穿戴式裝置採用與跨屏行為探究

Exploring Wearable Device Adoption and Cross-Screen Behavior

吳佳惠(Chia-Hui Wu)

指導教授 ： 蔡坤宏 ； 江義平

國立臺北大學/商學院/資訊管理研究所/碩士(2016年)

摘要

隨著行動裝置的普及與發展，已深深的融入在人們的生活中，然而在電腦與智慧手機趨近成熟與飽和的狀態，使得越來越多的企業開始往小型化穿戴式裝置發展。藉由穿戴式裝置具有輕巧便利的特性，傳送即時重要訊息通知，以及透過貼身配戴且可隨時蒐集消費者生理資訊進而提供分析與建議，給予消費者不同以往健康運動管理的加值體驗。另外亦可藉由穿戴式裝置具有獨立運行的優勢，讓行動連網帶動資料經濟，開創智慧便利生活，進而使具有多元性應用整合得穿戴式裝置備受市場矚目。因而本研究以smartwatch為主，探討消費者在使用穿戴式裝置採用，以及企業如何從多屏裝置中配置其行銷資源以獲得消費者的關注與回應實屬必要。本研究以全球穿戴式裝置產業報告、國內企業觀點以及消費者觀點作為市場區隔變數進行質性研究調查，而後再依據蒐集結果分成採用需求成因、穿戴式裝置採用、跨屏採用以及後續使用與發展四個面向進行歸納與分析，再逐一提出重點命題。最後根據研究發現提出相關結論與建議，作為未來研究與實務應用之參考依據。

關鍵字

跨屏採用行為 ； 多屏互動 ； 行動商務 ； 穿戴式裝置

並列摘要

Due to the rapidly development of mobile technology, smartphones have been deeply blended into people’s daily live and becomes mature. Therefore, more and more companies begin to invest in wearable devices such as smart watches, smart bracelets, clothes and so on to try to find more potential possibilities to enrich our life. By connecting wearable devices with smartphones, user can get notifications more instant, collects various life data of self and advances many use experience by extending to multiple screens. In the study, we analyze and summarize many useful information collected from academic journal articles, wearable device industry report, expert interviews and consumer interviews. The purpose of this study is to understand consumers’ behaviors and opinion by analyzing consumer adoption, main usage and expectation about future functions of wearable devices. Thereafter, we lead to conclusions and suggestions trying to help vendors making better decisions on their future wearable device products. Also, we wish to contribute some worth referencing viewpoint to subsequent researches in the related topic.

並列關鍵字

Multiple Screens Behavior ； Mobile Commerce ； Wearable Device ； Consumer Behavior

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