| dc.description.abstract | With the issuance of mobile operator licenses that resulted in intense competition, Taiwan’s mobile communication market has quickly matured. Today, there are 27.2 million cell phone numbers, compared to population of 2.3 million. A common marketing move is price competition. For example, monthly basis fee is redeemable towards mobile usage charge, unlimited calling within the same operator network and so on. These cut throat price competitions leave little room for profit for the operators. Thus, developing mobile data service (MDS) becomes an obvious way for the operators to improve their revenue. While 3G mobile network has higher transmission rate, mobile operators belief they can raise the ARPU (average revenue per user) through providing mobile data services. Taiwan already has more than 16.6 million 3G subscribers, but the operators still cannot seem to find the right formula and effective applications to achieve increased ARPU.
The purpose of this study is to explore the factors that affect consumer adoption of mobile data services. From the literature review, consumer acceptance of MDS is not fully explained by current technology acceptance model. In this study, we adopt the theory of planned behavior (TPB) and perceived value, attempting to explain consumer adoption intention. We found that hedonic value and perceived mobility are important factors that affect consumer intention. Results of data analysis revealed that consumer decide to adopt MDS, mostly for personal entertainment purpose, for fun, for relaxation, rather than official task-oriented usage. Finally, we suggest mobile operators should focus more on entertainment-oriented application development, and enhance the mobility quality of MDS.
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