從軟體、硬體、設計及價值之觀點探討智慧型手錶購買因素

當今隨著資訊科技的進步以及國人對於健康保健的概念提升，各家廠商也隨著市場的發展，紛紛推出與行動裝置結合的穿戴式裝置，讓使用者能夠透穿戴之方式記錄生活中所有的大小事，這也引領整體科技產業的新趨勢。而目前於穿戴式裝置市場中智慧型手錶因能結合行動裝置之第三方應用程式，因此提升其應用的便利性與有用性，使得在市場上發展較為快速，亦成為市場上持續發燒之新興產品。消費者對於智慧型手錶之購買意願與使用態度將是值得之探討議題之一。本研究以消費者四種知覺所組成的知覺價值對於智慧型手錶之購買意願與使用態度作為探討因素，以釐清知覺價值是否會影響消費者購買之行為與態度。研究資料將採用公開之網路平台作為發放問卷之媒介進行資料蒐集，並使用Smart PLS3.0等統計軟體進行資料分析與模型的驗證。最後，本研究結果證實於不同作業系統中知覺架構與設計美學對於使用態度皆具有顯著正向關聯性；使用態度、情感價值與價格價值對於購買意願皆具有顯著正向關聯性；社會價值與性能價值對於購買意願並無顯著關聯性。此外，在介面便利性、知覺內容對於使用態度僅非watchOS統具有顯著正向關聯性；知覺內容對於使用態度則為watchOS作業系統具有顯著正向關聯性。未來本研究將提供學術與業界作為參考之依據，以了解如何促進消費者對於智慧型手錶之使用態度與購買意願。

關鍵字

理性行為理論；知覺價值；穿戴式裝置；智慧型手錶；購買意願；使用態度

並列摘要

The research goal of this study is to explore the factors influencing the intention to pay for smartwatches. The present study proposes a framework based on theory of reasoned action (TRA) from the perspectives of software (interface convenience and perceived content), hardware (perceived infrastructure), design (design aesthetics) and perceived value (emotional value, price/value for money, performance/quality value, and social value). A web survey was conducted, and data were collected from a total of 489 users of smartwatches in Taiwan. The casual model was validated using partial least squares (PLS) techniques. The results indicated that the influence of the factors on the intention of purchasing Apple Watch and other smartwatches were not significantly different. This study contributes to a theoretical understanding of the factors that promote and pay for smartwatches. The proposed framework can be used by smartwatch manufacturers to design the products and marketing strategies. The primary value of this paper lies in providing a better understanding of users’ concerns about smartwatch adoption.

並列關鍵字

Smartwatch ； Perceived value ； Wearable devices ； Theory of reasoned action ； Purchase Intention ； Attitude

參考文獻

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從軟體、硬體、設計及價值之觀點探討智慧型手錶購買因素

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