以科技接受模式探討影響國中生購買智慧型手機因素之研究──以台中市為例

Exploring the Influencing Factors of Purchasing Behavior for Smart Phone on Junior High School students of Taichung City

本文以「科技接受模式」作為研究的理論基礎，探討影響國中生購買智慧型手機行為因素之研究，以台中市十所國中生為對象，文中利用結構方程模式進行影響學生購買智慧型手機行為因素實證，研究主要發現：產品屬性對易用性、知覺享樂和使用態度具顯著效果；易用性對知覺享樂和有用性具影響；知覺享樂對有用性具顯著效果及使用態度對使用意願不具顯著效果。

The main purpose of this paper is to discuss the influencing factors of purchasing behavior of smart phone for junior high school students of Taichung city. Drawing on the Technology Acceptance Model, this study found that: first, product attribute has remarkable influences on perceived ease of use, pleasure perception and attitude toward use. Second, perceived ease of use causes significant influence on pleasure perception and perceived usefulness. Third, pleasure perception has remarkable influence on attitude toward using. Finally, the variable of attitude toward using has less influence on behavioral intention to use.