| Summary: | 碩士 === 國立彰化師範大學 === 行銷與流通管理研究所 === 99 === Due to the rapid development of technology, innovative technology
products will not only bring people more convenience but also create new
lifestyles. The popularization of internet and emergence of Cloud
Computing caused use Mobile App through Tablet PC have become a
trend. Although the usage of Tablet PC is not common, the user and
market scale rise year by year and the business opportunity in the future
is infinite. In this research, we developed an integrated model, use the
extending Technology Acceptance Model which proposed by Moon and
Kim, combing Technology Readiness Index, Brand Image, and Mobile
App to explore the impact of consumers to use Tablet PC. After collecting
research data by questionnaires, we adopted Structural Equation
Modeling to examine the hypotheses.
The research found Perceived Ease of Use have positive effect on
Attitude and Perceived Playfulness, Perceived Playfulness have positive
effect on Attitude, Attitude have positive effect on Behavioral Intention,
but Brand Image and Mobile App due to the difference of Technology
Readiness Index have different influence on Attitude.
|
|---|
