| Summary: | 博士 === 國立成功大學 === 交通管理學系碩博士班 === 98 === 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.
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