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題名 當台灣消費者遇上中國科技品牌：跨兩岸科技接受模式
When Taiwanese Consumers Meet Chinese Technology Brands: Cross-Strait Technology Acceptance Model
作者 楊陽
Yang, Yang
貢獻者 張郁敏
Chang, Yuhmiin
楊陽
Yang, Yang
關鍵詞 來源國效應
國家形象
科技接受模式
民族中心主義
消費者敵意
COO
Country image
TAM
Consumer Ethnocentrism
Consumer Animosity
日期 2016
上傳時間 20-Jul-2016 16:34:37 (UTC+8)
摘要 本研究以臺灣消費者為研究對象，檢視兩岸特殊文化背景之下台灣消費者對中國科技品牌之接受情況，整合科技接受模式（TAM）與來源國效應之彈性模式，提出跨兩岸科技接受模式（CSTAM）。研究以問卷調查的形式，探討中國國家形象、台灣消費者民族中心主義以及消費者敵意在其接納中國科技產品過程中的作用機制。本研究問卷於 2015 年 7 月在網路上發放，總計回收有效問卷558份。研究結果發現，中國國家形象會正向影響台灣消費者對於中國科技產品的接受情況。民族中心主義會負向影響台灣消費者對於中國科技產品的使用態度，而台灣消費者對於中國科技產品的使用態度會正向影響台灣消費者對於中國科技產品的使用意願；使用態度具有完全中介效果。台灣消費者對於中國科技產品的敵意越高，使用態度會越負面，使用意願也會越低。
This thesis attempts to examine the acceptance of Chinese technology brand among Taiwanese consumer under the context of cross-strait culture. This study combines the Technology Acceptance Model (TAM) and Country-Of-Origin Effect to propose a Cross-Strait Technology Acceptance Model. This thesis examines the roles of China’s country image, Consumer Ethnocentrism, Consumer Animosity and their effects on Taiwanese consumers’ acceptance of Chinese technology brand. Using an online questionnaire, a total of 558 valid samples, participated in this study during July, 2015. Findings of this study suggest that the image of China and the attitude toward Chinese technology product have positive association with the acceptance of Chinese technology brand. However, Ethnocentrism exerts negative influence on the acceptance of Chinese technology brand. Taiwanese consumers’ attitude toward Chinese technology products moderates the relationship. The more Taiwanese consumers have animosity toward Chinese technology products, the more they have negative attitude toward Chinese technology products. With this way, Taiwanese consumers have less intention to use Chinese technology products.
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描述 碩士
國立政治大學
廣播電視學系
102453020
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102453020
資料類型 thesis
dc.contributor.advisor 張郁敏zh_TW
dc.contributor.advisor Chang, Yuhmiinen_US
dc.contributor.author (Authors) 楊陽zh_TW
dc.contributor.author (Authors) Yang, Yangen_US
dc.creator (作者) 楊陽zh_TW
dc.creator (作者) Yang, Yangen_US
dc.date (日期) 2016en_US
dc.date.accessioned 20-Jul-2016 16:34:37 (UTC+8)-
dc.date.available 20-Jul-2016 16:34:37 (UTC+8)-
dc.date.issued (上傳時間) 20-Jul-2016 16:34:37 (UTC+8)-
dc.identifier (Other Identifiers) G0102453020en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99277-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣播電視學系zh_TW
dc.description (描述) 102453020zh_TW
dc.description.abstract (摘要) 本研究以臺灣消費者為研究對象，檢視兩岸特殊文化背景之下台灣消費者對中國科技品牌之接受情況，整合科技接受模式（TAM）與來源國效應之彈性模式，提出跨兩岸科技接受模式（CSTAM）。研究以問卷調查的形式，探討中國國家形象、台灣消費者民族中心主義以及消費者敵意在其接納中國科技產品過程中的作用機制。本研究問卷於 2015 年 7 月在網路上發放，總計回收有效問卷558份。研究結果發現，中國國家形象會正向影響台灣消費者對於中國科技產品的接受情況。民族中心主義會負向影響台灣消費者對於中國科技產品的使用態度，而台灣消費者對於中國科技產品的使用態度會正向影響台灣消費者對於中國科技產品的使用意願；使用態度具有完全中介效果。台灣消費者對於中國科技產品的敵意越高，使用態度會越負面，使用意願也會越低。zh_TW
dc.description.abstract (摘要) This thesis attempts to examine the acceptance of Chinese technology brand among Taiwanese consumer under the context of cross-strait culture. This study combines the Technology Acceptance Model (TAM) and Country-Of-Origin Effect to propose a Cross-Strait Technology Acceptance Model. This thesis examines the roles of China’s country image, Consumer Ethnocentrism, Consumer Animosity and their effects on Taiwanese consumers’ acceptance of Chinese technology brand. Using an online questionnaire, a total of 558 valid samples, participated in this study during July, 2015. Findings of this study suggest that the image of China and the attitude toward Chinese technology product have positive association with the acceptance of Chinese technology brand. However, Ethnocentrism exerts negative influence on the acceptance of Chinese technology brand. Taiwanese consumers’ attitude toward Chinese technology products moderates the relationship. The more Taiwanese consumers have animosity toward Chinese technology products, the more they have negative attitude toward Chinese technology products. With this way, Taiwanese consumers have less intention to use Chinese technology products.en_US
dc.description.tableofcontents 謝詞 2
摘要 3
Abstract 4
目錄 5
第一章 緒論 6
一、研究背景與動機 6
二、研究目的 8
第二章 文獻探討 9
一、來源國形象與來源國效應 9
二、科技接受模式（TAM） 16
三、跨兩岸科技接受模式（CSTAM） 19
第三章 研究方法 25
一、研究母體與抽樣方法 25
二、研究變項之操作型定義 26
三、問卷設計 35
第四章 研究結果 36
一、樣本輪廓 36
二、信效度檢測 38
三、研究假設檢定 39
四、研究假設檢定 48
第五章 結論與建議 51
一、重要研究發現 51
二、研究貢獻 53
三、研究限制與建議 54
參考文獻 56
附錄一：正式問卷 65		zh_TW
dc.format.extent 1951957 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102453020en_US
dc.subject (關鍵詞) 來源國效應zh_TW
dc.subject (關鍵詞) 國家形象zh_TW
dc.subject (關鍵詞) 科技接受模式zh_TW
dc.subject (關鍵詞) 民族中心主義zh_TW
dc.subject (關鍵詞) 消費者敵意zh_TW
dc.subject (關鍵詞) COOen_US
dc.subject (關鍵詞) Country imageen_US
dc.subject (關鍵詞) TAMen_US
dc.subject (關鍵詞) Consumer Ethnocentrismen_US
dc.subject (關鍵詞) Consumer Animosityen_US
dc.title (題名) 當台灣消費者遇上中國科技品牌：跨兩岸科技接受模式zh_TW
dc.title (題名) When Taiwanese Consumers Meet Chinese Technology Brands: Cross-Strait Technology Acceptance Modelen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 「中國出品」為何突然在台灣紅起來？WeChat、小米機、我是歌手（2013年4月17日）。商業週刊網。2014年10月15日，取自：http://www.businessweekly.com.tw/KIndepArticle.aspx?id=18811
2014台灣無線網路使用調查（2015年1月）。台灣網路資訊中心。2015年6月22日，取自： http://www.twnic.net.tw/index3.php
Alexa Top Sites in Taiwan（2014年6月24日）。Alexa.com。2015年6月24日，取自： http://www.alexa.com/topsites/countries;0/T
App Annie Index（2014年6月24日）。AppAnnie.com。2015年6月24日，取自： https://www.appannie.com/indexes/
中國網路業 統一台灣？（2013年10月30日）。天下雜誌網。2014年10月15日，取自：http://www.cw.com.tw/article/article.action?id=5053336
余朝權. (2006). 大台北都會消費者本國中心傾向與對外國服務品牌態度之關係: 以國際航空客運業為例. 東吳經濟商學學報, (52), 151-174.
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