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論文名稱(中文) The Mediating Role of Enjoyment in the User Acceptance of Smartphones
論文名稱(英文) The Mediating Role of Enjoyment in the User Acceptance of Smartphones
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士班
系所名稱(英) Institute of International Management (IIMBA--Master)
學年度 101
學期 1
出版年 102
研究生(中文) 陳睿克
研究生(英文) Richard John Hazlett
電子信箱 rickhazlett@gmail.com
學號 Ra6987176
學位類別 碩士
語文別 英文
論文頁數 92頁
口試委員 召集委員-林豪傑
口試委員-鄭至甫
指導教授-陳永信
中文關鍵字 none 
英文關鍵字 Technology acceptance model(TAM)  Utilitarian  Hedonic  Positive affect  Negative affect  PEOU/EOU(perceived ease of use)  PEU/PU(perceived usefulness)  ATT(attitude toward use)  INT/BI(behavioral intention to use)  PEJY/PE(perceived enjoyment) 
學科別分類
中文摘要 none
英文摘要 Over the past few decades, the prevalence of cell phones in people’s daily lives has grown exponentially. As mobile phones have experienced a meteoric rise in popularity, their functions have also increased in number and complexity, becoming more like handheld computers. Many studies have been conducted to understand the decision process that consumers undergo when they choose which devices they are and are not willing to use. Davis’s Technology Acceptance Model has made great strides in explaining some of this process, and more recent studies have found that emotional or hedonic factors such as enjoyment have a potent affect on this decision process. This study investigates the role of enjoyment as a mediator between Perceived Ease of Use and the constructs of Attitude Toward Use and (Behavioral) Intention to Use within the TAM. Additionally, mediating effects for Enjoyment were tested.
論文目次 ABSTRACT...........................................................I
ACKNOWLEDGEMENTS ..................................................II
TABLE OF CONTENTS .................................................III
LIST OF TABLES ....................................................VI
LIST OF FIGURES ...................................................VIII

CHAPTER ONE INTRODUCTION ..........................................9
1.1 Research Background and Motivation. ...........................9
1.2 Research Objectives. ..........................................14
1.3 Research Procedures. ..........................................16
1.4 Research Structure. ...........................................17

CHAPTER TWO LITERATURE REVIEW .....................................18
2.1 Theoretical Background. .......................................18
2.2 Definition of Research Constructs. ............................20
2.2.1 Perceived Ease of Use. ......................................20
2.2.2 Perceived Usefulness. .......................................21
2.2.3 Attitude Toward Use. ........................................22
2.2.4 Intention to Use. ...........................................24
2.2.5 Enjoyment. ..................................................24
2.3 Hypothesis Development for TAM. ...............................25
2.3.1 The Interrelationship between Perceived Ease of Use and Perceived Usefulness................... 25
2.3.2The Interrelationship between Perceived Ease of Use and Attitude Toward Use..................... 27
2.3.3 The Interrelationship between Perceived Ease of Use and Intention to Use....................... 28
2.3.4 The Interrelationship between Perceived Usefulness, Attitude Toward Use and Intention to Use... 30
2.4 Hypothesis Development for Enjoyment. ............................................................31
2.4.1 The Interrelationship between Perceived Ease of Use and Enjoyment...............................31
2.4.2The Interrelationship between Enjoyment and Attitude Toward Use..................................33
2.4.3 The Interrelationship between Enjoyment and Intention to Use. ..................................35
2.4.4 The Mediating Effect of Enjoyment between Perceived Ease of Use and Attitude Toward Use and The Mediating
Effect of Enjoyment between Perceived Ease of Use and Intention To Use................................36

CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY .......................39
3.1 The Research Model. .............................................39
3.2 The Construct Measurement Procedures. ...........................40
3.2.1 Perceived Ease of Use. ........................................40
3.2.2 Perceived Usefulness ..........................................41
3.2.3 Attitude Toward Use. ..........................................41
3.2.4 Intention to Use. .............................................42
3.2.5 Enjoyment. ....................................................42
3.2.6 Respondent Information. .......................................43
3.3 Hypotheses to be Tested. ........................................43
3.4 Questionnaire. ..................................................44
3.5 Sampling Design and Data Collection. ............................44
3.6 Data Analysis Procedure. ........................................45
3.6.1 Confirmatory Factor Analysis (CFA). ...........................45
3.6.2 Multivariate Analysis of Variation. ...........................46
3.6.3 Structural Equation Modeling. .................................47

CHAPTER FOUR DATA ANALYSES AND RESULTS ..............................48
4.1 Characteristics of Respondents. .................................48
4.2 Descriptive Statistical Analyses. ...............................50
4.3 Reliability Test. ...............................................51
4.4 Item-to-Item Correlation. .......................................52
4.5 Confirmatory Factor Analysis (CFA). .............................54
4.5.1 Discriminant Validity. ........................................64
4.6 Multivariate Analysis of Variance (MANOVA) and t-Tests. .........66
4.7 Structural Equation Modeling. ...................................67
4.8 Mediating Effects. ..............................................69
CHAPTER FIVE RESEARCH CONCLUSIONS AND SUGGESTIONS ...................71

5.1 Research Conclusions. ...........................................71
5.2 Research Contributions. .........................................73
5.2.1 Academic Contribution. ........................................73
5.2.2 Managerial Contribution. ......................................77
5.3 Limitations and Further Research Suggestions. ...................78

REFERENCES ..........................................................81
APPENDICES ..........................................................86
Appendix 1: Questionnaire (Continued on the next page) ..............86
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