探討消費者對智慧型手機使用意圖之研究:以Apple iPhone為例

Abstract

The prevalence of mobile phones in people’s lives and the rapid development of technology stimulate the evolution of mobile phone products, and therefore the smartphone, which combines ordinary mobile phone and personal digital assistant (PDA), was born. The characters of smartphone like functions and design make it almost change from the desire-to-have product to the must-to-have product. Among miscellaneous smartphones, the growth rate of Apple’s iPhone is the most marvelous along with lots of business opportunities. Consequently, this study aims to analyze users’ acceptance behavior of iPhone and find out what really drives their intention to use iPhone by adopting an extended technology acceptance model (TAM). The research targets in this study are Taiwanese iPhone users. The respondents were recruited via the Facebook, and a total of 300 online questionnaires were obtained. The results of this study show that users’ perceptions are significantly associated with their motivation to use iPhone. Specifically, external design, perceived enjoyment, perceived usefulness, and perceived ease of use are found to have significant influence directly on users’ intention to use iPhone in order of their influential degree. Moreover, the perceived usefulness proves to be significantly affected by compatibility, perceived ease of use, and subjective norm, whereas the perceived ease of use is confirmed to be directly and significantly related to electronic products self-efficacy and trialability. Comprehensively, the findings of this research can offer companies in the telecommunication industry and the smartphone company with a better understanding of Taiwanese consumers’ intention to use iPhone so that they can meet consumers’ preference and consideration more precisely while planning new strategies.