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研究生:金柏廷
研究生(外文):Po-TingChin
論文名稱:科技產品與消費者科技準備關係—以智慧型手機的工作與娛樂功能為例
論文名稱(外文):The Relationship among Technology Product and Consumers’ Technology Readiness: The Working and Entertainment Functions of Smartphone
指導教授:葉桂珍葉桂珍引用關係
指導教授(外文):Quey-Jen Yeh
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際企業研究所碩博士班
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:100
語文別:中文
論文頁數:59
中文關鍵詞:科技準備科技接受智慧型手機工作功能娛樂功能
外文關鍵詞:Technology ReadinessTechnology AcceptanceSmartphoneWorking functionentertainment function
相關次數:
  • 被引用被引用:4
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  • 評分評分:
  • 下載下載:169
  • 收藏至我的研究室書目清單書目收藏:2
過去研究,主要採用結合消費者之科技準備與科技接受模式用於網路交易、網路購物等,較少探討實際科技產品,本研究結合科技準備與科技產品採用知覺,進一部探討智慧型手機對消費者的採用知覺與購買行為,是否會因為消費者對科技的準備態度而有所改變;而研究並採用實驗設計的方法,設計了娛樂功能與工作功能的智慧型手機,探討消費者之科技準備,是否會因為手機功能的不同,進而影響手機的採用知覺。
研究結果顯示,部分消費者之科技準備與過去研究相似,但也有部分的影響相異。對於具有創新性的消費者,在使用智慧型手機之績效預期、易用預期、社會支持與購買意願皆具有正向的影響。而手機功能設計中,工作功能手機會增進消費者對使用手機的工作績效預期,也會提高消費者的購買意願。而職業之不同對手機採用知覺之易用預期影響很大,在職的人對手機使用上的易用性預期為中度負相關,但購買意願也顯著高於學生,結果顯示,在職人士對智慧型手機的雖然不適應性高,但也願意去嘗試與購買,故若廠商能改變在職人士對智慧型手機的使用上認知,或增加對手機使用上的體驗,減少在職人士對智慧型手機使用上的不適應感,應可以增加手機之銷售額。

In the past, researches usually employed the combination between Technology Readiness and Acceptance Model (TRAM) of consumers’ attitude on Internet trade or online shopping, and seldom focus on practicality of technical product. This study aims to combine the Technology Readiness and adoption awareness and to further explore customers’ adoption awareness and purchase intention toward smart-phones whether will be influenced by Technology Readiness of them. The method of the study is using experimental design on smart-phone with entertainment and working function, and then examines if there is any difference among the Technology Readiness of various clients, and further affects their adoption awareness because of different function.
The result of the study shows that part of outcome of customers’ Technology Readiness is similar to previous study, but the others are not. It points out that there are positive relationship among personal innovativeness, performance expectancy, ease-to-use expectation, social support and consumers with creativity. Besides, working function of smart-phone could enhance users’ job performance, and then increase also their purchase intention.
However, easy expectancy of users’ adoption awareness is significantly affected by their different careers. The easy expectancy of cellphone-users with jobs is moderate negative related, but their purchase intention is also higher than normal students. It also indicted that the adaptability on smart-phone for working people insufficient, but they are willing to try and buy it. Therefore, if manufacturers could influence consumers’ imagination or increase their using experience, and reduce their unsuitable feeling on using smart-phone, it is highly likely to raise their turnover.

中文摘要 I
Abstract II
誌謝 III
目錄 V
表目錄 VII
圖目錄 VIII
第壹章 緒論 1
第一節 研究動機 1
第二節 研究背景 2
第三節 研究目的 2
第貳章 文獻探討 4
第一節 科技準備 4
第二節 科技接受 7
第三節 智慧型手機簡介 9
第四節 手機功能與消費價值 10
第參章 研究方法 12
第一節 研究架構與假設 12
第二節 各變數之操作性定義與衡量 14
第三節 研究設計 19
一、實驗設計與研究情境設計 19
二、研究樣本 21
三、實驗過程 21
第四節 資料分析方法 22
一、 敘述性統計分析 22
二、 因素分析 22
三、 信度分析 23
四、 相關分析 23
五、 階層迴歸分析 24
第五節 問卷前測 24
第肆章 資料分析 26
第一節 樣本資料統計 26
第二節 因素與信度分析 29
第三節 Spearman相關分析 32
第四節 階層迴歸分析 34
一、手機功能對科技準備與產品採用知覺間關係之調節 34
二、手機功能之調節作用 38
三、中介變數迴歸分析 41
第伍章 討論與建議 43
第一節 結論 43
第二節 研究貢獻 44
第三節 管理意涵 44
第四節 研究限制與後續研究建議 45
參考文獻 47
附錄一、前測問卷 51
附錄二、正式問卷 56
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