以科技接受模型與動機理論探討使用者對iPad之購買意願

Exploration of Purchase Intention of iPad in General Users through Technology Acceptance Model and Theory of Motivation

王碩薇(Shuo-wei Wang)

指導教授 ： 李小梅

國立中央大學/管理學院/資訊管理學系/碩士(2011年)

摘要

近幾年消費性電子產品已不再僅只是工具，更代表著消費者的品味與消費能力，消費者購買產品時除了考慮產品的實用性，相對的也開始考量產品的享樂性。本研究參考Watchravesringkan et al.,(2010)針對消費者採用高科技流行產品的研究，以科技接受模型與動機理論為基礎，探討使用者的外在動機與內在動機對於其行為意圖之影響。除此之外，本研究採取 Voss et al., (2003) 之建議，消費者對於高科技流行產品的態度由兩個構面所構成：實用態度與享樂態度，並發展研究模型以探討消費者購買意願，盼能預測消費行為。 　　本研究的研究產品以高科技流行產品iPad為主，研究對象則是台灣地區iPad的使用者與潛在使用者，透過實體問卷與網路問卷的方式來蒐集資料，共回收有效問卷496份。使用SPSS與AMOS進行相關統計分析及結構方程模型驗證假說，得到的實證結果如下： 一、採用高科技流行產品之外在動機因素，包含認知有用性、認知易用性與主觀規範，對於消費者實用態度與享樂態度之形成皆有正向的影響。 二、採用高科技流行產品之內在動機因素，包含認知流行性與認知創新性，對於消費者實用態度與享樂態度之形成皆有正向的影響。 三、消費者對於高科技流行產品的實用態度與享樂態度，對於消費者購買意願之形成也有正向的影響。

關鍵字

享樂態度 ； 實用態度 ； 動機理論 ； 科技接受模式 ； 高科技流行產品

並列摘要

In recent years, consumer electronics products are not only just tools, but also represent consumer’s tastes and consuming power. When consumers buy products, they not only consider the utilitarian perspective, but also the hedonic perspective. Referring to the model presented by Watchravesringkan et al.,(2010) which developed and tested a model of consumers’ adoption of highly technological fashion products, this study based on the technology acceptance model (TAM) and motivation theory investigates how the multi-dimensional nature of users’ extrinsic and intrinsic motivations influence its behavior intention. In addition, adopting Voss et al., (2003) proposition that consumer attitudes toward the act of using a product are comprised of two distinct dimensions: utilitarian and hedonic. By using these utilitarian and hedonic consumer attitudes to develop research model expects to predict consumers’ behavior.
　　This study selected the highly technological fashion product iPad as research product and employed its (potential) users as research subjects. A total of 496 questionnaires were obtained through physical and online questionnaires. The empirical results were validated by using SPSS and AMOS to conduct relative statistical analysis and answer all hypotheses using the structural equation model.
The findings were:
1. The extrinsic motivation which include perceived usefulness, perceived ease of use and subjective norm have positive and direct effects on consumer’s utilitarian and hedonic attitude.
2. The intrinsic motivation which include perceived innovative and perceived fashion ability have positive and direct effects on consumer’s utilitarian and hedonic attitude.
3. Consumer’s utilitarian and hedonic attitude has positive and direct effects on its purchase intention.

並列關鍵字

Utilitarian attitude ； Hedonic attitude ； Motivation theory ； Highly technological fashion product ； Technology Acceptance Model

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