| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 104 === This study aims to observe consumers in accordance with the lifestyle theory. It proposes and explores the impact of the four believes of perceived usefulness, perceived ease of use, trialability, and perceived playfulness on the outcome variable of the intention to use behavior of consumers.
The research samples included cable system operators(CSO) located in northern Taiwan, as well as the heads of the WanHua and ChungCheng districts of Taipei City. Finally, questionnaires were collected through a telephone survey to respondents residing in the WanHua and ChungCheng districts of Taipei City, 602 valid questionnaires were collected.
Regarding the quantitative research, this study cluster consumers into four groups according to lifestyle: health and sustainability, youth and freedom, impulse and shopping, and tradition and practicability. The research results revealed that: (1) The health and sustainability group has a higher scores in terms of the four perceptive believes, namely perceived usefulness, perceived ease of use, trialability, and perceived playfulness, compared to the youth and freedom group and the tradition and practicability group. (2) The health and sustainability group had higher intention to use than the other three groups. (3) The four perceived believes studied in this research all positively and significantly impact on the consumers’ intention to use, especially for perceived usefulness and perceived playfulness.
Consequently, based on the research results, for CSOs, the authors of this study propose practical suggestions regarding the management of the distinctive groups and thus expect the CSOs to develop services that are appropriate and attractive for these different groups to use.
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