| Summary: | 碩士 === 國立臺灣師範大學 === 工業科技教育學系 === 99 === The Smart Phone emerged recently as one of the most popular consumer electronics devices. Consequently, analyzing and predicting the consumer purchasing behaviors of Smart Phones for fulfilling customers‟ needs has become an indispensable task for marketing managers of IT (information technology) firms. However, the predictions are not easy. The consumer electronics technology evolved rapidly. Market leaders including Apple, HTC, Nokia, RIM, Samsung etc. are also competing in the same segmentation by providing similar products which further complicated the competitive situation. Besides, the key feature of Smart Phones is the operating system, the market ultimately settling on one or two dominant systems. Consequently, how the consumers‟ acceptance of novel Smart Phones and the operating system can be analyzed and predicted have become an important but difficult task. In order to accurately analyze the factors influencing consumers‟ acceptance of Smart Phones and predict the consumer behavior, the Technology Acceptance Model (TAM) and the Lead User Method will be introduced. Further, the differences in the factors being recognized by both lead users as well as mass users will be compared. Afterwards, the differences between Android and iOS users will also be compared. The possible customers‟ needs will first be collected and summarized by reviewing literature on the TAM. Then, the causal relationship
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between the factors influencing the consumer behaviors being recognized by both the lead users as well as the mass customers will be derived by the DEMATEL based network process (DNP) and the Structural Equation Modeling (SEM) respectively. An empirical study based on the Taiwanese Smart Phone users will be leveraged for comparing the results being derived by the DNP and the SEM. By and large, the empirical indicate that both of iOS lead users and mass users (including Android and iOS) regard the ease of use as an important factor. Contrarily, the Android lead users emphasize on usefulness, it‟s also could be the representative of lead users. The research results can serve as a basis for IT marketing managers‟ strategy definitions. The proposed methodology can be used for analyzing and predicting customers‟ preferences and acceptances of high technology products in the future.
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