智慧型手機已成為時下流行的科技新產品，而科技接受模式是目前最常被用來研究使用者對某項科技接受程度的理論模式。 本研究運用科技接受模式，並且以促銷活動為中介變項探討智慧型手機使用者之購買意願，希望能提供最新且完整的資訊以瞭解消費者在購買智慧型手機時的影響因素。本研究的目的包括：一、促銷活動在知覺易用對購買意願之影響是否具有中介效果。二、促銷活動在知覺有用對購買意願之影響是否具有中介效果。 本研究結果顯示：(1)消費者對智慧型手機促銷方式以續約折價促銷方式最能接受(2)知覺易用對知覺有用有正向之影響(3)知覺有用對購買意願有正向之影響(4)知覺易用對購買意願有正向之影響(5)促銷活動對購買意願有正向之影響(6)知覺有用對促銷活動有正向之影響(7)知覺易用對促銷活動有正向之影響(8)促銷活動在知覺有用對購買意願之影響中具中介效果(9)促銷活動在知覺易用對購買意願之影響中具中介效果 Nowadays smart phones have become part of our life and it seems interesting to understand the factor in affecting the acceptance of the innovative products. In practice, Technology Acceptance Model is widely accepted to examine the relevant issues involving the acceptance of innovative products. In this paper, I set promotion campaigns as an mediating variable for the relation of perceived ease of use and purchase intension, and the relation of perceived ease of use and purchase intension. Through the statistical analysis, this paper finds that:(1) The best way of promotion campaigns for smart phone consumers is to extend the contract with discount of new phone,(2) Perceived ease of use causes significant influence on Perceived usefulness,(3) Perceived usefulness causes significant influence on purchase intension,(4) Perceived ease of use causes significant influence on purchase intension,(5) Promotion campaigns causes significant influence on purchase intension,(6) Perceived usefulness causes significant influence on promotion campaigns,(7) erceived ease of use causes significant influence on promotion campaigns,(8) Promotion campaigns causes mediating effect between perceived usefulness and purchase intension,(9) promotion campaigns causes mediating effect between perceived ease of use and purchase intension.
