| Summary: | 碩士 === 國立臺中科技大學 === 企業管理系事業經營碩士班 === 101 === With the popularization of information technology and the rapid development of Internet. Smart phones are fast-growing in consumer market. Holding a general increase in market share of smart phones. The successful development of the phone hardware, software, and functionality of the operating system development will affect the operation of the user preferences and execution efficiency. This study focuses on the current smart phone market share of the top 2% of the operating systems Android and iOS, and based scholar Davis (1989) proposed the technology acceptance model as the theoretical basis. The study discuss the factors effecting attitude toward switch to user groups of Android and iOS operating system by perceived usefulness to new interface, perceived ease of use to new interface, attractiveness of new Interface, inertia of original interface, satisfaction of original interface.
In total, this study focuses on the Android and iOS smartphone operating system users in domestic, 493 questionnaires were sent out and 459 effective questionnaires were returned with effective recovery rate 93.1%. Except descriptive statistics, validity analysis, and reliability analysis and SEM (Structural Equation Modeling) was applied to examine the proposed research framework.
After the empirical research, the major findings as follows：(1) Perceived usefulness to new interface and attractiveness to new interface has significant positive influence on switching intention. (2) Inertia of original interface has significant negative influence on switching intention. (3) Attitude toward switch has positive effects on intension toward switch. The findings of this study provide suggestion and managerial application for smart phone operating system vendors, conversion to users attitudes and understanding of other factors and reference.
Keywords: Technology Acceptance Model(TAM), Android iOS,
Attractiveness of New Interface, Inertia of Original Interface,
Satisfaction of Original Interface
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