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作者(中文):黃裕軒
作者(外文):Hsuan, Huang Yu
論文名稱(中文):Yelling When You’re Aware: Evoked Threats to Tech Self-Esteem and Unthoughtful Inertia of Technology Adoption
指導教授(中文):雷松亞
指導教授(外文):Ray, Soumya
口試委員(中文):林福仁
王貞雅
學位類別:碩士
校院名稱:國立清華大學
系所名稱:服務科學研究所
學號:100078502
出版年(民國):103
畢業學年度:103
語文別:英文
論文頁數:77
中文關鍵詞:慣性自尊科技採用
外文關鍵詞:Technology AdoptionInertiaThreats to Tech Self-esteem
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Resistance of switching to an alternative technology is usually described as a result of consciously rational thinking. Recently, researches have posed that unthoughtful Inertia also plays an important role to keep users maintaining their status quo instead of changing. Inertia enhances the preference of adding nothing, including seeking better opportunities. Meanwhile, emotional motivations take control of adopting over functionality evaluation and less carefully thinking in some situation. One purpose of this research is aiming to explore the connection between different types of adoption behavior.
Moving beyond neutral adoption analysis, this research is curious about how aggressive and passive adoption responses are formed when all considerations above are correlated. We proposed Threats to Tech Self-Esteem is the key to complete the understanding of technology switching. By conducting a multi-model analysis, this study explains the divergence between two seemingly similar but exactly very different behaviors: Opposing (to the alternative technology) and Defending (the incumbent technology). The results also support the distinction between the threats concept and inertia by applying two types of switching costs as well as brand identification.
In conclusion, this research provides a new direction to study technology acceptance and resistance by applying Threats to Tech Self-Esteem. Recommendations for future research and managerial implication are discussed accordingly.
2

Table of Contents
List of Tables ........................................................................................................................ 4
List of Figures ...................................................................................................................... 5
Chapter 1: Introduction ........................................................................................................ 6
Chapter 2: Literature Review ............................................................................................... 9
Chapter 3: Conceptual Framework .................................................................................... 18
3.1 Threats to Tech Self-Esteem and Behavioral Intentions .......................................... 18
3.2 Inertia and Threats to Tech Self-Esteem .................................................................. 20
3.2 Inertia and Behavioral Intentions ............................................................................. 21
3.3 Habit, Threats to Tech Self-Esteem and Inertia ....................................................... 21
3.4 Switching Costs, Threats to Tech Self-Esteem and Inertia ...................................... 22
3.5 Brand Identification and Threats to Tech Self-Esteem ............................................ 24
3.6 Self-Efficacy and Threats to Tech Self-Esteem ....................................................... 25
Chapter 4: Methodology .................................................................................................... 27
4.1 Procedure ................................................................................................................. 27
4.2 Participants ............................................................................................................... 28
4.3 Measurement ............................................................................................................ 30
4.3.1 Threats to Tech Self-Esteem ............................................................................. 31
4.3.2 Inertia ................................................................................................................ 31
4.3.3 Habit .................................................................................................................. 32
4.3.4 Switching Costs ................................................................................................ 33
4.3.5 Brand Identification .......................................................................................... 34
4.3.6 Smartphone Self-Efficacy ................................................................................. 34
4.3.7 Measurement Quality ........................................................................................ 34
Chapter 5: Analyses and Results ........................................................................................ 37
5.1 Research Model: The Proposed Model .................................................................... 37
5.2 Exploration Model: The Full Model ........................................................................ 42
5.3 Exploration Model: The Alternative Model ............................................................. 45 Chapter 6: Discussion and Conclusion .............................................................................. 48
6.1 Discussion and Conclusion ...................................................................................... 48
6.2 Contribution and Implication ................................................................................... 49
6.3 Research Limitation and Future Research ............................................................... 51
Appendix ............................................................................................................................ 52
A. Item Loadings and Cross-loadings Examination ...................................................... 52
A2. Item Loadings for Second Order Constructs ........................................................... 56
A3. Sobel Mediation Test ............................................................................................... 56
A4. Total Effects ............................................................................................................ 57
B. Model Constructs and Measures ............................................................................... 59
Reference ........................................................................................................................... 65
65

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