| Summary: | 碩士 === 國立臺中科技大學 === 企業管理系事業經營碩士班 === 102 === The primary goal of this study is to explore the effecting attitude and intension towards switch to smart phone screen size. In the researches of attitude and intension toward using new technology, most studies discuss the issue from the perspective of perceived usefulness and perceived ease of use. These researches are helpful for understanding the user’s effecting attitude and intension towards. Although prior research related to conformity were widely discussed in the marketing field, only few studies applied the concept of conformity to TAM research. The study discuss the factors effecting attitude toward switch to smart phone screen size by integrating conformity, perceived usefulness, perceived ease of use and switch cost.
In sampling collection, the research uses the convenience sampling survey. 253 effective questionnaires were returned. Descriptive statistics, factor analysis, validity analysis, reliability analysis and regression analysis are used to examine the hypotheses furthermore. The research show that perceived usefulness and perceived ease of use have positive effects on the attitude toward, switch cost has negative effects. Meanwhile, attitude toward switch has positive effects on intension toward switch. Finally, conformity has negative interference between switch cost and the attitude toward.
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