探討消費者對Synology NAS的接受度：以UTAUT2模型分析2025年硬碟相容性政策轉變之影響

Abstract

本研究以Synology於2025年實施的硬碟(HDD)相容性政策變動為背景，探討在供應商主導的平台治理情境下，消費者對Synology網路附加儲存(Network Attached Storage, NAS)產品的接受程度。研究以科技接受與使用整合理論第二版(Unified Theory of Acceptance and Use of Technology 2, UTAUT2)為理論基礎，整合傳統科技接受構面與治理相關知覺，以解釋消費者在採用前與採用後階段的評價機制。本研究透過線上問卷蒐集臺灣與南韓成年消費者之調查資料，共獲得134份有效樣本，並採用以假設為導向、具階段區分的分析方法，將潛在採用者與既有使用者加以區分。研究結果顯示，績效期望、努力期望、價格價值與信任皆與行為意圖呈現正向關聯，其中價格價值為最具影響力之預測變數。在核心科技接受構面之外，與HDD相容性政策相關的治理知覺中，「感知自由度」對信任具有顯著正向影響，而「感知公平性」則未呈現顯著效果。針對既有使用者而言，信任在政策採用後的行為反應中展現出較為細緻的作用機制，其功能更偏向於穩定使用評價，而非直接強化行為意圖。此外研究結果顯示，不同受訪者對政策實施時期之主觀認知，並未在政策評價上產生顯著差異。整體而言，本研究發現UTAUT2構面仍為解釋NAS消費者接受的重要預測因子，而治理相關知覺主要透過「信任」間接影響接受歷程。透過明確區分採用前與採用後階段，本研究進一步指出，治理知覺在不同使用階段中，係透過不同機制影響消費者的接受與評價。

This study examines consumer acceptance of Synology Network Attached Storage (NAS) within the context of vendor-managed platform governance, focusing on Synology’s 2025 hard disk drive (HDD) compatibility policy changes. Drawing on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), the study integrates traditional technology acceptance determinants with governance-related perceptions to explain both adoption and post-adoption evaluations. Survey data were collected from adult consumers in Taiwan and South Korea, yielding 134 valid responses. A hypothesis-centered, stage-based analytical approach was employed to distinguish between potential adopters and existing users. The results indicate that performance expectancy, effort expectancy, price value, and trust are all positively associated with behavioral intention, with price value emerging as the strongest predictor. Beyond core acceptance beliefs, perceived freedom associated with the HDD compatibility policy contributes positively to trust, whereas perceived fairness does not exhibit a significant effect. Among existing users, trust demonstrates a nuanced relationship with post-adoption responses to the policy, functioning as a stabilizing factor rather than directly amplifying behavioral intention. No significant differences in policy evaluations are observed based on respondents’ perceived policy period. Overall, the findings suggest that while UTAUT2 constructs remain robust predictors of NAS acceptance, governance-related perceptions primarily operate through trust. By explicitly distinguishing between pre-adoption and post-adoption stages, this study demonstrates that governance-related perceptions influence acceptance through different mechanisms across usage stages.