整合科技接受模型與科技準備度－以平板電腦為例

• Main Author: 劉鐘元
• Other Authors: 張世其 博士
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/28240872212181821590

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.