Patents Impacting on Purchase Intention through the Technology Acceptance Model
| Autor: | HSU, YA-TING, 許雅婷 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Technology Acceptance Model used to explore that Perceived Usefulness and Perceived Ease of Use influences Attitude and Behavioral Intention to Use after purchasing and using. Following researches brought out the external variables influencing customers’ recognition. This research adds Perceived Reliability as an internal variable and patent as an external variable to explore that patent delivering technological information to customers can enhance their Perceived Reliability, Perceived Usefulness, Perceived Ease of Use and Purchase Intention by experiment survey under the technological level and familiar level. Then, we adopt regression to analyze that Perceived Reliability, Perceived Usefulness and Perceived Ease of Use influences Attitude and Purchase Intention. The result shows that under high technological level and low familiar level, patent can enhance Perceived Reliability, Perceived Usefulness and Perceived Ease of Use and customers’ Purchase Intention. When a company promotes new high technological product, customers are not familiar with this product. They will decrease Purchase Intention due to uncertainty of the new product. This research suggest companies put patent information on advertising and packing to lower customers’ perceived uncertainty of the new product. Companies can increase Purchase Intention of early majority to cross the chasm smoothly. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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