| Summary: | 碩士 === 南台科技大學 === 行銷與流通管理系 === 101 === Abstract
Due to the rapid development of IT industry, enterprises not only promote their products in the competitive mobile phone market with the mobile network, but also implement business strategy into the cell phone market. Since the main purpose of the market is to meet the customers' needs, manufacturers are devoted in developing new functions. As the technology grows, technology acceptance model are widely used in many studies to investigate the users' attitude and behavior of using new information service. The purpose of this study is to investigate how the users are interested in Padfone when they have used smart phones and to analyze if the product is suitable for customers.
Five acceptance factors (perceived ease of use, perceived usefulness, Perceived Enjoyment, attitude toward using and intention to use) are utilized to investigate customers' intention of using Padfones. This study applied questionnaire method. Two hundred thirty-five questionnaires are distributed; two hundred sixteen feedbacks. The valid feedback rate is 93%. This study found out that perceived ease of use, perceived usefulness and perceived enjoyment have linear effect on the customers' attitude of using Padfones and the perceived enjoyment influences the most. The result of the study is that Padfones lack of recognition. If the company continues to promote Padfones in the near future and create new functions and features, Padfones can be one of the best sellers.
Keywords: Technology Acceptance Model (TAM), Padfone, Perceived Enjoyment, Perceived Ease of Use
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