| Abstract: | 隨著科技的進步，各式各樣的智慧型產品紛紛出籠，如運動手環或智慧型手錶，而從手機的智慧化開始，各種相關APP的陸續開發及應用更進一步影響人們的生活型態。到了2013年越來越多的大廠像是Google、Samsung、Sony、LG、Apple等等紛紛投入智慧型手錶的開發與研究，智慧型手錶的發展潛力由此可見一般。本研究將透過知覺價值(功能價值、享樂價值、知覺犧牲、象徵價值)之四構面，與態度來探討消費者對智慧型手錶的購買意圖。
本研究採用網路問卷進行隨機抽樣，以SPSS22.0版及Lisrel8.7版作為本研究之分析工具。最後透過結構方程模型分析驗證假說，得出以下結論：
一、在台灣的智慧型手錶市場中，功能價值及象徵價值透過態度對購買意圖有著關鍵性的影響力。
二、在台灣的智慧型手錶市場中，智慧型手錶的價值面都需經由態度加以中介，才能影響購買意圖。
With the progress of science and technology, a wide range of intelligent products have come out, such as sports bracelet or smart watches, and from the wisdom of mobile phones began, all kinds of related APP gradually developed, but also gradually into people''s lives is to further affect the human life style.
In 2013, more and more technology manufacturers like Google, Samsung, Sony, LG, Apple, and so on, all of them have invested in smart watches this product, it seems that also shows the development of smart watches.
The purpose of this study will be through the perceived value (functional value, hedonic value, perceived sacrifice, symbolic value) of these four facets, and attitude to explore the consumer''s intention let them to purchase the smart watches.
This study collects data from online questionnaire, where random samples are selected. Lisrel 8.7 and SPSS 22.0 are applied to analyze the data. Through employing structural equation modeling to test the hypotheses, results are gathered as below:
(1)In Taiwan''s smart watch market, the functional value and symbolic value through the attitude of the purchase intention has a critical influence.
(2)In Taiwan''s smart watch market, the wisdom of the value of the watch face through the attitude to be mediated in order to affect the purchase intention. |
