行動加值服務採用因素分析

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林彥均(Yan-jiun Lin) 查詢紙本館藏

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資訊管理學系

論文名稱

行動加值服務採用因素分析
(Factor of Mobile Data Service Adoption.)

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摘要(中)

隨著行動通訊證照的發放以及台灣行動通訊市場的成熟發展，行動通話用戶數持續不斷地攀升。至2010年第一季，全台手機門號人口普及率已達117.6%，已然呈現穩定飽含的狀態。是以通訊業者彼此之間的競爭顯得愈來愈激烈，台灣現行的電信業者都提供了月租費折抵通話費的優惠方案，更有不少業者提供了無限網內、甚至網外的通話時間。電信業者能靠著基礎的通話收費來獲取利潤的空間愈來愈狹礙，發展行動通訊服務便成了唯一的一條出路。電信業者期待在3G的高速傳輸優勢下，能藉由提供行動加值服務（Mobile Data Services, MDS）來提高平均每戶貢獻度（Average Revenue Per User, ARPU）。然而現今台灣的3G用戶數已然超過1659萬戶，占總門號數的六成比例，但卻始終缺乏一個有效的殺手級應用，來吸引消費者使用並提升ARPU。
而本研究目的在於探討出影響消費者決定採用行動加值服務的重要因素，並對電信業者做出開發行動通訊服務應用之建議。以求開發出符合消費者需求，且能被消費者接受之行動加值服務內容。在本研究中透過文獻資料蒐集，分析行動通訊系統演進歷程與行動加值服務發展現況，並試著結合計劃行為理論（Theory of Planned Behavior, TPB）跟感知價值（Perceived value）以求更有效地解釋消費者採用意圖。並在結果發現享樂價值（Hedonic value）和移動性（Mobility）為最主要影響使用者意圖的因素。是以本研究認為現今的消費者決定採用行動加值服務，多是基於個人娛樂目的、為了休閒、放鬆心情。而非公務目標的使用，並且對於行動加值移動性的質疑將可能大幅降低消費者的採用意圖。是以建議電信業者應多開發娛樂導向之應用，並強化行動加值服務的連線品質，以吸引更多的消費者嚐試使用行動加值服務。

摘要(英)

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.

關鍵字(中)

★ 享樂價值
★ 社會價值
★ 行動加值服務
★ 實用價值

關鍵字(英)

★ TPB
★ MDS
★ Utilitarian Value
★ Hedonic Value
★ Social Value

論文目次

第一章緒論 1
第一節研究背景 1
第二節研究動機 4
第三節論文架構與研究程序 5
第二章文獻探討 7
一、行動加值服務（MDS） 7
二、慎思行動理論（TRA） 8
三、計劃行為理論（TPB） 10
四、人際互動 13
五、感知價值（Perceived Value） 14
第三章研究方法 15
第一節研究架構與假說 15
第二節研究變數之定義與操作化 20
第三節研究設計 26
第四章研究分析 28
第一節樣本基本資料分析 28
第二節問卷量表之信度與效度檢驗 30
第三節假說檢定 34
第四節共線性檢查 39
第五節小結 41
第五章結論與建議 43
第一節研究結果與討論 43
第二節管理意涵 50
第三節研究限制與未來研究建議 51
第六章參考文獻 53
一、中文文獻與書籍 53
二、英文文獻 53
附錄：問卷 60

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指導教授

范錚強、蘇雅惠
(C. K. Farn、Yea-Huey Su)

審核日期

2010-7-27

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