使用者採用創新科技影響因素之分析--以可攜式多媒體播放器為例
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2007
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Abstract
隨著資訊與傳播科技的進步，科技產品不斷推陳出新，人們也逐漸習慣在日常生活中使用各式科技產品。然而，傳播科技的意義在於人們是否使用，因此本研究由使用者之角度切入，瞭解其採用科技產品之原因為何。
本研究使用科技接受模式（TAM）、創新擴散理論及使用與滿足理論的觀點，來分析使用者採用創新科技之原因，由於上述理論無一可對使用者的態度作一完整的描述，因此本研究延用上述之理論，將各理論中之各項因素加以整理、分類，運用問卷調查法，對於使用者採用與否之因素作一分析比較。
本研究結果顯示，「可試用性」、「結果展示性」、「口碑影響」、「功能導向」、「價格」、「主動涉入」、「操作難易度」、「採用人數」、「意願」、「及早購買」等十項為主要之影響因素，對使用者而言，前九項會正面影響其購買意願；而及早購買則呈現反向結果。而在已使用者與潛在使用者的差異部分，其分別在「興趣」、「增進人際」、「接受新想法」、「期待產品上市」、「意願」、「留意產品資訊」、「瞭解產品規格」、「動機」以及「嘗試新事物」等九項上具有顯著差異。由此可見，已使用者之創新性較強。
With the advancement of information and communication technology, new products continue to grow at a rapid pace. People use more and more of these products in their daily life, and portable media player（PMP）is one of them. Most researches focus on how and why people adopt these products. This study focuses on the users, and try to study factors that inference user’s adoption of new technological products.. This study adopts TAM, Diffusion of Innovation and Uses and Gratification Theory to explore the related factors that affect the use and acceptance of PMP. The author believes none of these theories provide a complete explanation on factors involved in the acceptance and adoption, but one can draw from all these theories and try to blend it together. The purpose of the study is to discuss and understand of the major factors affecting the acceptance of PMP. The result of study shows, ”Triability”, ”Result Demonstrability”, ”Public Praise”, ”Function”, ”Price”, ”Active Involvement”, ”User Friendness”, ”Adoption Rate”, ”Intention”, ”Speedy Purchase” are ten common factor for all subjects.Between the two group (user of PMP v.s. non-user of PMP) of subject, the study finds nine other of factors to have signicicant differences. They are“Interest”, “Promote Interpersonal relationship”, “Open Mindness”, “Expectation”, ”Intention”, “Attention to Product Information”, “Understand Specification”, “Motivation” and “Try New Products”. It is quite obvious that the adoptor of PMP demonstrated higher innovativeness.
With the advancement of information and communication technology, new products continue to grow at a rapid pace. People use more and more of these products in their daily life, and portable media player（PMP）is one of them. Most researches focus on how and why people adopt these products. This study focuses on the users, and try to study factors that inference user’s adoption of new technological products.. This study adopts TAM, Diffusion of Innovation and Uses and Gratification Theory to explore the related factors that affect the use and acceptance of PMP. The author believes none of these theories provide a complete explanation on factors involved in the acceptance and adoption, but one can draw from all these theories and try to blend it together. The purpose of the study is to discuss and understand of the major factors affecting the acceptance of PMP. The result of study shows, ”Triability”, ”Result Demonstrability”, ”Public Praise”, ”Function”, ”Price”, ”Active Involvement”, ”User Friendness”, ”Adoption Rate”, ”Intention”, ”Speedy Purchase” are ten common factor for all subjects.Between the two group (user of PMP v.s. non-user of PMP) of subject, the study finds nine other of factors to have signicicant differences. They are“Interest”, “Promote Interpersonal relationship”, “Open Mindness”, “Expectation”, ”Intention”, “Attention to Product Information”, “Understand Specification”, “Motivation” and “Try New Products”. It is quite obvious that the adoptor of PMP demonstrated higher innovativeness.
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科技接受模式, 創新擴散, 使用與滿足, 可攜式多媒體播放器, Technology Acceptance Model(TAM), Diffusion of Innovation, Used and Gratification theory, PMP（Portable Media Player）