由於網際網路的發展及行動電話科技的進步，現有網際網路的使用方式已不足以滿足現代人的需求，行動化將是必然的趨勢，智慧手機因而應運而生。而系統業者提供之套裝專案在消費者採用智慧手機的影響力為何？以及社群對消費者在消費者採用的影響？因此本研究將以理性行為理論(TRA)結合廣泛研究消費者新科技接受行為之科技接受模型（TAM）加入創新接受概念來研究，希望藉此能夠找出主要影響消費者採用的因素為何？以及智慧手機快速擴散的關鍵因素。研究範圍則鎖定在目前發展最快速的Android系統。
本研究針對至通信門市購買Android手機的消費顧客為研究母體，提出 6個研究變數。共發放 500 份問卷，回收有效問卷 322 份。研究結果顯示「自我效能對知覺有用性」、「創新接受對知覺有用性」、「創新接受對行為意圖」、「知覺有用性對行為意圖」、「知覺愉悅性對行為意圖」與「主觀規範對行為意圖」等，均會產生直接或間接的重大影響。本研究亦將針對這些特性，提出對系統業者實務上的建議。

Since the development of Internet and mobile phone technology advances, the existing Internet usage has been insufficient to meet the needs of people, mobile will be an inevitable trend, Smartphone which came into being. The Operaters's promotion influences the consumer Smartphone adoption? And Subjective Norm in the consumer adoption influence. Therefore, this study will be Theory of Reasoned Action (TRA) combined with extensive research on consumer behavior of the new technology acceptance Technology Acceptance Model (TAM) to accept the concept of adding innovativeness, hoping to be able to identify the key factors affecting consumer adoption. And the rapid proliferation of Smartphones a key factor. Lock in the current scope of the study is the most rapid development of the Android system
In this study, communication outlets to buy Android phones to the consumer customer of the mother, made six research variables. 500 questionnaires were distributed, 322 valid questionnaires were. The results showed that"Self-efficacy of the perceived usefulness, " " Innovativeness of the perceived usefulness ," " Innovativeness of the intention to use," "perceived usefulness of the intention to use," "perceived enjoyment of the intention to use" and, "Subjective Norm of the intention to use," are will have a significant impact, directly or indirectly. The study will also address these features, put forward on Operator practice.

中文摘要 I
英文摘要 I
誌謝 I
表目錄 I
圖目錄 I
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 1
第三節 研究範圍與限制 1
第四節 研究流程 1
第二章 文獻探討 1
第一節 智慧手機發展概況 1
一、智慧手機的定義與概念 1
二、智慧手機的特性及應用 1
第二節 科技接受模型與實證研究 1
一、理性行為理論（Theory of Reasoned Action, TRA） 1
二、科技接受模型（Technology Acceptance Model, TAM） 1
三、科技接受模型的相關研究 1
第三節 使用者知覺價值之相關研究 1
一、自我效能 1
二、知覺有用性 1
三、知覺愉悅性 1
四、主觀規範 1
五、創新接受 1
六、行為意圖 1
第七節 系統業者的銷售方式對消費者的影響 1
第三章 研究方法 1
第一節 研究架構 1
第二節 研究變數 1
一、研究變數說明 1
第三節 研究假設： 1
一、自我效能 1
二、創新接受 1
三、主觀規範 1
四、知覺有用性 1
五、知覺愉悅性 1
第四節 問卷設計 1
一、自我效能 1
二、創新接受 1
三、主觀規範 1
四、知覺有用性 1
五、知覺愉悅性 1
六、使用意圖 1
第五節 研究對象及範圍 1
一、抽樣設計 1
二、問卷設計 1
第六節 資料分析方法 1
一、樣本資料分析： 1
二、資料信度分析方法與效度的檢定 1
第四章 實證分析 1
第一節 樣本結構描述 1
一、問卷回收情形 1
二、消費者社經屬性及購買搭配系統商補貼方案分析 1
三、信效度分析 1
第二節 敘述性統計分析 1
第三節 差異性分析 1
一、.性別與各研究變數的t檢定分析結果 1
二、婚姻狀況與各研究變數的t檢定分析結果 1
三、年齡與各研究變數的變異數分析結果 1
四、教育程度與各研究變數的變異數分析結果 1
五、職業與各研究變數的變異數分析結果 1
六、工作地與各研究變數的變異數分析結果 1
七、月收入與各研究變數的變異數分析結果 1
八、搭配方案與各研究變數的變異數分析結果 1
第四節 迴歸分析 1
一、研究假設與驗證結果 1
二、知覺有用之中介效果 1
三、模式之建立 1
三、各變項之影響結果與研究假說驗證 1
四、各構面迴歸路徑 1
第五章 結論與建議 1
第一節 研究結論 1
一、個人背景變項之分析 1
二、研究假設之驗證本研究的目的在驗證各變數對於Android手機購買行為之影響 1
三、Android手機行銷策略之建構 1
第二節 研究建議 1
一、管理實務之建議 1
二、後續研究之建議 1
參考文獻 1
附錄 1

表目錄
表1-1 2010第三季全球智慧型手機作業系統出貨量排行 單位：千支 1
表2-1 TAM相關研究文獻之歸納表 1
表3-1本研究之構面說明 1
表3-2 自我效能問項 1
表3-3 創新接受問項 1
表3-4 主觀規範問項 1
表3-5 知覺有用性問項 1
表3-6 知覺愉悅性問項 1
表3-7 使用意圖問項 1
表4-1 有效樣本結構分析 1
表4-2 信度分析 1
表4-3敘述性統計分析 1
表4-4 性別、婚姻對各變數之差異性分析–T值 1
表4-5 年齡、教育程度、職業對各變數之差異性分析–F值 1
表4-6居住地、月收入、搭配方案對各變數之差異性分析–F值 1
表4-7各變數之迴歸分析 1
表4-8 知覺有用對模型之中介效果 1
表4-9 假設檢定之驗證結果 1
表5-1 假設假設驗證結果表 1

圖目錄
圖 1-1 本研究流程圖 1
圖2-1 理性行為理論架構圖 1
圖2-2 科技接受模型原始的版本 1
圖 2-3 ROGERS的創新決策過程典範 1
圖 3-1 本研究架構圖 1
圖4-1 研究架構 1
圖4-2構面迴歸路徑 1

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