| 摘要: | 本研究目的在探討中華電信MOD產品之創新科技、生活型態、知覺價值與採用意願關係，以描述性統計、信度分析、因素分析、T檢定分析、相關分析及迴歸法進行統計分析。研究結果發現：中華電信MOD產品受訪者以男性、30歲以下、軍公教業、大學(專)學歷，收入新台幣15,000元~34,999元為最多。1. 研究發現創新科技、知覺價值及採用意願三者之間均有顯著相關；生活型態、知覺價值及採用意願三者之間均有顯著相關。2. 分析創新科技與知覺價值對採用意願的關聯性，發現創新科技對知覺價值的顯著影響、創新科技對採用意願的顯著影響、知覺價值對採用意願的顯著影響均得到支持；知覺價值對創新科技與採用意願之中介效果亦得到支持。3. 分析生活型態與知覺價值對採用意願的關聯性，發現生活型態對知覺價值的顯著影響、生活型態對採用意願的顯著影響、知覺價值對採用意願的顯著影響均得到支持；知覺價值對生活型態與採用意願之中介效果亦得到支持。
The purpose of this research is to investigate the relationship among the innovation technology, the life style , the perceived value and the intention of adopting of the CHT's MOD. The tools used for data analysis are descriptive statistics analysis, reliability analysis, factor analysis, T test analysis of variance analysis, correlation analysis and regression analysis.The results of this research are as following:1. The CHT's MOD to the custmer socio-economic background are male, age below 30, civil and teaching industry, specialist / university graduate, income NTD 15,000~34,999 for the majority ethnic group.2. Study found that innovation technology, perceived value, intention of adopting were significantly correlated between the three. Study found that life style, perceived value, intention of adopting were significantly correlated between the three.3. To analyze the correlation among innovation technology,perceived value, and intention of adopting.The result reveals that innovation technology has an significant effect on perceived value and intention of adopting. Besides, perceived value has much influence on intention of adopting as well. In other words, perceived value has a mediating effect, on innovation technology and intention of adopting.4. To analyze the correlation among life style, perceived value, and intention of adopting. The result reveals that life style has an significant effect on perceived value and intention of adopting. Besides, perceived value has much influence on intention of adopting as well. In other words, perceived value has a mediating effect, on life style and intention of adopting. |
