青少年智慧型手機科技價值研究－以嘉義地區為例

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Title:	青少年智慧型手機科技價值研究－以嘉義地區為例
Other Titles:	Adolescent Technology Value of Smartphone--Case of Chiayi Area
Authors:	蔡炳立 TSAI, PING-LI
Contributors:	文化創意事業管理學系楊聰仁 YANG, TSUNG-JEN
Keywords:	互動性;科技接受模式;智慧型手機;知覺價值 Interactivity;Technology Acceptance Model;Smartphone;Perceived Value
Date:	2018
Issue Date:	2018-12-18 14:38:29 (UTC+8)
Abstract:	台灣地區青少年族群擁有智慧型手機比率高達九成以上，青少年手機使用情形日漸盛行，國內相關文獻又多以管理、行銷及使用情形為主要研究面向，關於科技價值傾向的研究，則是付之闕如。因此，本研究從科技價值面向來探討青少年對智慧型手機的價值取向，主要目的在於瞭解影響青少年智慧型手機的因素及因素間的相關性。　　本研究以「科技接受模式」為基礎，結合「知覺價值理論」與「互動性理論」，並納入「人格特質」、「同儕影響」、「自我表現」與「黏著程度」等外部變數，探討其與「互動性」及「知覺價值」之間的關係。以嘉義地區曾經使用過智慧型手機之青少年為母群體，採用立意抽樣問卷調查法收集資料，共回收310份有效問卷，並以迴歸分析法進行資料分析。研究結果顯示：(1)「外部變數」對「科技互動」呈現正向顯著影響。(2)「外部變數」對「社會互動」呈現正向顯著影響。(3)「科技互動」對「知覺價值」呈現正向顯著影響。(4)「社會互動」對「知覺價值」呈現正向顯著影響。(5)影響青少年對智慧型手機價值取向最大的因素為「科技互動」，其次為「社會互動」，整體解釋力達50.3%。　　本研究結果證實以功能導向型為主的智慧型手機已無法滿足青少年需求，「科技互動」與「社會互動」才是影響青少年價值取向最重要的兩大關鍵因素。據此，建議相關業者，在「科技互動」方面應更著重於效能的提升與豐富的設計；在「社會互動」方面則應更著重於青少年心理內化層面的需求。並建議後續研究者可用本研究所發展出的「青少年科技價值」為基礎，再進一步探討並推論到其它消費性電子產品或資訊科技，以達成理論與實務並重。　　More than 90% of teenagers in Taiwan have smartphones. The domestic related literature most focuses on management, marketing, and usage, but lacks research on the tendency of technology value. Therefore, this study explores the value orientation of Adolescent for smartphones from the perspective of technology value. The main purpose of this study is to understand the factors which influence the smartphone technology value of adolescent and the correlations between the factors and smartphone technology value.　　This study is based on the theory of TAM, combines ＂interaction theory＂ and ＂perceived value theory＂, and incorporates ＂personal traits＂, ＂peer influence＂, ＂self-expression＂ and ＂stickiness＂ as external variables. The population of this study is the adolescents who have used smartphone in the Chiayi area. This study conducted a questionnaire survey to collect data. A total of 310 valid questionnaires were retrieved and data analysis was performed using regression analysis. The major findings of this study are summarized as following: (1) The ＂external variables ＂have a significant positive effect on the ＂social interaction＂. (2) The ＂external variables＂ have a significant positive effect on the ＂technology interaction＂. (3) The ＂technology interaction＂ has a significant positive effect on the ＂perceived value＂. (4) The ＂social interaction＂ has a significant positive effect on the ＂perceived value＂. (5) The biggest factor affecting adolescent's value orientation of smartphone is the ＂technology interaction＂, followed by the ＂social interaction＂, and the overall explanation is 50.3%.　　The results confirmed that the ＂technology interaction＂ and ＂social interaction＂ is the major factors among adolescent's smartphone technology value orientation. Based on this, it is suggested that related businesses should focus more on the improvement of performance and rich design in terms of ＂technology interaction＂; and more emphasis should be placed on the needs of adolescents' psychology internalization in terms of ＂social interaction＂.
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