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研究生:陳廷遠
研究生(外文):Ting-Yuan Chen
論文名稱:整合TAM與IDT模型探討消費者對於創新產品的接受度—以超音波美容儀為例—
論文名稱(外文):ntegration of TAM and IDT Model to Research Consumer’s Acceptance of Innovative Products - A Case of Ultrasound Beauty
指導教授:廖本哲廖本哲引用關係
指導教授(外文):Pen-Che Liao
學位類別:碩士
校院名稱:中原大學
系所名稱:企業管理研究所
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
論文出版年:2012
畢業學年度:99
語文別:中文
論文頁數:67
中文關鍵詞:美容保養超音波美容儀創新特性創新擴散理論科技接受模式
外文關鍵詞:Ultrasonic BeautyTechnology Acceptance ModelBeauty CareInnovation Diffusion TheoryInnovative Features
相關次數:
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本研究以科技接受模式與創新擴散模式兩大理論之結合為主要研究架構,並針對創新科技產品「超音波美容儀」來探討,因超音波美容儀產品之特性,本研究先尋找平常具有美容保養習慣之大眾,區分他們對於美容保養產品之創新程度,再進一步探討他們本身的創新程度與超音波美容儀認知上是否具有關聯性,最後了解受測者對於超音波美容儀會因為何種因素而影響其使用意願。
本研究利用問卷調查之方式,衡量消費者對於美容保養產品的創新特性,對於超音波美容儀的認知有用性、認知易用性、可試驗性、相容性、可觀察性,最後經由上述之因素探討消費者對於超音波美容儀的使用態度與行為意願之間的關係。本研究發放問卷時,會先主動詢問受測者是否有從事美容保養之習慣,因超音波美容儀在使用上須搭配美容保養產品一併使用,因此受測者主要定位於平常具有美容保養習慣之大眾,而在發放問卷的同時,也於現場展現超音波美容儀這項產品給予受測者觀察及試用,以方便受測者回答問卷中的題目。發放問卷時間為2012年3月中旬至4月中旬,此一個月的時間共計回收262份有效問卷,並以線性結構方程式進行分析。
研究的結果發現,受測者對於美容保養產品之創新特性對於超音波美容儀的認知易用性上是具有關聯性,且認知易用性也會影響認知有用性,但超音波美容儀之可試驗性、相容性與可觀察性對於使用態度上之結果都呈現不顯著,最後超音波美容儀的使用態度將會正向的影響超音波美容儀的行為意願。依照上述之研究結果,期望本研究對於日後超音波美容儀等相關產品的推廣方面獲得更好的成效,讓更多愛美人士知道此產品的資訊與效益,也當作廠商們未來的參考依據。
This study combines TAM and IDT models to research the innovative technological product, “Ultrasound Beauty”. Due to the characteristics of ultrasound beauty, first, this study looks for people who have skin care habits, and distinguishes these peoples’ degree of innovation in skin care products. Besides, this study further explores whether there are the relevance of people’s degree of innovation and cognitive for ultrasound beauty. Finally, we want to understand what kinds of factors will affect peoples’ behavioral intention for ultrasonic beauty.
This study uses questionnaire survey to measure peoples’ innovative features of the skin care product, and also to measure peoples’ perceived usefulness, perceived ease of use, testability, compatibility, and observability of the ultrasonic beauty. Next, we research individual’s relationship between the attitude toward use and behavioral intention of the ultrasonic beauty by these factors. The period of time this study sends out questionnaires is from mid-March 2012 to mid-April, and we recycled a total of 262 valid questionnaires. We use linear structural equation model to analyze this survey.
The results of the study found that individual’s innovative features for the skin care products and the perceived ease of use to the ultrasonic beauty are relevant;perceived ease of use will also affect the perceived usefulness. But testability, observability and compatibility don't influence the attitude toward use of Ultrasonic Beauty. Last, the attitude toward use of ultrasound beauty will positively affect behavioral intentions. In accordance with the above findings, this study expects the effect of promotion for future ultrasonic beauty instrument and other related products can get better, and make more people know the information and benefits of this product. Finally, we hope this study is also as a future reference for the manufacturers.
目錄
摘要 i
Abstract ii
致謝 iii
目錄 I
表目錄 III
圖目錄 IV
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第二章 文獻探討 4
第一節 超音波美容儀 4
一、超音波定義與用途 4
二、超音波美容儀 5
第二節 科技接受模式 6
第三節 科技接受模式之不同領域相關文獻 7
第四節 創新擴散 9
一、個人創新特性 10
二、個人創新特質的衡量 11
第五節 認知創新特性 15
一、認知創新特性之定義 15
二、科技接受模式與創新擴散之整合模型 16
第三章 研究方法 20
第一節 研究架構 20
第二節 研究假說 21
第三節 操作型定義 23
第四節 問卷設計與資料收集 24
一、問卷設計 24
二、資料收集 26
第五節 資料分析方法 27
第四章 資料分析 29
第一節 敘述性統計分析 29
第二節 問卷的信度分析 31
第三節 驗證性因素分析 32
一、驗證性因素分析 33
二、模式信度檢定 36
三、模式效度檢定 38
第四節 實證結果 41
一、變數之間的因果關係 41
二、假設驗證 43
第五節 中介效果驗證 44
第五章 研究結論與建議 47
第一節 研究結論 47
第二節 管理意涵 48
第三節 研究貢獻 49
第四節 研究限制 50
第五節 後續研究與建議 51
參考文獻 52
附件一 56


表目錄
表2-1 超音波美容儀之功能區分 5
表2-2 科技接受模式相關文獻整理 8
表2-2 科技接受模式相關文獻整理 9
表2-3 創新五大族群特性分類 10
表2-4 創新程度衡量表 12
表2-5 DSI量表問項-以搖滾專輯為例 13
表2-6 DSI量表修正後問項 14
表2-7 科技接受模式與創新擴散相互應用之文獻架構 17
表3-1 問卷構面題項及參考來源 25
表3-2 整體模式配適度指標 28
表4-1 樣本資料-人口統計資料 30
表4-2 問卷信度分析 31
表4-3 信度分析-行為意願 32
表4-4 整體模式配適度指標 33
表4-5 未刪除題目前的整體模式配適度 34
表4-6 刪除後的各架構之問項數值 35
表4-7 刪除題目後的整體模式配適度 36
表4-8 構面之模式信度分析 37
表4-9 收斂效度測量值 39
表4-10 區別效度測量值 40
表4-11 研究假設測量數值 41
表4-12 研究假設結果 43



圖目錄
圖1 1 醫療美容設備市場概況 1
圖2-1 科技接受模式 6
圖2-2 創新族群分布圖 11
圖3-1 本研究架構 20
圖4-1 研究架構之路徑圖 42
圖4-2 變數之間的中介結構模式 44
圖4-3 自變數與中介變數的關係模式 45
圖4-4 中介變數與依變數的關係模式 45
圖4-5 自變數與依變數的關係模式 46
圖4-6 自變數、中介變數與依變數的關係模式 46
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