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系統識別號 U0026-1802201019461600
論文名稱(中文) 影響購買易網筆電為第二台筆電意願的前置因素
論文名稱(英文) Investigating the Antecedents of Intentions to Purchase a Netbook as a Second Laptop
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 98
學期 1
出版年 99
研究生(中文) 鄒春旺
研究生(英文) Chun-Wang Tsou
學號 R5895103
學位類別 博士
語文別 英文
論文頁數 139頁
口試委員 指導教授-廖俊雄
口試委員-陳勁甫
口試委員-鄭永祥
口試委員-李再長
口試委員-葉中興
中文關鍵字 易網筆電  產品屬性  認知  知覺樂趣  個人創新特性 
英文關鍵字 Netbook  Product Attributes  Perceptions  Perceived Enjoyment  Personal Innovativeness 
學科別分類
中文摘要 無所不在的無線傳輸網路,如Wi-Fi或3G等無線網路基礎建設由電信業者或通信服務業者提供個人或商業所需要的創新資料與語音服務,導致使用易網筆電的使用者增加,成為他們生活中不可缺少的部份。一種精巧、負擔得起以及網路驅動連接的易網筆電在近年來年推出以後,廣受使用者的喜愛,同時其總銷售量已超過一般筆電型電腦。
本文的研究建構一個觀念性研究架構,並實證消費者接受易網筆電產品。透過回顧目前的模式,本文提出以產品的屬性(系統特性與產品可攜性)、個人對新資訊產品的認知(易用性、適合性與相對利益)、個人創新性以及認知樂趣作為基本的架構。產品的屬性與個人對新資訊產品的認知是影響認知樂趣的兩個重要的前置因素,然後再次影響使用者對該產品的態度與使用者購買易網筆電作為第二台筆電的意向。再者,本文導入一項個人的創新特性,驗證該構面影響產品的屬性、個人對新資訊產品的認知與使用者意圖購買該產品當作第二台筆電的前置因素。
本研究針對目前擁有筆電的使用者進行實測調查,檢驗他們對採用易網筆電作為第二台筆電的意願,尤其是資料來自於兩個不同群體,分別是272位大學生(含研究生)以及319位不同企業的員工分別做為本研究之有效群體樣本。本研究模式係由9個構面,共40項量測變數所組成。為精確計量研究模式,本文採用兩階段式模式評估方法,檢定與測試模式之建構。首先,使用驗證以驗證性因素分析評估量測變數對應至該潛在構面,以及構面的信度與校度。接著在以結構方程模式檢定假設構面之間的因果關連與統計顯著性。
從兩個不同的群體的驗證,本文得到以下幾點發現:(1) 對不同企業員工的群體而言,產品的可攜性是正向顯著影響其使用態度,但不顯著影響其知覺樂趣。有趣的是,對學生群體而言,產品的可攜性對知覺樂趣的影響是反向顯著的,但對於態度的影響是不顯著。(2) 對兩個不同群體,兩個認知因素(適合性與相對利益)是正向顯著影響知覺樂趣,然後依序影響其態度。(3) 個人的創新特性對兩個不同群體而言,成功地扮演產品的屬性中的可攜性與個人認知中的相對利益之前置因素,但對使用者意圖購買該產品當作第二台筆電的影響僅對企業員工有顯著的關連。
本研究提供下列的管理意涵:隨著社會人口結構、使用環境與個人對新資訊產品的認知等的差異性,不同的群體對易網筆電的認知與使用需求不同。然而,電腦廠商利用易網筆電的便利性、易用性、可支付性、可攜性、與具樂趣的創新性、精巧設計等均是有效的行銷策略,促成消費者將該產品定位成個人的第二台筆電,而不是取代一般筆電。
英文摘要 Ubiquitous wireless networks such as Wi-Fi network or cellular 3G infrastructure offer individuals or businesses innovative data and voice services to by vendors or carriers, and lead to the increased users of netbook as an inevitable part of works and lives. A compactly designed and affordable netbook with Internet-enabled connections are extremely popular in computer markets, and the overall sales have surpassed that of laptop computers in recent years.
This study constructs a conceptual model to empirically test user’s acceptance of a new information technology (IT) product, netbook. By reviewing the existing literature, a research model is proposed based on the product attributes of innovative IT, individual perceptions about a new IT, personal innovativeness and perceived enjoyment. Perceptions about a new IT product (ease of use, compatibility, and relative advantages) and its product attributes (system features and product portability) are the salient antecedents of perceived enjoyment, which, in turn, affects attitude toward use and links to user’s intentions to purchase a netbook as a second laptop. In addition, personal innovativeness is validated as the antecedent variable of product attributes, the perceptions about a new IT product and intentions to purchase a netbook as a second laptop.
A field survey of laptop users is adopted in the study to examine the research model of users’ intention to adopt a netbook as a second laptop. In particular, the data from two distinct groups, 272 effective respondents from university students and 319 effective respondents from practitioners in various industries are collected and utilized. Nine constructs with 40 measured variables for this study are developed from prior studies and used to test the research model. To gauge the research model, a two-step approach is adopted in model construction and testing. First, confirmatory factor analysis (CFA) is used to confirm the measurement model for reliability and validity, including internal consistency, convergent validity, and discrimant validity. Second, a structural equation model (SEM) is used to examine the casual relationships and all path coefficients of statistical significance.
There are some findings from the empirical tests of two different samples: (1) For practitioners, product portability has a positive effect on attitude toward use but does not affect on perceived enjoyment. Interestingly, for university students, product portability indicates a strongly negative effect on perceived enjoyment, but does not affect on attitude toward use. (2) For two distinct groups, two constructs of perceptions (compatibility, and relative advantage) have a significant effect on perceived enjoyment and then affect attitude toward use. (3) Personal innovativeness successfully plays an antecedent role in relative advantage of individual perceptions and product portability of perceived product attributes for the two samples, but it has a significant effect on intention to purchase an additional product only for practitioners.
This study provides the following empirical implications. The distinct sample groups have different demands and perceptions of a netbook, which may be associated with the different social demography, usage environments and perceptions of a new IT product. Nevertheless, the attributes of convenience, ease of use, affordability, and portability, and enjoyable innovative technology and compact design are effective strategies of PC marketers to promote users’ intentions to purchase a netbook as a complement to their laptop computer, but not as a replacement.
論文目次 ABSTRACT.................................................i
CHINESE ABSTRACT.......................................iii
ACLKNOWLEDGES............................................v
TABLE OF CONTENTS.......................................vi
LIST OF TABLES...........................................x
LIST OF FIGURES.........................................xi
CHAPTER 1 INTRODUCTION
1.1 Background and Motivation............................1
1.2 Statement of the Problem.............................6
1.3 The Purpose of this study............................8
1.4 Research Questions..................................11
1.6 Outline of the Research.............................13
CHAPTER 2 LITERATURE REVIEW
2.1 Diffusion of Innovation Framework...................16
2.2 Personal Innovativeness in the Domain of
Information Technology (PIIT).......................19
2.3 Product Attributes Associated with Enjoyment for
Users’ Acceptance of a New IT.......................22
2.4 Summarizing Prior Studies of Adopting an
Information Technology..................25
CHAPTER 3 MODEL DEVELOPMENT AND HYPOTHESES
3.1 Conceptual Model Development........................31
3.1.1 Relationships between System Features
and Individual Perceptions......................32
3.1.2 Relationships among Intrinsic Motivation,
System Attributes, Perceptions and
Attitude toward Using a New IT..................34
3.1.3 Personal Innovativeness as an Individual’s
Trait...........................................36
3.2 Research Model and Design...........................37
3.2.1 Product Attributes..............................38
3.2.1.1 System Features.................................40
3.2.1.2 Product Portability.............................41
3.2.2 Individual Perceptions..........................43
3.2.2.1 Ease of Use.....................................44
3.2.2.2 Compatibility...................................45
3.2.2.3 Relative Advantage..............................46
3.2.3 Personal Innovativeness.........................48
3.2.4 Perceived Enjoyment.............................50
3.2.5 Attitude toward Use.............................52
CHAPTER 4 METHODOLOGY
4.1Measurement Development..............................54
4.1.1 Product Attributes..............................56
4.1.1.1 System Features.................................56
4.1.1.2 Product Portability.............................58
4.1.2 Individual Perceptions..........................59
4.1.2.1 Ease of Use.....................................59
4.1.2.2 Compatibility...................................60
4.1.2.3 Relative Advantage..............................61
4.1.3 Personal Innovativeness.........................61
4.1.4 Perceived Enjoyment.............................62
4.1.5 Attitude toward Use.............................63
4.1.6 Intention to Purchase an Additional Product.....64
4.2 Pilot Study.........................................65
4.3 Data Collection.....................................66
4.4 Respondents.........................................68
CHAPTER 5 DATA ANALYSIS AND EMPIRICAL RESULTS
5.1 Measurement Model Evaluation........................72
5.1.1 Measurement Model Evaluation:
The Baseline Model..............................73
5.1.2 Measurement Model Evaluation:
The Student Case................................74
5.1.3 Measurement Model Evaluation:
The Practitioner Case...........................75
5.1.4 Comparisons of the Measurement
Model Evaluation................................76
5.2 Evaluation for Construct Reliability and
Convergent Validation...........................77
5.2.1 Evaluation for Construct Reliability and
Convergent Validation: The Baseline Model.......78
5.2.2 Evaluation for Construct Reliability and
Convergent Validation: The Student Case.........81
5.2.3 Evaluation for Construct Reliability and
Convergent Validation: The Practitioner Case....83
5.3 Structural Model Evaluation.........................85
5.3.1 Structural Model Evaluation:
The Student Case................................85
5.3.2 Discussion: The Student Case....................85
5.3.3 Structural Model Evaluation:
The Practitioner Case...........................89
5.3.4 Discussion: The Practitioner Case...............89
5.4 Empirical Comparisons:
Student and Practitioner Models.................93
CHAPTER 6 CONCLUSIONS
6.1 Contributions.......................................97
6.2 Managerial Implications............................104
6.3 Limitations and Directions for Future Research.....108
REFERENCES.............................................110
APPENDIX A1:Studies on Consumer’s Acceptance of Desktop
Computers..................................118
APPENDIX A2:Studies on Consumer’s Acceptance of
Laptops....................................124
APPENDIX A3:Studies on Consumer’s Acceptance of
IT-related Products........................128
APPENDIX B:The Chinese Questionnaire...................131
APPENDIX C:Survey Questionnaire........................135
List of publications...................................138
Vita...................................................139
List of Tables
Table 3 Variables Definitions and Measurements..........55
Table 4 Demographic Profile of the Respondents….........70
Table 5 Comparisons of the Measurement Models...........77
Table 6a Completely Standardized Factor Loading and
Construct Reliability Estimates—All
Respondents....................................80
Table 6b Completely Standardized Factor Loading and
Construct Reliability Estimates—Students.......82
Table 6c Completely Standardized Factor Loading and
Construct Reliability Estimates—Practitioners..84
Table 7 Comparison of Parameter Estimates and
Statistical Significance for Two Surveys........96
List of Figures
Figure 1 Netbook Popularity in 2008......................2
Figure 2 2001 – 2008 Business Internet Subscribers
in Taiwan.......................................3
Figure 3 Variables Determining the Rate of Adoption
Innovations....................................18
Figure 4 Hypothesized Relationships between PIIT and
Other Technology Acceptance Constructs.........20
Figure 5 Technology Acceptance Model....................23
Figure 6 Research Mode..................................39
Figure 7 SEM Results for Students.......................86
Figure 8 SEM Results for Practitioners..................90
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