照明市場規模龐大，照明能源佔全球能源消耗相當重要比例，但目前在照明能源使用上卻極為不具效率，使得照明能源消耗增加率。近年來全球節能與環保意識抬頭下，各國政府開始關注照明耗能的問題，因此有淘汰低效率光源，鼓勵高效率光源使用等措施，其中最受矚目的即是LED照明。
本研究主要目的要探討消費者對LED燈泡的使用意圖。理論的基礎來自於理性行為理論(TRA)與科技接受模型(TAM)，研究的目標對象為台灣地區有消費能力與消費決定權的一般大眾消費者為問卷施測對象，使用量化研究與線性回歸之研究方法。以網路問卷方式獲得326份有效問卷。

本研究經由迴歸分析來驗證消費者之LED燈泡使用意圖，得到以下結論:

一、較高的價格意識對LED燈泡使用態度有正向的顯著影響
二、行為信念與結果評價對LED燈泡使用態度有正向的顯著影響
三、LED燈泡有用性對LED燈泡使用態度有正向的顯著影響
四、LED燈泡易用性對LED燈泡有用性有正向的顯著影響
五、LED燈泡易用性對LED燈泡使用態度有正向的顯著影響
六、LED燈泡使用態度對LED燈泡使用意圖有正向的顯著影響

The lighting market scale is huge and the lighting power consumption is also taking significant share among of the total global energy consumption. The question is current lighting power consumption is not so efficient that causes lots of power energy been wasted. Recently with more and more topics of power saving and environment caring are been noticed, the governments in every country start to pay attention on the lighting power consumption issues. As result, to replace the low efficiency lighting source and encourage to adopt the high efficiency lighting source now is one of the majors steps, and LED lighting is the most focus segment.
The main purpose of this this research is to study consumer’s using intention towards LED lamp. It is based on the Theory of Reasoned Action and the Technology Adoption Model. The targeting research objective is the consumers with decision powers with Taiwan area and through website survey to obtain 326 effective samples.
This research use quantified data and regression analysis methodology to get below conclusions:

1. Higher price consciousness has positive and significant influence towards the attitude of LED lam using.
2. Beliefs and Evaluations has positive and significant influence towards the attitude of LED lamp using.
3. Usefulness of LED lamp has positive and significant influence towards the attitude of LED lamp using.
4. Ease of use on LED lamp has positive and significant influence towards Usefulness of LED lamp.
5. Ease of use on LED lamp has positive and significant influence towards the attitude of LED lamp using.
6. Attitude of LED lamp using has positive and significant influence towards the intention to use LED lamp.

一、 中文部分
1. 甘美玲 (2006)，「知覺價格、知覺品質、知覺價值對購買意願之關係研究-以消費者購買數位內容產品為實證」， 成功大學高階管理碩士在職專班碩士論文。
2. 王俊傑 (2007)，「教師使用網路教學系統行為之研究」，國立成功大學資訊管理系研究所碩士論文。
3. 王宗立(2002)，「個人沉浸體驗、任務/科技配適度及科技接受之實徵研究－以電子郵件使用為例」，樹德科技大學資訊學院資訊管理研究所碩士論文。
4. 方俊閔(2002)，「價格知覺於再購意願整合模型中之效果—以信用卡為例」，大同大學碩士論文
5. 任維廉, 呂堂榮, & 劉柏廷 (2009)，「科技接受行為模式之整合分析-三個主要模式之比較」 MIS REVIEW: An International Journal, 15(1), p.101-138。
6. 朱國光 & 李奇樺 (2008)，「影響消費者對自有品牌態度與購買行為相關因素之研究」， 臺灣企業績效學刊, 2(1), p.93-117.
7. 吳采芳(2001)，「修正TAM理論在線上遊戲行為因素分析之研究」，國防大學資源管理研究所碩士論文。
8. 金承慧(2003)，「研發機構組織成員知識分享行為意圖研究-以工研院研發人員為例」，元智大學資訊傳播學系暨碩士班碩士論文。
9. 何基鼎(2006)，「影響民眾申裝國道電子收費系統行為意向之研究」，中央大學資訊管理系研究所碩士論文。
10. 柯孫超(2009)，「整合 TAM 與 TRA 理論探討消費者對綠建築接受態度之研究. 2009」，國立成功大學高階管理碩士在職專班碩士論文。
11. 張鴻昌(2004)，「員工對企業內部網路接受度之研究-以中鋼為例」，國立中山大學企業管理研究所碩士論文。
12. 張新立, & 沈依潔. (2005)，「民眾步行行為意向之研究-以台北市民為例」， 運輸學刊,17(3), 233-260。
13. 黃家渝(2012)，「以理性行為探討大賣場自有品牌的再購行為」， 國立成功大學企業管理學系碩博士班碩士論文。
14. 葉賀勤(2012)，「以科技接受模型探討消費者之網路銀行使用意圖」， 國立成功大學企業管理學系碩博士班碩士論文。
15. 楊雅婷(2009)，「以理性行為理論和科技接受模型來探討消費者對創新科技智慧型手機的購買意願行為之研究」，南華大學企業管理系管理科學碩士論文。
16. 歐蓁瑛 (2001)，「態度與主觀規範對行為意圖之影響研究—以壽險業為例」，國立成功大學企業管理學碩士論文。
17. 劉瑟卿(2005)，「虛榮特性、價格知覺與品牌購買意願關係研究-以時尚服飾業為例」，朝陽科技大學企業管理研究所碩士論文。
18. 陳俊孝 (2002)，「品牌形象, 價格知覺與服務品質對購買意願整合模式影響之研究」，國立台北科技大學商業自動化與管理研究所碩士論文。
19. 謝美玲(2011)，「以理性行為理論探討激勵, 價值評估, 人際關係對知識分享意圖之影響--以電子科技業之銷售人員為例」， 成功大學高階管理碩士在職專班碩士論文。
20. 蘇伯方(2004)，「即時傳訊軟體採用模式之研究」，國立中山大學傳播管理研究所碩士論文。
21. 戴瑩(2011)，「以科技接受模式探討線上旅遊網站之使用意圖-以易遊網為例」， 成功大學企業管理學系碩博士班碩士論文。
22. 龔振源(2009)，「以理性行動理論探討內部稽核人員知識分享意圖」，國立成功大學高階管理碩士在職專班碩士論文。

二、 英文部分
1. Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived usefulness, ease of use, and usage of information technology: a replication. MIS quarterly, p.227-247.
2. Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: store brands versus national brand promotions. The Journal of Marketing, p.71-89.
3. Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research: Addison-Wesley Pub. Co.
4. Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), p.888-918.
5. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour: Prentice-Hall.
6. Ajzen, Icek (1985), “From Intention to Action: A Theory of Planned Behavior,” in Julius Kuhl and Jurgen Beckmann, ed., Action Control: From Cognition to Behavior, Heidelberg: Springer-Verlag.
7. Ajzen, Icek and Thomas J. Madden (1986), “Prediction of Goal-Directed Behavior: Attitude, Intention, and Perceived Behavioral Control,” Journal of Experimental Social Psychology, 22, p. 453-474.
8. Ajzen, Icek (1988), Attitudes, Personality, and Behavior, Chicago, IL: The Dorsey Press.
9. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), p.179-211.
10. Alba, J. W., Broniarczyk, S. M., Shimp, T. A., & Urbany, J. E. (1994). The influence of prior beliefs, frequency cues, and magnitude cues on consumers' perceptions of comparative price data. Journal of Consumer Research, p.219-235.
11. Bruner II, G. C., & Kumar, A. (2005). Explaining consumer acceptance of handheld Internet devices. Journal of Business Research, 58(5), p.553-558.
12. Burton, S., Lichtenstein, D. R., Netemeyer, R. G., & Garretson, J. A. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of the Academy of Marketing Science, 26(4), p.293-306.
13. Chen, S. H., Chen, R., Ramakrishnan, V., Hu, S. Y., Zhuang, Y. K. C. C., Ko, C. C., & Chen, B. M. (1999, July). Development of remote laboratory experimentation through Internet. In Proceedings of the 1999 Hong Kong Symposium on Robotics and Control (Vol. 2, pp. 756-760).
14. Cheng, T. C., Lam, D. Y., & Yeung, A. C. (2006). Adoption of internet banking: an empirical study in Hong Kong. Decision support systems, 42(3), p.1558-1572.
15. Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), p.319-340.
16. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35(8), p.982-1003.
17. Davis, F. D. (1993). User acceptance of information technology: Systems characteristics, user perceptions and behavioral impacts. . International Journal of Man-Machine Studies, 38(3), p.475-487.
18. Fishbein, M. (Ed.). (1967). Readings in attitude theory and measurement. New York: Wiley.
19. Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions. The Journal of Marketing, p.46-59.
20. Harrison, D. A., Mykytyn, P. P., & Riemenschneider, C. K. (1997). Executive decisions about adoption of information technology in small business: theory and empirical tests. Information Systems Research, 8(2), p.171-195.
21. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of consumer research, p.132-140.
22. Igbaria, M., Zinatelli, N., Cragg, P., & Cavaye, A. L. (1997). Personal computing acceptance factors in small firms: a structural equation model. MIS quarterly, p.279-305.
23. Lee, Y., Lee, J., & Lee, Z. (2006). Social influence on technology acceptance behavior: self-identity theory perspective. ACM SIGMIS Database, 37(2-3), p.60-75.
24. Legris, P., Ingham, J., & Collerette, P. (2003). Why do people use information technology? A critical review of the technology acceptance model. Information & management, 40(3), p.191-204.
25. Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: a field study. Journal of Marketing Research, p.234-245.
26. Monroe, K. B., & Krishnan, R. (1985). The effect of price-Comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), p46-59.
27. Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context. Information & Management, 38(4), p.217-230.
28. Niedrich, R. W., Sharma, S., & Wedell, D. H. (2001). Reference price and price perceptions: A comparison of alternative models. Journal of Consumer Research, 28(3), p.339-354.
29. Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), p.101-134.
30. Shimp, T. A., & Bearden, W. O. (1982). Warranty and other extrinsic cue effects on consumers' risk perceptions. Journal of Consumer research, p.38-46.
31. Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information systems research, 6(2), 144-176.
32. Van der Heijden, H. (2003). Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information & Management, 40(6), p.541-549.
33. Woodside, A. G., & Davenport, J. W. (1974). The effect of salesman similarity and expertise on consumer purchasing behavior. Journal of Marketing Research, 11(2), p.198-202.
34. Zeithaml, Valarie A. (1988). "Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence." The Journal of Marketing: 2-22.