A Study on the Attitude and Behavioral Intention of Consumers who do not Adopt Fourth Generation Mobile Communication Technology

• Main Authors: Zhi-Ren Tsai, 蔡智仁
• Other Authors: Shung - Ming Tang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/34633176831623606183

碩士 === 國立雲林科技大學 === 資訊管理系 === 103 === It has not been more than a year for the availability of the Fourth Generation Mobile Communication Technology, which is relative new in the consumer market. The number of Fourth Generation Mobile Communication Technology users still room for improvement. However study on innovative products were primarily taking from a positive point of view of consumer, rather than a negative one. To discuss on the Attitude and Behavioral Intention of Consumers who do not Adopt Fourth Generation Mobile Communication Technology, this research use Ajzen ( 1985 ) the model of theory of planned behavior (TPB) and Ram and Sheth(1989) encountering customer resistance to innovations.This research developed a online-survey to gather sample data total valid response count is 361 and use structure equation model to analysis sample data.The results show particularly strong support for the Usage barrier，Value barrier，Risk barrier， Image barrier that all have significant negative influence on attitude. Attitude have significant positive influence on behavior intention. Tradition Barrier doesn’t have a significant influence on attitude.