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系統識別號 U0026-0107201115305600
論文名稱(中文) 智慧型手機購買意願探討-以促成條件為干擾變數
論文名稱(英文) A Study of Purchase Intention of Smart Phone:Facilitating Conditions as Moderating Variable
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 99
學期 2
出版年 100
研究生(中文) 莊韻鈴
研究生(英文) Yun-Ling Chuang
學號 r46981142
學位類別 碩士
語文別 中文
論文頁數 75頁
口試委員 指導教授-莊雙喜
口試委員-蔡明田
口試委員-康信鴻
中文關鍵字 UTAUT  智慧型手機  知覺價值  購買意願 
英文關鍵字 UTAUT Model  smart phone  Perceived Value  Purchase Intention 
學科別分類
中文摘要 近幾年智慧型手機出貨的數量呈級數成長,也開始漸漸普及化到其他年齡層,代表著消費者對於手機的需求認知已經不僅僅在通訊功能方面,而是延伸到更生活化、個人化的部分,例如線上購票、資料傳輸、下載遊戲軟體、GPS….等。而隨著科技日新月異的進步,使得推出新功能的時間間隔越來越短,也讓智慧型手機的發展越趨競爭。但是這些創新功能是引起消費者購買的因素嗎?是否符合消費者的需求?這也是本研究所欲探討的問題,藉此瞭解哪些因素會影響消費者對於智慧型手機看法,又是否會影響其購買意願。
本研究以UTAUT模型為理論基礎,透過電子問卷的方式收集樣本,共回收有效問卷396份,並使用迴歸分析去探討績效期望、努力期望、社會影響是否會影響消費者對智慧型手機的知覺價值,以及促成條件是否會干擾知覺價值對購買意願的影響。
依本研究結論發現,績效期望、努力期望、社會影響皆對知覺價值有正向顯著影響,而知覺價值也對購買意願有正向顯著影響,而促成條件則不會干擾知覺價值對購買意願的影響。
英文摘要 Recently, due to the incredible popularity of smart phones among generations, there’s already much attention paid on the dramatic growth of smart phones. That shows consumers not only demand original communication, but also demand more personal functions, such as online orders, data transfer, games, etc.
Besides, owing to rapid advancement of technology, it speeds up introduction of new functions by firms and leads to a more competitive market. Therefore, this study investigates if these innovative functions can meet the needs of consumers and become crucial consideration when they purchase smart phones, and further investigates what kinds of factors will influence of consumers’ cognition of smart phones and influence their purchase intention.
Based on United Theory of Acceptance and Use of Technology Model (UTAUT), this study investigates whether Performance Expectancy, Effort Expectancy and Social Influence will affect consumers’ Perceived Value on smart phones, and also whether Facilitating Conditions is the moderator between consumers’ Perceived Value and Purchase Intention by regression analysis of 396 valid electronic questionnaires.
The results of this study indicates Performance Expectancy, Effort Expectancy and Social Influence will significant positively influence Perceived Value, and Perceived Value will further significant positively influence consumers’ Purchase Intention. However, Facilitating Conditions won’t significantly moderate between consumers’ Perceived Value and Purchase Intention.
論文目次 目 錄
摘 要 I
Abstract II
誌 謝 III
目 錄 IV
表 目 錄 VII
圖 目 錄 IX

第一章 緒論 1
第一節 研究背景與動機 1
第二節 智慧型手機發展趨勢 3
第三節 研究目的 5
第四節 研究流程 6
第五節 研究範圍 7
第二章 文獻探討 8
第一節 整合性科技接受模型(UTAUT)之緣起及相關理論探討 8
第二節 構面定義 12
壹、績效期望(Performance Expectancy) 12
貳、努力期望(Effort Expectancy) 13
参、社會影響(Social Influence) 14
肆、促成條件(Facilitating Conditions) 16
伍、知覺價值(Perceived Value) 17
陸、購買意願(Purchase Intention) 25
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假設 28
壹、各研究變數之間的關係及研究假設推導 29
第三節 操作型定義 32
第四節 研究設計 36
壹、研究對象 36
貳、前測分析 36
参、正式問卷設計 38
肆、樣本數量 38
第五節 資料分析方法 39
第四章 研究分析 41
第一節 敘述性統計 41
第二節 探索性因素分析 43
第三節 迴歸分析 50
壹、「績效期望」、「努力期望」、「社會影響」與「知覺價值」之複迴歸分析 50
貳、「促成條件」對「知覺價值」與「購買意願」之層級迴歸分析 53
参、研究假設之檢定結果 56
第五章 結論與建議 57
第一節 研究結論 57
壹、整體研究架構之發現 57
貳、績效期望、努力期望、社會影響對知覺價值之影響 57
参、促成條件之干擾效果 58
肆、知覺價值對購買意願之影響 59
第二節 管理意涵 59
第三節 研究限制 60
第四節 未來研究建議 61
參考文獻 62
附錄一 正式問卷 71
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