臺灣博碩士論文加值系統

在現今各種創新的消費性電子產品總類繁多，而平板電腦是目前最重要的消費性電子產品之一。平板電腦在競爭激烈的個人電腦市場中，像是桌上型電腦、傳統式筆記型電腦等等，對於個人電腦市場則是帶來了相當大的衝擊。平板電腦擁有可攜性佳及便利性高的優點。然而，許多研究學者認為，消費者在購買產品時，往往會受到心理及社會行為等影響。而在許多選擇購買產品的情況下，像是是否選購平板電腦，從眾行為扮演著重要的腳色。本研究運用整合性科技接受模式(Unified Theory of Acceptance and Use of Technology, UTAUT)及從眾行為(Conformity Behavior)理論為基礎架構，探討影響使用者對平板電腦使用行為，分析且探討使用者對於平板電腦使用之關鍵因素。
本研究透過發放問卷，將收集數據利用結構方程式模型進行資料分析，本研究結果顯示績效期望、努力期望、有利條件、資訊性影響及規範性影響等構面均對於消費者使用意圖有正向顯著的影響，同時研究分析結果也顯示，使用經驗對於資訊性影響及規範性影響存有干擾效果。本研究結果將有助於提供管理意涵，可幫助供應商了解消費者對於平板電腦使用意圖的關鍵因素，並且可以更進一步提出平板電腦市場行銷策略及未來的營運方針。

There are lots of innovative electronic products in the recent years, and tablet PC is the most important one to most computer users. Moreover, tablet PCs raise significant competition to both traditional desktop and laptop personal computers. With its unique characteristic of portability and mobility, tablet PCs have the potential of replacing desktop and laptop personal computers. Several studies showed that consumers are often influenced by their psychological and social behaviors when purchasing. In many cases, conformity behavior plays an important role in selecting innovative products like tablet PCs. Based on the integrated theory of UTAUT and conformity behavior, this study is aiming to identifying the key factors that would impact consumers on acceptance of tablet.
The data from the survey was analyzed using structural equation modeling. Using the constructs of performance expectancy, effort expectancy, facilitating conditions, information influence, and normative influence, our results indicate that all constructs, including both informational conformity and normative conformity, positively relate to the intention to use tablet PCs. Meanwhile, the analytical results show that moderating efforts of experience to both informational and normative conformities exist. These findings may help suppliers to anticipate and predict customer intention to adopt tablet PCs and provide further insights for the development of tablet PCs marketing strategies.

摘要 I
ABSTRACT II
目錄 IV
表目錄 VI
圖目錄 VII
壹、 緒論 1
一、究背景與動機 1
二、研究目的 3
三、研究架構 4
四、研究流程 5
貳、 文獻探討 6
一、平板電腦介紹 6
(一)、平板電腦之定義 6
(二)、平板電腦特色與作業系統 7
(三)、平板電腦之現況與未來市場發展 9
二、整合性科技接受模式 (UTAUT) 10
(一)、績效期望(PERFORMANCE EXPECTANCY，PE) 11
(二)、努力期望(EFFORT EXPECTANCY，EE) 12
(三)、社會影響(SOCIAL INFLUENCE，SI) 12
(四)、有利條件(FACILITATING CONDITIONS，FC) 12
(五)、調節變數(MODERATORS) 13
三、從眾行為 15
(一)、從眾行為 (CONFORMITY BEHAVIOR) 15
(二)、從眾行為定義 16
(三)、從眾行為模型 18
參、 研究方法 21
一、研究架構 21
二、研究假說 22
三、研究變數之操作型定義 24
(一)、績效期望 (PERFORMANCE EXPECTANCY) 26
(二)、努力期望(EFFORT EXPECTANCY) 27
(三)、有利條件(FACILITATING CONDITIONS) 28
(四)、從眾行為(CONFORMITY) 30
(五)、使用意圖(BEHAVIORAL INTENTION) 32
四、問卷設計 33
肆、 資料分析與結果 39
一、敘述性統計分析 39
二、測量模型分析 41
伍、 結論與建議 45
一、研究結果與討論 45
(一)、使用者樣本結構分析 46
(二)、使用行為分析 46
二、研究貢獻 49
三、研究限制 50
四、未來研究方向與建議 52
參考文獻 54
附錄正式問卷 63

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