2011年是蘋果iPad快速成長的一年,相對2010年其年成長率高達162%。直到2012年為止,仍有許多廠商藉不同作業系統不斷推陳出新平板電腦。本研究在此背景環境下,透過S-N-G消費價值模式,探討消費者使用不同作業系統產生不同的消費價值差異。 本研究先採質化訪談,確認問卷題項及內容,並記錄訪談;繼使用量化網路問卷,透過Facebook及噗浪等網站,回收有效樣本345份,進行構面衡量與假設檢定。 實證結果顯示:蘋果作業系統之平板電腦在功能性價值構面的表現,高於非蘋果作業系統,尤其在應用程式、操作介面、保固維修服務、擴充性、操作流暢程度等方面。而非蘋果作業系統僅在功能價值構面中的「觸控」功能,及「新奇性」構面上略勝蘋果作業系統。 本研究經由迴歸發現,使用非蘋果作業系統的客戶,決定再購買的原因,可能是受到功能性、情感性、社會性、新奇性與情境性等消費價值構面所影響。 本研究亦透過題項「使用JAVA程式及Flash等程式方便又好用」發現。消費者對於功能的定義、科技用語的理解、科技商品與服務間的限制,其實僅具模糊且不具體的概念。在面對這些模糊且不具體的概念情況下,恐導致客戶產生非理性消費判斷。
Apple’s i-Pad experienced rapid annual growth of 162% in 2011.This stimulated many IT business units wanted to develop their new Tablet PC. Therefore, this research uses S-N-G model and tries to find the differences of consumption value between Apple Operating System (iOS) and non-iOS . This research confirmed the questionnaire items and content by qualitative interviews. The research retrieved 345 of effective samples by using internet questionnaires on FACEBOOK and PLURK etc. for hypothesis testing. The empirical results show that the Apple iOS is better than non-iOS on functional value, especially on the aspects of application, operating system, expandable and smooth operation. However, the non-iOS on the functional value of touch sensor sensitivity and on the epistemic value performs better than Apple iOS. The regression tests revealed that consumption value has significant impacts on re-purchase for non-iOS tablet PC rather them for iOS i-pad. Finally, this research finds that there exists asymmetric information gap between the understanding of functional technology provided by manufactures and the valuable services which consumer really obtained. According to this result, consumers’ purchase of Tablet PC may be quite irrational.