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Student Number 984203026
Author Shuo-wei Wang(王碩薇)
Author's Email Address No Public.
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Department Information Management
Year 2010
Semester 2
Degree Master
Type of Document Master's Thesis
Language zh-TW.Big5 Chinese
Title Exploration of Purchase Intention of iPad in General Users through Technology Acceptance Model and Theory of Motivation
Date of Defense 2011-06-09
Page Count 96
Keyword
  • Hedonic attitude
  • Highly technological fashion product
  • Motivation theory
  • Technology Acceptance Model
  • Utilitarian attitude
  • Abstract   In recent years, consumer electronics products are not only just tools, but also represent consumer’s tastes and consuming power. When consumers buy products, they not only consider the utilitarian perspective, but also the hedonic perspective. Referring to the model presented by Watchravesringkan et al.,(2010) which developed and tested a model of consumers’ adoption of highly technological fashion products, this study based on the technology acceptance model (TAM) and motivation theory investigates how the multi-dimensional nature of users’ extrinsic and intrinsic motivations influence its behavior intention. In addition, adopting Voss et al., (2003) proposition that consumer attitudes toward the act of using a product are comprised of two distinct dimensions: utilitarian and hedonic. By using these utilitarian and hedonic consumer attitudes to develop research model expects to predict consumers’ behavior.
      This study selected the highly technological fashion product iPad as research product and employed its (potential) users as research subjects. A total of 496 questionnaires were obtained through physical and online questionnaires. The empirical results were validated by using SPSS and AMOS to conduct relative statistical analysis and answer all hypotheses using the structural equation model.
    The findings were:
    1. The extrinsic motivation which include perceived usefulness, perceived ease of use and subjective norm have positive and direct effects on consumer’s utilitarian and hedonic attitude.
    2. The intrinsic motivation which include perceived innovative and perceived fashion ability have positive and direct effects on consumer’s utilitarian and hedonic attitude.
    3. Consumer’s utilitarian and hedonic attitude has positive and direct effects on its purchase intention.
    Table of Content 中文摘要...........................................i
    Abstract..........................................ii
    致謝..............................................iv
    目錄...............................................v
    圖目錄...........................................vii
    表目錄..........................................viii
    第一章 緒論.......................................1
     第一節研究背景與動機............................1
     第二節研究目的..................................3
     第三節研究流程..................................4
    第二章 文獻探討...................................6
     第一節科技接受行為..............................6
     第二節創新擴散理論.............................11
     第三節流行程度.................................15
     第四節購買決策動機理論與產品類型...............19
    第三章 研究方法..................................28
     第一節研究架構.................................28
     第二節研究假說.................................29
     第三節變數定義與操作化.........................36
     第四節研究設計.................................41
    第四章 資料分析與結果............................46
     第一節前測分析.................................46
     第二節樣本結構分析.............................48
     第三節信度與效度分析...........................51
     第四節結構方程式分析...........................56
     第五節線性迴歸分析.............................63
    第五章 結論與建議................................65
     第一節研究結論.................................65
     第二節管理意涵.................................67
     第三節研究限制.................................69
     第四節後續研究建議.............................70
    參考文獻..........................................73
    附錄..............................................81
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    Advisor
  • Shau-mei Li(李小梅)
  • Files
  • 984203026.pdf
  • disapprove authorization
    Date of Submission 2011-06-27

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