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題名:使用者作業系統升級行為之研究 ─ 基於現狀偏誤理論與購買意圖模式
作者:汪于茵 引用關係
作者(外文):Yu-Yin Wang
校院名稱:國立中山大學
系所名稱:資訊管理學系研究所
指導教授:林東清
學位類別:博士
出版日期:2014
主題關鍵詞:性能過載慣性知覺需要效果層級模式現狀偏誤理論購買意圖模式升級Hierarchy of effects modelStatus quo bias (SQB) theoryPurchase intention model (PIM)UpgradeOver performancePerceived needInertia
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儘管過去文獻提及使用者的升級行為是創新科技的關鍵成功因素之一,鮮少研究針對使用者的升級行為之決定因素進行探討。藉此,本研究試圖整合現狀偏誤理論與效果層級模式的概念至Warshaw (1980)的購買意圖模式,透過使用者的購買能力、知覺需要和慣性三方面深入了解影響其作業系統升級意圖的決定因素。本研究使用調查法蒐集213個有效樣本,並採用PLS進行模型分析。結果顯示,使用者的知覺需要和慣性分別會顯著的正向和負向的直接影響作業系統升級行為意圖,然而購買能力卻不會對其造成顯著的影響。知覺需要被進一步的發現扮演現任系統習慣、利益損失成本、程序轉換成本與升級行為意圖之間完全中介的角色。另一方面,慣性除了扮演相對優勢、產品知識和升級行為意圖之間完全中介的角色之外,也在社會規範、性能過載與升級行為意圖之間有部分中介的作用。此外,不確定性成本、沉沒成本及社會規範則不會透過慣性影響使用者的升級行為意圖。值得關注的是,慣性亦會顯著的負向調節知覺需要和升級行為意圖之間的正向關係。最後,本研究結果對升級行為的理論與實務發展皆提供了重要的意涵。
Though prior research has recognized users’ upgrading behavior as one of the keys to successful tech-innovations, few studies have investigated the determinants of a user’s behavioral intention to upgrade. Therefore, this paper tries to fill the gap and to explore operating system’s upgrading behavior by incorporating both status quo bias (SQB) theory and hierarchy of effects model into Warshaw’s purchase intention model (PIM). Data collected from 213 users were analyzed using the Partial Least Squares (PLS) approach. Results showed that perceived need (positively) and inertia (negatively) influenced users’ intention to upgrade to a new generation operating system. Perceived need has been found have full mediated effects on incumbent system habit, benefits loss costs and procedural switching costs with upgrading intention. In addition, inertia serves as full mediate effects on relative advantages and product knowledge and partially mediate effects on social norms and over performance with upgrading intention. Inertia also has moderating effect that weakens the positive relationship between perceived need and behavioral intention. These findings would provide valuable implications in terms of IT upgrades for both academicians and practitioners.
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