| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 96 === To accompany with times change, the usage of Global Positioning System (GPS) had transferred from military uses to daily lives. Moreover, the changes of people’s values and life styles, people regard amusement gradually. The amount of people who travel by car is increasing. The problem of people can’t find the destination is increasing, hence the GPS for car is more and more important. But it still has many cars that don’t equip GPS, it means the market of GPS has many commercial possibilities. However if the firms marketing GPS for car want to obtain the commercial possibilities, they have to understand the impact factor of consumer’s purchase intention.
This study, based the theory of technology acceptance model (TAM) and combined perceived enjoyment into belief construct of TAM, uses three variables of perceived belief (perceived ease of use, perceived usefulness and perceived enjoyment) to predict possible influence on latent consumer’s purchase intention to GPS for car, and it also explores the effect of individual differences on perceived beliefs. Three hundreds and twenty-three students on the job in Kun Shan University were sampled as subjects.
The findings of path analysis show that (1) older respondents will have higher perceived of enjoyment than younger respondents, men will have higher perceived ease of use than female, (2) personal innovativeness and computer self-efficacy has significantly positive affect on perceived beliefs, moreover, personal innovativeness made a greatest impact of all external variables, (3) perceived ease of use not only has direct impact, but also through perceived usefulness on purchase intention of GPS for car, (4) perceived usefulness and personal innovativeness has a significant direct impact on purchase of GPS for car. Finally, managerial implications for marketing of GPS for car and recommendations for future research are presented.
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