The Effect of Personal Innovativeness and Perceived Playfulness on Smart Phones Users’ Attitude and Behavior Intention- Based on Technology Acceptance Model and Cognitive Evaluation Theory

• Main Authors: CHANG-YU LIU, 劉昌佑
• Other Authors: Jing-Yi Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/66329739744093240020

碩士 === 國立屏東商業技術學院 === 國際企業所 === 100 === The technical advances in mobile communication raised the demand for the smart phones. The increasing growth of smart phones usage drew the researchers’ attention to understanding the factors influencing the attitude and behavior toward smart phones. The study examined the relationship among personal innovativeness, perceived playfulness and factors regarding technology acceptance model (TAM) by integrating cognitive evaluation theory and TAM. Through an online survey, this study collected 229 respondents of the smart phone users to test the hypotheses. The results of structural equation model showed that : (1) personal innovativeness positively impacts perceived usefulness and perceived ease of use；(2) perceived ease of use positively impacts perceived usefulness and pereived playfulness；(3) attitude positively affected behavioral intention；(4) perceived ease of use, perceived usefulness and perceived playfulness positively affected attitude. However, perceived usefulness and perceived playfulness showed insignificant influence on behavioral intention. The findings provided several important implications for marketing theory development and managerial practice.