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研究生:林玟吟
研究生(外文):Lin, Wenyin
論文名稱:整合TAM與TPB理論對智慧型手機作業系統轉換意圖之研究
論文名稱(外文):Integrate TAM and TPB Theory to Research on Switching Intention of Smart Phone Operation System
指導教授:邱光輝邱光輝引用關係
指導教授(外文):Chiu, Kuanghui
口試委員:邱光輝黃思明范錚強
口試日期:2011-05-27
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:2011
畢業學年度:99
語文別:中文
論文頁數:70
中文關鍵詞:科技接受模式主觀規範知覺行為控制轉換成本轉換意圖
外文關鍵詞:technology acceptance modelsubjective normperceived behavioral controlswitching costsswitching intention
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行動通訊普及的社會,資訊取得更為即時,帶動企業組織效率提升,人與人互動更為緊密,造就整體社會更緊密結合,人們生活更具彈性,且持有者的年齡層逐年的下降,智慧型手機之行動連網功能將越趨重要。尤其電信業者不但主導3G市場,亦結合了智慧型手機的作業系統功能推出多元化應用服務內容,朝向資料處理、多媒體應用及網際網路連線等功能為發展趨勢。智慧型手機已經不只是傳統接聽電話功能,甚至已演變至聽覺與視覺,並拉近人與人之間的距離,成為人們生活中不可或缺的產品。
而現今智慧型手機的作業系統有:iOS、Android、Windows Mobile、Symbian等。他們因為可以安裝第三方軟體,且其背後支援的軟體程式亦有所不同。本研究以知覺有用性、知覺易用性、態度、主觀規範、知覺行為控制等因素探討對現有智慧型手機之使用者對轉換意圖之影響,並探討三大類轉換成本是否對其轉換意圖有調節的影響。並期望透過本研究結果,可以供智慧型手機廠商的作業系統開發者,以瞭解消費者需求及期待來研發更適用的產品。


In recent years, mobile communication is gradually popular in Taiwan, people get information more easily, the living standard advance more flexibly, and mobile phone has become commonly to consumers acceptable product. With the appearance of smart phones, development of the operating systems for handheld devices has attracted more and more attention. Recently, innovation technology smart phone has created a trend, and it has already been indispensable essentials of everyone’s life and work.
Nowadays, the kinds of operation systems of smart phone areiOS, Android, Windows Mobile,Symbianand etc. They could install the third part software, and they have different supporting programs. The study used some variables like perceived usefulness, perceived ease of use, attitude, subjective norm, and perceived behavioral control to discuss which factors will influence the switching intention of operation system, and to discuss if switching costs play as moderators. We also hope to provide some information about consumers’ need and requirements through the study to the manufacturers of operation system and they could develop more suitable products.

國立臺北大學九十九學年度第二學期碩士學位論文提要 I
ABSTRACT II
目 錄 III
圖 次 IV
表 次 V
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 4
第四節 研究流程 5
第二章 文獻探討 7
第一節 科技接受行為理論 7
第二節 結合計畫行為理論與科技接受模式 12
第三節 科技接受模式之調節變項 12
第四節 轉換成本 15
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假說 28
第三節 研究設計 31
第四章 研究資料分析 33
第一節 研究對象基本分析 33
第二節 信度與效度分析 41
第三節 迴歸分析結果 46
第四節 迴歸分析結果—轉換成本的調節效果 47
第五節 假說檢定結果 52
第五章 結論與建議 53
第一節 研究結果分析 53
第二節 研究限制 55
第三節 結論及管理意涵 55
參考文獻 57
附錄:智慧型手機作業系統之研究問卷 65
著作權聲明書 70


一、中文部份
1.宋瑞盈 (2007)。慣性、轉換成本、競爭者吸引力及服務滿意度對轉換意願之影響-以行動電話服務產業為例。銘傳大學管理研究所碩士班,碩士論文。
2.林敬堯 (2008)。慣性對轉換意願影響之研究-以行動電話服務為例。銘傳大學管理研究所,碩士論文。
3.胡婉玲 (2006)。使用擴散對轉換成本與轉換意圖影響之探討-以行動電信服務業為例。國立台北大學企業管理學系博士班,博士論文。
4.胡婉玲 (2006)。消費者使用創新性、轉換成本與轉換意圖間關係之實證研究,行銷評論,3(3),399-422。
5.胡婉玲 (2006)。消費者轉換成本類型對轉換意圖關係之研究-台灣行動電話服務業為例。廣告學研究,2006 年,第二十五期。
6.范佳慧 (2005)。科技準備度對顧客使用網路自助服務意願之調節效果及顧客滿意。大同大學事業經營研究所碩士班,碩士論文。
7.陳其生 (2007)。智慧型手機之消費者行為研究—以商務人士為例。銘傳大學管理學院高階經理碩士學程在職專班,碩士論文。
8.黃智強 (2000)。影響採用網路購物因素之研究-以網路書店為例。國立中央大學資訊管理學系碩士班,碩士論文。
9.劉書蘭 (2002)。消費者採用行動商務之行為研究-以行動銀行為例。雲林科技大學資訊管理系碩士班,碩士論文。

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