臺灣博碩士論文加值系統

近幾年微型單眼相機(簡稱EVIL或是MILC)在數位相機市場上越來越受到矚目，EVIL是electronic viewfinder interchangeable lens (具電子觀景器可替換鏡頭相機)的簡稱，而MILC則是Mirrorless interchangeable-lens camera(無反光鏡但可替換鏡頭相機)的簡稱，雖然少了傳統單眼相機的反光鏡和光學景觀裝置，但仍擁有高素質的鏡頭，畫質不變。由於易攜帶、小型化、好看的復古外型以及多種顏色的優點，不僅受到女性消費者的青睞，更讓想嘗試單眼相機的初學消費者多了一項選擇。
本研究主要以計畫行為理論為基礎，應用科技接受模型作為研究架構，加上涉入程度和創新擴散模型等變數來探討微型單眼相機消費之行為。本研究研究對象主要是針對具有消費能力的族群來發放問卷調查，探討消費者對於微型單眼相機的涉入程度是否影響知覺有用性與知覺易用性，以及消費者的態度、主觀規範和行為控制對購買意願之正向影響是否為顯著。

In recent years, Electronic Viewfinder Interchangeable Lens (or EVIL , MILC for short) has more and more attracted considerable attention in the digital camera market. EVIL is short for Electronic viewfinder interchangeable lens (with electronic viewfinder can replace the lens cameras); MILC is short for Mirrorless interchangeable-lens camera (no mirror, had to replace the lens cameras). Although it has no traditional SLR mirror and optical landscape devices, it still has high-quality lens that lead to the same quality of a picture. Small and easy to carry, having good-looking appearance in ancient style and a variety of colors, it is high in female consumers' favor and also gives another choice to the consumers who are going to begin in SLR.

Mainly based on the Theory of Planned Behavior, applied Technology Acceptance Model taken as its research framework, this study is to explore the consumer behavior of micro-lens reflex cameras with the variables, involvement of the extent and innovation diffusion model, being added. In this study, a questionnaire is given to the groups with a spending power of consumers to explore if the involvement of the consumers of the micro-lens reflex cameras affects perceived usefulness and perceived ease of use and if the consumers’ attitudes, the subjective norm and behavior control have significant positive impact on purchase intention.

摘要…………………………………………………………………………………………i
英文摘要…………………………………………………………………………………ii
誌謝………………………………………………………………………………………iii
表目錄……………………………………………………………………………………vii
圖目錄……………………………………………………………………………………ix
第一章 緒論………………………………………………………………………………1
1.1研究背景………………………………………………………………………………1
1.2研究動機與目的………………………………………………………………………4
1.3研究流程………………………………………………………………………………5
第二章 文獻探討…………………………………………………………………………6
2.1理性行為理論…………………………………………………………………………6
2.2計畫行為理論…………………………………………………………………………7
2.3科技接受模型…………………………………………………………………………10
2.4涉入理論………………………………………………………………………………14
2.5創新擴散理論…………………………………………………………………………18
第三章 研究方法…………………………………………………………………………21
3.1研究架構………………………………………………………………………………21
3.2研究假說………………………………………………………………………………22
3.2.1 涉入程度與知覺有用性、知覺易用性之關係…………………………………22
3.2.2知覺有用性、知覺易用性、消費者態度與購買意願之關係……………………23
3.2.3主觀規範、行為控制對於實際購買意願之關係…………………………………23
3.3研究構面之操作定義與衡量…………………………………………………………24
3.3.1涉入程度……………………………………………………………………………24
3.3.2 知覺有用性………………………………………………………………………24
3.3.3知覺易用性…………………………………………………………………………25
3.3.4 態度………………………………………………………………………………26
3.3.5 主觀規範…………………………………………………………………………26
3.3.6行為控制……………………………………………………………………………27
3.3.7實際購買意願………………………………………………………………………28
3.4問卷設計………………………………………………………………………………28
3.5資料統計分析方法……………………………………………………………………29
3.5.1敘述性統計分析……………………………………………………………………29
3.5.2 信度分析…………………………………………………………………………29
3.5.3 因素分析…………………………………………………………………………30
3.5.4 迴歸分析…………………………………………………………………………30
第四章 研究結果與分析…………………………………………………………………31
4.1樣本資料分析…………………………………………………………………………31
4.1.1 問卷回收概況……………………………………………………………………31
4.1.2 個人基本資料之樣本資料分析結果……………………………………………32
4.1.3 各構面之敘述統計分析…………………………………………………………34
4.2信度分析………………………………………………………………………………39
4.3因素分析………………………………………………………………………………42
4.4迴歸分析與中介效果…………………………………………………………………47
4.4.1 相關分析…………………………………………………………………………47
4.4.2 假設檢定…………………………………………………………………………47
4.4.3 中介效果…………………………………………………………………………50
第五章 研究結論與建議…………………………………………………………………58
5.1研究結論………………………………………………………………………………58
5.2 研究限制與建議……………………………………………………………………59
參考文獻……………………………………………………………………………………60
附錄- A.研究問卷………………………………………………………………………65

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