Applying Involvement Theory and Technology Acceptance Model to Explore Usage Intention of the Third Generation Mobile Co
王鼎皓、包冬意
E-mail: 9806285@mail.dyu.edu.tw
ABSTRACT
With the vigorous development of information technology and the prevailing of motion communication, the mobile phone has become more necessary in our daily life. According to the reports of National Communications Commission, the number of third generation (3G) subscribers have been increased. In addition, with the release of new 3G Phone and applications, users will have more choices. Therefore, the purpose of this study was to explore which elements will influence users’ wiliness to use 3G.
This study use TAM as framework, and consider the characteristic of 3G to add perceived enjoyment, and user involvement as noise variables to explore the influence of user’s wiliness on 3G. The method to carry out this study was using a survey, and analysis with statistics.
The results showed that perceived usefulness, perceived ease of use, perceived enjoyment and perceived cost have significant effect on the use of attitude; perceived usefulness , perceived cost , attitude and SN have significant impact on behavioral intention; user involvement would interfere with the relationship between attitude and behavioral intention. The study will provide some marketing suggestions to telecom operators.
Keywords : involvement theory、technology acceptance model、third generation mobile communication Table of Contents
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．．．．．．．．． ix 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景．．．．．．．．．．．．．．． 1 第二節 研究動機．．．．．．．．．．．．．．． 4 第三節 研究目的．．．．．．．．．．．．．．． 5 第四節 研究範圍．．．．．．．．．．．．．．．．． 6 第五節 研究流程．．．．．．．．．．．．．．．．． 6 第二章 文獻探討．．．．．．．．．．．．．．．．． 8 第一節 行動通訊發展過程．．．．．．．．．．． 8 第二節 行動通訊加值服務定義與現況．．．．．．．． 10 第三節 科技接受模式．．．．．．．．．．．．．．． 16 第四節 涉入理論．．．．．．．．．．．．．．．．． 28 第三章 研究方法．．．．．．．．．．．．．．．．． 38 第一節 研究架構．．．．．．．．．．．．．．．．． 38 第二節 研究假設．．．．．．．．．．．．．．．．． 39 第三節 構面定義．．．．．．．．．．．．．．．．． 43 第四節 問卷調查對象與方式．．．．．．．．．．．． 47 第五節 衡量問項．．．．．．．．．．．．．．．．． 48 第六節 資料分析方法．．．．．．．．．．．．．．． 51 第四章 資料分析．．．．．．．．．．．．．．．．． 53 第一節 樣本基本資料分析．．．．．．．．．．．．． 53 第二節 信效度之檢驗．．．．．．．．．．．．．．． 57 第三節 結構化方程模式．．．．．．．．．．．．．． 63
第四節 個人涉入程度之干擾效果．．．．．．．．．． 70 第五節 資料分析與討論．．．．．．．．．．．．．． 72 第五章 結論與建議．．．．．．．．．．．．．．．． 74 第一節 研究結論．．．．．．．．．．．．．．．．． 74 第二節 研究貢獻．．．．．．．．．．．．．．．．． 76 第三節 研究限制．．．．．．．．．．．．．．．．． 77 第四節 後續研究建議．．．．．．．．．．．．．．． 78 參考文獻 ．．．．．．．．．．．．．．．．．．．．． 79 附錄 研究問卷．．．．．．．．．．．．．．．．．． 91 REFERENCES
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