影響創新產品採用因素之探討－以微軟智慧型手機為例

A Study on the Adoption Factors of Innovative Product-The Case of WinMobile Phone

石學舉(Syue-Jyu Shih)

指導教授 ： 譚伯群

崑山科技大學/商業管理學院/企業管理研究所/碩士(2008年)

摘要

隨著全球手機市場的發展快速，各國手機的普及率也隨之提高，長期間當市場出現音樂、相機等多媒體功能的新機種，將促使原市場新購機的部分用戶衍伸出待換機的需求，此種情況將帶動一波新換機風潮。然而在眾多機型中，最被看好的明日之星即為具有個人行動資訊功能的智慧型手機(smart phone)。不過，目前台灣手機市場的主流仍是一般特色手機，待換機用戶對smart phone軟硬體功能的認知仍相當有限。此外，目前的相關研究多集中在智慧型手機的技術與市場發展評估；或者是相關軟硬體的研發，對於消費者在smart phone接受行為的研究較為匱乏。因此，在手機功能日新月異、待換機需求日漸提昇的情況下，實有必要深入探討消費者對smart phone使用意願，以及影響其意願的各種可能原因。

本研究的主軸在於引用科技接受模式(TAM)的信念構面，以知覺信念變項(即知覺易用性、有用性)來預測消費者採用微軟智慧型手機的可能性，接著再推論影響潛在消費者知覺信念的可能前因變項，並以 Mobile01 網站付費的VIP會員為驗證對象。

研究結果顯示：(1)受試者的知覺信念(即知覺易用性、知覺有用性)對微軟智慧型手機呈顯著正向影響；(2)受試者的個人創新性對智慧型手機採用意圖皆呈顯著正向影響。最後，研究者依據實證結果提出建議，以供相關業者提升績效的方法，並提供後續研究者參考。

關鍵字

創新產品 ； 科技接受模式(TAM)

並列摘要

Following the rapid development of the global mobile phone market, the popularity of mobile phones in various countries has also risen. When new models with multimedia functions, such as music players and cameras, continue to appear in the market, certain users from the original market will begin to feel the need to change their mobile phones, promoting another wave of new mobile phone purchases. However, the most promising future star among various mobile phone models is the smart phone, which offers the function of personal mobile information. In spite of this, the mainstream of mobile phone users in the Taiwan market still clings to mobile phones with general features. Users intending to change mobile phones still possess very limited knowledge concerning the software and hardware functions of the smart phone. In addition, relevant studies at present mostly focus on smart phone technologies and evaluations of market development, or R&D of relevant software and hardware. Studies on consumers’ acceptance of smart phone are rather scarce. In view of this, considering the rapidly progressing functionality of mobile phone and rising demand for changing to new phones, it is necessary to profoundly discuss consumers’ willingness to use smart phones and various possibilities that affect such willingness.
The core of this study was to use the faith aspect of TAM (Technology Acceptance Mode) to predict the possibility of consumers using Microsoft’s smart phones with sensational faith variables (i.e. sensational usability and usefulness). Then, possible antecedent variables that affect sensational faiths of potential consumers were inferred. The paid VIP members of Mobile01 were taken as subjects for verification.
The results of this study indicate that: (1)The sensational faiths (i.e. sensational usability and usefulness) of subjects show positive influence towards Microsoft’s smart phones.(2)The personal innovation of subjects shows positive influence towards the intention to use smart phones.Suggestions are provided according to empirical verification, including methods of improving performance for relevant manufacturers and reference for future studies.

並列關鍵字

Innovative Product ； Technology Acceptance Model(TAM)

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