以期望確認理論探討消費者對智慧手錶的體驗價值與持續使用意願之研究

Abstract

科技創新無處不在，近來，智慧手錶是可穿戴技術領域中的最新且重要的發展，同時也已經變得越來越流行。因此，對於學術研究人員和IT公司而言，了解消費者對這種技術的反應至關重要。本研究使用期望確認理論（ECT）與資訊科技創新意識和人機互動失敗歸因結合，如消費者的感知有用性、確認性、滿意度等作用因素，以探討影響消費者對智慧手錶的持續使用或購買智慧手錶的意願因素。然而在使用智慧手錶時，很少有人關注科技創新在建立用戶持續意願方面的作用。透過針對性的採樣收集有效問卷共416份，並藉由結構方程模型進行驗證性因素分析。研究結果顯示，消費者的資訊科技創新意識與感知有用性和確認性均呈正相關；人機互動失敗歸因與感知有用性和確認性均呈負相關；感知有用性和確認性與滿意度均呈正相關；滿意度與持續意圖呈正相關。此外，本研究發現消費者對智慧手錶最滿意的應用是在安全層面，其中又以曾經使用過3年以上的消費者其感知有用最為明顯，且大多數消費者皆不同意智慧手錶的錶面或字體是造成人機互動失敗的因素。這些結果表明，消費者的持續使用意願不僅取決於人機互動，還取決於消費者的科技創新意識。Technological innovation is everywhere. Recently, smart watches are the latest and important development in the field of wearable technology, and they have also become more and more popular. Therefore, it is important for academic researchers and IT companies to understand consumers' reactions to this technology. This study uses Expectation Confirmation Theory (ECT) combined with information technology innovation awareness and human-computer interaction failure factors, such as consumers’ perceived usefulness, confirmation, satisfaction and other factors, to explore how consumers continue to use smart watches or the willingness to buy a smart watch. However, when using smart watches, few people pay attention to the role of technological innovation in building users' continued willingness. A total of 416 valid questionnaires were collected through targeted sampling, and confirmatory factor analysis was performed through structural equation modeling. The results of the study show that consumers’ awareness of IT innovation is positively correlated with perceived usefulness and confirmation; human-computer interaction failure factors are negatively correlated with perceived usefulness and confirmation; perceived usefulness, confirmation, and satisfaction are both positive Relevant; satisfaction is positively correlated with continuous intention. In addition, this study found that consumers’ most satisfactory applications for smart watches are on the security level. Among them, consumers who have used them for more than 3 years have the most obvious perception of usefulness, and most consumers disagree with the appearance or appearance of smart watches. The font is the factor that causes the failure of human-computer interaction. These results show that consumers' willingness to continue to use depends not only on human-computer interaction, but also on consumers' awareness of technological innovation.