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研究生:蘇俞群
研究生(外文):Yu-Chyun Su
論文名稱:消費者對變形筆電購買意願之研究
論文名稱(外文):A Study on Consumer Purchase Intention for Transformer Notebooks
指導教授:林建福林建福引用關係
學位類別:碩士
校院名稱:世新大學
系所名稱:資訊傳播學研究所(含碩專班)
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:87
中文關鍵詞:科技接受模式電腦自我效能變形筆電購買動機
外文關鍵詞:Technology Acceptance ModelComputer Self-EfficacyTransformer NotebookPurchase Motivation
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全球PC的出貨量從2012年第二季開始已經是連續第七季下降了,但和過去相比趨勢已經逐漸的緩和。在微軟決定結束XP的支援,將會是PC出貨量的轉折,電腦產業將開始逐步的復甦。如何平衡產品創新和用戶的接受程度,是許多廠商的最大問題。本研究的目的是分析影響變形筆電消費者購買意願的因素,以科技接受模式為基礎,採用問卷調查,分析影響變形筆電消費者購買意願的因素。
分析結果如下:
1. 形象、工作相關性、輸出品質、結果展示性和知覺易用性對「認知有用性」呈正向顯著 。
2. 電腦自我效能與「認知易用性」呈正顯著相關。
3. 主觀規範是對「形象」呈正顯著相關。
4. 主觀規範、認知有用和認知易用對「使用意願」呈正向顯著。
除此之外,如果具備更多的實用性、靈活性和更多的展現並符合消費者使用需求,將能提升消費者對變形筆電的使用意圖。
Worldwide PC shipments dropped for a seventh straight quarter. The decline slow down compared with the past seven quarters. End of XP support by Microsoft that will decline of PC shipments. The gradual recovery of PC will be start. How to balance between innovation of products and the user acceptability, the biggest problem the industry for many vendors today.The purpose of this study is to analyze factors of affecting consumer purchase intention on transformer notebook. Base on Technology Acceptance Model, this study uses questionnaire to analyze factors of affecting consumer purchase intention on transformer notebook. Regression model, Factor Analysis and ANOVA were used to verify the relationships among our proposed twelve hypotheses.
The analysis results as follow:
1. Image, Job relevance, Output Quality, result demonstrability and perceived ease of use were positively significant to "perceived usefulness".
2. Computer self-efficacy was positively significant to "perceived ease of use".
3. Subjective norm was positively significant to "image".
4. Subjective norm, perceived usefulness and perceived ease of use were positively significant to "behavioral intention to use".
Besides, more practicability, more flexibility and exhibition intention of consumers on using a transformer notebook would be enhanced if the system could support their needs.
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究範圍 3
1.4 論文架構 4
第二章 文獻探討 5
2.1 筆記型電腦之產業現況 5
2.2 消費者對「科技產品」接受意願之研究 6
2.3 科技接受模式及其發展過程 11
2.4 電腦自我效能 18
2.5 小結 20
第三章 研究方法 21
3.1 研究設計與架構 21
3.2 研究假設 22
3.3 變數之操作性定義與衡量 24
3.4 問卷設計 30
3.5 分析方法應用簡述 36
第四章 資料分析與結果 39
4.1 敘述性統計分析 39
4.2 因素分析 42
4.3 樣本資料分析 47
4.4 相關分析 54
4.5 迴歸分析 56
4.6 假設檢定結果 60
第五章 結論與未來研究 65
5.1 結論 65
5.2 未來研究 66
參考文獻 68
附錄 研究問卷 73
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