本研究旨在探討使用者使用Apple Watch之影響因素,以解構式計畫行為理論作為本研究主要架構,並加入知覺有趣性進行探討。本研究以Apple Watch的使用者為研究對象,以立意抽樣方式於網路進行問卷發放,共發放350份,剔除無效問卷後共計327份,有效回收率為93.43%。所有資料經描述性統計、驗證性因素分析及結構方程模式等方法進行假設驗證。本研究結果如下:(一)本研究以解構式計畫行為理論建構之Apple Watch使用者之整體行為模式具有良好的配適度。(二)穿戴式裝置使用者之態度、主觀規範與知覺行為控制對行為意圖解釋力達63%。(三)知覺有用性、知覺有趣性為影響態度最重要的二個因素;人際影響為主觀規範最重要的影響因素;對於知覺行為控制影響最大的因素是便利條件。
The purpose of this study was to investigate factors influencing consumers’ intention to use Apple Watch by applying Decomposed Theory of Planned Behavior (DTPB). The subject of the study was the Apple Watch users in Taiwan. The researcher used purposive sampling as the sampling method, a total of 350 surveys were issued, 327 valid surveys were collected and the effective response rate was 93.43%. The collected data were analyzed by descriptive statistics, confirmatory factor analysis and structure equation model. The results are illustrated as follow. First, the overall behavior model of Apple Watch users constructed by Decomposed Theory of Planned Behavior in this study fitted well in statistics. Second, the research model has well explanatory power to wearable device users, which is R2 of attitudes, subjective norms and perceived behavior control on behavior intentions reached 63%. Third, perceived usefulness and perceived playfulness are the most two important influencing factors to attitudes. Interpersonal influence is the most important influencing factor to subjective norm. The most influencing factor of perceived behavioral control is facilating condition.