根據資策會(2005)ACI-FIND公布之資料，我國行動電話門號持有密度，從2003年底114%下降至2004年底的100％，因此，行動電話業者追求的不再單是100%門號用戶數，而更重要的是每個客戶的ARPU值是否能不斷提昇。而目前我國有432萬的連網家庭，其中有335萬的寬頻連網用戶，寬頻使用率為世界第三高( Emarketer , 2005)，龐大的上網人口代表著龐大的網路商機，另一方面，2004年我國行動電話用戶中，第四季2G用戶比之第三季相較減少4％，3G與PHS用戶數為123萬戶，較第三季成長17％，且2004年季平均成長率達到15％，顯現PHS與3G市場正逐步成長，各方資料均顯示出行動上網勢不可擋，因此各家行動通訊業者皆積極推出行動加值服務，藉以提升語音市場飽和後流失之利潤。然而研究(IDC,2004)指出在歐洲光是手機簡訊的營收就佔了電信業者總營收的13%~15%，沒有多媒體的整合服務，只是簡短的文字傳遞卻深受用戶喜愛，亦增加了電信業者之營收，因此，本研究以消費者對於行動加值服務的認知價值觀點，來探應消費者對於加值服務的付費意願，結果發現：受訪者對於四種類別的行動加值服務，其認知品質與認知價值、認知犧牲與認知價值、認知價值與付費意願都有顯著的相關，由此可知，當消費者心中對於行動加值服務的價值認定很高的話，那麼相對而言，其付費使用的意願就愈高。再者，受訪者每月電信帳單的消費，不受性別、就讀學院甚至是收入水準之影響，過去一年中，有近九成的受訪者使用過通訊類加值服務，但只有不到一成的受訪者，曾使用過交易類或資訊類的行動加值服務。

According to data published by ACI-FIND, a subdivision of Institute for Information Industry, the rate of ownership of mobile phones in Taiwan has decreased from 114% in the end of 2003 to 100% in the end of 2004. This means mobile phone marketers tend to pay much attention to ARPU value of each client instead, implying that pursuing the rate of ownership is not enough. Currently there are 4,320,000 families connected by networks in Taiwan, which include 3,350,000 broadband network clients, giving Taiwan the 3rd rank of highest Internet utilization rate globally (Emarketer, 2005). Such a massive number of network users suggest enormous niches in Internet marketing. On the other hand, the growth of number of mobile phone users in Taiwan also showed that markets in 3G and PHS domains are growing up, indicating the trend of mobile Internet is emerging fast. This is why many communication marketers offer mobile value-added services eagerly, since this is an expectant attempt to amortise losses coming from saturated markets.
However, research reveals that revenues coming from sending short messages through mobile phone networks have occupied about 13% to 15% of total revenues
of communication companies in Europe. This is an interesting finding - with no support of integrated multimedia contents, the most primitive text-based services still have a stable market need. Therefore, this study examines the willingness to pay for value-added services from the viewpoint of clients'' perceived values about mobile value-added services. Results presume that the usefulness of four different mobile value-added services is explicitly related to clients'' perceived attitudes, suggesting that clients are willing to pay for value-added services as long as they find these services valuable to them. Besides, the expenditure on mobile phone bills of participants is unaffected by gender, income or social backgrounds, meaning that sustainability exists in value-added services if clients choose to adopt them actively.

摘要 I
英文摘要 II
目錄 III
表目錄 V
圖目錄 VII
第一章 緒論 8
1.1 研究背景與動機 8
1.2 研究目的與貢獻 11
1.3 研究範圍與對象、限制 12
1.4 研究步驟 13
1.5　論文架構 16
第二章　文獻探討 17
2.1 行動商務 17
2.1.1 行動商務之定義與介紹 17
2.1.2 行動商務之應用領域與範圍 21
2.2 行動電話產業之介紹 28
2.2.1　行動通訊產業之演變與市場分析 28
2.2.2 行動通訊技術之應用與發展 31
2.3 行動加值服務介紹與消費者屬性分類 40
2.3.1 行動加值服務之種類與屬性 40
2.4 認知價值的相關理論 49
2.4.1　認知價格(Perceived Price) 49
2.4.2 認知品質(Perceived Quality) 52
2.4.3 認知犧牲(Perceived Sacrifice) 58
2.4.4 認知價值(Perceived Value) 59
2.4.5 購買意願(Willingness to Buy) 62
第三章　研究方法 63
3.1　研究架構 63
3.2 研究變數定義及操作化說明 65
3.2.1 研究變數定義及操作化 65
3.2.2 加值服務類別定義 68
3.3　研究假設的建立 69
3.4　研究對象與問卷設計 71
3.4.1　研究對象與樣本抽樣方法 71
3.4.2　問卷設計 71
3.5 資料分析方法 72
3.5.1　資料分析步驟： 72
3.5.2　資料分析方法 73
第四章　研究結果 76
4.1樣本的回收與檢驗情況說明 76
4.1.1　樣本的回收情況說明 76
4.1.2　樣本無反應偏差檢定 77
4.2　樣本基本資料描述性分析 78
4.3　信效度分析 83
4.4　各回收資料類別特性交叉分析的結果 86
4.5　假設之驗證 89
第五章　結論與建議 99
5.1受訪者類別資料的交叉分析說明 99
5.2 消費者對各類加值服務的使用經驗 100
5.3 假設的驗證與說明 100
5.4　本研究的結論說明以及後續研究建議 102
5.4.1 對於電信業者之建議： 102
5.4.1 對於後續研究者之建議： 103
參考文獻 104

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網站部分
1.交通部電信總局網站，民94年5月取得資訊，http://www.dgt.gov.tw/flash/index.shtml, http://www.dgt.gov.tw/Chinese/Data-statistics/11.2/5-Mobile-3625.shtml
2.資策會FIND網站，民93年12月取得資訊，http://www.find.org.tw/
3.資策會ACI-FIND-HowMany網站，民94年6月取得資訊，http://www.find.org.tw/0105/howmany/index.asp
4.國際數據資訊-台灣IDC網站，民94年3月取得資訊，http://www.idc.com.tw/
5.拓墣產業研究所，民93年12月取得資訊，http://www.topology.com.tw/TRI/default.asp
6.ovum研究調查機構網站，民94年4月取得資訊，http://www.ovum.com/
7.Emarketer網站，民94年4月取得資訊，http://www.emarketer.com/
8.國際電信聯盟，民94年4月取得資訊，http://www.triathlon.org/
9.財團法人台灣網路資訊中心網頁，民94年4月取得資訊，http://www.twnic.net.tw/index4.php
10.MobileInfo網站，民94年2月取得資訊，http://www.mobileinfo.com/Default.asp
11.中華電信，民94年3月取得資訊，http://www.emome.net/
12.遠傳電信，民94年3月取得資訊，http://www.fareastone.com.tw/
13.和信電訊，民94年3月取得資訊，http://www.imode.net.tw/
14.台灣大哥大，民94年3月取得資訊，http://www.tcc.net.tw/
15.泛亞電信，民94年3月取得資訊，http://www.tat.com.tw/
16.亞太行動寬頻電信，民94年3月取得資訊，http://www.apbw.com/
17.東信電信公司，民94年3月取得資訊，http://www.mobitai.com.tw/