平板電腦並非嶄新的產品，但過去一直並未受到市場太多的關注。而這樣的情況在2010年Apple推出的iPad平板電腦後產生了很大的改變。iPad甫推出9個月就熱銷千萬台。這股熱潮引起IT與手機等各大公司相繼投入此商品開發，預計2011年將有近百款平板電腦上市而掀起一場平板電腦大戰。但就消費者立場來看，平板電腦能提供給消費者什麼樣的利益？消費者是否能接受此一產品，而非如同以前的平板電腦般曇花一現。故了解影響平板電腦潛在使用者的使用意願的關鍵因素為何，以及具有不同個人特徵的使用者對於平板電腦的認知是否存在著差別為本研究欲本研究以結合科技接受模式與創新擴散理論為研究模式，對平板電腦潛在使用者進行問卷調查。透過網路問卷方式，在為期三週的時間中共計發出576份問卷，回收有效問卷536份。並以敘述性統計、因素分析、變異數分析、多元迴歸分析等統計方法對問卷結果進行分析。
研究發現相知覺娛樂性、知覺易用性、相對優勢為影響平板電腦使用意願最主要因素。而可試用性、知覺價格、知覺彈性、形象亦對平板電腦使用意願有顯著影響。而不同人口統計變項之潛在使用者對於平板電腦的認知價值與使用意願也不盡相同。本研究認為透過提升潛在消費者各認知構面有助於增進其使用平板電腦之意願。並透過實證延伸科技接受模式與創新擴散理論的應用範圍。

Tablet PC is not a brand-new idea. But it did not draw much attention of consumers in the past. However tablet PC became the hottest product since Apple released the iPad in April 2010 which hit 15 million sales record in less than nine months. And this fever drives all of the IT, PC, mobile companies to start their production line. A war of tablet PC is about to begin in 2011. But from consumers’ perspective, is tablet PC so different from its counterpart being utilized currently that attracts consumer to use it? What are the factors influencing the intention to use tablet PC?
To answer the question, this study presents an extended technology acceptance model (TAM) integrating innovation diffusion theory and perceived price to examine the factors that influence the adoption of tablet PC. And the proposed model was empirically tested through data collected from an online questionnaire with 536 samples. And principal analysis, ANOVA, multiple regression as well as descriptive statistics were conducted to analyze the data.
The findings indicate that all of the factors proposed in the model anticipate potential users’ intention to use tablet PC. Among the factors, perceived enjoyment, perceived ease of use, relative advantage have the most significant influence and image is the least one. This study may extend use of TAM and provide further insights into tablet PC marketing strategies.

論文審定書 I
誌 謝 ii
中文摘要 iii
英文摘要 iv
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第四節 研究範圍與限制 5
第二章 文獻探討 6
第一節 平板電腦 6
第二節 科技接受模式 13
第三節 創新擴散理論 23
第四節 知覺價格 30
第三章 研究設計 32
第一節 研究架構與模式 32
第二節 研究方法 34
第三節 問卷設計 42
第四節 分析方法 47
第四章 實證分析 50
第一節 樣本結構分析 50
第二節 平板電腦使用意願分析 56
第三節 平板電腦使用意願研究發現 71
第五章 結論與建議 76
第一節 結論 76
第二節 建議 78
第三節 管理意涵 79
參考文獻 80
一、中文部份 80
二、英文部份 80
三、網站部份 86
附錄 平板電腦使用意願問卷 88

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三、網站部份
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