第五章 資料分析與討論
第四節 後續研究建議
第三代行動通訊開台，已是近來行動市場的熱門話題。當前台灣3G 行動通 訊技術已臻成熟，然而對於消費者使用而言尚未完全成熟，因此本研究在消費者 個人心理層面仍屬於初探。有鑑於此，在後續研究建議如下：
(1) 未來研究方向可待消費者對第三代行動通訊服務涉入程度較高時再予以更深 入之探討，以獲取更具客觀之論點。
(2) 本研究引入個人創新特質做為影響知覺有用性與知覺易用性之前因，並且加
入知覺成本性以擴展科技接受模型。然而研究結果顯然表示個人創新特質尚 不足以解釋有用性與易用性之前因，因此未來研究人員可持續探討有關採用 3G 加值服務之外部變數，例如內容豐富性、媒體娛樂性等媒介特性。
(3) 在研究對象方面，本研究僅以大學生及研究生之年輕族群進行探討，故後續 研究可擴展至更大範圍之族群，以對本研究之擴展模型再次驗證或比較此擴 展模型於不同採用族群上，是否有其他行為意向的差異。
(4) 行動加值服務分為「行動通訊服務」、「行動娛樂服務」、「行動交易服務」與
「行動資訊服務」等四大類，建議未來研究可針對使用者對於單一類別進行 深入探討，或調查不同屬性之使用族群對於不同類別之加值服務的採用上有 無不同，誠如學生族群、上班族或是商務專業人士。
(5) 在原始科技接受模型與本研究提出之擴展式科技接受模型方面，本研究並未 比較兩者在解釋力上之差異。另外，除了科技接受模型，尚有其它行為意向 理論，諸如理性行為理論、計畫行為理論等理論。故後續研究學者亦可將原 始科技接受模型、本研究建構之模型，甚至一併考量其它行為意向理論，進 行各理論之比較，以瞭解不同理論在採用第三代行動加值服務中之解釋力。
最後，後續研究亦可將科技接受模型結合創新擴散理論之相關構念，來探討 消費者採用3G 行動加值服務之情形。
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附錄 正式問卷
親愛的先生/女士 您好：
這是一份關於瞭解「消費者對於3G 行動加值服務之認知、態度及採用意向」之學術研究問卷，懇 請您能撥冗提供寶貴意見，以協助本研究之完成，您的寶貴意見將使本研究更具價值。本問卷採取不 記名方式填答，所有資料僅供學術研究之用，絕不另行它用，敬請安心填答。
對於您的熱心協助與參與，再次致上由衷的謝意！
敬祝
健康快樂、萬事如意
國立高雄大學資訊管理學系教授 郭英峰博士 國立高雄大學經濟管理研究所研究生 顏士能 電子信箱：[email protected]
3G 現況簡介：請您在閱讀過以下說明後，再進入問卷的填答。
第三代行動通訊開台，是近來行動市場的熱門新聞。3G 加值服務有別於已往的 2G 或 2.5G，在資 料傳輸上更為快速，以致於可做諸多行動影音服務之應用。3G 除了提供撥打影音電話外、更可收看線 上即時新聞、高速下載音樂MV。3G 之快速數據封包傳輸的強大功能，得以讓行動族享受更多繽紛多 彩的生活。
目前國內 3G 業者，包括中華電信、台灣大哥大、亞太行動寬頻、威寶電信以及遠傳電信皆已提 供影像電話等3G 影音通訊服務。相信不久的未來，3G 行動通訊想必能夠達到更普及、更便利、更多 元的遠景。
第一部份：
本部份之目的在於瞭解您目前使用 3G 行動加值服務註之概況。請依據您個人實際情況於下列各問 項中勾選適合之描述。(各問項若無特殊說明，皆為單選題)
註：「3G 行動加值服務」意指除傳統撥打、接聽及語音信箱功能外，由其他 3G 電信業者提供其它付 費或免費之服務，如影音媒體、行動影音交友、行動電玩、圖鈴、MV 下載等服務。
UC1. 請問您是否使用 3G 手機
□是，我使用3G 手機 □否，我使用非 3G 手機
UC2. 請問您是否曾經使用過 3G 行動加值服務：
□是，我曾使用過 □否，不曾使用過 (若答案為否，請直接跳答UC8)
UC3. 請問您目前使用之 3G 行動電話供應業者為(若有多個門號，請以平均使用頻率最 高者為準)：
□台灣大哥大 □亞太行動寬頻 □中華電信 □威寶電信 □遠傳電信 □其他
UC4. 請問您從第一次使用 3G 行動加值服務至今已有多久時間：
□未滿半年 □半年～未滿1 年 □1 年～未滿 2 年 □2 年以上
UC5. 請問您從第一次使用 3G 行動加值服務至今，曾經使用過何種類型之加值服務 (可 複選)：
□影音新聞 □氣象資訊 □餐廳查詢
□旅遊景點查詢 □交通路況查詢 □交通地圖
□電子書下載 □網路商品查詢
□金融理財資訊 □銀行轉帳 □行動購物
□線上付款
□MMS 多媒體訊息 □影音信箱 □行動電子郵件
□動態聲音影像電視台 □MV 下載 □動畫下載
□圖片下載 □行動影音交友 □鈴聲MP3 下載
□行動JAVA 遊戲 □虛擬情人 □心理測驗
□塔羅牌算命 □電影資訊
UC6. 請問您在最近半年內，您平均每月花費多少時間使用 3G 行動加值服務：
□未滿10 分鐘 □10 分鐘～未滿 30 分鐘 □30 分鐘～未滿 1 小時
□1 小時～未滿 2 小時 □2 小時以上
UC7. 請問您在最近半年內，您個人平均每月花費在 3G 行動加值服務之總支出為(單 位：新台幣)：
□100 元以下 □101～200 元 □201～300 元 □301～400 元
□100 元以下 □101～200 元 □201～300 元 □301～400 元