本研究希望透過社會比較的內涵與使用者創新接受的角度進行研究,期望能解釋使用者採用平板電腦的意願。本研究探討社會比較理論與科技接受模式之發展過程與內容,並依據此理論架構設計建立研究架構與研究假說,研究主要探討影響出採用平板電腦的意願,期望能作為未來平板電腦廠商開發新商品與服務的參考。本研究整理過去相關研究所運用之理論與文獻進行文獻探討,包含科技接受模式、社會交換理論、最後探討採用平板電腦的意願。研究問卷的題目設計依據Gibbons and Bunnk(1999)所發展的INCOM量表及Davis(1989)的科技接受模式量表為基準,問卷採用網路問卷進行發放,回收問卷共計150份,問卷回收後使用統計軟體SAS以複迴歸的方式進行信度與效度的驗證與資料分析,最後研究的結果發現社會比較、知覺有用、知覺易用等要素對於平板電腦採用意圖有正向之間的關係,但知覺有用與知覺易用並不具有干擾之關。本研究希望能提供未來研究者與相關廠商作為未來使用者採用平板電腦之評估與建議之參考。
The purpose of this study is trying to explain the intension of using Tablet PCs from the point of view of Social Comparison Theory and Technology Acceptance Model. In this study, social comparison theory and the development process of technology acceptance model are explored and brought into the conceptualizations and theoretical framework. The research is focused on to explore the intension of using tablet PCs and the finding could enhanced Tablet PC manufacturers to develop new products and better service in the future.Previous theories and literature related were reviewed. There are the theory of Technology Acceptance Model, social exchange theory, and the intension of using Tablet PCs.The questionnaire in this study is based on Iowa - Netherlands Comparison Orientation Measure (Gibbons and Bunnk,1999) and TAM scale (Davis, 1989). The data for this study were obtained by 150 questionnaires and using multiple regression analysis to confirm the hypothesis model.Through the results of this study, we confirmed there are a positive relationship among social comparison, perceived usefulness and perceived ease of use. Additional to this, we also fund that the moderation effect of perceived ease of use doesn’t achieve. Regarding these results, the finding could enable tablet PCs manufacturers to develop better service and related further research in the future.