Technology Acceptance Model: A Study of Smartphone

• Main Authors: Jhen-Gang Huang, 黃振剛
• Other Authors: Sophia Wang
• Format: Others
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/06721833436954522017

碩士 === 國立東華大學 === 運籌管理研究所 === 104 === Title of Thesis: Technology Acceptance Model: A study on Smart phone Graduate School and University: Graduate School of Logistics Management, National Dong Hwa University Category of Abstract Graduation Time: A Thesis Master’s Degree, The second Semester, and 2016 Academic Year Name of Student: Jhen-Gang Huang Advisor: Dr.Sophia Wang High-tech industries have been growing rapidly in recent years. With the expansion of Internet technologies, more and more people have switched from conventional mobile phones (designed primarily for making phone calls) to smartphones.This study applies an extended technology acceptance model (TAM), which incorporates factors related to “Service Quality” as well as the concept “Perceived Playfulness” to explain the factors influencing customer decisions regarding purchasing and using smartphones. Data were collected via a survey of smartphone through the web and paper during a month.Total collected 265 questionnaires, the effective questionnaires are 237.Then the research analyzed data via Descriptive statistics, Factor analysis,Reliability and Validity analysis, Correlation analysis and Structural Equation Model.The results show that “Service Quality” influence perceived feeling of consumers.”Perceived Usefulness” affect “Attitude Toward Use” and “Behavioral Intention” less obviously.”Perceived Ease of Use” and “Perceived Playfulness” affect “Attitude Toward Use” obviously.“Attitude Toward Use” affect “Behavioral Intention” finally.The results will be discussed in the follow-up research. Keywords:Smartphone, Technology Acceptance Model, Service Quality, Perceived Playfulness, Structural Equation Modeling