Paper Title
The Design Of Digital Print Acceptance Scale: Based On Theory Of Planned Behavior And Involvement

The purpose of this study is to develop digital print acceptance scale according to theory of planned behavior and involvement. The theoretical basis is constructed by literature review and interview content. The questionnaires were spread from December 2015 to January 2016 and March 2016 to April 2016. 281 valid questionnaires have been gotten from 300 distributions to analyze. In order to make the research tool to be more rigorous, validity and reliability has been confirmed. Item analysis, exploratory factor analysis, and internal consistence analysis were applied to analyze data obtained from pilot test. Furthermore, confirmatory factor analysis was applied to test model fit of research tool. Based on the research result, the conclusion was presented below: 1. The connotation of digital print acceptance of customer included difficult to get, artistic conception of painting, reputation of the painter, price, recommend by friends, decoration, support friends, gift, to enhance cultural literacy, involvement of art, and collection. 2. The study has constructed digital print acceptance scale including attitude, subjective norms, perceived behavioral control, involvement, and demographic variable. 3. Composition reliability of each part of digital print acceptance scale is between 0.75~0.86 and the average variance extracted is between 0.48~0.49. Index Terms - Digital Print, Theory of Planned Behavior, Involvement.