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研究生:許斐然
研究生(外文):Fei-Jan Hsu
論文名稱:影響使用雙網手機的個人化行動數據服務因素之探討
論文名稱(外文):Factors Influencing the Usage of Dual-Mode Phone Personalized Digital Services in Taiwan
指導教授:曾芳美曾芳美引用關係
指導教授(外文):Fang-Mei Tseng
學位類別:碩士
校院名稱:元智大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:127
中文關鍵詞:手機行動數據個人化
外文關鍵詞:dual mode phonedigital servicepersonalized
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影響使用雙網手機的個人化行動數據服務因素之探討

學生:許斐然 指導教授:曾芳美

元 智 大 學 管 理 研 究 所

摘 要

國內雙網手機業者在手機市場已飽和的情況下,加上從統計數字中得知,行動上網市場仍有極大的努力空間,若推動個人化行動數據服務是否能符合用戶的需求將是影響雙網手機能否快速推展的關鍵之一;本研究以科技接受模式(Technology Acceptance Model, TAM)為基礎發展延伸之架構以採討影響國內用戶使用雙網手機的個人化行動數據服務的可能影響因素,了解用戶對於雙網手機的個人化行動數據服務的知覺價值、知覺易用、知覺有用性、相容性、成本、知覺風險對使用態度和行為意願之間的相互關係,並分析其中哪些因素為用戶使用雙網手機的個人化行動數據服務的決定性考量,冀望提供國內雙網手機業者在推動個人化行動數據服務時行銷與服務發展策略上的參考與建議。

經問卷收集與實證分析後,發現影響用戶「使用態度」最重要的因素為「知覺易用性」,業者需了解使用雙網手機的個人化行動數據服務為顧客導向而不是技術導向,服務開發時須考量到用戶使用時的知覺,個人化的操作介面以及簡單的使用步驟都會影響到用戶對於使用雙網手機的個人化行動數據服務的使用態度與意願;「知覺風險」為次要的影響因素,業者目前在線上交易部份尚能獲得用戶的信賴,故未來只要能朝向個人化做更貼心的 線上交易的服務設計以隨時隨地滿足其食衣住行娛樂的需求,將可輕鬆的為行動業者開闢線上交易市場而帶來豐厚的利潤;而對「使用態度」有負面影響的「成本」,分析結果並不顯著,顯示過去購買手機設備成本,網路接取成本和交易費用,仍在用戶可接受的範圍內,故業者在日後規劃的配套菜單上只要以不同消費者做不同的促銷方式而更加貼近個人化的需求即可刺激用戶潛在的購買行為。在「相容性」與「知覺有用性」的分析中發現,產品和服務內容愈能符合潛在用戶目前所處的現實狀況,就愈能感受該產品和服務的有用性;而雙網手機的產品和服務確能滿足用戶在交易活動、生活型態與期望,進而知覺到的有用程度愈高。
Factors Influencing the Usage of Dual-Mode Phone Personalized Digital Services in Taiwan
Student: Fei-Jan Hsu Advisor: F.M.Tseng


ABSTRACT

Under the background that Taiwan mobile phone market is saturated, in addition, the statics numbers indicated that there is still large room to boost the mobile internet market. The personalized mobile digital services in order to meet the real customer’s expectation and needs will be one of the key success to fast-growing dual-mode mobile phones; my research is based on the Technology Acceptance Model, TAM with it’s extended architecture for the further discussion about the factors influencing the usage of dual-mode mobile personalized digital services in Taiwan so that we can understand the interactive relationship between Perceived Value, Easy to Use, Usefulness, Compatibility, Cost, Perceived Risk and User Attitude and Intention to Use and analyze which key factors will lead to the decision-making in the personalized digital services of dual-mode phones. Hope that this will help to contribute to the marketing and services developing strategy as the reference and valuable suggestion.

After the analysis in the collected questionnaires and verifications, we found that the most important factor influencing the user’s attitude is the “Usefulness”, the operators need to understand the personalized digital services of dual-mode mobile phone is customer-orientation instead of technology-orientation and need to take user’s perception when usage, the personalized user interface and simple user instructions into inconsideration which will impact the user’s attitude and intention to use personalized digital services with the dual-mode mobile phone; “Perceived risk”is the second factor, indicating the users can feel reliable toward the existing on-line trading mechanism, so that the operator can easily get the rich profit if the product/service can be designed to instantly meet the user’s living and working requirements any time, anywhere; However,“Cost”indicated a negative impact on the “User’s attitude”,the past purchase experience tell the story that the equipment cost, internet access cost and trading expense still can meet the user’s expectation and the operator just needs to plan on the different strategy and menu to target different market segments with different promotions packages which will be closer to the individual’s real needs; Lastly, after taking the relationship and reasonableness between the interactive impact in each variables into consideration, we found that there is positive relationship between Compatibility and Perceived Usefulness. This indicated that the usage of the personalized digital services of dual-mode mobile phones is compatiable with trading activities, lifestyle and their expectation about the personalized digital services via dual-mode mobile phone. The more compatible it is, the more perceived usefulness it will become.
目錄

書名頁 ……………………………………………………………………… i
論文口試委員審定書 ……………………………………………………… ii
授權書 ……………………………………………………………………… iii
中文摘要 ………………………………………………………………….. iv
英文摘要 ………………………………………………………………….. v
誌謝 ………………………………………………………………………… vii
目錄 ………………………………………………………………………… viii
表目錄 ……………………………………………………………………… x
圖目錄 ……………………………………………………………………… xi

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 ..……………………………………………………. 5
第二章 文獻探討………………………………………………………… 8
2.1 行動數據服務產業…………………………………………….. 8
2.2 個人化(Personalization) 及雙網手機………………………19
2.3 接受模式理論之演進…………………………………………..34
2.4 創新產品採用模式……………………………………………..43
2.5 知覺風險………………………………………………………..47
2.6 採用成本………………………………………………………..49
2.7 知覺價值的演進………………………………………………..51
第三章 研究方法…………………………………………………………54
3.1 研究架構與假設………………………………………………..54
3.2 研究構面之操作型定義與衡量………………………………..61
3.3 研究設計………………………………………………………..68
3.4 資料分析方法……………………………………………………70
第四章 資料分析… …………………………………………………..73
4.1 敍述性統計分析……………………………………………....74
4.2 因素分析……………………………………………………....81
4.3 信度分析………………………………………………………..87
4.4 相關分析………………………………………………………. 89
4.5 結構方程式分析………………………………………………. 90
第五章 SEM 模型假設檢定之結果與分析……………………………. 96
第六章 結論與建議……………………………………………………. 99
6.1 實證分析結果……………………………………………..... 99
6.2 管理意涵………………………………………………………..101
6.3 後續研究建議…………………………………………………..103
參考文獻 ………………………………………………………………….104
附錄一: 正式問卷………………………………………………………..110
參考文獻
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◆網路部份
資策會FINDhttp://www.find.org.tw
ARC Group http://www.arcgroup.com
Forrester Researchhttp://www.forrester.com
交通部電信總局http://www.dgt.gov.tw
資策會資訊市場情報中心http://mic.iii.org.tw
拓墣產業研究所http://www.topology.com.tw
IEEE 802.16 Published
Standards and Draftshttp://www.ieee802.org/16/published.html


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