| Summary: | 博士 === 國立雲林科技大學 === 資訊管理系 === 105 === Since smartphone towards the development of practical and enjoyment, people's "Perceived Value" of mobile phones therefore has been changed. This study explores the perceived value of smartphone users from the perspective of evolutionary psychological characteristics of human, not adding more variables and manipulating variables to make the theory become large and complex, but to create a common theory of technology which can explain different context. Taking smartphone as an example, this study combines qualitative and quantitative research methods, integrates evolutionary psychological characteristics - "interaction" and "fairness", includes "positive factor" and "negative factor", apply the concept of fairness to the use of information technology and verify that "perceived fairness" has a positive and significant effect on "perceived value". The interpretation is different from previous "service failure and compensation strategy" research which also beyond previous study that perceived fairness includes fairness of payment, fairness of procedures and fairness of interaction. The 1st phase is qualitative research which is interviewed in depth by using ZMET, interviewing 14 high degrees of involvement users until the new idea approaches 0. Use Means-End Chain (MEC) to extract the idea hidden in the depths of the user's mind, use Kelly Repertory Grid Technique (RGT) and Laddering Technique to guide users to confirm the concept and relevance, finally according to the result of qualitative research to establish a consensus map and "research proposition". The 2nd stage is quantitative research which adopt the result get from 1st stage(qualitative research). The "proposition" is converted to "hypothesis" and then define operational definitions. These items on questionnaire are all from ZMET study. The population is over 16 years’ old (inclusive) students. 460 valid samples is collected. Use 2nd-generation Structural Equation Model tool (PLS-SEM, partial least squares method) to verify the hypothesis with large-scale statistical analysis. Finally, a “Theory of Technology Value” (TVT) based on Evolutionary Psychology is created. There is a better explanation of the perceived value of IT use also make up the gap of past theory. The nine “Perceived Values” explored by ZMET are worthy of attention. In order to design products that is more valuable to the user, to understand the perceived value of the user is an important key to competitive advantages and market differentiation strategies. These valuable information and research results provide smartphone related industry for reference in designing, marketing, information management and strategy aspect, also meet theoretical and practical application at the same time.
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