earticle

영어

Drawing upon Kano’s three factor model of customer satisfaction, this research investigates the differentiated influences of beliefs on negative and positive attitudes that lead to the intention of using the upgraded version of package software. Particularly, we are interested in MS-Office that takes up the status of de facto standard in the office automation software market but has rarely attracted the attention of academia. Our focus is on how users come to move to the new upgraded version of the package software that they are almost accustomed to use through previous versions. We find that result demonstrability enhance all the three beliefs (i.e., basic, performance, and excitement factors), meanwhile trialability and social influence demonstrate the mixed-up impacts on these three beliefs. We also found that all these three factors lead to both the negative and positive attitudes unexpectedly from our hypotheses. Meanwhile, we found that positive aspect route starting from compatibility to relative advantage to positive attitude has dominant influence on use intention than the negative aspect does.