行動通訊服務之顧客接受度影響因素研究

An Examination of the Determinants of Customer Acceptance in Mobile Telecommunication Service Contexts

隨著行動電話普及與電信服務多元化發展，行動通訊服務己成為目前電信業者最具收益的行動加值服務。然而，卻少有研究探討為何人們會接受此一行動應用。本研究目的將以技術接受模型為理論基礎，輔以創新擴散理論、動機理論與社會心理學理論，提出影響使用者接受行動通訊服務之關鍵因素。透過網路問卷，有效收集254位使用者資料，並使用結構化方程模式分析影響使用者意願之認知因素。研究結果發現，驅使人們使用行動通訊服務之因素包括個人喜好與主觀規範（R2=0.79）。此外，受限於行動裝置畫面大小，易用的人機操作介面變得較為重要。本研究意涵將有助於行動通訊業者參考。

While mobile telecommunication services (MTS) have been a highly profitable mobile application in recent years, little is know about user’s acceptance to those mobile services. This study applies the technology acceptance model (TAM) that incorporates innovation diffusion theory (IDT), motivation theory and social psychological theory as additional belief-related constructs to accurately predict the users’ acceptance of MTS. The proposed model is empirically evaluated using survey data collected from 254 users about their perceptions of MTS. Overall, the results reveal that attitude and subjective norm explain about 79% of MTS use. Additionally, easy-to-use is required because of the small screens of mobile devices. Implications and limitations are discussed.