科技產品採用行為意向整合模式之研究－以數位電視為例

Study of Integrated Model for Behavioral Intention of Technology Products Usage-Digital TV as Example

10.29931/MR.201003.0004

陳協勝(Hsieh-Sheng Chen)

數位電視 ； 計劃行爲理論 ； 科技接受模型 ； 創新擴散理論 ； digital TV ； theory of planned behavior TPB ； technology acceptance model TAM ； innovation diffusion theory IDT

行銷評論

7卷1期（2010 / 03 / 01）

75 - 98

繁體中文

隨著現代科技的進步，電視產業也隨之數位化，對於數位化電視的研究也與日俱增，然而，卻少有研究探討爲何消費者願意接受此一科技新產品。本研究調查256個樣本數，以計劃行爲理論結合科技接受模型、創新擴散理論、動機理論與社會心理學理論，探討消費者數位電視採用行爲意向之影響因素。研究結果發現，態度、主觀規範、行爲控制知覺均正向影響消費者採用數位電視行爲意向，其中以態度的影響程度最大。易用性、可用性、相容性對行爲態度呈現正向顯著影響；社會規範、行爲規範對主觀規範呈現正向顯著影響；可試用性、可觀察性、促進條件對行爲控制知覺亦呈正向顯著影響。

Modern technology innovation brings digitalization to the TV industry. Researches on digital TV have also become popular, yet, there are scanty studies investigating the motives for consumers to use this new technological product. A total of 256 samples were surveyed in this study. Based on the theory of planned behavior, this study adopted technology acceptance model, innovation diffusion theory, motivation theory, and social psychology theory to examine the factors influencing consumers' behavioral intention of digital TV usage. Research findings indicated that attitude, subjective norms, behavioral control perceptions have positive effect on consumers' behavioral intention of digital TV usage; among the three, and attitude has the greatest effect. Convenience, usability, and compatibility have positive significant effect on behavioral attitude; social norms and behavioral norms have positive significant effect on subjective norm; returnable, observable, and promotion condition have positive significant effect on behavioral control perception.

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