A DEMATEL based network process for deriving factors influencing the acceptance of tablet personal computers

Chi Yo Huang*, Yi Fan Lin, Gwo Hshiung Tzeng

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

3 Citations (Scopus)


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.

Original languageEnglish
Title of host publicationIntelligent Decision Technologies - Proceedings of the 3rd International Conference on Intelligent Decision Technologies, IDT'2011
Number of pages11
Publication statusPublished - 2011
Event3rd International Conference on Intelligent Decision Technologies, IDT'2011 - Piraeus, Greece
Duration: 2011 Jul 202011 Jul 22

Publication series

NameSmart Innovation, Systems and Technologies
Volume10 SIST
ISSN (Print)2190-3018
ISSN (Electronic)2190-3026


Other3rd International Conference on Intelligent Decision Technologies, IDT'2011


  • DEMATEL based network process (DNP)
  • Lead user method
  • Multiple criteria decision making (MCDM)
  • Structural equation modeling (SEM)
  • Tablet personal computer (Tablet PC)
  • Technology acceptance model (TAM)

ASJC Scopus subject areas

  • General Decision Sciences
  • General Computer Science


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