科技產品轉換模型-以智慧手機導航與可攜式車用導航為例

Technology switching model—Using smartphone navigation and portable navigation device as example.

廖勝富(Sheng-Fu Liao)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

衛星導航產品在近年來發展迅速，但2009上半年因遭逢2008年年底的金融海嘯，PND 市場通路庫存過高，全年銷量反呈現負成長。反觀 GPS 手機則呈現成長的趨勢，而且智慧型手機的導航應用也有漸趨普及的趨勢。
因市場上對於智慧型手機的導航功能可能取代 PND 的相關報導一直不斷，引發本研究的動機--智慧型手機是否真能取代 PND？以及既有的 PND消費者對於轉換以智慧型手機導航功能取代 PND 的轉換意願為何？
本研究利用台灣衛星導航 PND 領導品牌 Mio自2002年來所累積的龐大會員資料庫為基礎，採用電子問卷系統針對既有的 PND 使用者調查其對智慧型手機導航的轉換意圖。以知覺有用性、知覺易用性、態度、主觀規範、轉換成本等因素探討對現有 PDN 使用者轉換意圖之影響。
期望透過本研究結果，可以供廠商瞭解消費者對於轉換智慧型手機來取代 PND 的相關影響。

關鍵字

可攜式車用導航 ； 科技接受模式 ； 慎思行動理論 ； 轉換成本 ； 轉換意圖

並列摘要

A portable navigation device (abbreviated as PND) is very popular during the past years. However the sales result became quite slow due to the economic recession in end of 2008, and the high inventory caused the price erosion and the total market size decreased in 2009. On the contra, GPS phone is increasing very rapidly, especially it became more and more popular on the smart phone which emphasis the navigation solution as one of the most important application.
There are a lot of people predicting that PND will be replaced by GPS phone due to PND is dedicated for navigation functions. This prediction inspired the research subject: “Does GPS Smartphone can be really the substitute of PND?” “What’s consumers’ switching intention to use GPS Smartphone to replace their current PND?”
Mio is the top 3 PND brand in worldwide GPS industry, and also the leading brand in Taiwan market. It had also accumulated around 250,000 VIP members during the past years. All the VIP members have highly connection with their database because map update and upgrade is very important for PND users. Normally, When Mio’s marketing team want to realize users’ intention toward new feature, their response rate for marketing research is very high.
This thesis plans to utilize the high loyalty members’ database to issue the questionnaire, asking about the switching intention for using GPS Smart phone replacing PND on navigation function. By using Technology Acceptance Model (abbreviated as TAM), the purpose of this research is to find out how consumers recognize the navigation function for Smartphone and their intention for using it. Since users’ switching behavior is also under serious consideration, Theory of Reasoned Action (abbreviated as TRA) is another important theory model need to be verified. In addition, when consumers have the switching intention, they also concern about the cost of switching; therefore, we also use Switching Cost Theory to verify the thesis.

並列關鍵字

PND ； Smart Phone ； TAM ； TRA ； Switching Cost Theory ； Switching Intention

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