以跨服務分類觀點探討行動服務使用者採用模式之研究

A Study of Mobile Service's Adoption Model: A Prospect of Cross Services' Classification

由於行動服務具有了個人化、適地化、互動性與即時性等特性，不同的服務項目其採用模式亦會有所差異。首先，本研究採用Pedersen et al.（2003）的觀點，並考量國內行動服務市場的現況，發展出四種行動服務概念性的分類。其次，並以台灣行動服務市場為對象針對不同服務種類建構適合採用模式；研究發現影響行動通話與接觸通訊服務使用者的使用態度與實際行為因素較為全面性；而對於行動付款服務的使用者除了較重視使用上所需資源的評估與是否可提升其個人形象與社會地位之外，安全性似乎是影響其採用的關鍵因素；行動育樂與遊戲的使用者除了重視所需資源的評估外，參考群體對於其是否採用的影響亦深。最後，透過本研究所建立之行動服務分類方式與跨服務觀點之採用模式實證結果，可提供給業者擬訂行銷策略之參考。

Although an increasing number of academic studies are starting to focus on mobile services from a service management perspective, but formal classifications or categorizations of mobile services are still scarce. First, the study First, this research uses Pedersen et al. (2003) the viewpoint and considerate domestic mobile service market present situation, the study investigates the adoption of mobile services across four different services categories. Next, as mobile services of Taiwan to discover all the influence factors on text messaging and mobile contact services to end-user attitude and actual behavior factor are similarly important. But besides quite takes in the use to need the resources the appraisal with whether can promote its individual image and the social position, the security is the key factor as if which affects it to use. The users of mobile entertainment and gaming play besides to take to need the resources the appraisal; the reference community regarding it whether uses the influence is also deep. The resulting classification gives implications for further empirical research in mobile service area and helps managers to differentiate and group their mobile service offerings in a meaningful way that is especially useful for marketing purposes.