| Summary: | 碩士 === 國立中興大學 === 企業管理學系所 === 103 === As penetration rate of smart devices is high, consumers also increase their demand for mobile video. The demand of listening to music is changed for modern human. The time of digital music is coming. The people attach importance to convenience, sharing with others and high quality of sound. And the market scope of wireless audio device is in great demand, all manufacturers scramble orders and market. As Manufacturers face this competitive market, they want to realize what factors would influence consumers using wireless audio device. Manufacturers can use these factors to develop marketing strategies for appealing consumers.
Previous studies explore behavioral intention of using product are so many. Most of studies explore the positive factors .Studies rarely find the negative factors. So we add the negative factors by using variable of Innovation Resistance. We want to realize why customers resist the innovation. In addition, we make the degree of involvement as our moderator in multiple group analysis. All samples are categorized according to the degree of involvement.
The major findings of this study are summarized as the following. “Attitude” and “Perceived Behavioral Control” have an obvious and positive influence on the “Behavioral Intention” toward using wireless audio device. Perceived Behavioral Control is the most powerful dimension of Behavioral Intention. Second,“Perceived Usefulness”, “Perceived Ease Of Use” and “Perceived Enjoyment” have an obvious and positive influence on the “Attitude”. Perceived Usefulness has more influence on Attitude. Third, “Main Group have an obvious and positive influence on the “Subject Norm” .Fourth, “Value Barrier”, “Self-Efficacy” and “Facilitating Conditions” have an obvious and positive influence on the “Perceived Behavioral Control”.Self-Efficacy has the most significant influence on Perceived Behavioral Control. Another part of moderator, we found the main factors which affect two groups is “Attitude”. For high l degree of involvement group, “Perceived Enjoyment” has more influence on Attitude. But for low degree of involvement group,“Perceived Ease of Use” is most important .In conclusion, different degree of involvement group is affected by different factors.
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