| Summary: | 碩士 === 元智大學 === 經營管理碩士班(企業管理與服務科學學程) === 101 === With the popularity of mobile devices, the shipment volume of mobile devices keeps increasing in recent year. In Taiwan, smartphone and tablet PC are two of the high-tech products which customers most want to buy. Ever since iPad was launched in 2010 the iPad has become one of the killer applications in mobile device and computer market. Then tablet PC enter to market and announce the advent of post-PC era. Now the market position of smartphone is similar to that of tablet PC, since there are many similar new products co-exist in market, i.e., Pablet (6~8 inchs smartphone or tablets). Therefore, the author applies the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model to explore the singularity and similarity between smartphone and tablet PC. And thus, he proposes common trends and the key factors of customer’s acceptance for both devices.
The author conducted an online survey with nine factors of UTAUT2 to assess the mobile device user acceptance. Six hundred and seventy samples (including 365 smartphone samples and 305 tablet PC samples) were collected. And then the author analyzed data with SPSS.
The result shows that the characteristic of these two devices are different in some aspects. For smartphone user, Facilitating Conditions (FC), Price Value (PV), Hedonic Motivation (HM), Habit (HA) affect Behavioral Intention (BI) and Use Behavior (UB). For tablet PC user, Performance expectancy (PE), Hedonic Motivation (HM), and Habit (HA) affect Behavioral Intention (BI), Use Behavior (UB). However, the moderators have no significant effects to all variables. Thus, the author abandons moderators in the model.
Finally, the author confirm the results of this study with expert. He concludes that mobile device users will choose device on the basis of different situation. People who use Smart phones need more resources and ability. Customers would compare price when they purchase smartphone. In addition, tablet PC users consider the device can help them improving work efficiency or daily life quality. Unless there is a substitute killer technology in the near future, it seems to be true that smart phone and tablet PC will remain the complementary relationship instead of replacement relationship in the upcoming years.
|
|---|
