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題名：使用3G手機的認知與情感行為
書刊名：環球科技人文學刊
作者：劉文良
作者(外文)：Liu, Wen-liang
出版日期：2007
卷期：6
頁次：頁51-70
主題關鍵詞：科技接受模式；3G手機；情感；情意；焦慮；TAM；3G；Affective factors；Affect；Anxiety
原始連結：連回原系統網址new window
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本研究從消費者的感性觀點，以科技接受模式為理論基礎，探討消費者對3G手機的使用意願。回顧文獻發現，不論是理性行動理論（TRA），計劃行為理論（TPB），甚至科技接受模式（TAM），都只從人的理性面切入，十分缺乏從人的感性面來深入探討消費者的使用意向。為此，本研究從態度構成的三元素(認知、情感、行為意向)出發，重新建構消費者對使用3G手機的行為意向模式。本研究採用問卷調查法，調查對象為台灣地區3G手機的現有用戶。本研究共發出450份問卷，扣除71份填寫不完整的無效問卷，有效回收379份，有效回收率達84.2%。研究結果顯示，消費者對3G手機的認知因素（知覺易用性、知覺有用性、知覺娛樂性）以及情感因素（情意與焦慮）均會顯著影響3G手機的實際使用。
The research applies the affective perspective to investigate consumers’ behavior regarding their intentions to use 3G handsets based on Technology Acceptance Model (TAM). In recent years, researches of the consumers' behaviors have lacked the affective viewpoint and only restricted to the rational angle, with examples of Theory of Reasoned Action (TRA), and Theory of Planned Behavior (TPB). The study starts with a tri-component construct of an attitude (cognition, affective, behavioral intention) to reconstruct the TAM. The proposed model was empirically tested using data collected from a survey of 450 samples with a response rate of 84.2%. The structural equation modeling technique was used to evaluate the causal model and confirmatory factor analysis was performed to examine the reliability and validity of the measurement model. Our findings indicated that cognitive factors (perceived usefulness, perceived easiness of use, and perceived playfulness) and affective factors (affect and anxiety) have a direct effect on behavioral intentions.
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