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題名 黃金世代使用穿戴式裝置之價值與態度探討 --以Apple Watch 為例 作者 戴佳暄
Tai, Chai-Hsuan貢獻者 白佩玉
戴佳暄
Tai, Chai-Hsuan關鍵詞 產品認知價值
享樂程度
形象提升
正向情緒
自我效能
社會影響
生活結合度
Product perceived value
Hedonic level
Personal image
Positive emotion
Self-efficacy
Social influence
Connectivity with life日期 2021 上傳時間 1-Jul-2021 21:21:03 (UTC+8) 摘要 針對科技產品採用的意願與動機，過去許多研究以企業角度探討顧客購買意願或顧客忠誠度，但較少研究以消費者的心理層面認知角度去探討，且以往相關的文獻較多以大學生或年輕族群為研究對象，故本研究結合上述兩個條件進行黃金時代對智慧型穿戴式裝置之價值與態度探討。 本研究以 Apple Watch 為研究工具，並鎖定 50 歲至 65 歲黃金世代為受訪 之對象。問卷蒐集採個別一問一答的方式進行，先由研究者播放 Apple Watch 產品介紹短片作為受訪之開端，經由短片使受訪者對於該產品有初步的認知 後，則開始約三十至四十分鐘的結構式訪談。本次研究透過滾雪球法蒐集 100 份有效問卷，並以結構方程模式檢驗研究假說。研究結果歸納如下: 1. 以黃金世代的立場，智慧型穿戴式裝置具有四項產品認知價值，若依重要 性排序為外觀吸引力、資訊性、社交性、易用性。資訊性與社交性對享樂 程度具有正向影響外，易用性與外觀吸引力對提升個人形象亦有顯著的正 向關係。 2. 若欲提升黃金世代的正向情緒，則享樂程度及社會影響為關鍵影響因素， 該產品愈具有娛樂性且提升他們「服老，但不認老」的形象，愈能強化黃 金世代的正向情緒。 3. 黃金世代若在使用該產品的過程中，其功能愈能結合他們的生活習慣，甚 至是融入他們生活裡，享樂程度就更能夠提升黃金世代的正向情緒。
Previous research discusses the purchase intention or the loyalty from the enterprise’s side; lack of research discusses the customers’ psychological motives towards new product adoption. Moreover, most literature on new technology adoption focuses on the younger generation or the college students. Therefore, to fulfill these research gaps, the study investigates the value of the wearable devices for the middle age, aged from 50 to 65, and their attitude and adoption intentions. The study conducted 100 structured interviewees, along with 100 valid questionnaires to verify the research hypotheses using Structural Equation Model techniques. Accordingly, the results are included as follows: 1. For those aged 50-65, wearable devices have four types of perceived value, including appeal attractiveness, informativeness, sociability and usability. Informativeness and sociability both have positive influences on hedonic level; usability and appeal attractiveness also have positive influences in enhancing personal image. 2. Hedonic level and social influence both positively influence the positive emotion, significantly. 3. For moderating effect, this study suggests that the better the wearable devices connect with their daily life, the stronger relationship between the hedonic level and positive emotion is.參考文獻 中文參考資料 涂心柔(2016)。應用 OODA 循環理論於寵物穿戴式裝置 產業之研究，國立 臺北科技大學，台北市。 財團法人資訊工業策進會創新應用服務研究所(2015)。台灣 93 萬人使用智慧 穿戴裝置智慧手環最熱門逾 5 成著重「掌握健康資訊」及「提升運動效 能」功能性需求!。取自資策會本會新聞 http://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1653&fm_sqno=14 (最後造訪日期:2015 年 12 月 30 日) 財團法人資訊工業策進會創新應用服務研究所(2015)。服務創新體驗設計系統 研究與推動計(3/4)。取自 https://www.find.org.tw/market_info.aspx?k=2&n_ID=8482。(最後造訪 日期:2015年1月20日) 賴寧寧(2015)。低成長時代，最值得經營的 5 百萬人大商機，50 到 64 歲 史 上最敢花錢世代。商業周刊，1453 期，97-112。 英文參考資料 Arts, J. W., Frambach, R. T., & Bijmolt, T. H.A. (2011). Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior. International Journal of Research in Marketing, 28(2), 134-144. Babin, B. J., Darden, W. R., and Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of Academy of Marketing Science, 16(1), 74-94. Bandura, A. (1997). Self-efficacy: The exercise of control. Freeman, New York. Bandura, A. (2001). Social cognitive theory: An agentic perspective. Annual Review of Psychology, 52(1), 1-26. Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173. Baxter M. (1995). Product Design: A Practical Guide To Systematic Methods Of New Product Development, Springer, pp.55-57. Chen, Q., & Wells, W. D. (1999). Attitude toward the site. Journal of Advertising Research, 39(5), 27-37. Chin, W.W. and Newsted, P.R. (1999) structural equation modeling analysis with small samples using partial least squares. Statistical Strategies for Small Sample Research, 1, 307-341. Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22 (14), 1111-1132. Dholakia, U. M., Bagozzi, R. P., and Pearo, L. K. (2004), A social influence model of consumer participation in network- and small-group-based virtual communities, International Journal of Research in Marketing, 21(3), 241-263. Dou, J. H., & Zheng, Y. L. (2013). Research on Designing Pleasant Products for the Empty Nest Elderly. Packaging Engineering, 34, 34-37. Flanagin, A. J., & Metzger, M. J. (2001). Internet use in the contemporary media environment. Human Communication Research, 27(1), 153-181. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. Foxall, G. R., & Greenley, G. E. (1999). Consumers` emotional responses to service environments. Journal of Business Research, 46(2), 149-158. Hair Jr, J. F., Babin, B. J., Anderson, R. E., Tatham, R. L., & Black, W. C. (1992). Multivariate Data Analysis. New York: Macmillan. Hars, A., and Ou, S. (2002) Working for Free? Motivations for Participating in Open-Source Projects, International Journal of Electronic Commerce (6), pp. 25-39. Hyman, H. H. (1942). The psychology of status. Archives of Psychology (Columbia University). Jahoda, M. (1959). Conformity and independence: A psychological analysis. Human Relations, 12(2), 99-120. Jerusalem, M., & Schwarzer, R. (1992). Self-efficacy as a resource factor in stress appraisal processes. Self-efficacy: Thought Control of Action, 195-213. Kelman, H. C. (1958). Compliance, identification, and internalization: Three processes of attitude change. Journal of Conflict Resolution, 2(1), 51-60. Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223. Kulviwat, S., Bruner, G. C. II, & Al-Shuridah, O. (2009). The role of social influence on adoption of high tech innovations: The moderating effect of public/private consumption. Journal of Business Research, 62(7), 706-712. Lyubomirsky, S., King, L., & Diener, E. (2005). The benefits of frequent positive affect: Does happiness lead to success? Psychological Bulletin, 131, 803– 855. Maddux, J. E. (1995). Self-efficacy Theory (pp. 3-33). Springer US. Moore, G. C., & Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation. Information Systems Research, 2(3), 192-222. Nambisan, P., & Watt, J. H. (2011). Managing customer experiences in online product communities. Journal of Business Research, 64(8), 889-895. Perugini, M., & Bagozzi, R. P. (2001). The role of desires and anticipated emotions in goal‐directed behaviours: Broadening and deepening the theory of planned behaviour. British Journal of Social Psychology, 40(1), 79-98. Pirouz, D. M. (2006). An overview of partial least squares. Available at SSRN 1631359. Russell, R. V. (1987). The relative contribution of recreation satisfaction and activity participation to the life satisfaction of retirees. Journal of Leisure Research, 19(4), 273-283. Shaw, S. M. (1985). The meaning of leisure in everyday life. Leisure Sciences, 7(1), 1-24. Schwarzer, R. (1992). Self-efficacy in the adoption and maintenance of health behaviors: Theoretical approaches and a new model. In R. Schwarzer (Ed.), Self-efficacy: Thought Control of Action (pp. 217–243). Hemisphere Publishing Corp. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological Review, 110(3), 403. Turel, O., Serenko, A., & Bontis, N. (2010). User acceptance of hedonic digital artifacts: A theory of consumption values perspective. Information & Management, 47(1), 53-59. Van der Heijden H. (2003). Factors influencing the usage of websites: The case of a generic portal in the Netherlands. Information & Management, 40(6), 541-549. Westbrook, R. A., and Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84-91. Zheng, G., Dong, T., & Deng, Y. (2016). Theoretical model of special product design for the elderly. Art and Design Review, 4,1-7. Zhou, J. (2008). Study of design and development principles of product for the elderly. Packaging Engineering, 7, 057. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
103363114資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103363114 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.author (Authors) 戴佳暄 zh_TW dc.contributor.author (Authors) Tai, Chai-Hsuan en_US dc.creator (作者) 戴佳暄 zh_TW dc.creator (作者) Tai, Chai-Hsuan en_US dc.date (日期) 2021 en_US dc.date.accessioned 1-Jul-2021 21:21:03 (UTC+8) - dc.date.available 1-Jul-2021 21:21:03 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2021 21:21:03 (UTC+8) - dc.identifier (Other Identifiers) G0103363114 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136018 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 103363114 zh_TW dc.description.abstract (摘要) 針對科技產品採用的意願與動機，過去許多研究以企業角度探討顧客購買意願或顧客忠誠度，但較少研究以消費者的心理層面認知角度去探討，且以往相關的文獻較多以大學生或年輕族群為研究對象，故本研究結合上述兩個條件進行黃金時代對智慧型穿戴式裝置之價值與態度探討。 本研究以 Apple Watch 為研究工具，並鎖定 50 歲至 65 歲黃金世代為受訪 之對象。問卷蒐集採個別一問一答的方式進行，先由研究者播放 Apple Watch 產品介紹短片作為受訪之開端，經由短片使受訪者對於該產品有初步的認知 後，則開始約三十至四十分鐘的結構式訪談。本次研究透過滾雪球法蒐集 100 份有效問卷，並以結構方程模式檢驗研究假說。研究結果歸納如下: 1. 以黃金世代的立場，智慧型穿戴式裝置具有四項產品認知價值，若依重要 性排序為外觀吸引力、資訊性、社交性、易用性。資訊性與社交性對享樂 程度具有正向影響外，易用性與外觀吸引力對提升個人形象亦有顯著的正 向關係。 2. 若欲提升黃金世代的正向情緒，則享樂程度及社會影響為關鍵影響因素， 該產品愈具有娛樂性且提升他們「服老，但不認老」的形象，愈能強化黃 金世代的正向情緒。 3. 黃金世代若在使用該產品的過程中，其功能愈能結合他們的生活習慣，甚 至是融入他們生活裡，享樂程度就更能夠提升黃金世代的正向情緒。 zh_TW dc.description.abstract (摘要) Previous research discusses the purchase intention or the loyalty from the enterprise’s side; lack of research discusses the customers’ psychological motives towards new product adoption. Moreover, most literature on new technology adoption focuses on the younger generation or the college students. Therefore, to fulfill these research gaps, the study investigates the value of the wearable devices for the middle age, aged from 50 to 65, and their attitude and adoption intentions. The study conducted 100 structured interviewees, along with 100 valid questionnaires to verify the research hypotheses using Structural Equation Model techniques. Accordingly, the results are included as follows: 1. For those aged 50-65, wearable devices have four types of perceived value, including appeal attractiveness, informativeness, sociability and usability. Informativeness and sociability both have positive influences on hedonic level; usability and appeal attractiveness also have positive influences in enhancing personal image. 2. Hedonic level and social influence both positively influence the positive emotion, significantly. 3. For moderating effect, this study suggests that the better the wearable devices connect with their daily life, the stronger relationship between the hedonic level and positive emotion is. en_US dc.description.tableofcontents 目錄 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與研究問題 3 第三節 研究範圍與步驟 4 第二章 文獻探討與假設推論 5 第一節 產品認知價值 5 第二節 享樂程度 6 第三節 形象提升 7 第四節 正向情緒 7 第五節 自我效能 8 第六節 社會影響 9 第七節 生活結合度 10 第三章 研究方法 11 第一節 研究架構 11 第二節 研究設計 12 第三節 問卷設計 15 第四節 資料收集與分析方法 17 第四章 資料分析與實證結果 18 第一節 樣本結構 18 第二節 敘述性統計 19 第三節 衡量模型 21 第四節 結構模型 23 第五節 實證結果彙整 26 第五章 結論與建議 27 第一節 研究結論 27 第二節 實務意涵 28 第三節 研究限制與後續研究方向 30 參考文獻 31 附錄：問卷 36 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103363114 en_US dc.subject (關鍵詞) 產品認知價值 zh_TW dc.subject (關鍵詞) 享樂程度 zh_TW dc.subject (關鍵詞) 形象提升 zh_TW dc.subject (關鍵詞) 正向情緒 zh_TW dc.subject (關鍵詞) 自我效能 zh_TW dc.subject (關鍵詞) 社會影響 zh_TW dc.subject (關鍵詞) 生活結合度 zh_TW dc.subject (關鍵詞) Product perceived value en_US dc.subject (關鍵詞) Hedonic level en_US dc.subject (關鍵詞) Personal image en_US dc.subject (關鍵詞) Positive emotion en_US dc.subject (關鍵詞) Self-efficacy en_US dc.subject (關鍵詞) Social influence en_US dc.subject (關鍵詞) Connectivity with life en_US dc.title (題名) 黃金世代使用穿戴式裝置之價值與態度探討 --以Apple Watch 為例 zh_TW dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文參考資料 涂心柔(2016)。應用 OODA 循環理論於寵物穿戴式裝置 產業之研究，國立 臺北科技大學，台北市。 財團法人資訊工業策進會創新應用服務研究所(2015)。台灣 93 萬人使用智慧 穿戴裝置智慧手環最熱門逾 5 成著重「掌握健康資訊」及「提升運動效 能」功能性需求!。取自資策會本會新聞 http://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1653&fm_sqno=14 (最後造訪日期:2015 年 12 月 30 日) 財團法人資訊工業策進會創新應用服務研究所(2015)。服務創新體驗設計系統 研究與推動計(3/4)。取自 https://www.find.org.tw/market_info.aspx?k=2&n_ID=8482。(最後造訪 日期:2015年1月20日) 賴寧寧(2015)。低成長時代，最值得經營的 5 百萬人大商機，50 到 64 歲 史 上最敢花錢世代。商業周刊，1453 期，97-112。 英文參考資料 Arts, J. W., Frambach, R. T., & Bijmolt, T. H.A. (2011). Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior. International Journal of Research in Marketing, 28(2), 134-144. Babin, B. J., Darden, W. R., and Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of Academy of Marketing Science, 16(1), 74-94. Bandura, A. (1997). Self-efficacy: The exercise of control. Freeman, New York. Bandura, A. (2001). Social cognitive theory: An agentic perspective. Annual Review of Psychology, 52(1), 1-26. Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173. Baxter M. (1995). Product Design: A Practical Guide To Systematic Methods Of New Product Development, Springer, pp.55-57. Chen, Q., & Wells, W. D. (1999). Attitude toward the site. Journal of Advertising Research, 39(5), 27-37. Chin, W.W. and Newsted, P.R. (1999) structural equation modeling analysis with small samples using partial least squares. Statistical Strategies for Small Sample Research, 1, 307-341. Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22 (14), 1111-1132. Dholakia, U. M., Bagozzi, R. P., and Pearo, L. K. (2004), A social influence model of consumer participation in network- and small-group-based virtual communities, International Journal of Research in Marketing, 21(3), 241-263. Dou, J. H., & Zheng, Y. L. (2013). Research on Designing Pleasant Products for the Empty Nest Elderly. Packaging Engineering, 34, 34-37. Flanagin, A. J., & Metzger, M. J. (2001). Internet use in the contemporary media environment. Human Communication Research, 27(1), 153-181. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. Foxall, G. R., & Greenley, G. E. (1999). Consumers` emotional responses to service environments. Journal of Business Research, 46(2), 149-158. Hair Jr, J. F., Babin, B. J., Anderson, R. E., Tatham, R. L., & Black, W. C. (1992). Multivariate Data Analysis. New York: Macmillan. Hars, A., and Ou, S. (2002) Working for Free? Motivations for Participating in Open-Source Projects, International Journal of Electronic Commerce (6), pp. 25-39. Hyman, H. H. (1942). The psychology of status. Archives of Psychology (Columbia University). Jahoda, M. (1959). Conformity and independence: A psychological analysis. Human Relations, 12(2), 99-120. Jerusalem, M., & Schwarzer, R. (1992). Self-efficacy as a resource factor in stress appraisal processes. Self-efficacy: Thought Control of Action, 195-213. Kelman, H. C. (1958). Compliance, identification, and internalization: Three processes of attitude change. Journal of Conflict Resolution, 2(1), 51-60. Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205-223. Kulviwat, S., Bruner, G. C. II, & Al-Shuridah, O. (2009). The role of social influence on adoption of high tech innovations: The moderating effect of public/private consumption. Journal of Business Research, 62(7), 706-712. Lyubomirsky, S., King, L., & Diener, E. (2005). The benefits of frequent positive affect: Does happiness lead to success? Psychological Bulletin, 131, 803– 855. Maddux, J. E. (1995). Self-efficacy Theory (pp. 3-33). Springer US. Moore, G. C., & Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation. Information Systems Research, 2(3), 192-222. Nambisan, P., & Watt, J. H. (2011). Managing customer experiences in online product communities. Journal of Business Research, 64(8), 889-895. Perugini, M., & Bagozzi, R. P. (2001). The role of desires and anticipated emotions in goal‐directed behaviours: Broadening and deepening the theory of planned behaviour. British Journal of Social Psychology, 40(1), 79-98. Pirouz, D. M. (2006). An overview of partial least squares. Available at SSRN 1631359. Russell, R. V. (1987). The relative contribution of recreation satisfaction and activity participation to the life satisfaction of retirees. Journal of Leisure Research, 19(4), 273-283. Shaw, S. M. (1985). The meaning of leisure in everyday life. Leisure Sciences, 7(1), 1-24. Schwarzer, R. (1992). Self-efficacy in the adoption and maintenance of health behaviors: Theoretical approaches and a new model. In R. Schwarzer (Ed.), Self-efficacy: Thought Control of Action (pp. 217–243). Hemisphere Publishing Corp. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological Review, 110(3), 403. Turel, O., Serenko, A., & Bontis, N. (2010). User acceptance of hedonic digital artifacts: A theory of consumption values perspective. Information & Management, 47(1), 53-59. Van der Heijden H. (2003). Factors influencing the usage of websites: The case of a generic portal in the Netherlands. Information & Management, 40(6), 541-549. Westbrook, R. A., and Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84-91. Zheng, G., Dong, T., & Deng, Y. (2016). Theoretical model of special product design for the elderly. Art and Design Review, 4,1-7. Zhou, J. (2008). Study of design and development principles of product for the elderly. Packaging Engineering, 7, 057. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202100473 en_US
