer Acceptance of Technology(CAT) pruposed by Kulviwat et al.(2007), with both cognitive and effective factors taken into consideration to explore the differences in consumer adoption attitudes toward original and counterfeit phones.
Questionnaires and convenience sampling were used to collect data. The samples were taken from residents in the Taipei metropolitan area. SEM and regression were used to examine the confirmative factor analysis(CFA)and to verify the hypothesis. The results are summarized as follows:(1) The consumer perceptions of Smart Phone attributes between the original and counterfeit cell phones are significantly different.(2)All cognitive and affective factors exert positive influences on consumer attitudes except for perceived cost.(3)The key factors affecting consumer adoption attitude are different between the original and counterfeit cell phones.
Based on our findings, this study proposes concrete suggestions for the industry in the hopes that it can provide relevant marketing information for reference in decision making.
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