Analysis of Consumer Behavior on Electronic Viewfinder Interchangeable Lens

• Main Authors: Chen,Yu-Wen, 陳昱文
• Other Authors: 梁文科
• Format: Others
• Language: zh-TW
• Published: 101
• Online Access: http://ndltd.ncl.edu.tw/handle/42628442006809540423

碩士 === 南台科技大學 === 國際企業系 === 100 === In recent years, Electronic Viewfinder Interchangeable Lens (or EVIL , MILC for short) has more and more attracted considerable attention in the digital camera market. EVIL is short for Electronic viewfinder interchangeable lens (with electronic viewfinder can replace the lens cameras); MILC is short for Mirrorless interchangeable-lens camera (no mirror, had to replace the lens cameras). Although it has no traditional SLR mirror and optical landscape devices, it still has high-quality lens that lead to the same quality of a picture. Small and easy to carry, having good-looking appearance in ancient style and a variety of colors, it is high in female consumers' favor and also gives another choice to the consumers who are going to begin in SLR. Mainly based on the Theory of Planned Behavior, applied Technology Acceptance Model taken as its research framework, this study is to explore the consumer behavior of micro-lens reflex cameras with the variables, involvement of the extent and innovation diffusion model, being added. In this study, a questionnaire is given to the groups with a spending power of consumers to explore if the involvement of the consumers of the micro-lens reflex cameras affects perceived usefulness and perceived ease of use and if the consumers’ attitudes, the subjective norm and behavior control have significant positive impact on purchase intention.