本研究主要目的在以科技接受模式為理論觀點，針對消費者虛榮心的干擾效果進行探討與驗證。虛榮心的研究雖可見於行銷領域相關研究，唯在科技接受模式的相關探討上則不多見。事實上，科技商品之使用亦可能受消費者虛榮心所驅使，在此前提下，本研究藉由整合虛榮心、有用性、易用性、移轉成本與認知風險觀點，針對智慧型手機轉換態度的影響因素進行探討與驗證。
在抽樣方面，本研究共發放550份問卷，有效回收樣本335份，有效回收率為60.90%。本研究並進一步藉由因素分析、迴歸分析與結構方程式針對研究假設進行驗證。研究結果顯示智慧型手機有用性與易用性認知對其轉換態度有正向顯著影響，而移轉成本與認知風險則對其轉換態度有負向顯著影響。同時，轉換態度對其轉換意圖則會造成正向顯著影響。此外，虛榮心則會對前述變數與智慧型手機的轉換態度帶來顯著的干擾效果。

The primary goal of this study is to explore the moderating effect of customer’s vanity. Although prior research related to vanity were widely discussed in the marketing field, only few studies applied the concept of vanity to TAM research. In fact, user’s acceptance on Technology product may be activated by customer’s vanity. By this way, the study discuss the factors effecting attitude toward switch to smart phone by integrating vanity, PU, PEOU, switch cost and perceived risk.
In total, 550 questionnaires were sent out and 335 effective questionnaires were returned with effective recovery rate 60.90%. Factor analysis, regression analysis and SEM are used to examine the hypotheses furthermore. The results of the research show that PU and PEOU have positive effects on the attitude toward switch and switch cost and perceived risk have negative effects. Also, attitude toward switch has positive effects on intension toward switch. Finally, vanity moderate the relationship between the above variables and intension toward switch.

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