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研究生:王月京
研究生(外文):WANG YUEH-CHING
論文名稱:何以智慧型手機使用者以年輕人居多
論文名稱(外文):Why most smartphone adopters are young people
指導教授:陳基國陳基國引用關係
口試委員:張錦特許鉅秉
口試日期:2014-05-21
學位類別:碩士
校院名稱:育達科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
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:38
中文關鍵詞:年齡創新產品之擴散相容性複雜性智慧型手機
外文關鍵詞:Agediffusion of innovationscompatibilitycomplexitysmartphone
相關次數:
  • 被引用被引用:2
  • 點閱點閱:307
  • 評分評分:
  • 下載下載:42
  • 收藏至我的研究室書目清單書目收藏:0
為探究何以智慧型手機使用者以年輕人居多的原因,本研究建構一個包含年齡,創新產品屬性之相對優勢、相容性與複雜性及當在做購買決策時的認知風險等變數的理論模式,同時以邏輯特迴歸模式分析在線上所收集的問卷之資料並檢定相關之假說。研究發現智慧型手機的複雜性並非年長者使用智慧型手機的障礙,而是認知風險讓年長者遲疑使用智慧型手機。本研究發現可視採用智慧型手機行為為一種以相對優勢與相容性抵換購買風險決策下的結果。本文也討論了研究結果在理論與實務上的意涵。


To discover why most smartphone adopters are young people, this study develops a theoretical framework including, in addition to age, the innovation attributes of relative advantages, compatibility and complexity and a concept of perceived risk when making a smartphone adoptive decision, and tests the proposed hypotheses using a logistic regression method on smartphone adoptive data collected via an online survey. We found that perceived complexity of smartphones is not itself a barrier to the adoptive decision; rather it is the perception of risk which results in older people hesitating to adopt smartphones, and that perceived risk explains why smartphone adopters are predominantly youths rather than older people. Our results also indicate that smartphone adoption behavior can be viewed as a decision resulted from a tradeoff between benefits (including relative advantages and compatibility), and risks perceived by the customer. The results of the study provide several theoretical and practical implications.
誌謝..................................................................................................I
中文摘要..............................................................................................II
Abstract............................................................................................III
目錄.................................................................................................IV
圖目錄................................................................................................V
表目錄...............................................................................................VI
第一章 緒論............................................................................................1
1.1 研究動機...........................................................................................1
1.2 研究背景...........................................................................................2
1.3 研究目的...........................................................................................2
第二章 文獻探討與研究假說................................................................................4
2.1 年齡 (Age).........................................................................................4
2.2 智慧型手機創新屬性..................................................................................5
2.2.1 相對優勢.........................................................................................5
2.2.2 相容性...........................................................................................5
2.2.3複雜性............................................................................................6
2.3 認知風險...........................................................................................7
第三章 研究方法.........................................................................................8
3.1 研究參與者與資料....................................................................................8
3.2 問卷設計..........................................................................................10
3.3 統計方法..........................................................................................11
3.3.1 邏輯特模式......................................................................................11
3.3.2 變異數分析......................................................................................14
第四章 模式檢定.......................................................................................16
4.1 信度與效度.......................................................................................16
4.2 平均數差異分析...................................................................................19
4.3 邏輯特模式分析.................................................................................. 20
4.4 結果討論與管理意涵...............................................................................22
4.4.1 結果討論......................................................................................22
4.4.2 理論意涵......................................................................................23
4.4.3 實務意涵......................................................................................23
第五章 結論與未來研究方向.............................................................................25
5.1 結論...........................................................................................25
5.2 研究限制與未來研究方向...........................................................................25
附錄:問卷..........................................................................................27
參考文獻...........................................................................................31
中文部分
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2.秦永悌(2007)。高中職學生手機使用行為、人際互動與社會支持的相關研究。國立臺
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3.黃士庭 (2012)。消費者產品知識對智慧型手機使用行為之影響。銘傳大學傳播管理學 4.院傳播管理研究所碩士論文,台北市。
5.劉蘊儀(2007)。台灣行動電話市場發展趨勢與消費需求分析。資策會資訊市場情報中
心。
6.國家通訊傳播委員會(NCC)。http://www.ncc.gov.tw/chinese/

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