消费者智能手机使用意愿之影响因素研究

Study on Factors of Consumers' Adoption Intention of Smart Phone

研究以科技接受模型和创新扩散模型为理论基础,探讨消费者智能手机使用意愿的影响因素。研究发现,参照群体影响和消费者网络经验对智能手机使用意愿显著正向影响;知觉风险显著负向影响;而消费者创新性对消费者智能手机的使用意愿影响作用并不显著。营运商应针对智能手机使用意愿的影响因素,制定产品信息交流与营销计划。

The profit was gradually increasied by invent of smart phone for telecommunication companies. Based on tech- nology acceptance model and innovation diffusion model, the factors which influence the adoption intention of smart phone were proposed. Through the empirical study, the results suggested that reference group and previous using experience of internet havd significant positive effect on the adoption intention, while the perceived risk showed a significant negative influence. However, the innovativeness showed no effect on the adoption intention. From the managerial perspective, the telecommunication company needs focused on those factors in their advertising and promotion strategies.