- 學位論文
探討兒童智慧型手錶功能影響家長購買決策之因素
Factors influencing parental purchase intention of children's smartwatches with a focus on functionality
摘要
近年來，兒童智慧型手錶的市場需求日益增長。家長購買兒童智慧型手錶的主要目的是為了監控兒童安全、教育兒童、娛樂兒童。兒童智慧型手錶的功能是影響家長購買決策的重要因素，本研究首次系統地探討了兒童智慧型手錶內的功能、感知價值對於家長購買決策的影響，並且為兒童智慧型手錶的設計和開發提供了參考。 在兒童智慧型手錶的場景中，家長的購買決策可以視為一種行為。本研究採用了任務科技配適理論和創新擴散理論來分析兒童智慧型手錶內的功能對於家長購買決策的影響，並參考國內外學者對於兒童智慧型手錶以及任務科技配適理論和創新擴散理論的相關研究來建立研究架構，根據研究架構提出可能影響家長購買意願之研究假設。本研究採用網路問卷調查的方式，使用SurveyCake製作問卷，共包含 30 道問題，以收集家中有4到15歲孩童的家長，對兒童智慧型手錶功能的看法和使用體驗作為樣本。主要內容包括家長對兒童智慧型手錶功能的認知、任務科技配適度、感知價值及購買意願等。並過濾沒有孩童的家長等無效問卷，以符合本研究探討購買意願的目的，最後將有效問卷回收後使用 Smart PLS 4.0分析軟體進行資料分析。 根據分析結果，我們了解到在兒童智慧型手錶中，家長的購買意願受到相對優勢和任務科技配適度的正向影響。此外，手錶的任務、相對優勢和複雜性也對家長的任務科技配適度產生顯著影響。然而，相容性、複雜性以及感知價值對購買意願的影響不顯著。這些結果對於兒童智慧型手錶的開發者具有重要意義，可以幫助他們更好地理解家長的需求，制定相應的策略和措施，提升用戶的整體使用體驗和滿意度，從而促進產品的市場接受度和銷售量。未來的研究可以進一步探索其他可能影響家長購買意願的創新功能設計，例如個性化的健康建議與學習計劃，以提供更全面的分析和建議。
並列摘要
In recent years, the market demand for children's smartwatches has surged rapidly, primarily aimed at monitoring, educating, and entertaining children. This study investigates the impact of the functions and perceived value of children's smartwatches on parents' purchase intention, providing references for their design and development. Utilizing Task-Technology Fit Theory and Diffusion of Innovations Theory, the analysis examines how the functionalities of children's smartwatches influence purchase intention. This study employed an online survey method, utilizing SurveyCake to create the questionnaire, which included a total of 30 questions. The survey aimed to collect data from parents with children aged 4 to 15, focusing on their perceptions and experiences with the functions of children's smartwatches. The valid responses were then analyzed using Smart PLS4 software. Based on the analysis results, we found that parents' purchase intentions for children's smartwatches are positively influenced by relative advantage and Task-Technology Fit (TTF). Additionally, the watch's tasks, relative advantage, and complexity significantly impact parents' TTF. However, compatibility, complexity, and perceived value do not have a significant impact on purchase intentions. These findings are crucial for developers of children's smartwatches as they provide insights into parents' needs, helping to devise strategies and measures that enhance the overall user experience and satisfaction, thereby increasing market acceptance and sales. Future research could further explore other innovative features that may influence parents' purchase intentions, such as personalized health recommendations and learning plans, which will help enhance the market competitiveness of smart watches.