系統升級行為意圖--以微軟視窗系統為例

Behavioral intention to upgrade system -- a case study of Windows7

黃再裕(Tsai-Yu Huang)

指導教授 ： 邱光輝教授

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

本研究探討一般消費者不是因為該系統已絕版而不得不升級到新一代產品，而是在可選擇情況下，解釋消費者對升級到新一代系統產品的行為意圖。
系統升級和科技接受模式有所差異，在於系統升級專注於消費者對於該系統已經認為有用所以使用，而且已經使用，也熟悉該系統使用方式，反而因為使用習慣性，使得系統相容性變得相對需要來探討。在解釋消費者行為意圖，本文以系統的產品優勢和系統的轉換成本及系統的產品相容性三方面加以討論。
在產品優勢、轉換成本和產品相容來進行命題，透過文獻的蒐集與整理，設計出一份針對微軟作業系統符合系統升級的行為意圖特性主題量表，量表完成後進行問卷調查。依照本研究結果顯示：產品優勢和產品相容對系統升級行為意圖有顯著正向影響，而轉換成本對系統升級行為意圖有顯著負向影響。

關鍵字

行為意圖、產品優勢、產品相容、轉換成本

並列摘要

This study explores consumers' intention in doing system upgrade which is not subject to system phasing out, but due to volitional orientation.
The difference between system upgrade and technology acceptance model is that system upgrade focuses on the fact that consumers have recognized the system, and have used the system, and also have been familiar with system usage. Due to consumers’ habit of use, it makes the system compatibility more importance to explore. This study also argues that both motivators and inhibitors should be considered in explaining consumers' technology adoption behavior. They are product advantage, product compatibility and switching cost.
This study designs a questionnaire trying to find out users’ behavior regarding Microsoft’s Window 7 system upgrade. The research outcome indicates that product advantage and compatibility have positive effect and switching cost has negative effect regarding consumers' intention in doing system upgrade.

並列關鍵字

Product Advantage, Product compatibility, Switching Cost

參考文獻

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