Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23241
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
吳思學
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-0107200910220600
科技接受
蘋果電腦
創新性
可觀察性
相容性
相對優勢
出版社: 行銷學系所
引用: 一、中文部分 (一)圖書 Jeffrey S. Young、William L. Simon(2006),陳筱黠、郭婷瑋譯, i狂人賈伯斯:從另類人生到超酷創新的蘋果風格驅動家,臉譜。 Jeffrey L. Cruikshank (2006),李芳齡譯,蘋果模式:全世界都讚嘆的創新管理學,美商麥格羅‧希爾。 黃俊英(2001),多變量分析,第七版,台北:中國經濟企業研究所。 吳明隆、涂金堂(2005),SPSS與統計應用分析,二版,五南圖書。 余民寧(2006),潛在變項模式:SIMPLIS的應用,台北,高等教育文化事業有限公司 邱皓政(2004),結構方程模式-LISREL的理論技術與應用,台北,雙葉書廊。 (二)期刊論文 王筱琪(2007),創新科技產品採用行為之分析-以Wii為例,元智大學企業管理研究所碩士論文。 王顥(2001),新科技導入對消費者購買意願之影響---以汽車產品為例,國立成 功大學國際企業管理研究所碩士論文。 吳盛(2003),以計劃行為理論探討資訊人員的知識分享行為,國立中山大學資訊管理研究所未出版之博士論文。 呂傳家(2002),網路銀行創新服務對企業客戶關係品質之影響研究,東吳大學國際貿易學研究所碩士論文。 呂曉雯(2006),影響企業採用創新科技因素之探討--以數位噴墨印花技術為例,真理大學管理科學研究所碩士論文。 林泳增(2006),以科技接受模型探討網路電話接受之行為意圖,國立台北大學企業管理學系。 范敏珍(2006),使用者採用創新科技影響因素之分析--以可攜式多媒體播放器為例,國立臺灣師範大學圖文傳播學系。 張寶文(2004),風險性創新科技接受行為之研究--以網路報稅為例,國立台灣科技大學資訊管理系。 陳瑞彬(2002),以組織間購買過程探討企業加入電子市集之因素,長庚大學企業管理研究所。 馮炫竣(2000),消費者使用電子銀行之行為研究--以ATM、電話銀行及網路銀行為例,元智大學管理研究所。 黃嘉勝(1994),創新觀念接受度量表在教學與科技領域之運用,教學科技與媒體,第15 期,pp.31-36。 黃應欽(2005),創新科技產品採用之研究-以網路電話為例,國立成功大學企業管理學系碩士班。 楊必立、劉水深(1998),行銷管理辭典,台北市:華泰。 楊宛芝(2007),消費者使用創新科技產品意圖之研究-以Skype及Wii為例,國立彰化師範大學企業管理研究所。 (三)網路資源 蘋果台灣網站,http://www.apple.com/tw 二、西文部分 (一)圖書 Ajzen, I (1988), Attitudes, Personality and Behavior, Chicago, IL: The Dorsey Press. Guielford, J.P. (1965), Fundamental Statistics in Psychology and Education, 4thEd., New York: McGraw-Hill. Jöreskog, K.G. and D. Sörbom (2000), LISREL VI, Analysis of Linear Structural Relationships by Maximum Likelihood, Instrumental Variables, and Least Squares Methods, 7thEd., Scientific Software, Mooresville, IN. Marquish, D. G. , (1982), “The Anatomy of Successful Innovation”, Winthrop Publishers, Cambridge Rogers E. M.(1995), Diffusion of Innovation fourth edition. New York:The Press. Rogers, E. M. (1983). Diffusion of innovation (3rd edition). New York: Free Press. Rogers, E. M. (2003). Diffusion of innovation (5rd edition). New York: Free Press. Rogers, E. M.,Diffusion of innovations, New York:Free Press,1995 Rogers,E.M.,Diffusion of innovation,The Free Press,New York,pp.79-86,1962. (二)期刊論文 Adams, D. A., Nelson, R. R., &Todd, P. A. (1992). Perceived usefulness, ease of use, and usage of information technology: A replication MIS Quarterly, 16, 227-247. Agarwal, R. Prasad, J (1998).The antecedents and consequents of user perceptions in information technology adoption. Decision Support Systems,22,15-29. Ajzen, Icek and Martin Fishbein (1980), Understanding Attitudes and Predicting Social Behavior, Englewood Cliffs, NJ: Prentice-Hall. Atkin, D. J. (1993).Adoption of cable amidst a multimedia environment.Telematics and Informatics, 10(1), 51–58. Bagozzi, Richard P. and Youjae Yi (1988), On the Evaluation of Structural Equation Models, Journal of the Academy of Marketing Science, Vol. 16, pp.74-94. Bentler, P.M. (1988), Theory and implementation of EQS: A structural equations program, Los Angeles: BMDP Statistical Software. Bentler, P.M. and Bonett, D.G. (1980), Significance tests and goodness of fit in the analysis of covariance structures, Psychological Bulletin, Vol.88, pp.588-606. Bentler, P.M. and Mooijaat, A. (1989), Choice of structural model via parsimony: A rationale based on precision, Psychological Bulletin, Vol. 106, pp.315-317. Bentler, P.M. and Mooijaat, A. (1989), Choice of structural model via parsimony: A rationale based on precision, Psychological Bulletin, Vol. 106, pp.315-317. Blythe, Jim (1999), “Innovativeness and Newness in High-Tech Consumer Durables.” Journal of Product & Brand Management, Vol.8 , pp.415-429. Chin, Wynne W. and AbhijitGopal (1995) “Adoption Intention in GSS: Relative Importance of Beliefs,” DATABASE Advances, 26(2,3), pp.42-63. Collins, J.R., J. Regan & J. D. Abel (1983). Predicting cable subscribership: Local factors. Journal of Broadcasting, 27(2), 177–83. Cooper, D.R. and C.W. Emory (1995), Business Research Method, Chicago: Richard D. Irwin. Damanpour, F. (1991), "Organizational Innovations: A Meta-Analysis of Effects of Determinants and Moderators", Academy of Management Journal, 34(3): 555-590 Davis, F.D., R.P. Bagozzi and P.R. Warshaw ( 1989), “User acceptance of computer technology : A comparison of two theoretical models,” Management Science , 35( 8) , pp.982-1003. Dupagne, M. (1999). Exploring the characteristics of potential high-definition television adopters. The Journal of Media Economics, 12(1), 35-50. Eagly and Chaiken, (1993). The Psychology of Attitudes, Fort Worth, TX: Harcourt Brace Jovanovich Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, MA: Addison-Wesley. Fornell, C. and Larcker, D.F. (1981), Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, pp.39-50. Gefen, D. (2003). TAM or just plain habit: A look at experienced online shoppers.Journal of End User Computing, 15(3), 1-13. Hair, J.F., Anderson, R.E., Tatham, R.L. and Black, W.C. (1998), Multivariate Data Analysis, 5th Ed., Prentice Hall, Upper Saddle River, NJ. Hirschman, ElixabethC (1980).,Innovativeness, Novelty Seeking, and Consumers Creativity, Journal of Consumer Research 7, pp.283-295. Hoffer,J.A. and M.B.Alexander ( 1992 ) , “The Diffusion of Machines, ”Date Base,23(2),pp.13-19. Hoyer, W. D., &Maclnnis, D. F. (1997). Consumer Behavior. Houghton Mifflin. Hsu, C-L.,& Lu, H. (2003). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & Management, 41(7),853-868. Hu, L. and Bentler, P.M. (1999), Cutoff criteria for fit indexes in covariance structural equation modeling, Structural Equation Modeling, Vol. 6(1), pp.1-55. Hunter, J. & M. Allen (1992).Adoption of electronic mail.Journal of Applied Communication, 23(3), 254–74. Hurt,H.T.,K.Joseph,&C.D.Cook(1977),”Scales For Measurement of Innovativeness”, Human Communication Research,Vol.4,No.1,pp.58-65. Igbaria, M., Guimaraes, T., and Davis, G.B. “Testing the Determinants of Microcomputer Usage via a Structural Equation Model,”Journal of Management Information Systems(11:4),pp.87-114,1995. Johnson, C. and Jones, C. (1956), “How to Organize for New Products,’’ Harvard Business Review, pp. 49-62. Kang, M. H. (2002). Digital cable: Exploring factors associated with early adoption. Journal of Media Economics, 15(3), 193–207. Karahanna, E. & D. W. Straub (1999). The psychological origins of perceived usefulness and ease-of-use. Information &Manageme, 35(4), 237-250. LaRose, R. & D. Atkin (1988b).Understanding cable subscribership as a telecommunications behavior. Telematics and Informatics, 5(4), 377–88. Lederer, A. L., Maupin, D. J., Sena, M. P., &Zhuang, Y. (2000). The technology acceptance model and the world-wide-web. Decision Support Systems, 29(3),269-282. Leung, L. & Wei, R. (1999). Who are the mobile phone have-nots? Influences and Consequences. New Media & Society, 1(2), 209–26. Liao, S., Y. P. Shao, H. Wang and A. Chen (1999), “The Adoption of Virtual Banking: an Empirical Study,” International Journal of Information Management, 19, pp.63-74. Limayem, M., Khalifa, M. &Frini, (2000). A Two-Country Comparison of Online Shopping Behavior, Mountain Plains Journal of Business and Economics Vol.6,. Madden T.J., P.S. Ellen and I. Azjen(1992), “A Comparison of the Theory of Planned Behavior and the Theory of Reasoned Action,” Personality and Social Psychology Bulletin, Vol.18, pp.3-9. Feb.1. Manning, K. C., Bearden, O. W., & Madden, J. T. (1995). Consumer innovativeness and adoption process.Journal of Consumer Psychology, 4(4), 329-345. Migdly&Dowling,Innovativeness:The concept and its measurement,Journal of Consumer Research, vol.4,pp.229-242,1978. Moon, J. W. & Kim, Y. G. (2001). Extending the TAM for a world-wide-web context. Information & Management, 38(4), 217-230. Moore, G. C. ,&Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation. Information System Research, Sept, 2( 3), 192-222 Oh, S. Ahn, J. &. Kim, B. (2003). Adoption of broadband Internet in Korea: The role of experience in building attitudes. Journal of Information Technology, 18(4),267-280. Randall, D.M. and Gibson, A.M. (1990), “Methodology in Business Ethical Research: A Review and Critical Assessment,” Journal of Business Research, 9, pp.457-471. Segars, A.H. and Grover, V. (1993), Re-Examining Perceived Ease of Use and Usefulness: A Confirmatory Factor Analysis, MIS Quarterly, pp.517-525. Sheppard,B.H.,Hartwick,J.&Warshaw,P.R.(1988), “The Theory of Reasoned Action:A Meta-analysis of Past Research with Recommendations for Modifications and Future Straub, D., Keil, M., & Brenner, W. (1997). Testing the technology acceptance model Szajna, B. (1996). Empirical evaluation of the revised technology acceptance model. Management Science, 42(1), 85-92. Taylor, S. & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information System Research, 6(2), 144-176. Taylor, S. and Todd, P.A(1995), “Understanding Information Technology Usage:A Test of Competing Models.”Information System Research, 6(2), 145-176. Venkatesh, V. & V. Ramesh, (2006). Web and wireless site usability: Understanding differences and modeling use. MIS Quarterly, 30(1), 181-206. Venkatraman.MeeraP.,”The Impact of Innovativeness and Innovation Type on Adoption”,Journal of Retailing,pp.51-67,1991. Vishwanath, A. &Goldhaber, G. (2003). An examination of the factors contributing to adoption decisions among late-diffused technology products. New Media & Society, 5 (4), 547-572. Vishwanath, A. &Goldhaber, G. (2003). An examination of the factors contributing to adoption decisions among late-diffused technology products. New Media & Society, 5 (4), 547-572. Warshaw, Paul, R. and Davis Fred, D.,“ Disentangling Behavioral Intention and Behavioral.Expectation”, Journal of Experimental Social Psychology,Vol.21, pp.327-328, 1985. Yu, J., Ha, I., Choi, M. & Rho, J. (2005). Extending the TAM for a t-commerce. Information & Management, 42(7), 965–976. (三)網路資源 Net Application市場調查網站,http://www.netapplications.com/ Gartner 市場顧問公司,http://www.gartner.com/ 蘋果公司,http://www.apple.com
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。
URI: http://hdl.handle.net/11455/23241
其他識別: U0005-0107200910220600
Appears in Collections:行銷學系所

文件中的檔案:

取得全文請前往華藝線上圖書館



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.