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標題: 以科技接受模式探討蘋果電腦之使用行為意圖
The Study of Behavioral Intention of Using Apple''s Computer - An Application of the Technology Acceptance Model
作者: Wu, Sz-Hsueh
出版社: 行銷學系所
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摘要: 從1990年開始,不論是全球還是台灣的作業系統市場,Windows作業系統一直保持在市場領先的地位,並且領先的幅度遠超過其他作業系統,幾乎形成獨占的地位,最顛峰時期曾經到達97.5%的全球市占率。但從2002年開始就有逐漸下滑的趨勢,直到最近,2008年11月Windows的市場占有率更首次跌破九成,其他的作業系統成長速度最快的就是蘋果電腦的Mac OS作業系統。過去由於Windows獨霸了作業系統市場,消費者在作業系統的購買行為幾乎沒有經過選擇的過程,在學術上也缺乏消費者對作業系統採用因素的相關研究,本研究以台灣的消費者為對象,將蘋果電腦視為在台灣個人電腦市場中的創新產品,以創新接受模式為基礎來探討消費者採用蘋果電腦的因素。 本研究之主要目的在探討消費者對蘋果電腦的態度及使用行為意圖之影響因素,以探討科技接受度之科技接受模型為主要理論架構,並考量蘋果電腦之特性及消費者採用行為,結合創新擴散中的產品屬性;包含可觀察性、相容性和相對優勢,並加入消費者創新性等相關理論發展出本研究架構。研究對象以曾經使用過蘋果電腦的消費者,其中包含曾購買和未曾購買過蘋果電腦的消費者,並利用迴歸分析和結構方程式模型來驗證本研究之研究架構,以檢定本研究的研究假設。 本研究的結果,所有的假設均成立;消費者對蘋果電腦的知覺易用性對其知覺有用性呈現正向影響、消費者對蘋果電腦的知覺有用性對態度呈現正向影響、知覺易用性對態度呈現正向影響、消費者對蘋果電腦的態度對其使用行為意圖呈現正向影響、消費者對蘋果電腦的知覺有用性對其使用行為意圖呈現正向影響、消費者創新性對於蘋果電腦的使用行為意圖呈現正向影響、消費者知覺使用蘋果電腦的可觀察性愈高,則對於蘋果電腦的使用行為意圖愈高、消費者知覺使用蘋果電腦的相容性愈高,則對於蘋果電腦的使用行為意圖愈高、消費者知覺使用蘋果電腦的相對優勢愈高,則對於蘋果電腦的使用行為意圖愈高。
其他識別: U0005-0107200910220600
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