The Fuzzy DNP based TAM3 for analyzing the factors influencing the acceptance of PadFones

Abstract

The factors influence the adoption and acceptance of emerging information technology (IT) products have always been the major concerns for new product developments. Recently, the emergence of Smart Phones and the Tablet PCs motivated major IT vendors like ASUS Technology and Samsung Electronics to launch mobile devices by either integrating a physical smart phone as well as a physical Tablet PC or an integrated mobile device consisting of both the functions of both Smart Phones' and the Tablet PCs'. The mobile device consisting of two physical identities is defined as a PadFone. Though PadFones are novel mobile devices which intend to fulfill the needs of specific segment of business customers', very few scholars tried to explore the factors influencing consumer acceptance and acceptance of PadFones. In order to realize factors influencing the consumers' acceptances and purchase behaviors of PadFones, the third generateon Technology Acceptance Model (TAM3) will be introduced as the theoretic foundation for predicting customers' purchase behavior. Meanwhile, since the customers who are familiar with the PadFone are very limited, the Fuzzy Decision Making Trial and Evaluation Laboratory (FDEMATEL) base Network Process (FDNP) method for deriving lead users' opinions will be used to construct the causal relationships between the factors and derive associated weights versus each factor influencing the technology acceptances. An empirical study result being derived based on experts' opinions demonstrates the computer playfulness, perceived usefulness and perceived ease of use, behavioral intention, and use behavior to be the most important factors in influencing the user's acceptance of PadFones. Additionally, the empirical study results can serve as a basis for future marketing strategy definition of mobile device vendors.