1

- iPhone

1

afang@cc.kuas.edu.tw

2

jimlinou@yahoo.com.tw

iPhone

iPhone251

iPhone

Keywords: Technology Acceptance Model TAM, smartphone, purchase intention

iPhoneiPhone

HD LED Retina

iPhoneiPhone

iPhonefacetimeiPhone

iPhoneRetina

iPhone

LCD

iPhone

iPhone

iPhone FacebookMyspace

2

iPhone

iPhone

Davis

1989iPhone

iPhone

iPhone

iPhone

iPhone

iPhone

iPhoneiPhone

Smartphone

memo

MP3

EMAILMSN

PDA PhonePDA Phone

PUSH EMAILPDA Phone

3

SmartphoneSmartphone

Technology Acceptance Model, TAMDavis1989

TAM

2-1

Davie1989

Davis et al.1989TAM

Davis et al.1989

Taylor & Todd1995

2-1 TAM

4

Taylor & Todd1995

TAM

Brown 1989

Time DimensionPlace Dimension

Acquisition Dimension

Use Dimension

Execution Dimension

Berry et al. 2002TimeEffort

Decision Convenience

AccessConvenience

Transaction Convenience

Benefit Convenience

Postbenefit Convenience

Non-monetary Cost

Kim & Moon2001

Atkinson & Kydd1997

5

Barnett1991

Davis,Bagozzi

& Warshaw1992Maignan & Lukas1997

Kim & Moon2001Concentration

Curiosity

Enjoyment

Shurmer1993

2006

connectivity cost

transaction coststime & opportunity cost

&

Wu & WangLuarn & Lin

6

Dodds et al.1991

2005

TAM

iPhone

3-1

Eastin20022004

H1

2003

Berry,Seider & Grewal2002

Szymanski & Hise2000

Berry et al. 2002

H2

Atkinson & Kydd1997

Lukas & Maignan1997

3-1

H1

H6 H7

H8

H9

H10

H5

H2

H3

H4

7

H3

Kim & Moon2001

; LaiLim & Teo1999

H4

Monroe1990 & Rogers1962Rogers

2003Constantinides 2002

Wu & Wang2005

2007

Lichtenstein et al.1988& Monroe1990

Grewal, Hardesty & Iyer2004,Monroe1984

H5

Davis 1993, Adams et al. 1992,

Bruner II & Kumar 2005, Wu & Wang 2005

H6

E-mail

Davis 1993Mathieson et al. 2001, Shih 2004, Van der Heijden 2003, Bruner II and

Kumar 2005

H7

Davis 1993, Mathieson,

Peacock & Chin 2001, Shih 2004

H8

8

Hu et al.1999Dishaw and Strong1999Moon and Kim2001van der Heijden2003Wu and Wang

2005

3G

3G

H9

Hu et al. 1999, Kim & Moon2001, Van der Heijden 2003, Bruner II & Kumar2005

H10

iPhoneiPhone

Likert

51

SPSS 18.0

Cronbachs

0.7

Pearson Correlation1-1+10

Multiple Regression

9

330281

3025189.3%

Crobachs 0.7

0.3Cronbachs 0.697

Cronbachs 0.74-1

4-1

(Likert)

4-2

4-2

(4.36)

a01. iPhone

4.34 0.676 3

a02. iPhone

4.29 0.72 5

a03. iPhone

4.41 0.734 2

a04. iPhone

4.44 0.715 1

4-2 ()

Cronbachs

0.857

0.894

0.835

0.898

0.848

0.697

0.895

10

(4.25)

b01. iPhone 4.26 0.807 6

b02. iPhone

4.18 0.782 10

b03. iPhone

4.26 0.826 6

b04. iPhone

4.3 0.772 4

(3.02)

c01. iPhone

3.11 0.969 22

c02. iPhone

3.03 1.046 23

c03. iPhone

(AppStoreHami) 3.18 1.005 21

c04. iPhone

2.76 1.046 24

(4.07)

d01. iPhone

3.92 0.875 18

d02. iPhone

4.23 0.754 8

d03. iPhone

4.05 0.833 16

(4.15)

e01. iPhone

() 4.21 0.778 9

e02. iPhone

() 4.12 0.741 14

e03. iPhone

() 4.13 0.79 13

(4.11)

f01. iPhone 4.16 0.835 12

f02. iPhone 4.18 0.76 10

f03. iPhone 4.00 1.018 17

(3.95)

g01. iPhone 4.07 0.896 15

g02. iPhone 3.91 0.855 19

g03. iPhone

(iPhone 5iPhone 6) 3.88 0.974 20

11

()

4-24.294.44

a04.iPhone4.44a03.

iPhone4.414.36iPhone

()

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b04.iPhone4.30b01.

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4.264.25iPhone

()

4-22.763.11c03.

iPhone(AppStoreHami)3.18

3.02iPhone

()

4-2iPhone

3.92~4.23d02.

iPhone4.23iPhone

iPhone

()

4-2iPhone

4.12~4.214.15

e01.iPhone()4.21

iPhone

()

4-2iPhoneE-mail

12

4.00~4.18

4.11f02.iPhone

4.18

()

4-2iPhone3.88~4.07

iPhone3.95

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4.07iPhone

iPhone

iPhone

Pearson

Pearson +1 -1 +1 -1

1.r 0.7 0.7

2.r 0.3 0.30.7 0.7

3.r 0.3

4-30.001

0.7170.714

0.2520.309~0.669

4-3

1

0.717*** 1

0.252*** 0.309*** 1

0.610*** 0.626*** 0.311*** 1

0.655*** 0.669*** 0.357*** 0.523*** 1

0.545*** 0.620*** 0.457*** 0.617*** 0.550*** 1

0.520*** 0.578*** 0.452*** 0.617*** 0.542*** 0.714*** 1

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F67.312p

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18

1. 2003

2. 20072006

3. 200642235-256

4. 2005MOD

5. 2006

6. 2004

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19

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91-112.

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Perceived User Resources, The DATA BASE for Advances in Information Systems, Vol. 323, 86-112.

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Vol. 38, 217-230.

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Market , Information Economics & Policy, Vol. 53, 231-251.

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Netherlands, Information & Management, Vol. 406, 541-549.

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