結合科技接受模式與創新擴散理論探討影響電腦作業系統採用之因素-以VISTA為例

Diffusion of innovations effect at operating system: Case study Windows Vista.

邱奕珩(evan)

指導教授 ： 蔡碩倉博士 ； 劉欽泉博士

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2010年)

摘要

摘要
自1964年，IBM System/360推出了一系列用途與價位都不同的大型電腦，直到近年來個人電腦與筆記型電腦廣為消費者使用，逐漸成為每家庭必須電子用品後電腦作業系統市場一直受到美國微軟公司產品Windows系列產品獨佔優勢。直到微軟公司2008年於個人作業系統平台上正式推出Windows Vista系列後產生了Windows XP與新系統Windows Vista之間的矛盾，多數消費者嚴重抵制新系統Windows Vista的擴散，進而持續支持既有系統Windows XP。本研究透過VISTA作業系統在受到市場抵制之中探討該系統接受者的關係行為，採用創新擴散理論結合科技接受模式，研究該創新的電腦作業系統受到況散抵制的實際因素。研究發現Windows Vista在相容性與相對優勢中，對消費者有顯著關聯性。而這關聯性可實際的使用行銷管理學中，並透過這關連促進創新擴散速度。

關鍵字

創新擴散 ； 電腦作業系統 ； 服務創新 ； 結構方程式

並列摘要

Abstract
Since 1964, IBM began selling all kinds of large computer for business or garderment used. Until recently, the PC and notebook has become home to electronic equipment. Computer operating system market has been subject to U.S. Microsoft Windows family of products exclusive product advantage. Until Microsoft 2008 operating system platform to individuals officially launched Windows Vista series resulting from a Windows XP system with a new conflict between the Windows Vista. The most of consumers to resist the new system Windows Vista serious proliferation, thereby continuing to support the existing system of Windows XP. Through the VISTA in this study were among consumers to boycott the recipient of the relationship between the behavior of the system in the market, combined with innovation diffusion theory of technology acceptance model to study the innovation of the computer operating system by the bulk resistance of the actual status of factors. Study found that Windows Vista in the compatibility and relative advantage in significant relevance to consumers. This association can actually use in marketing management, and related to the promotion of innovation through the diffusion rate.

並列關鍵字

Windows Vista ； Innovation diffusion ； computer operating systems ； service innovation ； structural formula

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