自從蘋果公司在2010年推出平板電腦iPad後,平板電腦成為近年來成長最快的創新資訊科技產品。2014年起平板電腦市場成長率開始趨緩,競爭激烈,因此,廠商有必要從消費者使用的觀點出發點,了解消費者的使用意圖,才能準確的掌握市場發展產品創新策略。 本研究試圖以科技接受與使用整合模型(Unified Theory of Acceptance and Use of Technology, UTAUT)瞭解影響消費者使用平板電腦意圖的關鍵因素,主要探討績效預期、付出預期、社會影響、配合設施條件、使用科技態度、自我效能、焦慮、享樂動機、價值共八個使用因素對行為意圖之影響,並探討消費者職業類別對行為意圖之干擾效果。 本研究發放網路問卷調查蒐集資料,有效問卷共回收205份,以LISREL及SPSS統計軟體進行結構方程式及迴歸分析。本研究實證結果如下:(1)享樂動機對使用平板電腦行為意圖有正向影響關係;(2)使用科技態度對使用平板電腦行為意圖有正向影響關係;(3)付出預期對使用平板電腦行為意圖有正向影響關係;(4)自我效能對使用平板電腦行為意圖有正向影響關係;(5)消費者職業類別未對行為意圖產生干擾。
Since the Apple Inc. launched the iPad in 2010. The tablet PC becomes one of the fast-growing information technology products in the world. Therefore, this research tries to use the Unified Theory of Acceptance and Use of Technology (UTAUT) as the basic foundation to study the behavior of user toward using tablet PC. The outcome of this study could contribute to the tablet PC manufacturing industry for developing product innovation strategy. This study attempts to use survey methods to gather information. After conducting an online survey, a total of 205 questionnaires were sampled. The data was analyzied by structural equation modeling and regression analysis, the results of this study indicate that (1) “Hedonic Motivation” has a significant positive influence on behavioral intention. (2) “Attitude Toward Using Technology” has a significant positive influence on behavioral intention. (3) “Effort Expectancy” has a significant positive influence on behavioral intention. (4) “Self-Efficacy” has a significant positive influence on behavioral intention. (5) User’s occupation does not have a moderate effect to the behavior of user toward using tablet PC.