本研究探討當對最新的科技產品時，產品功能與外觀設計在消費者心理所扮演的角色。本研究亦嘗試暸解與分析消費基模與使用情境對科技產品接受的調節作用。研究以電子書閱讀器為實驗產品並採類似現象學訪談方法的質性研究進行。十二位個別深度訪談的受訪者，其中十一位是國立中山大學的外籍研究生。訪談分三個階段，在不同時間進行。三個階段的訪談重點主題，分別為閱讀習慣、科技的信念、對電子書閱讀器的反應、以及使用情境。研究分析顯示當產品功能、外觀設計、及閱讀基模之間產生一致性時，消費者對該產品較有正面的認知反應及情感的連結。以調查量表問題為基礎的研究結果亦顯示，當產品符合消費者的某種使用情境需求，科技新產品的採用意願較高。

The current study attempted to examine the roles of product functions and form in consumers’ mind when they encounter a new product with state-of-the-art technology. Also, the study tried to explore and understand the moderating effects of consumption schema and using situations on technology acceptance. The research picked e-book reader as the experimental product, while used qualitative research method with phenomenological approach. There were 12 key informants participating separately in the in-depth interviews. Eleven of them are foreign graduate students in the NSYSU. The phenomenological one-to-one interviews were conducted in three phases in different days and with particular aspects of technology acceptance, that is, reading schema, technology beliefs, responses to e-book reader, and the using situations. Findings of the study revealed that positive beliefs and affective connection with the product emerge once consumers find the conformity between product functions, form and their reading schema expectations. Regarding specific situations, consumers have certain goals to be fulfilled. Questions in the survey scale of acceptance confirmed people’s adoption when they see the products meet their goals.

Table of Contents i
List of Tables iii
List of Figure iv
Chapter 1 Introduction 1
Chapter 2 Literature Review 5
2.1 Technology product 5
2.2 Consumption schema and using situations 9
2.3 Technology acceptance 11
2.4 Qualitative research methods 15
2.5 Summary 18
Chapter 3 Theoretical Framework 19
3.1 The research product 19
3.2 Consumer psychological responses 23
3.3 Consumption schema 24
3.4 Using situations 24
3.5 Technology product acceptance 25
3.6 The framework 26
Chapter 4 Research Method and Data Collection Process 28
4.1 Research method 28
4.2 Questions for the in-depth interview 28
4.3 Key informants 30
4.4 Data collection process and phases of interview 30
4.5 The interpretation process 32
Chapter 5 Analysis and Findings 35
5.1 People’s reading schemas 35
5.2 Technology beliefs and consumption behavior 38
5.3 Consumers’ psychological responses to product designs
of e-book reader 42
5.4 Using situation and the acceptance 47
Chapter 6 Conclusion 54
References 57
Appendices
Appendix 1 63
Appendix 2 65
Appendix 3 66
Appendix 4 67

List of Tables
Table 3-1: The two product prototypes 22
Table 3-2: The two empirical situations 25
Table 3-3: Dimensions of acceptance and their survey items 26
Table 4-1: List and profiles of the key informants 30
Table 5-1: Dimensions of acceptance by situations 48
Table 5-2: Dimensions of acceptance by product designs 52

List of Figure
Figure 3-1: The conceptual framework of technology product acceptance 27

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