臺灣博碩士論文加值系統

　　3G 手機用戶持續穩定的成長中，然而行動用戶的增加讓電信服務
供應業者開始開發許多的行動加值服務。在行動加值服務中，行動簡訊
是其中曾使用過比例最高的一個。因此，本研究主要目的在探討行動簡
訊使用行為的影響因素。首先從功利動機與享樂動機角度去探討持續使
用行為意圖，再進一步探討兩者的前因。本研究根據相關文獻整理出節
省成本、方便性、選擇性與資訊可得性當作影響功利動機的重要因素；
冒險、社交性、思想及滿足作為影響享樂動機的重要前因。本研究除了
衡量各構面之間的關係，亦進行行動簡訊類別（SMS 與MMS）對各路
徑調節效果的檢測。
　　本研究採用網路問卷調查法，並使用PLS 進行結構方程模式（SEM）
分析。根據資料分析結果發現節省成本、方便性及資訊可得性對功利動
機有正向影響，而冒險、社交性與滿足也都正向顯著於享樂動機，且功
利動機對持續使用意圖有正向關係的影響。另外，MMS 僅對享樂動機
至持續使用意圖、資訊可得性至功利動機、冒險至享樂動機及社交性至
享樂動機有強列顯著於SMS。最後提出結論以及管理與學術研究上的建
議。

關鍵字：行動簡訊、功利動機、享樂動機、媒體豐富理論

In the sustaining and steady growth of 3G mobile phone subscribers, the increase in the number of mobile phone subscribers prompts the telecom service providers to initiate and develop many valued-added services. In the
valued-add services, mobile message ranks at the highest percentage ever used. Therefore, the main purpose of this study is to explore the influence factors of mobile message user behavior, and then further to explore the reasons of utilitarian and hedonic. We hypothesized that cost saving,
convenience, selection, availability of information, adventure, social, idea and gratification would affect the continued use intentions of mobile message through utilitarian motivation or hedonic motivation. This study
measured the relationship between each construct, but also measured the mobile message classification moderating of effect on the each path.
This study conducted online survey, and we used the PLS (Partial Least Squares) to analyze the structural equation model (SEM). The results indicated that cost saving, convenience and availability of information has significant effect on utilitarian motivation, and adventure, social and
gratification are significant effect on hedonic motivation. And utilitarian motivation has a significant effect on continued use intentions. In addition, this study found that the path from hedonic motivation to continued use
intentions, from availability of information to utilitarian motivation, from adventure to hedonic motivation and from social to hedonic motivation on MMS user have influence stronger than SMS user. Finally, the finding of this
research provides several implications for research and practice.


keywords: mobile message, Utilitarian motivation, Hedonic motivation,Media richness theory.

中文摘要 i
英文摘要 ii
誌 謝 iii
目 錄 iv
圖索引 v
表索引 vi

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究對象 7
第四節 研究流程與架構 7

第二章 文獻探討 9
第一節 行動加值服務 9
第二節 簡訊類別（SMS、EMS、MMS） 16
第三節 動機理論 28
第四節 媒體豐富理論（Media richness theory） 38

第三章 研究架構與研究方法 41
第一節 研究架構 41
第二節 研究假設 43
第三節 研究變數定義與測量 54
第四節 問卷設計 60
第五節 資料分析與方法 61

第四章 資料分析 65
第一節 敘述性統計分析 65
第二節 測量模式分析 70
第三節 結構方程模式分析 78

第五章 研究結論與建議 89
第一節 研究結果之討論 89
第二節 理論意涵 93
第三節 實務意涵 95
第四節 研究限制與未來研究建議 98

參考文獻 100
附錄一 SMS 問卷 112
附錄二 MMS 問卷 115

圖索引
圖1-1 研究流程圖 8
圖3-1 研究架構圖 42
圖4-1 主效果路徑分析結果 79
圖4-2 分組路徑分析結果 84

表索引
表2-1 行動加值服務類別 12
表2-2 簡訊類別說明 17
表2-3 功利動機之定義 32
表2-4 享樂動機之定義 32
表2-5 衡量溝通媒體選擇的六大評估指標 40
表3-1 便利因素構面與加值服務便利因素 47
表3-2 Cronbach’s alpha 標準 62
表4-1 人口統計資料 68
表4-2 簡訊相關使用經驗 69
表4-3 本研究問卷信度分析表 72
表4-4 因素負荷量、CR、AVE 76
表4-5 區別效度 77
表4-6 本研究主效果路徑分析結果 80
表4-7 本研究分組路徑分析結果 85
表4-8 本研究SMS 與MMS 路徑分組比較 87
表4-9 本研究假設檢定之結果 88

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