A DEMATEL Based Network Process for Deriving Factors Influencing the Acceptance of Tablet Personal Computers

  • Chi-Yo Huang
  • Yi-Fan Lin
  • Gwo-Hshiung Tzeng
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 10)


The tablet personal computers (Tablet PCs) emerged recently as one of the most popular consumer electronics devices. Consequently, analyzing and predicting the consumer purchasing behaviors of Tablet PCs for fulfilling customers’ needs has become an indispensable task for marketing managers of IT (information technology) firms. However, the predictions are not easy. The consumer electronics technology evolved rapidly. Market leaders including Apple, ASUS, Acer, etc. are also competing in the same segmentation by providing similar products which further complicated the competitive situation. How the consumers’ acceptance of novel Tablet PCs can be analyzed and predicted have become an important but difficult task. In order to accurately analyze the factors influencing consumers’ acceptance of Tablet PCs and predict the consumer behavior, the Technology Acceptance Model (TAM) and the Lead User Method will be introduced. Further, the differences in the factors being recognized by both lead users as well as mass customers will be compared. The possible customers’ needs will first be collected and summarized by reviewing literature on the TAM. Then, the causal relationship between the factors influencing the consumer behaviors being recognized by both the lead users as well as the mass customers will be derived by the DEMATEL based network process (DNP) and the Structural Equation Modeling (SEM) respectively. An empirical study based on the Taiwanese Tablet PC users will be leveraged for comparing the results being derived by the DNP and the SEM. Based on the DNP based lead user method, the perceived usefulness, perceived ease of use, attitude and behavioral intention are perceived as the most important factors for influencing the users’ acceptance of Tablet PCs. The research results can serve as a basis for IT marketing managers’ strategy definitions. The proposed methodology can be used for analyzing and predicting customers’ preferences and acceptances of high technology products in the future.


Technology Acceptance Model (TAM) Lead User Method DEMATEL based Network Process (DNP) Structural Equation Modeling (SEM) Multiple Criteria Decision Making (MCDM) Tablet Personal Computer (Tablet PC) 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Ajzen, I.: Attitudes, traits, and actions: Dispositional prediction of behavior in personality and social psychology. Advances in experimental social psychology 20, 1–63 (1987)CrossRefGoogle Scholar
  2. Ajzen, I.: Attitudes, personality, and behavior. Open University Press, Milton Keynes (1989)Google Scholar
  3. Ajzen, I., Fishbein, M.: Understanding Attitudes and Predicting Social Behavior. Prentice-Hall, Englewood Cliffs (1980)Google Scholar
  4. Bagozzi, R.P.: Attitudes, intentions, and behavior: A test of some key hypotheses. Journal of Personality and Social Psychology 41(4), 607–627 (1981)CrossRefGoogle Scholar
  5. Beck, H., Mylonas, A., Rasmussen, R.: Business Communication and Technologies in a Changing World. Macmillan Education Australia (2009)Google Scholar
  6. Chiu, Y.J., Chen, H.C., Shyu, J.Z., Tzeng, G.H.: Marketing strategy based on customer behavior for the LCD-TV. International Journal of Management and Decision Making 7(2/3), 143–165 (2006)CrossRefGoogle Scholar
  7. Davis, F.D.: A Technology Acceptance Model for Empirically Testing New End-User Information Systems: Theory and Results, Doctoral dissertation (1986)Google Scholar
  8. Davis, F.D., Bagozzi, R.P., Warshaw, P.R.: User acceptance of computer technology: a comparison of two theoretical models. Management Science 35(8), 982–1003 (1989)CrossRefGoogle Scholar
  9. Fishbein, M., Ajzen, I.: Attitudes toward objects as predictors of single and multiple behavioral criteria. Psychological Review 81(1), 59–74 (1974)CrossRefGoogle Scholar
  10. Gabus, A., Fontela, E.: World Problems, an Invitation to Further Thought Within the Framework of DEMATEL. Batelle Geneva Research Center, Switzerland (1972)Google Scholar
  11. Hu, L.T., Bentler, P.M.: Cut off criteria for fit indexes in covariance. Structural Equation Modeling 6(1), 1–55 (1999)CrossRefGoogle Scholar
  12. Huang, C.Y., Tzeng, G.H.: Reconfiguring the Innovation Policy Portfolios for Taiwan’s SIP Mall Industry. Technovation 27(12), 744–765 (2007)CrossRefGoogle Scholar
  13. Huang, C.Y., Hong, Y.H., Tzeng, G.H.: Assessment of the Appropriate Fuel Cell Technology for the Next Generation Hybrid Power Automobiles. Journal of Advanced Computational Intelligence and Intelligent Informatics (2011) (forthcoming)Google Scholar
  14. Rogers, E.M.: Diffusion of innovation (1962) (accessed)Google Scholar
  15. Satty, T.L.: The Analytic Hierarchy Process. McGraw-Hill, New York (1980)Google Scholar
  16. Schumacker, R.E., Lomax, R.G.: A Beginner’s Guide to Structural Equation Modeling. Lawrence Erlbaum Associates, Publishers, Mahwah (1996)zbMATHGoogle Scholar
  17. Tamura, H., Akazawa, K., Nagata, H.: Structural modeling of uneasy factors for creating safe, secure and reliable society. Paper Presented at the SICE System Integration Division Annual Conference (2002)Google Scholar
  18. Tzeng, G.-H., Huang, C.-Y.: Combined DEMATEL technique with hybrid MCDM methods for creating the aspired intelligent global manufacturing & logistics systems. Annals of Operations Research, 1–32 (2011)Google Scholar
  19. Urban, G., Von Hippel, E.: Lead User Analyses for the Development of New Industrial Products. Management Science 34(5), 569–582 (1988)CrossRefGoogle Scholar
  20. Wei, P.L., Huang, J.H., Tzeng, G.H., Wu, S.I.: Causal modeling of Web-Advertising Effects by improving SEM based on DEMATEL technique. Information Technology & Decision Making 9(5), 799–829 (2010)zbMATHCrossRefGoogle Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  • Chi-Yo Huang
    • 1
  • Yi-Fan Lin
    • 1
  • Gwo-Hshiung Tzeng
    • 2
    • 3
  1. 1.Department of Industrial EducationNational Taiwan Normal UniversityTaipeiTaiwan
  2. 2.Department of Business and Entrepreneurial AdministrationKainan UniversityLuchuTaiwan
  3. 3.Institute of Management of TechnologyNational Chiao Tung UniversityHsinchuTaiwan

Personalised recommendations