3G
[email protected] [email protected]
(3G) 3G (ARPU, average revenue per user)3G ARPU
3G
3G
1.
(3G)
(ARPU, average revenue per user) (Arthur D. Little, 2001) 3G 3G ARPU 3G
(TAM, Technology acceptance model)
TAM Davis(1989)
(Davis, 1989 Davis et al., 1989)
3G
( ) 3G
( )
2.
2.1
1996
( 2002)
2.2
(Agarwal & Prasad, 1998 Lin, 1998 Hung et al., 2003 Yang, 2005)
Moore Benbasat(1991) Agarwal Prasad(1998) (Rogers, 1983) 3G 3G Rogers Yang(2005) (technology cluster) 1 2 H1 3G 3G H2 3G 3G
2.3
Davis 1989(Fishbein & Ajzen, 1975 Ajzen& Fishbein, 1980)
(PU, perceived usefulness) (PEOU, perceived ease of use)
(Mathieson et al., 2001)
(Taylor & Todd, 1995)
(Davis, 1989 Davis et
al., 1989)
Davis (1989)
(Davis et al., 1989 Taylor & Todd, 1995)
(Davis et al., 1989 Taylor & Todd, 1995)
(Davis et al., 1989)
Igbaria (1997)
Karahanna (1999) Windows
Lin
Lu(2000) Moon Kim(2001)
(Hung et al.,
2003 Bruner & Kumar, 2005 Yang, 2005)
(Hung et al., 2003)
(Bruner & Kumar, 2005 Wu & Wang, 2005 Luarn & Lin, 2005)
(Wu & Wang, 2005 Luarn & Lin, 2005)
(Hung et al., 2003 Bruner & Kumar, 2005)
(Davis, 1989 Karahanna et al., 1999 Moon & Kim, 2001)
TAM 3 4 5 7 8 H3 3G 3G H4 3G 3G H5 3G 3G H7 3G 3G H8 3G 3G
2.4
(Hung et al., 2003 Luarn & Lin, 2005
Wu & Wang, 2005) Constantinides(2002)
(Schultz, 2001) Luarn Lin(2005)
Wu Wang(2005) 6 H6 3G 3G 3G 1 1
3.
3.1
3.1.1
Rogers(1995) (innovativeness)
(Hung et al., 2003 Yang, 2005)
Likert
1 5 (1 5 )
3.1.2
Davis(1989)
3G
(Davis, 1989 Karahanna & Straub, 1999 Hung et al., 2003) 3G Likert 1 5 (1 5 )
3.1.3
Davis(1989) 3G(Davis, 1989 Moore & Benbasat, 1991 Karahanna & Straub, 1999)
3G Likert 1 5 (1 5 )
3.1.4
3G (Hung et al., 2003 Luarn & Lin, 2005 Wu & Wang, 2005)3G Likert 1 5 (1 5 ) 3G
3.1.5
Taylor Todd(1995) 3G (Taylor & Todd, 1995) 3G Likert 1 5 (1 5 )3.1.6
Fishbein Ajzen(1975) 3G(Taylor & Todd, 1995 Karahanna & Straub, 1999) 3G Likert 1 5 (1 5 )
3.2
(pilot-test) (item analysis) Cronbach’s Cronbach’s 0.724 0.887 (Nunnally, 1978) 3G3.3
(2006) 57.5% 21 30 54.2% Marsh Hau (1999) 3 4 100 200 ( 2003) 200 500 98% 2694.
4.1
(50.2%) (57.2%) 3G (75.9%) 10 3G (51.7%) 10 30 41.4% 100 (58.6%) 101 200 24.1% 3G MP3 (48.28%) MMS (37.93%) (27.59%) (24.14%) MV (13.79%) JAVA (13.79%) (13.79%) 3G (78.8%) (52.4%) (43.5%) 3G 1004.2
LISREL 8.52 (maximum likelihood) (measurement
model) (structural model)
4.2.1
factor analysis)
Hair (1998)
χ2
=387.102 p<0.01 GFI=0.884
(χ2/df= 2.225<3 NFI=0.936>0.9
NNFI=0.949>0.9 CFI=0.961>0.9 IFI=0.962>0.9
RFI=0.915>0.9 PNFI=0.705>0.5 PGFI=0.617>0.5) 0.621 0.990 0.968 0.984 0.877 0.933
4.2.2
χ2 =382.852 p<0.01 GFI=0.885 (χ2/df=2.151<3 NFI=0.938>0.9 NNFI=0.953>0.9CFI=0.964>0.9 IFI=0.964>0.9 RFI=0.919>0.9
PNFI=0.723>0.5 PGFI=0.623>0.5) t 1.96( =0.05) 2.58( =0.01) 2 2 2 (0.06, t=1.00) (-0.09, t=-1.49) (0.25, t=3.84) (0.38, t=5.29) (0.37, t=5.41) (0.44, 6.99) (-0.21, t=-4.14) (0.64, t=7.79) 1 1: H1 IPU(+) 0.06 H2 IPEOU(+) 0.25**
H3 PEOUPU(+) O.38**
H4 PUA(+) 0.44** H5 PEOUA(+) 0.37** H6 PCBI(-) -0.21** H7 PUBI(-) -0.09 H8 ABI(+) 0.64** ** p<0.01
5.
3G (Davis, 1989) 3G 3G 3G 3G (78.8%) 3G (1) (2) 3G (1) 3G 3G (2) ( NSC94-2416-H-390-005) [1] 2002 [2] LISREL 2003 [3] http://www.find.org.tw/find/home.aspx?page= many&id=154 2006
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