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研究生(外文):Yu, Pei-Chun
論文名稱:探討相似經驗對新產品採用意願之影響 -以智能聲控音箱為例
論文名稱(外文):Explore the Impact of Similar Experience on Adopting New Product: In the case of smart speaker
指導教授(外文):Shen, Zhong-Chi
外文關鍵詞:TAMexperienceVAsmart speakerIoT
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In recent years, smart voice-activated speakers have become a market that major technology and telecommunications companies are vying to enter, and they have been regarded as the promoter of smart homes by industry experts. Based on the TAM model, this article explores how experiences between similar objects and perceived benefits affect consumers’ adoption of new technologies, and verifies the connection between smart speakers and IoT product adoption. This study puts forward 11 hypotheses. It collects online questionnaires to convenience sampling, obtains 351 valid questionnaires, and uses SmartPLS for hypothesis test. The results of the analysis indicated that the better the experience of voice-activated virtual assistant of the mobile phone, the higher the perceived benefit of the smart speaker. It was also found that although the perceived ease of use is not as good as the hypothesis, it affects consumers’ attitude, it affects the other two perceived benefits. Consumers who have a positive attitude towards smart speakers have confirmed that they are more intentional in adopting IoT products. This research results complement the theoretical contributions of the research on the impact of use experience on perceived benefits, and provides managers with suggestions for the use of management duties to enhance the diffusion of smart speakers.
Abstract …………………………………………………………………………………..Ⅰ
摘要 ………………………………………………………………………………………Ⅱ
Acknowledgement …………………………………………………………………….…Ⅲ
1. Introduction 1
1.1 Research Background 1
1.2 Research Motivation and Purpose 3
1.3 Research Procedure 4
2. Literature Review 6
2.1 Smart Speaker and Smart Life 6
2.2 TAM and Perceived Enjoyment 7
2.3 VA Experience 9
3. Methodology 13
3.1 Research Design 13
3.2 Operational Defination 19
3.3 Measure and Data Collection 22
4. Data Analysis and Result 25
4.1 Measurement Model 25
4.2 Structure Model 28
4.3 Summary 30
5. Conclusions 32
5.1 Finding 32
5.2 Management Implications 33
5.3 Theoretical Contribution 34
5.4 Limitations and Further Research 36
References 37
Appendix A: Questionnaire (Chi. ver.) 44
Appendix B: Questionnaire(Eng. ver.) 47
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