頁籤選單縮合
題名 | 產品有用與產品易用 孰者為重?=Usefulness or Ease-of-Use? Which One is More Important? |
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作者姓名(中文) | 樊祖燁; | 書刊名 | 致理學報 |
卷期 | 34:資訊特刊 2014.07[民103.07] |
頁次 | 頁1229-1253 |
分類號 | 496.34 |
關鍵詞 | 科技接受模式; 知覺有用性; 知覺易用性; 購買意願; 智慧型手機; Technology acceptance model; Perceived usefulness; Perceive ease-of-use; Adoption willing; Smart phone; |
語文 | 中文(Chinese) |
中文摘要 | 智慧型手機是近10年來高科技產品中,市場佔有率成長最快速的產品之一,它不但快速地取代原有之傳統手機市場,且進一步地侵蝕到電腦市場。本研究以科技接受模式的觀點,以智慧型手機最主要的消費者,上班族及大學生,為受訪者,利用問卷調查的方式進行研究,並以迴歸分析做為主要之統計分析工具,探討智慧型手機為何在短時間內就會被消費者迅速採用的原因,並依據研究結果提供智慧型手機業者參考的行銷策略。本研究共收回了188份有效問卷,統計分析的結果顯示,科技接受模型的確會影響消費者購買智慧型手機的行為。此外,Davis(1989)所提出之科技接受模型,消費者對於使用資訊科技的「知覺易用性」對於自身「使用意願」的影響並未建立直接關係,而是透過「使用態度」來影響「使用意願」,但在本研究中發現消費者之「知覺易用性」亦會影響其「使用意願」。 |
英文摘要 | Smart phones are the fastest growing technology products in the past ten years, which not only quickly replace the traditional mobile phone market, and further erode the PC market. This study explored the technology acceptance model (TAM) how to influence the smart phone major consumers’ behavioral intention use. The study was conducted by a questionnaire survey research, and statistical regression analysis as the primary analysis tool to explore the major customers, workers and students. The study researched why the smart phones can be adopted by the consumers in a short time and tries to provide a reference smartphone industry marketing strategies based on the results. In this study, a total of 188 valid questionnaires were collected, statistical analysis showed that the TAM affect the behavior of consumers to buy smart phones. In addition, Davis (1989) proposed the "Perceive Ease-of-Use" does not establish a direct relationship to the "Intention of Use", but to influence the "Perceived Usefulness", and the "Perceived Usefulness" can influence the "Intention of Use". The study found the "Perceive Ease-of-Use" can influence not only the "Perceived Usefulness", but also the "Intention of Use". |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。