影響不同行動裝置間之科技採用因素-以UTAUT2模型為例

Factors That Affect Technology Adoption in Different Mobile Devices – An UTAUT2 Model Approach

許哲培(Che-Pei Hsu)

指導教授 ： 謝志宏

元智大學/管理學院/經營管理碩士班(企業管理與服務科學學程)/碩士(2013年)

https://doi.org/10.6838/YZU.2013.00083

摘要

現今行動裝置已經相當普遍，但出貨量仍逐年上升中。其中智慧型手機與平板電腦更是臺灣地區消費者最希望購買的3C產品。自從2010年iPad推出以來，帶動平板電腦市場發展，並進入”後PC”平板電腦時代。目前手機與平板定位正趨近模糊，彼此間有許多相似點，因此市場上出現許多定位相似的新產品，如:大尺寸手機(Phablet)與小尺寸(6~8吋)可通話平板。為此，本研究將運用UTAUT2模型，探討兩者間的異同點與未來發展性，期望找出兩者的關鍵接受因素。
本研究採用問卷調查法，經由整合UTAUT2模型中的九個構面，研究者根據不同的使用情境，重新設計研究問卷後，發放網路社群的行動裝置使用者。最後一共回收670份問卷，分別為智慧型手機365份與平板電腦305份。爾後，使用SPSS統計分析軟體針對兩種行動裝置進行量化資料分析與比較。
研究結果發現，績效期望、促成條件、價格價值等預測變數影響行為意圖與使用行為上，兩種裝置有明顯的差異；至於付出期望、社會影響、快樂動機、習慣等預測變數影響行為意圖與使用行為，兩種裝置則呈現相似的情況。研究顯示，兩種裝置的科技接受模式不相同，不同產品有不同的使用喜好。調節變數的影響則不明顯。
最後與專家討論後得到以下管理意涵：智慧型手機與平板電腦兩者會根據使用者的不同情境，有不同的競合關係。使用智慧型手機需要較多的資源與能力，消費者會多去比較價格。平板電腦能幫助提升工作績效，並且帶來更多的快樂動機。未來除非技術突破或特定情境使用者增加，否則兩種裝置不會輕易取代對方，大部分會維持互補關係。

關鍵字

行動裝置 ； 手持式裝置 ； 智慧型手機 ； 平板電腦 ； 科技接受模式 ； 科技採用

並列摘要

With the popularity of mobile devices, the shipment volume of mobile devices keeps increasing in recent year. In Taiwan, smartphone and tablet PC are two of the high-tech products which customers most want to buy. Ever since iPad was launched in 2010 the iPad has become one of the killer applications in mobile device and computer market. Then tablet PC enter to market and announce the advent of post-PC era. Now the market position of smartphone is similar to that of tablet PC, since there are many similar new products co-exist in market, i.e., Pablet (6~8 inchs smartphone or tablets). Therefore, the author applies the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model to explore the singularity and similarity between smartphone and tablet PC. And thus, he proposes common trends and the key factors of customer’s acceptance for both devices.
The author conducted an online survey with nine factors of UTAUT2 to assess the mobile device user acceptance. Six hundred and seventy samples (including 365 smartphone samples and 305 tablet PC samples) were collected. And then the author analyzed data with SPSS.
The result shows that the characteristic of these two devices are different in some aspects. For smartphone user, Facilitating Conditions (FC), Price Value (PV), Hedonic Motivation (HM), Habit (HA) affect Behavioral Intention (BI) and Use Behavior (UB). For tablet PC user, Performance expectancy (PE), Hedonic Motivation (HM), and Habit (HA) affect Behavioral Intention (BI), Use Behavior (UB). However, the moderators have no significant effects to all variables. Thus, the author abandons moderators in the model.
Finally, the author confirm the results of this study with expert. He concludes that mobile device users will choose device on the basis of different situation. People who use Smart phones need more resources and ability. Customers would compare price when they purchase smartphone. In addition, tablet PC users consider the device can help them improving work efficiency or daily life quality. Unless there is a substitute killer technology in the near future, it seems to be true that smart phone and tablet PC will remain the complementary relationship instead of replacement relationship in the upcoming years.

並列關鍵字

mobile device ； handle device ； smartphone ； tablet ； tablet PC ； technology acceptance ； UTAUT ； UTAUT2

參考文獻

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