消費者使用「PAD平板」電腦意願之研究：整合科技接受模式與創新感受因子之應用

Abstract

隨著科技的進步與消費者行為的改變，智慧型手機與「PAD平板」電腦是目前兩大熱銷的手持式行動裝置，以滿足消費者可隨時、隨地、隨意的處理生活所需。本研究欲探討科技接受因素和創新感受因子對消費者使用「PAD平板」電腦之意願的影響；同時也要探討，「態度」與「知覺有用性」，是否會對消費者採用「PAD平板」電腦之使用意願間產生中介的效果。

本研究以問卷調查法為工具，針對一般消費者發放問卷並使用SPSS軟體進行分析。茲彙總研究結果如下： 1.科技接受因素對消費者使用「PAD平板」電腦之意願會產生正向顯著的影響。 2.創新感受因子對消費者使用「PAD平板」電腦之意願會產生正向顯著的影響。 3.「享樂愉悅感受」和「臨界數量感受」對消費者使用「PAD平板」電腦之意願會產生正向顯著的影響。 4.「態度」在知覺有用性與「PAD平板」電腦使用意願之間具有中介的效果。 5.「知覺有用性」在知覺有易用性與「PAD平板」電腦使用意願之間具有中介的效果。

With the technology improvement and the consumer behavior changes, smart phones and "PAD" computers currently are two major hot selling handheld mobile devices to satisfy consumers demand in life without any time and location limitation. This study is to investigate the factors of technology acceptance and innovative perception will affect the consumer’s intention in using "PAD" computers and also discuss whether the "attitude" and "perceived usefulness" will be the mediating effect for consumers to use "PAD" computers.

This thesis is using questionnaire method sent to all consumers to survey and then use SPSS to analyze. And the results are: 1.Technology acceptance factor will have positive significant correlation to consumer intention in using "PAD" computers. 2.Innovative perception factor will have positive significant correlation to consumer intention in using "PAD" computers. 3.“Perceived enjoyment”and” perceived critical mass”will have positive significant correlation to consumer intention in using "PAD" computers. 4.“Attitude” has the mediating effect between perceived usefulnes and consumer intention to use "PAD" computers. 5.“Perceived Usefulness” has the mediating effect between perceived ease of use and consumer intention to use "PAD" computers.