The Relationship between the Characteristic of Transaction Costs and Technology Acceptance Model - A Case Study of Smart Wristbands

• Main Authors: Tzu-En Chen, 陳子恩
• Other Authors: Chao-Ching Chang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/y5dp6e

碩士 === 輔仁大學 === 國際經營管理碩士學位學程 === 103 === Nowadays, new technologies are advancing all the time due to the highly developed information technology and science so consumers usually purchase products without fully understanding. Since the transaction costs generate by Information asymmetry and Uncertainty of exchange, it may probably influence the process of consumer's decision-making. This research combines Technology Acceptance Model (TAM) with the characteristic of transaction costs to analyze the characteristic of transaction costs, including external cost on utility, cost of information searches, cost of moral hazard, and cost of asset specificity will affect perceived usefulness and perceived ease of use in new technology products or not by using Structural Equation Modeling method. Then, this research takes smart wristband as an example of new technology product and the main research object is university student who has higher acceptance of new technology product. The result of the analysis found that perceived usefulness and perceived ease of use would positively influence the attitude of using and then behavioral intention to use. Furthermore, external cost on utility and cost of moral hazard are critical attributes of characteristic of transaction costs in influencing perceived usefulness, external cost on utility, cost of information and cost of moral hazard are critical attributes of characteristic of transaction costs in influencing perceived ease of use, and each of them would all affect the decision of consumers' adoption of smart wristband.