Using an Extended TAM to Understand the Factors Affecting Adoption of
Mobile Value-Added Services: A Study of Mobile Communications
Services
Ying-Feng Kuo
Department of Information Management, National University of Kaohsiung
Ching-Wen Yu
Graduate School of Business and Administration, Shu-Te University
( ) 1. 2. 3. 4. 5. 30.6% 6. 29.4% 7. 71.1% Forrester(2004) 2.5G 3G 2006 15 2010 3,323 ( 2001)
(Davis, 1989; Davis et al., 1989;
Mathieson, 1991; Igbaria et al., 1997; Liao et al., 1999)
(TAM,
technology acceptance model)
(
)
1. 2.
Müller-Veerse(1999) Clarke(2001) Tsalgatidou Pitoura(2001)
Barnes(2002)
Kannan (2001) Keen Mackintosh(2001)
(Müller-Veerse, 1999; Tsalgatidou & Pitoura, 2001; Clarke, 2001)
(Ubiquity)
(Convenience)
(Personalization) (data mining) (Dissemination) ( ) ( ) ( ) ( ) (Coursaris et al., 2003) Davis (1989)
(Fishbein & Ajzen, 1975)
(parsimony) (Davis, 1989;
Davis et al., 1989)
Davis (1989)
(Davis et al., 1989)
(Igbaria et al., 1995)
(Venkatesh & Davis,
Davis
(1989)
Taylor Todd (1995)
(DTPB, decomposed theory of planned behavior)
Igbaria (1997)
Lin Lu (2000)
WWW Chau Hu (2002) ( 1) 1 H1 H1a H1b H2 H3
H4
H5
H6
Taylor Todd (1995)
Taylor Todd (1995) Teo Pok (2003)
Davis (1989)
(Müller-Veerse, 1999; Clarke, 2001;
Tsalgatidou & Pitoura, 2001)
(Pre-test)
Likert
(judgment sampling)
E-ICP 20-29
45%
20-29
(Anderson & Gerbing, 1988;Breckler, 1990)
SPSS 12
(SEM, structural equation modeling)
LISREL 8.5 213 5 52.6% (45.5%) (21.1%) (13.1%) 4 (67.6%) 401 600 (22.5%)
70.9% 50% 30 10 100 (61.5%) 100 SEM LISREL 8.5 (ML, maximum likelihood) 1. 2. 3. χ2 χ2 χ2 χ2 χ2 (Hair et al., 1998)
1. 2. 3. (Hair et al., 1998) 3 3 χ2 p>.05 p<.01 χ2/df <5 2.472
GFI(goodness of fit index) >0.9 0.810
RMSEA(root mean square error of approximation) <0.08 0.083 RMR(root mean square residual) <0.08 0.044
NFI(normed fit index) >0.9 0.901
NNFI(non-normed fit index) >0.9 0.929
CFI(comparative fit index) >0.9 0.938
IFI(incremental fit index) >0.9 0.938
PNFI(parsimonious normed fit index) >0.5 0.790 PGFI(parsimonious goodness of fit index) >0.5 0.653
4 5 4 / t 無 所 不 在 U1 .805 NA .828 U2 .881 12.262** U3 .659 9.649** 個 人 化 P1 .796 NA .784 P2 .800 10.609** P3 .541 7.376** P4 .543 7.408** P5 .535 7.292** 知 覺 易 用 性 PEOU1 .742 NA .877 PEOU2 .653 9.397** PEOU3 .919 13.251** PEOU4 .868 12.720** 知 覺 有 用 性 PU1 .683 NA .877 PU2 .810 10.480** PU3 .837 10.760** PU4 .808 10.454** PU5 .685 9.040** PU6 .579 7.733** 態 度 A1 .770 NA .807 A2 .737 10.331** A3 .781 10.923** 行 為 意 向 BI1 .880 NA .785 BI2 .642 9.547** BI3 .689 10.361** NA 1， t = 2 2 (Σλ) [(Σλ) +Σ(θ)]；λ= ；θ= * p<.05; ** p<.01
5 U P PEOU PU A BI U .621a P .480 .429 PEOU .425 .203 .644 PU .521 .393 .304 .547 A .311 .189 .472 .398 .582 BI .294 .185 .406 .404 .840 .554 a. = 2 2 (Σλ ) [(Σλ )+Σ(θ)]；λ= ；θ=
U= ；P= ；PEOU= ；PU= ；A=
BI=
4 t
(Anderson & Gerbing, 1988; Hair et al., 1998) 4
.50
(Fornell & Larcker, 1981)
(R2) 2 2 2 (R2) 30.6%
29.4%
71.1%
-3G
3G
30.6%
30%
1. 2. 3. 4. 5. 1. 2. 3. 4.
(2001)
http://www.dgt.gov.tw/chinese/public-comments/15.4/900321.pdf
Anderson, J. C. & Gerbing, D. W. (1988), Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach, Psychological Bulletin, 103(3), pp. 411-423
Barnes, S. J. (2002), The Mobile Commerce Value Chain: Analysis and Future Development, International Journal of Information Management, 22(2), pp. 91-108.
Breckler, S. J. (1990), Applications of Covariances Structure Modeling in Psychology: Cause for Concern? Psychological Bulletin, 107(2), pp. 260-273.
Chau, P. Y. K. &. Hu, P. J. H. (2002), Investigating Healthcare Professionals’ Decisions to Accept Telemedicine Technology: An Empirical Test of Competing Theories, Information & Management, 39(4), pp. 297-311.
Clarke, I. (2001), Emerging Value Propositions for M-Commerce, Journal of
Business Strategies, 18(2), pp. 133-148.
Coursaris, C., Hassanein, K., & Head, M. (2003), M-commerce in Canada: an Interaction Framework for Wireless Privacy, Canadian Journal of
Administrative Sciences, 20(1), pp. 54-73.
Davis, F. D. (1989), Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, 13(3), pp. 319-340. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989), User Acceptance of Computer
Technology: A Comparison of Two Theoretical Models, Management Science, 35(8), pp. 982-1003.
Fishbein, M. & Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An
Introduction to Theory and Research, Reading, MA: Addison-Wesley.
Fornell, C. R. & Larcker, D. F. (1981), Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing
Research, 18(1), pp. 39-50.
Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998), Multivariate
Igbaria, M., Guimaraes, T., & Davis, G. B. (1995), Testing the Determinants of Microcomputer Usage via a Structural Equation Model, Journal of Management
Information Systems, 11(4), pp. 87-114.
Igbaria, M., Zinatelli, N., Cragg, P., & Cavaye, A. L. M. (1997), Personal Computing Acceptance Factors in Small Firms: A Structural Equation Model, MIS
Quarterly, 21(3), pp. 279-302.
Kannan, P. K., Chang, A. M., & Whinston, A. B. (2001), Wireless Commerce:
Marketing Issues and Possibilities, Proceeding of the 34th Annual Hawaii International Conference on System Sciences, Maui, Hawaii.
Keen, P. & Mackintosh, R. (2001), The Freedom Economy: Gaining the
M-Commerce Edge in the Era of the Wireless Internet, Osborne/McGraw-Hill
Publication, Berkeley, CA.
Liao, S., Shao, Y. P., Wang, H., & Chen, A. (1999), The Adoption of Virtual Banking: An Empirical Study, International Journal of Information Management, 19(1), pp. 63-74.
Lin, C. C. J. & Lu, H. (2000), Towards an Understanding of the Behavioural Intention to Use a Web Site, International Journal of Information Management, 20(3), pp. 197-208.
Mathieson, K. (1991), Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior, Information Systems
Research, 2(3), pp. 173-191.
Mathieson, K., Peacock, E., & Chin, W. W. (2001), Extending the Technology Acceptance Model: The Influence of Perceived User Resources, Database for
Advances in Information Systems, 32(3), pp. 86-112.
Moon, J. W. & Kim, Y. G. (2001), Extending the TAM for a World-Wide-Web Context, Information & Management, 38(4), pp. 217-230.
Müller-Veerse, F. (1999), Mobile Commerce Report, Durlacher Research Ltd., http://www.durlacher.com/downloads/mcomreport.pdf.
Taylor, S. & Todd, P. A. (1995), Understanding Information Technology Usage: A Test of Competing Models, Information Systems Research, 6(2), pp. 144-176. Teo, T. S. H. & Pok, S. H. (2003), Adoption of WAP-Enabled Mobile Phones among
Internet User, OMEGA, 31(6), pp. 483-498.
Tsalgatidou, A. & Pitoura, E. (2001), Business Model and Transactions in Mobile Electronic Commerce: Requirements and Properties, Computer Networks, 37(2), pp. 221-236.
Venkatesh, V. & Davis, F. D. (1996), A Model of the Antecedents of Perceived Ease of Use: Development and Test, Decision Sciences, 27(3), pp. 451-481.
