整合TAM與IDT模型探討消費者對於創新產品的接受度 —以超音波美容儀為例—

ntegration of TAM and IDT Model to Research Consumer’s Acceptance of Innovative Products - A Case of Ultrasound Beauty

陳廷遠(Ting-Yuan Chen)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2011年)

https://doi.org/10.6840/cycu201200394

摘要

本研究以科技接受模式與創新擴散模式兩大理論之結合為主要研究架構，並針對創新科技產品「超音波美容儀」來探討，因超音波美容儀產品之特性，本研究先尋找平常具有美容保養習慣之大眾，區分他們對於美容保養產品之創新程度，再進一步探討他們本身的創新程度與超音波美容儀認知上是否具有關聯性，最後了解受測者對於超音波美容儀會因為何種因素而影響其使用意願。
本研究利用問卷調查之方式，衡量消費者對於美容保養產品的創新特性，對於超音波美容儀的認知有用性、認知易用性、可試驗性、相容性、可觀察性，最後經由上述之因素探討消費者對於超音波美容儀的使用態度與行為意願之間的關係。本研究發放問卷時，會先主動詢問受測者是否有從事美容保養之習慣，因超音波美容儀在使用上須搭配美容保養產品一併使用，因此受測者主要定位於平常具有美容保養習慣之大眾，而在發放問卷的同時，也於現場展現超音波美容儀這項產品給予受測者觀察及試用，以方便受測者回答問卷中的題目。發放問卷時間為2012年3月中旬至4月中旬，此一個月的時間共計回收262份有效問卷，並以線性結構方程式進行分析。
研究的結果發現，受測者對於美容保養產品之創新特性對於超音波美容儀的認知易用性上是具有關聯性，且認知易用性也會影響認知有用性，但超音波美容儀之可試驗性、相容性與可觀察性對於使用態度上之結果都呈現不顯著，最後超音波美容儀的使用態度將會正向的影響超音波美容儀的行為意願。依照上述之研究結果，期望本研究對於日後超音波美容儀等相關產品的推廣方面獲得更好的成效，讓更多愛美人士知道此產品的資訊與效益，也當作廠商們未來的參考依據。

關鍵字

美容保養 ； 超音波美容儀 ； 創新特性 ； 創新擴散理論 ； 科技接受模式

並列摘要

This study combines TAM and IDT models to research the innovative technological product, “Ultrasound Beauty”. Due to the characteristics of ultrasound beauty, first, this study looks for people who have skin care habits, and distinguishes these peoples’ degree of innovation in skin care products. Besides, this study further explores whether there are the relevance of people’s degree of innovation and cognitive for ultrasound beauty. Finally, we want to understand what kinds of factors will affect peoples’ behavioral intention for ultrasonic beauty.
This study uses questionnaire survey to measure peoples’ innovative features of the skin care product, and also to measure peoples’ perceived usefulness, perceived ease of use, testability, compatibility, and observability of the ultrasonic beauty. Next, we research individual’s relationship between the attitude toward use and behavioral intention of the ultrasonic beauty by these factors. The period of time this study sends out questionnaires is from mid-March 2012 to mid-April, and we recycled a total of 262 valid questionnaires. We use linear structural equation model to analyze this survey.
The results of the study found that individual’s innovative features for the skin care products and the perceived ease of use to the ultrasonic beauty are relevant；perceived ease of use will also affect the perceived usefulness. But testability, observability and compatibility don't influence the attitude toward use of Ultrasonic Beauty. Last, the attitude toward use of ultrasound beauty will positively affect behavioral intentions. In accordance with the above findings, this study expects the effect of promotion for future ultrasonic beauty instrument and other related products can get better, and make more people know the information and benefits of this product. Finally, we hope this study is also as a future reference for the manufacturers.

並列關鍵字

Ultrasonic Beauty ； Technology Acceptance Model ； Beauty Care ； Innovation Diffusion Theory ； Innovative Features

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