智慧型手機品牌與系統平台的轉換意圖影響因素之實證研究

The Study of The Factor Effecting Intent to Swithcing between Smart Phone's Brand and System Platform

葉人瑄(Jen-Hsuan Yeh)

指導教授 ： 李國瑋

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2013年)

https://doi.org/10.6826/NUTC.2013.00093

摘要

本研究以新產品採用模式為理論觀點，針對消費者對於智慧型手機的品牌與系統平台的轉換意圖是否會因消費者創新性、產品涉入程度、社會影響力來進行探討與驗證。
在抽樣方面，本研究採便利抽樣法，共發放500份問卷，有效樣本共計370份，有效回收率為74.0%。本研究進並進一步藉由因素分析與結構方程式針對研究假設進行驗證。
研究結果顯示，消費者創新性與社會影響力對智慧型手機的涉入程度有正向顯著影響，消費者創新性對品牌與系統平台轉換意圖有正向顯著影響，社會影響力對品牌與系統平台轉換意圖也有正向顯著影響，而智慧型手機涉入程度有負向顯著影響。在人口統計變數進行干擾的方面 :在男性族群中，消費者創新性對產品涉入影響顯著高於女性族群；在女性族群中，消費者創新性對品牌轉換意圖的影響顯著高於男性；在女性族群中，消費者創新性對系統平台轉換意圖的影響顯著高於男性；在女性族群中，社會影響力對品牌轉換意圖的影響顯著高於女性；在年長消費者族群中，消費者創新性對產品涉入程度的影響顯度高於年輕的消費者；在年輕消費者族群中，社會影響力對品牌轉換意圖的影響顯著高於年長的消費者；在非上班族群中，社會影響力對產品涉入程度的影響顯著高於上班族群；在非上班族中，社會影響力對品牌轉換意圖的影響顯著高於上班族群。

關鍵字

智慧型手機 ； 新產品採用模式 ； 轉換意圖

並列摘要

The main purpose of this study is based on from a theoretical viewpoint of the new products adopted model. And this study is also about the exploration and validation of the consumers' intentions －whether they will convert their preference to one brand of a smartphone and the system platform to another just because of consumer ‘s innovativeness, product involvement, or social influence.
In sampling, the study adopts a convenience sampling method. 500 questionnaires were distributed. A total of 370 samples was valid, and the effective rate was 74%. This research is to verify the hypothesis of the study further via factor analysis and structural equations.
Demographic variables for interference: consumer innovativeness to the degree of the involvement about the product affects significantly higher in the male population than in the female population. In the female group, the intention of changing their using brand owing to consumer innovativeness will prominently affect more than males'; moreover, In the female group, the intention of changing their using system platform due to consumer innovativeness will apparently affect more than males'; what's more, in the female group, the impact of social influence to the brand-switching intention is clearly much higher than women's. In the older consumers in the population, the impact of consumer innovativeness to the degree of the involvement about the product affects significantly higher than in the younger consumers'; on the other hand, for the younger consumers, the impact of the social influence to the intention of changing their using brand is obviously far higher than older consumers'. For the people who have no work, the impact of the social influence to the product involvement affects significantly higher than the people at work; furthermore, the impact of social influence to the brand-switching intention will obviously affect much higher to the people who have no work than to the people at work.

並列關鍵字

Smartphone ； new product adoption model ； Intentions switching

參考文獻

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