| Summary: | 碩士 === 國立臺灣大學 === 資訊管理組 === 105 === With the overwhelming prevalence globally, smartphone has become the top one innovative technological product. The purpose of this study is to discuss the factors that affect consumer’s purchasing decision. Based on data collected from Taiwan, this study integrates two mainstream aspects that may affect consumer’s perceived value of adopting smartphone, consumer behavior attributes and information system success. The findings of this study strongly support the appropriateness of using consumer behavioral attributes to predict customer perceived value toward using smartphone. Brand preference, customer expertise, and product features were observed to have significant effects on perceived value. In the meantime, information quality, system quality and interface design quality also have significant positive effects on perceived value. Finally, customer post purchase behavioral intentions regarding adopting smartphone tend to be based on their perceived value. Therefore, perceived value is predicted jointly by consumer behavior attributes and information system success determinants. Implications and limitations are discussed.
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