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標題: 手機使用者對3G手機上網服務使用意願及其影響因素之研究
The Empirical Study of Antecedent Factors Influencing on Mobile Phone Users' Intentions to Use 3G Mobile Internet Service
作者: 張君如
Chang, Chun-Ju
關鍵字: 3G手機上網服務
出版社: 行銷學系所
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摘要: 有鑑於台灣3G手機上網服務的市場環境與過去大不相同,且著眼於未來行銷推廣3G手機上網服務的前瞻性與重要性,有別於與過去大部分關於手機上網服務之研究乃以探討功能屬性與消費者內在信念為主,本研究以理性行為理論與科技接受模型為基礎,並根據網路涉入生活型態、知覺有用性、知覺易用性、參考群體影響與促銷誘因等文獻探討建立研究架構,擬以行銷觀點探討影響手機使用者對3G手機上網服務使用意願的因素,提供電信營運商擬定3G手機上網服務行銷與經營策略之參考。本研究以目前正在使用手機之消費者為調查對象,採便利抽樣方式進行實體與網路問卷調查,共計取得353份有效問卷。統計分析方法採用SPSS 12 統計軟體進行迴歸分析,驗證本研究提出之研究假設是否與實證結果符合,並且依據實證結果提出討論與管理意涵,以及後續研究建議。本研究實證結果發現如下:(一)網路涉入生活型態對知覺易用性具有正向的影響關係;(二)網路涉入生活型態對知覺有用性具有正向的影響關係;(三)知覺易用性對知覺有用性具有正向的影響關係;(四)促銷誘因對使用意願具有正向的影響關係;(五)知覺易用性對使用意願具有正向的影響關係;(六)知覺有用性對使用意願具有正向的影響關係;(七)參考群體影響對使用意願具有正向的影響關係。
In view of Taiwan's 3G mobile internet service market environment having much more improvement than the past, this study tries to use the point of marketing view to address the antecedent factors influencing on mobile phone users' intentions to use 3G mobile internet service. Based on the theory of reasoned action and technology acceptance model, this study, according to the literature review, adopts Internet involvement lifestyle, perceived ease of use, perceived usefulness, reference group influence and promotional incentives as determinants to explore their impact on intentions to use. A total of 353 valid questionnaires were obtained by using convenience sampling. And the hypotheses proposed in this study are verified by regression analysis. The empirical results provide managerial implications to the Taiwan telecommunication operators for references while planning 3G internet service marketing strategy and future research recommendations for further study.The empirical results are as follows: (1) Internet involvement lifestyle has a positive effect on perceived ease of use. (2) Internet involvement lifestyle has a positive but not strong effect on perceived usefulness. (3) Perceived ease of use has a positive effect on perceived usefulness. (4) Promotional incentives have a direct positive effect on intentions to use. (5) Perceived ease of use has a positive effect on intentions to use. (6) Perceived usefulness has a positive but not strong effect on intentions to use. (7) Reference group influence has little positive effect on intentions to use.
其他識別: U0005-1804201123335400
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