- 學位論文
探討消費者採用Apple Watch之影響因素：UTAUT2模型的分析
Examining Influencing Factors of Consumers’ Adoption of Apple Watch: The Analysis of UTAUT2 Model
摘要
健康相關議題越來越受到社會大眾的重視，相較於傳統醫療，藉由使用智慧型穿戴裝置，可以更有效監控身體狀況，因此市面上有越來越多相關產品，試圖滿足消費者需求。本研究因此選擇蘋果的Apple Watch作為研究標的，試圖找出消費者使用該產品的因素。 過去的研究研究，多採用整合型科技接受模型(Unified Theory of Acceptance and Use of Technology, UTAUT)，或是延伸整合型科技接受模型(Extending the Unified Theory of Acceptance and Use of Technology, UTAUT2)，僅少數學者注意到了模型提出時與研究當下的時空差異，並且許多研究的特定產品早已被淘汰，再加上相關產品較短的生命週期，造成無法更為精準地模擬真實世界。因此，本研究以UTAUT2為基底，加入兩額外構面：都會觀(Cosmopoliteness)以及崇洋媚外(Xenocentrism)，希望能夠與現實消費者行為更貼切。 經由發放225份的有效問卷後，研究結果發現：績效預期、享樂動機、習慣皆會對Apple Watch使用之行為意圖產生正向影響，同時Apple Watch使用之行為意圖對實際使用也會產生正面影響。藉此研究結果，為相關業者提供管理意涵與建議，最後說明本研究的研究限制和建議未來研究方向。
並列摘要
Health-related issues are receiving more and more attention from society. Compared to traditional medical, smart wearable devices allow people to monitor their body condition more efficiently. As a result, many related products have been shown in the market, trying to satisfy consumer needs. In this thesis, we choose Apple Watch as the research target. We are trying to find out the reasons that affect consumer behavior the most. In the previous research, scholars tended to apply the Unified Theory of Acceptance and Use of Technology (UTAUT) or Extending the Unified Theory of Acceptance and Use of Technology (UTAUT2) to conduct a study. Only a few noticed the time and space differences between their research and those two theoretical models. Moreover, a shorter product life cycle for wearable devices leads to inaccuracy. Therefore, to simulate real-world situations, we chose UTAUT2 as the basal, adding two more factors: Cosmopoliteness and Xenocentrism. After collecting 225 valid questionnaires, we found out that Performance Expectancy, Hedonic Motivation, Habit have positive effects on Behavioral Intention. Meanwhile, Behavioral Intention has a positive effect on Actual Use. According to our research findings, we provide implications for marketers. Finally, we discussed our research limitations and future research directions.