消費者對於智慧型手機平台的採納決策之研究-以Android平台為例

隨著科技的進步，這個充滿網際網路、無線通訊的時代，快速的帶起了行動科技的發展，而由於無線網路以及通訊的發達，使得智慧型手機變成了近幾年來最受矚目的科技之一。在台灣地區，智慧型手機的普及率在2011年4月已經達到了37.1%。Android在短時間內打敗了許多其他已經存在許久的平台，成為了市占率最高的智慧型手機平台，它是具備了甚麼樣的魅力？是其提供的服務以及功能備受消費者喜愛，亦或是價格廣泛被接受？本研究目的為探討消費者採納Android智慧型手機平台的認知過程，以期能夠得知消費者在決策過程中有那些因素會影響消費者最後的選擇。本研究以持有Android平台之智慧型手機使用者為研究對象，共回收了1269份問卷，並透過統計軟體來分析本研究提出之架構，研究結果發現知覺易用性、知覺享樂性、參考價格、相對優勢、主觀規範、參考處境皆會正向的影響消費者對於Android平台智慧型手機的採納意圖，本研究結果希望能提供給企業在設計手機以及行銷上一個參考。

關鍵字

Android ；智慧型手機；參考價格；採納意圖

並列摘要

Technologies usage in this era is advancing, such as the adoption of the Internet and communication tools. The smartphone has become one of the most important technologies. In Taiwan, the population of smartphone users has reached 37.1% in April, 2011. Android has been abailable in the market for a long time and become the most popular smartphone platform. What makes it so popular? Is it because of its service, functions, or price? This research aims to study the perception process of consumer on adopting Android platform, in order to acquire which elements affect consumer’s final decision making on their purchasing behaviors. This research targeted the consumers who use smartphones with Android platform. In total 1269 questionnaires were collected, and the statistical software was used to test a framework proposed in the study. The results indicated that ease of use, perceived enjoyment, reference price, relative advantage, subject norm, reference situation are all the positive factors that affect customer’s adoption intention. In contrast, compatibility, personalization, and perceived expressiveness were not found to be significant. This research is hoped to provide useful implication for smartphone manufacturers to develop and sell their products.

並列關鍵字

Android ； smartphone ； reference price ； adoption

參考文獻

Nysveen, H., Pedersen, P. E., & Thorbjørnsen, H. (2005). Intentions to Use Mobile Services: Antecedents and Cross-service Comparisons. Journal of the Academy of Marketing Science, 33(3), 330-346.

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Agarwal, R., & Prasad, J. (1998). The Role of Innovation Characteristics and Perceived Voluntariness in the Acceptance of Information Technologies. Decision Sciences, 28(3), 557-582.

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消費者對於智慧型手機平台的採納決策之研究-以Android平台為例

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