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研究生:鄧代雍
研究生(外文):Dai-Yong Deng
論文名稱:消費者對第三代行動通訊接受程度之研究
論文名稱(外文):A Study on Consumers' Acceptance of Third Generation Mobile Communication
指導教授:黃子晉黃子晉引用關係
指導教授(外文):Tze-Chin Huang
學位類別:碩士
校院名稱:龍華科技大學
系所名稱:商學與管理研究所碩士班
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:109
中文關鍵詞:第三代行動通訊科技接受模式理論認知有趣性線上服務品質
外文關鍵詞:3G(Third Generation)TAM(Technology acceptance model)Perceived enjoymentE-service quality
相關次數:
  • 被引用被引用:1
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台灣第二代行動通訊市場已經邁入成熟期,而結合網際網路、語音、視訊、數據等多樣化服務的第三代(3G)行動通訊服務則開始初期發展階段。本研究以科技接受模式理論(Technology Acceptance Model, TAM)探討影響國內顧客使用3G服務的可能影響因素,並同時考慮顧客對於3G服務的認知有趣性及線上服務品質,發展一個延伸的科技接受模式理論,以瞭解3G的使用認知、態度以及意願之間的相互關係,並分析哪些關鍵因素為顧客使用3G服務的決定性考量。因此,本研究經由文獻回顧、焦點團體訪談以及彙整量表問項實證分析後發現:影響顧客使用3G最重要的因素為「線上服務品質」,3G服務與過去最大的區別在於擁有更高速的傳輸速度,以提供更多元的媒體服務,使行動通訊的服務範疇將更加廣泛,藉此3G業者可以透過與多媒體及流行娛樂產業合作開發出更具原創性與獨特性的服務內容,以獲得顧客青睞;希望此研究發現能針對國內行動通訊業者在推廣3G時,提供行銷與服務發展策略上的參考與建議。
The second generation mobile communication market has become mature in Taiwan, whereas the third generation (3G) mobile communication service, which combines internet, voice, video, and data, is at its embryonic stage. In this the factors that affect the consumers’ adoption of 3G service are explored via the Technology Acceptance Model (TAM). Meanwhile, perceived enjoyment and e-service quality are also considered to develop an extended TAM in order to better understand the relationship among 3G perception, attitude, and use intention, and which factors have the critical impact on consumers’ decision to use 3G service. Our empirical results show “e-service quality” is the most important factor on attitude toward using for 3G services. The major difference between 3G service and past service is the faster transmission speed. By providing diversifying and abounding multimedia services, mobile communication services are more expansive. 3G operators can integrate with media and entertainment industries to develop creative and unique services to attract subscribers. It is hoped that the results will bring some insights to practitioners’ marketing and service development strategy.
目 錄

中文摘要...............................................i
英文摘要..............................................ii
誌 謝................................................iii
目 錄.................................................iv
表目錄................................................vi
圖目錄...............................................vii
第一章 緒論...........................................1
1.1 研究背景與動機......................................1
1.2 研究目的...........................................5
1.3 研究流程...........................................6
第二章 文獻探討.........................................8
2.1 行動通訊演進概述....................................8
2.1.1 類比式第一代行動通訊系統...........................9
2.1.2 第二代行動通訊系統................................9
2.1.3 第2.5代數位行動通訊系統...........................10
2.1.4 第三代行動通訊系統................................11
2.1.5 全球3G發展現況...................................15
2.1.5.1 歐洲3G發展現況.................................15
2.1.5.2 日本3G發展現況.................................15
2.1.5.3 韓國3G發展現況.................................16
2.1.5.4 小結..........................................16
2.1.5.5 3G 相關研究整理................................16
2.2 接受行為模式理論之演進..............................20
2.2.1 理性行為理論(Theory of Reasoned Action, TRA).....20
2.2.2 計劃行為理論(Theory of Planned Behavior, TPB)....22
2.2.3 科技接受模式(Technology Acceptance Model)........23
2.2.4 TAM理論相關研究整理..............................25
2.3 服務品質..........................................30
2.3.1 服務品質定義與意涵...............................30
2.3.2 服務品質的構面...................................32
2.3.3 服務品質的衡量...................................34
2.3.4 線上服務品質定義與意涵............................36
2.3.5 線上服務品質模式.................................37
2.3.6 服務品質相關研究整理..............................40
2.4 文獻探討彙整.......................................44
第三章 研究方法........................................46
3.1 研究架構..........................................46
3.2 顧客及業者訪談.....................................47
3.3 研究構面定義與研究假說..............................48
3.3.1 研究構面之定義...................................48
3.3.2 研究假說........................................51
3.4 問卷設計..........................................55
3.5 研究對象與資料蒐集.................................56
3.6 資料分析方法......................................58
第四章 資料分析.......................................63
4.1 樣本結構分析......................................63
4.1.1 描述性統計分析..................................63
4.1.2 研究變項描述性統計分析...........................66
4.1.3 影響顧客使用3G服務之屬性.........................68
4.2 信度分析..........................................70
4.3 效度分析..........................................71
4.4 相關分析..........................................73
4.5 驗證性因素分析....................................74
4.5.1 模式之分析與評估................................74
4.5.2 結構方程模式之建立...............................80
4.5.3 結構方程模式之假說驗證...........................83
4.6 研究分析結果彙整...................................85
4.7 小結...............................................86
第五章 結論與建議.....................................88
5.1 研究結論...........................................88
5.2 研究建議...........................................89
5.3 研究限制...........................................90
5.4 後續研究建議.......................................91
參考文獻...............................................92
附錄..................................................101
附錄一 焦點團體訪談結果...............................101
附錄二 正式問卷.......................................107
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