Adolescent Technology Value of Smartphone--Case of Chiayi Area

• Main Authors: TSAI, PING-LI, 蔡炳立
• Other Authors: YANG, TSUNG-JEN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/w3hk2a

碩士 === 南華大學 === 文化創意事業管理學系 === 106 === 　　More than 90% of teenagers in Taiwan have smartphones. The domestic related literature most focuses on management, marketing, and usage, but lacks research on the tendency of technology value. Therefore, this study explores the value orientation of Adolescent for smartphones from the perspective of technology value. The main purpose of this study is to understand the factors which influence the smartphone technology value of adolescent and the correlations between the factors and smartphone technology value. 　　This study is based on the theory of TAM, combines "interaction theory" and "perceived value theory", and incorporates "personal traits", "peer influence”, "self-expression" and “stickiness” as external variables. The population of this study is the adolescents who have used smartphone in the Chiayi area. This study conducted a questionnaire survey to collect data. A total of 310 valid questionnaires were retrieved and data analysis was performed using regression analysis. The major findings of this study are summarized as following： (1) The "external variables" have a significant positive effect on the "social interaction". (2) The "external variables" have a significant positive effect on the “technology interaction". (3) The "technology interaction" has a significant positive effect on the "perceived value". (4) The "social interaction" has a significant positive effect on the "perceived value". (5) The biggest factor affecting adolescent’s value orientation of smartphone is the “technology interaction”, followed by the “social interaction”, and the overall explanation is 50.3%. 　　The results confirmed that the "technology interaction" and "social interaction" is the major factors among adolescent’s smartphone technology value orientation. Based on this, it is suggested that related businesses should focus more on the improvement of performance and rich design in terms of “technology interaction”; and more emphasis should be placed on the needs of adolescents' psychology internalization in terms of “social interaction”.