2006年第三季時台灣地區行動電話號碼總數已經超越人口總數(手機門號人口普及率為100.61%)，行動電話話機銷售之飽和程度可見一斑。2009年初受全球景氣低迷影響，消費者大多降低手機汰換頻率，導致購買意願偏低，手機整體出貨量下降，2009年的手機總銷售量和2008年相比小幅下滑5%，智慧型手機的銷售量卻逆勢上漲；2010年智慧型手機占整體手機銷售量的比重也持續上揚。分析此現象之原因，供給方面加值服務持續多元、功能更趨完備、技術益發成熟等因素帶動手機成本降低，加上電信業者以資費補貼政策爭取一般消費者換機人潮，使得平均銷售單價下降，消費者對智慧型手機之接受度因而逐漸提升。除了上述產業界積極推動智慧型手機之推力外，本研究認為更應由需求拉力層面來探討影響消費者接受與使用智慧型手機之決定因素。
本研究透過專家深度訪談與二次前測後建立問卷，以台灣台南與高雄等企業商務人士與大學院所學生為對象進行便利抽樣，有效回收樣本671份，藉以探討智慧型手機市場由企業商務人士進展到一般消費者，對於沒有使用智慧型手機經驗之消費者，真正影響其接受與使用智慧型手機的決定因素。
本研究採用延伸性科技接受模式驗證結果發現：除了原本科技接受模式主張之認知易用性與認知有用性兩個構面的影響以外，智慧型手機強化社群服務、多媒體影音與APP等等休閒功能帶給一般消費者的認知娛樂性，對於其接受態度有正向顯著影響；分別比較曾否使用過智慧型手機的填答者後，更發現從無智慧型手機使用經驗之消費者認知智慧型手機對比功能性手機的各項相對優勢，對於其使用意圖具有正向顯著之影響。企圖搶攻一般消費者市場之手機產業，應持續加強智慧型手機娛樂性應用與各項相對優勢之提升。

The cellphone user numbers had surpassed the population in Taiwan in the third quarter of 2006, and we realized the market for cell phones which is on the verge of saturation. Owing to the recession in 2009, Consumers’ spending habit turned to conservative and induced cell phones in stock. Comparing to sales between 2008 & 2009, the total sales for cell phones were slightly drop for five percent but the smart phones’ sale was surge besides that the proportion of smart phone in cell phone market was increasing. If we analyzed the phenomena from the point of supply side, diversity services, increasing functions and mature technologies are the main reasons leading to cost down and telecommunication providers also offer good deals for potential customers using their system. Those reasons make more and more consumers willing to spend money on smart phones. Not only cell phone but telecommunication providers aggressively promoted smart phones’ functions and multi-services. In addition to the smartphone industry to actively promote the thrust, this study suggests that more should be demand to explore the impact of consumer acceptance and use of smartphones determinants.
This study constructs questionnaire by interviewing with experts and pilot study. This study adopts convenient sampling. The samples are the graduated students in night school and businessmen either in Tainan or in Koahsiung city. There are 671 valid samples in this study. To examine the smartphone market by enterprises business people progress to the average consumer, the real impact of their acceptance and use of smart phones determinants by non smartphone users
Based on the extended-TAM, the results show that first, the more the perceived ease of use of smartphone, the more the usefulness users will perceive. Second, the functions in community, multi-media, and applications brought consumers enjoyment and enjoyment also has a positive influence toward users’ attitude. Third, separately compare smartphone users and non-users, it shows that non-user responsers depicted smartphones with more relative advantage than the common feature-phones and in turn lead to more positive adopting intention. The findings might inform such cellphone companies targeting on this consumer segment to increase new enjoyment applications of smartphone as well as promote the relative advantages.

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