| Summary: | 碩士 === 僑光科技大學 === 國際貿易運籌研究所 === 102 === The main purpose of this paper is to discuss the influencing factors of purchasing behavior of smart phone for junior high school students of Taichung city. Drawing on the Technology Acceptance Model, this study found that: first, product attribute has remarkable influences on perceived ease of use, pleasure perception and attitude toward use. Second, perceived ease of use causes significant influence on pleasure perception and perceived usefulness. Third, pleasure perception has remarkable influence on attitude toward using. Finally, the variable of attitude toward using has remarkable influence on behavioral intention to use. Suggestions and implications toward teachers and smart phone industry are also discussed in this study.
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