外文文獻(xiàn)翻譯--論安卓智能手機(jī)的采用和為手機(jī)互聯(lián)網(wǎng)付費的意圖

1、<p><b>　　中文3000字</b></p><p>　　從軟件、硬件、設(shè)計和價值的角度出發(fā)：</p><p>　　論安卓智能手機(jī)的采用和為手機(jī)互聯(lián)網(wǎng)付費的意圖</p><p><b>　　摘要</b></p><p>　　目的 - 本課題的研究目標(biāo)是探究影響安卓智能機(jī)使用率和為互聯(lián)

2、網(wǎng)付費的意圖的因素。</p><p>　　設(shè)計/方法論/途徑 - 目前的研究從軟件（界面便利性和認(rèn)知內(nèi)容）、硬件（認(rèn)知的基礎(chǔ)設(shè)施）、設(shè)計（設(shè)計美學(xué)）和感知價值（情感價值、金錢價值、性能/質(zhì)量價值和社會價值）這四個角度提議了一種基于理性行為理論的構(gòu)架（界面便利性和認(rèn)知內(nèi)容）。有人做過相關(guān)網(wǎng)絡(luò)調(diào)查，數(shù)據(jù)的來源為臺灣的881名安卓智能機(jī)使用者。因果模型通過偏最小二乘法驗證。</p><p>　　

3、調(diào)查結(jié)果 - 結(jié)果表明，上述因素對于手機(jī)互聯(lián)網(wǎng)用戶和非手機(jī)互聯(lián)網(wǎng)用戶的影響是不同的。出人意料的是，設(shè)計美學(xué)的影響并不重大。男性用戶更加喜歡在智能機(jī)上閱讀電子書。</p><p>　　實際意義 - 這個研究有助于理論性的理解上述因素，這些因素提高了手機(jī)互聯(lián)網(wǎng)用戶和非手機(jī)互聯(lián)網(wǎng)用戶的安卓智能機(jī)采用率和手機(jī)互聯(lián)網(wǎng)設(shè)施付費意圖。該被提議的框架可以被應(yīng)用于智能機(jī)制造商和手機(jī)互聯(lián)網(wǎng)服務(wù)商的產(chǎn)品設(shè)計和營銷策略。</p&g

4、t;<p>　　創(chuàng)意/價值 - 本文的價值在于為用戶和非用戶對于安卓智能機(jī)的采用和手機(jī)互聯(lián)網(wǎng)服務(wù)的訂購的關(guān)注提供一個更好的理解。</p><p><b>　　關(guān)鍵詞：</b></p><p>　　智能機(jī)；安卓；手機(jī)互聯(lián)網(wǎng)；認(rèn)知價值；電子書；理性行為理論；通信；手機(jī)技術(shù)；臺灣</p><p><b>　　前言</b&

5、gt;</p><p>　　隨著手機(jī)互聯(lián)網(wǎng)服務(wù)的發(fā)展，越來越多的客戶正在采用智能機(jī)作為主要的通信設(shè)備。2011年第三季度，全世界范圍內(nèi)智能機(jī)的銷售量達(dá)到1.15億，與2010年同期相比上升42%，熱賣的手機(jī)所搭載的系統(tǒng)大多為安卓、塞班、微軟和蘋果。</p><p>　　尤其是安卓，廣泛地支持眾多廠商的手持設(shè)備，占據(jù)了2011年第四季度的50.9%的世界市場。</p><

6、p>　　智能機(jī)比功能型手機(jī)提供更高的計算能力和連通性，并代表性的提供高分辨率觸摸屏和通過內(nèi)置網(wǎng)絡(luò)瀏覽器無線訪問網(wǎng)頁的功能。電信公司最近開始推廣智能機(jī)產(chǎn)品，希望能把手機(jī)互聯(lián)網(wǎng)服務(wù)推廣為一種創(chuàng)收方式。2011年，安卓手機(jī)占據(jù)了超過一半的智能機(jī)市場，而安卓用戶只占了16%的手機(jī)互聯(lián)網(wǎng)市場。因此，電信商對于通過安卓設(shè)備提升用戶使用手機(jī)互聯(lián)網(wǎng)的意向有著強烈興趣。</p><p>　　近年來，一些研究從種種調(diào)查過采用智

7、能機(jī)和手機(jī)互聯(lián)網(wǎng)的動機(jī)，諸如技術(shù)接受模型、美學(xué)設(shè)計和認(rèn)知價值，然而，這些研究中有很少特地涉及過手機(jī)瀏覽器背景下的安卓智能機(jī)，而這個領(lǐng)域?qū)κ袌鰜碚f還是較新的領(lǐng)域。安卓是一個開源的系統(tǒng)，它允許制造商按照需求定制自己的設(shè)備，包括軟件和硬件。因此，我們的調(diào)查目的之一就是研究硬件及與軟件相關(guān)的因素對采用意向的影響。</p><p>　　此外，認(rèn)知價值是影響支付意向的主要決定因素。手機(jī)互聯(lián)網(wǎng)服務(wù)以一系列增值服務(wù)為特色，比如在

8、線音樂和手機(jī)購物。一些出版商也和電信公司合作以提供在線電子書服務(wù)，并且有越來越多的人用安卓設(shè)備在網(wǎng)上閱讀書籍。例如，調(diào)查者發(fā)現(xiàn)大學(xué)生樂于用手機(jī)使用手機(jī)圖書館服務(wù)。不過，個體差異（比如年齡、性別和受教育程度）可能會影響各種信息技術(shù)的采用率和使用模式。</p><p>　　2.概念框架和假想開發(fā)</p><p>　　Figure One提出了本課題的研究模型，該模型的開發(fā)基于理性行為理論。完成

9、特定行為的意圖主要取決于個人因素（比如個體態(tài)度）和社會因素（比如主觀規(guī)范）。理性行為理論被用作一些信息系統(tǒng)的主要的可接受的模型，包括網(wǎng)站用途可電子銀行。理性行為理論是一個通用模型，它并不特指某一特定的行為。所以，當(dāng)調(diào)查者用理性行為理論去解釋不同的采用行為時，他們需要去考慮其他的顯著信仰。安卓從首次發(fā)布就開始不斷改良特色功能和支持硬件，并已經(jīng)擴(kuò)張到大范圍設(shè)備之中。安卓的開源和可定制的體系結(jié)構(gòu)允許安卓設(shè)備制造商開發(fā)他們自己的軟硬件來吸引用戶

10、并取得市場優(yōu)勢。因此，課題研究模型將硬件、軟件和設(shè)計美學(xué)作為決定性因素來考慮。</p><p>　　安卓可定制的特點允許安卓設(shè)備廠商開發(fā)各種功能和界面以滿足客戶需求，主要是通過內(nèi)容和界面便利性來提供分化。安卓的底層結(jié)構(gòu)為傳統(tǒng)硬件提供了支持，比如加速3D圖形，專用游戲控制，USB閃存驅(qū)動和USB硬盤。底層結(jié)構(gòu)是決定用戶對安卓設(shè)備的態(tài)度的硬性因素。此外，之前的研究表明用戶情緒反應(yīng)和產(chǎn)品偏好受產(chǎn)品美學(xué)設(shè)計的影響。因此，

11、本模型也將設(shè)計美學(xué)作為其中一項決定性因素。</p><p>　　認(rèn)知價值被公認(rèn)為是影響用戶采用新技術(shù)的意圖的關(guān)鍵因素。認(rèn)知價值是用戶對產(chǎn)品或服務(wù)的實用性的全面評價，這由用戶關(guān)于得到什么和給予什么的認(rèn)知來決定，這個全面評價可以通過提高產(chǎn)品/服務(wù)效益或降低購買和使用的開支來提升。評估認(rèn)知價值基于四個方面：情感價值，社會價值，質(zhì)量價值和消費價值。因此，我們認(rèn)為這四種價值影響用戶購買手機(jī)互聯(lián)網(wǎng)服務(wù)的意向。本研究的模型細(xì)節(jié)

12、如下所述。</p><p><b>　　界面便利性</b></p><p>　　在本研究中，界面便利性被定義為一個個體相信制造商的系統(tǒng)應(yīng)該為用戶提供簡單而又有效的人機(jī)互動方式，這表明界面會影響用戶的喜好。關(guān)于手機(jī)互聯(lián)網(wǎng)服務(wù)的研究表明，人機(jī)界面的質(zhì)量能夠提升用戶的滿意度和忠誠度。因此，可以預(yù)料到提升便利性可以影響用戶對安卓設(shè)備的態(tài)度。</p><p&

13、gt;<b>　　感知內(nèi)容</b></p><p>　　功能在安卓系統(tǒng)中扮演重要角色，因為功能或軟件能夠提升操作性能。感知內(nèi)容可以被定義為用戶對智能手機(jī)的特色的質(zhì)量（有效性）的感知。感知內(nèi)容會提升用戶對于采用智能機(jī)的積極態(tài)度。內(nèi)嵌元素是購買手機(jī)的主要驅(qū)動。</p><p><b>　　感知基礎(chǔ)設(shè)施</b></p><p>

14、　　感知基礎(chǔ)設(shè)施可以被定義為用戶對于智能機(jī)硬件效能的感知。安卓提供一系列硬件支持，比如外部存儲器、加速3D圖形和壓力傳感器。這個附加的硬件支持能夠幫助制造商來開發(fā)特定的功能以便幫助他們的用戶處理一般任務(wù)，為用戶提供一系列設(shè)備說明書來應(yīng)對他們的各種需求。過去的調(diào)查也表明，設(shè)備硬件說明書能夠影響用戶對于質(zhì)量和交互性的感覺。硬件支持的意向反饋可以提升手機(jī)設(shè)備的交互性并影響情感質(zhì)量。</p><p><b>　

15、　設(shè)計美學(xué)</b></p><p>　　設(shè)計美學(xué)對于用戶接納技術(shù)是非常重要的。在本研究中，設(shè)計美學(xué)涉及到平衡、感性訴求，或通過顏色、形狀或動畫來表現(xiàn)得美學(xué)。人類視覺對認(rèn)知能力和情感有著關(guān)鍵影響。因此美觀的設(shè)計是加強用戶對特定的智能機(jī)的情感依戀的決定性因素。</p><p><b>　　態(tài)度</b></p><p>　　態(tài)度被視為影響

16、用戶采用智能機(jī)意圖的重要因素。在本研究中，態(tài)度可被定義為用戶對一部安卓機(jī)的良好感覺。同時，態(tài)度也確實影響了用戶持續(xù)使用某一系列網(wǎng)站的意圖。</p><p><b>　　研究方法論</b></p><p>　　本研究重點聚焦臺灣安卓機(jī)用戶的情況。在亞太地區(qū)，臺灣的安卓智能機(jī)的市場占有份額非常之高，只有行韓國、香港、新加坡、澳大利亞比臺灣所占比重高。縱觀整個市場，智能機(jī)在

17、年輕群體、男性群體和受良好教育群體中更為流行。在臺灣，二分之一的在線客戶使用智能機(jī)，而安卓掌控了所有智能操作系統(tǒng)中71%的市場。一份包括35項自陳式條目的在線問卷被設(shè)計用來收集安卓用戶的響應(yīng)。為了證實問卷調(diào)查中的項目，調(diào)查者做了先期測試和小規(guī)模測試，先期測試邀請了兩位智能機(jī)專家來評估邏輯一致性、理解難易度、問題順序和上下文相關(guān)性。調(diào)查者還邀請了十位安卓智能機(jī)使用時間在一年以上的用戶來評估問卷的用語。他們的意見使調(diào)查者對問題的語序和措辭進(jìn)

18、行了小規(guī)模改動，并將改動后的問題追加到附錄中。</p><p>　　關(guān)于調(diào)查問卷的公告張貼在臺灣一些與安卓智能機(jī)相關(guān)的網(wǎng)站和公告系統(tǒng)上，若參與調(diào)查，則有機(jī)會在幸運抽獎中獲取禮品券。為防止重復(fù)提交，被調(diào)查者的身份將通過他們的電子郵件和收到問卷后的IP地址來檢驗?？偣彩占?57個回應(yīng)，其中76個是不完整的或復(fù)制的，881份回應(yīng)是有效的。在有效的回應(yīng)中，30%是女性，68%是年齡在二十歲到二十九歲之間的年輕人，大約4

19、5%是在校大學(xué)生。</p><p>　　擬建模型和假定通過偏最小二乘法來測試。在結(jié)構(gòu)方程建模中，偏最小二乘法方法允許調(diào)查者同時考慮測量模型參數(shù)和結(jié)構(gòu)路徑系數(shù)。調(diào)查者把這些反饋根據(jù)智能手機(jī)互聯(lián)網(wǎng)使用經(jīng)歷的不同分類為數(shù)個不同的組。</p><p>　　Android smartphone adoption and intention to pay for mobile internet: Pe

20、rspectives from software, hardware, design, and value</p><p>　　Article citation: Kuo-Lun Hsiao, (2013) "Android smartphone adoption and intention to pay for mobile internet: Perspectives from software,

21、hardware, design, and value", Library Hi Tech, Vol. 31 Iss: 2, pp.216 - 235</p><p>　　The Authors</p><p>　　Kuo-Lun Hsiao, Department of Information Management, National Taichung University o

22、f Technology and Science, Taichung, Taiwan, ROC</p><p><b>　　Abstract</b></p><p>　　Purpose – The research goal of this study is to explore the factors influencing the adoption of Andr

23、oid smartphones and the intention to pay for mobile internet services.Design/methodology/approach – The present study proposes a framework based on theory of reasoned action (TRA) from the perspectives of software (int

24、erface convenience and perceived content), hardware (perceived infrastructure), design (design aesthetics) and perceived value (emotional value, price/value for money, performance/</p><p>　　Article Type:<

25、/p><p>　　Research paper</p><p>　　Keyword(s):</p><p>　　Smartphone; Android; Mobile internet; Perceived value; E-books; Theory of reasoned action; Communications; Mobile technology; Taiw

26、an.</p><p>　　1. Introduction</p><p>　　With the development of mobile internet services, more and more consumers are adopting smartphones as their primary communication device. Worldwide smartpho

27、ne sales to end users reached 115 million units in the third quarter of 2011, up 42 percent from the third quarter of 2010, with most based on Android, Symbian, Windows Mobile, and iOS operating systems. In particular, G

28、oogle's Android, which is available on all carriers for a wide range of handsets from multiple manufacturers, accounted for </p><p>　　A smartphone offers more advanced computing ability and connectivity

29、than a feature phone, and typically includes a high-resolution touch screen and offers wireless-internet access to web pages through a built-in web browser. Telecommunication companies have recently begun to promote smar

30、tphone products in hopes of promoting mobile internet services as a way to increase revenues. While Android mobile devices account for over half of the market for smartphones, Android users only accounted for a </p>

31、;<p>　　Recently, several studies have explored motivation for adopting smartphones and mobile internet from a variety of perspectives, such as technology acceptance model (TAM), aesthetic design, and perceived val

32、ue. However, few of these studies have specifically investigated Android smartphones in mobile internet context, which are relatively new to the market. Android is an open source system which allows manufacturers to cust

33、omize their devices, including hardware and software . Consequently, one o</p><p>　　Moreover, perceived value is the main determinant of payment intention . Mobile internet services feature a range of value

34、added services, such online music and mobile shopping. Many publishers also are collaborating with telecommunication companies to provide online e-book services for mobile devices, and people are increasingly using Andro

35、id devices to read books online. For example, university students were found to be willing to adopt mobile library services through mobile devices. Neverthel</p><p>　　2. Conceptual framework and hypothesis d

36、evelopment</p><p>　　Figure 1 presents this study's research model, developed based on the theory of reasoned action (TRA).The intention to perform a particular behavior is mainly determined by a personal

37、 factor (e.g. an individual's attitude) and a social factor (e.g. a subjective norm). TRA has been used as the basis of several information system (IS) acceptance models, including web site usage and e-banking. TRA i

38、s a general model, which does not specify beliefs about a particular behavior. Hence, researchers nee</p><p>　　The customizable nature of Android allows manufacturers of Android devices to develop functions

39、and interfaces to satisfy the needs of their customers, primarily to offer differentiation through content and interface convenience. Android's infrastructure provides support for additional hardware, such as acceler

40、ated 3D graphics, dedicated gaming controls, USB flash drives, and USB hard disks. This infrastructure is an important hardware factor for user attitudes toward Android devices. Furthermor</p><p>　　Perceived

41、 value has been recognized as an important determinant of user intention to adopt new technologies. Perceived value is the consumer's overall assessment of the a product or service's utility as determined by the

42、consumer's perception of what is received and given; it can be enhanced by either increasing benefits of the product/service or by decreasing the expense of purchasing and using it. Sweeney and Soutar (2001) proposed

43、 an approach to evaluate perceived value based on four aspects:</p><p>　　Interface convenience</p><p>　　In this study, interface convenience is defined as the extent to which an individual belie

44、ves that Android systems provided by manufacturers would provide an easy and efficient means of user–system interaction indicated that interface quality will influence the user's affect.In studying mobile internet se

45、rvices,demonstrated that quality of user–system interface can enhance user satisfaction and loyalty. Therefore, it is anticipated that increased convenience and ease of use would positively affe</p><p>　　Per

46、ceived content</p><p>　　Functions are anticipated to play an important role in Android, because the functions or software provided by manufacturers would improve operation efficiency. Perceived content can b

47、e defined as the user's perception of the quality (usefulness) of a smartphone's features provided. Lin indicated that perceived content would increase positive attitudes towards adopting a smartphone, while Laur

48、s (2009) found that embedded content is a major driver for mobile phone purchases. Thus, it is anticipate</p><p>　　H2. Perceived content will positively affect user attitudes toward Android devices.</p>

49、;<p>　　Perceived infrastructure</p><p>　　Perceived infrastructure can be defined as the user's perception of the efficiency provided by the smartphone hardware (Lin, 2007). Android provides a rang

50、e of hardware supports, such external storage, accelerated 3D graphics, and proximity and pressure sensors. This additional hardware support can help the manufacturers develop specific functions to assist their users in

51、dealing with common tasks, providing users with a range of device specifications to meet their various needs. Past research h</p><p>　　Design aesthetics</p><p>　　Design aesthetics have been foun

52、d to be important for user acceptance of technology. Design aesthetics in this study refers to the balance, emotional appeal, or aesthetic of a smartphone which may be expressed through color, shape, or animation. Human

53、visual sense is a key influence on cognition and thus emotion, thus aesthetically pleasing design is an crucial factor to strengthen user emotional attachment to a particular device. Nanda et al. (2008) suggested that th

54、e aesthetic design of mobile</p><p><b>　　Attitude</b></p><p>　　Attitude is seen as an important factor influencing user intention for technology adoption and, in this case, can be de

55、fined as the user's favorable feeling towards an Android smartphone. Park and Chen (2007) found that behavioral intention to use smartphones was largely influenced by attitude toward the technology, while Cheong and

56、Park (2005) found similar results in regards to mobile internet usage. Lin (2007) found that attitude positively influences user intention to continue to use various</p><p>　　3. Research methodology</p>

57、;<p>　　This study focuses on Android smartphone users in Taiwan. In the Asia-Pacific region, Taiwan's smartphone penetration rates are very high, with only South Korea, Hong Kong, Singapore, Japan and Australi

58、a having higher smartphone ownership rates. Across all markets, smartphone usage is more prevalent among younger, male and better educated groups. One in two online consumers use a Smartphone in Taiwan, with Android hold

59、ing a 71 percent market share of smartphone operating systems.</p><p>　　A pre-test and pilot test were conducted to validate the questionnaire items. The pretest invited two smartphone experts to assess the

60、logical consistency, ease of understanding, question sequence and contextual suitability of the items. Ten people who had been using Android smartphones for at least one year were invited to evaluate the wording of the i

61、tems. Their comments resulted in a few minor changes to the wording and sequence of the questions, with the revised questionnaire presented in th</p><p>　　Announcements about the online questionnaire were po

62、sted on web sites and bulletin board systems featuring smartphone-related activities in Taiwan. Potential respondents were incentivized to participate by the opportunity to win gift certificates in a lucky draw. To preve

63、nt duplicate submissions, respondent identities were checked by their e-mail and IP address on receipt of the questionnaire. An initial total of 957 responses were collected, of which 76 were either incomplete or duplica

64、tes, lea</p><p>　　The proposed model and hypotheses were tested using partial least squares (PLS) analysis. As in structural equation modeling (SEM), the PLS approach allows researchers to simultaneously ass

65、ess measurement model parameters and structural path coefficients.Unlike covariance-based SEM, PLS focuses on maximizing the variance of the dependent variables explained by the independent ones rather than reproducing t