| Summary: | 碩士 === 國立中央大學 === 資訊管理研究所 === 99 === In recent years, consumer electronics products are not only just tools, but also represent consumer’s tastes and consuming power. When consumers buy products, they not only consider the utilitarian perspective, but also the hedonic perspective. Referring to the model presented by Watchravesringkan et al.,(2010) which developed and tested a model of consumers’ adoption of highly technological fashion products, this study based on the technology acceptance model (TAM) and motivation theory investigates how the multi-dimensional nature of users’ extrinsic and intrinsic motivations influence its behavior intention. In addition, adopting Voss et al., (2003) proposition that consumer attitudes toward the act of using a product are comprised of two distinct dimensions: utilitarian and hedonic. By using these utilitarian and hedonic consumer attitudes to develop research model expects to predict consumers’ behavior.
This study selected the highly technological fashion product iPad as research product and employed its (potential) users as research subjects. A total of 496 questionnaires were obtained through physical and online questionnaires. The empirical results were validated by using SPSS and AMOS to conduct relative statistical analysis and answer all hypotheses using the structural equation model.
The findings were:
1. The extrinsic motivation which include perceived usefulness, perceived ease of use and subjective norm have positive and direct effects on consumer’s utilitarian and hedonic attitude.
2. The intrinsic motivation which include perceived innovative and perceived fashion ability have positive and direct effects on consumer’s utilitarian and hedonic attitude.
3. Consumer’s utilitarian and hedonic attitude has positive and direct effects on its purchase intention.
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