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URN etd-0131110-154758 Statistics This thesis had been viewed 2829 times. Download 1519 times. Author Ya-Li Chen Author's Email Address No Public. Department Management Business Administration Year 2009 Semester 1 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 183 Title A STUDY ON PURCHASE INTENTION OF NETBOOK－BASE ON THE TECHNOLOGY ACCEPTANCE MODEL Keyword Disruptive Innovation Theory TAM Product Attribute Individual Difference Notebook Notebook Individual Difference Product Attribute TAM Disruptive Innovation Theory Abstract Eee PC is a netbook computer produced by AsusTek Computer Inc. After the successful launch of Eee PC, many companies have joined the production of netbook successively. Netbook conforms to the theory of disruptive innovation, and the computer industry was affected by this low-end disruptive product. However, research that has empirical documented user acceptance of netbook is scant. Therefore, the aim of this article attempts to find reasons why people accept netbook and their influences on purchasing intentions.
Technology Acceptance Model (TAM) usually used as a tool to investigate user acceptance of new information technology. This research use TAM as research framework combining individual difference (self-efficacy, personal innovation, computer playfulness) and product attribute (convenience, compatibility, quality, cost) as external variables to probe into the effect of these variables to publics’ perceived usefulness and perceived ease of use on using netbook. Further, the investigation focused on whether perceived usefulness and ease of use would affect publics’ attitude, intention to use and purchase intention toward netbook.
The participants in this study were people who live in Taiwan. Two hundred and sixty-six valid questionnaires in total were collected. By employing linear structural equation modeling (SEM) for analyzing, the results showed that all the constructs of original framework of TAM have significantly positive relationship. At the part of external variables, this study found “personal innovation” has no effect on perceived usefulness and perceived ease of use. Moreover, “self-efficacy” and “computer playfulness” have positive effect on “perceived ease of use”. It is noteworthy that “self-efficacy” has negative significantly effect on “perceived usefulness”. In addition, result of this study showed that only “convenience” and “compatibility” of product attribute have positive effect on “perceived usefulness” or “perceived ease of use”. Finally, this research verified that “experience” has effect on “purchase intention” by employing One-Way ANOVA.
Advisor Committee Pi-Chuan Sun - advisor
Hao-Erl Yang - co-chair
Hui-Chen Chang - co-chair
Files Date of Defense 2010-01-19 Date of Submission 2010-01-31