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http://hdl.handle.net/11455/22648| 標題: | 結合質化與量化方法探討多媒體訊息服務之實證研究 An empirical study combining qualitative and quantitative methods on multimedia messaging service |
作者: | 潘穎慧 Pan, Ying-Hui |
關鍵字: | 多媒體訊息服務(MMS);Multimedia Messaging Service (MMS);簡訊服務(SMS);進階訊息服務(EMS);隱喻抽取技術(ZMET);Short Message Service (SMS);Enhanced Message Service (EMS);Zaltman Metaphor Elicitation Technique (ZMET) | 出版社: | 電子商務研究所 | 引用: | Bisogni, C.A., Connors, M., Devine, C.M. and Sobal, J. (2002), “Who we are and how we eat: a qualitative study of identities in food choice”, Journal of Nutrition Education and Behavior, Vol. 34, No. 3, pp. 128-139. Christensen, G.L. and Olson, J.C. (2002), “Mapping consumers' mental models with ZMET”, Psychology & Marketing, Vol. 19, No. 6, pp. 477-502. Cho, S. and Kowalczyk M. (2005), “Multimedia Messaging Service (MMS)”, School of EECS, Oregon State University. Eastin, M.S.(2002), “Diffusion of e-commerce: an analysis of the adoption of four e-commerce activties”, Telematics and Informatics, Vol. 19, No.3, pp.251-267. Find (2003), Focus on Internet News & Data, available at: http://www.find.org.tw/0105/howmany/howmany_disp.asp?id=84 Ericsson (2006), “About MMS”, Ericsson, available at: www.ericsson.com Ghaderi, M. and Keshav, S. (2005), “Multimedia messaging service: system description and performance analysis”, University of Waterloo, Waterloo, ON N2L 3G1, Canada. Harvey, F. (2002), “Message in a bottleneck Multimedia messaging - pictures sent via your mobile - should appeal to marketers as well as avid texters. But the networks are still incompatible”, Financial Times, 15 Oct, available at: proquest.umi.com/pqdweb?did=209556871&sid=3&Fmt=3&clientId=44313&RQT=309&VName=PQD Hayward, D. (2002), “A handset evolution A new wave of wireless content and services will bring the mobile phone industry back to life”, Financial Times, 16 October, available at: proquest.umi.com/pqdweb?did=212602861&sid=3&Fmt=3&clientId=44313&RQT=309&VName=PQD Hsu, C.L., Lu, H.P. and Hsu, H.H. (2006), “Adoption of the mobile Internet: an empirical study of multimedia message service (MMS)”, The International Journal of Management Science, Vol. 35, No.6, pp. 715-726. Karim, N.S.A., Darus, S.H. and Hussin, R. (2006), “Mobile phone applications in academic library services: a students' feedback survey”, Campus-Wide Information Systems, Vol. 23, No.1, pp. 35-51. Kleef, E.V., Trijp, H.C.M. and Luning P. (2005), “Consumer research in the early stages of new product development: a critical review of methods and techniques”, Food Quality and Preference, Vol. 16, No.3, pp. 181-201. Kuo, Y.F. and Yu, C.W. (2006), “3G telecommunication operators' challenges and roles: a perspective of mobile commerce value chain”, Technovation, Vol. 26, No.12, pp.1347-1356. Lee, M.S.Y., McGoldrick, P.J., Keeling, K.A. and Doherty J. (2003), “Using ZMET to explore barriers to the adoption of 3G mobile banking services”, International Journal of Retail & Distribution Management, Vol. 31, No. 6, pp. 340-348. Markett, C., Sanchez, I.A., Weber, S. and Tangney, B. (2006), “Using short message service to encourage interactivity in the classroom”, Computers & Education, Vol. 46, No. 3, pp.280-293. Nathwani, K. and Eason, K. (2005), “Perceptions versus expectations of multimedia messaging service (MMS)”, Personal and Ubiquitous Computing, Vol. 9, No. 4, pp. 191-197. Nien, Y.C. (2002), “The integrated environment of MMS and WAP 2.0 browser on embedded Linux”, National Taiwan University, Taiwan. Nokia (2001), “Nokia multimedia messaging”, Nokia, available at: www.afn.org/~afn48922/downs/wireless/mms_net_nmp_wp.pdf#search=''Multimedia%20messaging%20service'' Novak, L. and Svensson M. (2001), “MMS-building on the success of SMS”, Ericsson Review, No.3, pp. 102-109, available at: http://www.ericsson.com/ericsson/corpinfo/publications/review/2001_03/140.shtml Nunnally J.C. (1978), Psychometric theory, New York: McGraw-Gill. Olla, P. and Atkinson, C. (2004), “Developing a wireless reference model for interpreting complexity in wireless projects”, Industrial Management & Data Systems, Vol. 104, No. 3, pp. 262-272. Olson Zaltman Associates (2000), “The ZMET Alternative”, Olson Zaltman Associates, available at: www.olsonzaltman.com Pijpers, G..G..M., Bemelmans, T.M.A., Heemstra, F.J. and Montfort, K.A.G..M. (2001), “Senior executives' use of information technology”, Information and Software Technology, Vol. 43, No. 15, pp. 959-971. Open Mobile Alliance (2003), “Multimedia messaging service encapsulation protocol-version 1.2”, Open Mobile Alliance, 15 September, available at: www.openmobilealliance.org Ruyter, K. and Scholl, N. (1998), “Positioning qualitative market research: reflections from theory and practice”, Qualitative Market Research: An International Journal, Vol. 1, No. 1, pp.7-14. Scharl, A., Dickinger, A. and Murphy, J. (2005), “Diffusion and success factors of mobile marketing”, Electronic Commerce Research and Applications, Vol. 4, No. 2, pp. 159-173. Sugai, P. (2005), “Mapping the mind of the mobile consumer across borders-an application of the Zaltman metaphor elicitation technique”, International Marketing Review, Vol. 22, No. 6, pp. 641-657. Tan, D.H.M., Hui, S.C. and Lau, C.T. (2001), “Wireless messaging services for mobile users”, Journal of Network and Computer Applications, Vol. 24, No. 2, pp. 151-166. | 摘要: | 隨著資訊科技的快速變革，我們即將迎接嶄新的通訊型態及需求。電信產業的創新發展將對全世界人們的生活方式產生深刻的影響力。我們所認知的行動通訊如今不僅是聲音傳送的手機通話功能而已，並且已趨向於多媒體功能。多媒體訊息服務(MMS)便為簡訊服務(SMS)的一項革新 (簡訊服務是一種應用於手機網路的純文字訊息傳送技術)。但多媒體訊息服務不同之處在於不僅僅限於文字訊息傳送；其功能可以傳送與接收多媒體性質的訊息，諸如：圖文、影片及視訊內容等。是故，本研究目的便在於探討多媒體訊息服務的潛在內涵，以及嘗試發掘出存在於消費者內心深處的想法與感覺，本研究結果可作為業者在從事產品開發與行銷策略時的參考基礎。此研究同時亦根據分析結果，期望能協助廠商在台灣進一步推廣多媒體訊息服務。 本研究結合了質化與量化的研究方法探討消費者使用多媒體訊息服務的意圖。在質化研究方面，本研究運用隱喻抽取技術(ZMET)分析使用者對多媒體訊息的想法與感覺，深入了解他們對產品的渴望與需求，並透過ZMET訪談中獲得豐富的關聯影像及影像總結。進而，藉由訪談分析結果攫取關鍵性因素並設計問卷資料。之後再進行問卷調查活動。在量化研究方面，則是透過問卷調查分析並呈現多媒體訊息屬性、消費者意向及個人價值等。 本研究根據上述分析與結果，對業者提出行銷方面的建議。進而業者可充分地掌握目標客層的潛在想法。同時，本研究亦期望能協助業者提供更貼近消費者需求之產品。 Due to the rapid revolution of information technology, we are facing a new communication style and needs. New developments in telecommunications will have a profound effect upon people's lifestyle throughout the world. The mobile communication now is not only for voice-driven communication but also evolving to multimedia function. Multimedia Messaging Service (MMS) is the evolution of Short Message Service (SMS) (SMS is a text-only messaging technology for mobile networks). With MMS, a mobile device is no longer confined to text-only messages. It can send and receive multimedia messages such as graphics, video and audio clips, and so on. This research was to explore the potentials of MMS and tried to demonstrate thoughts and feelings deep in the consumers' mind. It was also to be the base of the reference for industrialists' promotion and marketing plan. The research would derive strategies as a guideline to assist companies to develop MMS in Taiwan. This research combined the qualitative and quantitative research methods to study consumers' intention to use MMS. For the qualitative approach, this study uses the Zaltman Metaphor Elicitation Technique (ZMET) to extract thoughts and feelings from MMS users. It observed their needs for MMS and drew an abundant data of related image and summary of images from ZMET interviews. Then, the research utilized the extracted factors to design the questionnaires and conduct a questionnaire survey afterward. For the quantified research, this research conducted a questionnaire survey to analyze and demonstrate with MMS attributes, consumers' intention towards using MMS, and the personal value. This research recommended the industrialists some marketing advices according to the analysis and results above showed. Then the industrialists could sufficiently master the latent thoughts of the target consumers. It was also expected that the research would help to provide a product that would be closer to the consumers'needs. |
URI: | http://hdl.handle.net/11455/22648 | 其他識別: | U0005-2506200723424100 |
| Appears in Collections: | 科技管理研究所 |
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