Investigating the Factors Affecting Behavioral Intention to Use Smartphones from the Perspectives of Utilitarian and Hedonic Motivations

• Main Authors: HUANG, CHUN-HSIUNG, 黃俊雄
• Other Authors: 王怡舜
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/94094442085212145303

碩士 === 國立彰化師範大學 === 資訊管理學系所 === 101 === With the popularity of smartphones in recent years, almost men, women and children, to have one. Compared with the traditional mobile phones that focused on voice communication functions, the functions of smart phones combined with the general mobile phone, personal digital assistant (PDA) and Tablet PC (Tablet PC)the function, it has a diversity of applications, and also has subtle differences in factors of affecting behaviors. The study from the perspectives of utilitarian and hedonic motivation as a starting point to explore the influencing factors of the users in smartphone usage behavior, and to detect the moderating effect of brand loyalty on the perspectives of utilitarian and hedonic motivation. This study adovted online survey, and we used the partial least squares(PLS) to analyze the structural equation modeling (SEM). The results indicated that convenience, selection and availability of information has a positive significant effect on utilitarian motivation, and adventure, satisfaction have positive significant effects on hedonic motivation, and utilitarian motivation has a positive significant effect on behavioral intentions, and brand loyalty has no positive regulation utilitarian and hedonic motivation effect on behavioral intentions. Finally, according to the study results, we will propose the theoretical and practical implications.