智慧型手機購買行為之研究 —消費者行為與資訊系統成功觀點

Abstract

隨著快速提升的全球銷售量與普及率，智慧型手機已經是當代火線話題性的創新性科技產品。本研究旨在探討影響消費者制訂智慧型手機購買決策的影響因子為何？根據本研究在台灣地區取得的樣本資料，本研究嘗試整合影響消費者對智慧型手機知覺價值的兩大主流因子：消費者購買行為因素與資訊系統成功因素。研究結果顯示，與消費者行為影響因子作為預測消費者對智慧型手機的知覺價值是適當的，品牌偏好、消費者專業與產品特徵對於知覺價值都存在顯著的影響。此外，資訊品質、系統品質與介面設計品質等構面，也都對知覺價值存在正向顯著的影響。因此，顧客對於智慧型手機的知覺價值受到消費者行為屬性與資訊系統成功因素的共同影響。最後，顧客對於智慧型手機的購後行為意圖也受到顧客對智慧型手機知覺價值的影響。相關的貢獻、應用與限制也都將一併討論與分析。

With the overwhelming prevalence globally, smartphone has become the top one innovative technological product. The purpose of this study is to discuss the factors that affect consumer’s purchasing decision. Based on data collected from Taiwan, this study integrates two mainstream aspects that may affect consumer’s perceived value of adopting smartphone, consumer behavior attributes and information system success. The findings of this study strongly support the appropriateness of using consumer behavioral attributes to predict customer perceived value toward using smartphone. Brand preference, customer expertise, and product features were observed to have significant effects on perceived value. In the meantime, information quality, system quality and interface design quality also have significant positive effects on perceived value. Finally, customer post purchase behavioral intentions regarding adopting smartphone tend to be based on their perceived value. Therefore, perceived value is predicted jointly by consumer behavior attributes and information system success determinants. Implications and limitations are discussed.