The purpose of this study is to: 1) confirm whether the perceived characteristics of the innovation will directly affect the user intention to use 3G mobile phone. 2) confirm whether cultural factor “uncertainty avoidance” will moderate the impact of the perceived characteristics of the innovation on the user intention to use 3G mobile phone.

This study incorporated Rogers’ (1983) DOI (Diffusion of Innovation) framework and Hofstede’s (1983) cultural dimensions to develop the research model. Accordingly, an empirical analysis was conducted to examine innovative diffusive factors that affect the user intention to use 3G mobile phone. The results generally serve as a planning guideline for both practitioners and governmental officials who are concerned with the adoption of 3G mobile phone.

A total of 262 useful questionnaires were collected. It was concluded that the level of adoption of the new 3G mobile phone was determined by three innovative characteristics of complexity, trialability and observability. Cultural factor “uncertainty avoidance” was found as a quazi moderator that has both significant direct relationship with the intention to use 3G mobile phone and moderating effect on that relationship.

ABSTRACT I
ACKNOWLEDGEMENT II
CONTENTS III
TABLES CONTENTS V
FIGURES CONTENTS VI
CHAPTER ONE INTRUDUCTION 1
1.1 BACKGROUND AND MOTIVATION 1
1.2 RESEARCH QUESTIONS 7
1.3 RESEARCH OBJECTIVES 8
1.4 THESIS STRUCTURE 9
CHAPTER TWO LITERATURE REVIEW AND RESEARCH HYPOTHESES 10
2.1 DIFFUSION OF INNOVATION THEORY 10
2.2 THE RELATIONSHIP BETWEEN DOI AND 3G MOBILE PHONE 13
2.3 CULTURE DIMENSION 18
2.4 CULTURE AND TECHNOLOGY RELATIONSHIP 23
2.5 RESEARCH HYPOTHESES 26
CHAPTER THREE RESEARCH METHODOLOGY 29
3.1 OPERATIONALIZATION 29
3.2 PRETESTING 34
CHAPTER FOUR DATA ANALYSIS AND DISCUSSION 36
4.1 DEMOGRAPHICS 36
4.2 CLASSIFICATION OF THE ADOPTERS TO THE INNOVATIVE PRODUCTS 37
4.3 CONSTRUCT RELIABILITY AND VALIDITY ANALYSIS 40
4.4 THE ANALYSIS OF MODERATED REGRESSION 42
4.5 CHAPTER SUMMARY 51
CHAPTER FIVE CONCLUSION AND SUGGESTION 52
5.1 RESEARCH CONCLUSIONS AND FINDINGS 52
5.2 RESEARCH SUGGESTIONS AND LIMITATIONS 53
REFERENCES 55
APPENDIX A 中文問卷 62
APPENDIX B QUESTIONNAIRE 64
APPENDIX C VARIMAX TABLE OF RELATIVE ADVANTAGE 70
APPENDIX D VARIMAX TABLE OF COMPATIBILITY 70
APPENDIX E VARIMAX TABLE OF COMPLEXITY 70
APPENDIX F VARIMAX TABLE OF TRIALABILITY 71
APPENDIX G VARIMAX TABLE OF OBSERVABILITY 71
APPENDIX H VARIMAX TABLE OF UNCERTAINTY AVOIDANCE 71
APPENDIX I VARIMAX TABLE OF INTENTION TO USE 71

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Ⅲ In Website
資策會FIND Foreseeing Innovative New Digiservices (http://www.find.org.tw)