臺灣博碩士論文加值系統

有鑑於台灣3G手機上網服務的市場環境與過去大不相同，且著眼於未來行銷推廣3G手機上網服務的前瞻性與重要性，有別於與過去大部分關於手機上網服務之研究乃以探討功能屬性與消費者內在信念為主，本研究以理性行為理論與科技接受模型為基礎，並根據網路涉入生活型態、知覺有用性、知覺易用性、參考群體影響與促銷誘因等文獻探討建立研究架構，擬以行銷觀點探討影響手機使用者對3G手機上網服務使用意願的因素，提供電信營運商擬定3G手機上網服務行銷與經營策略之參考。本研究以目前正在使用手機之消費者為調查對象，採便利抽樣方式進行實體與網路問卷調查，共計取得353份有效問卷。統計分析方法採用SPSS 12 統計軟體進行迴歸分析，驗證本研究提出之研究假設是否與實證結果符合，並且依據實證結果提出討論與管理意涵，以及後續研究建議。本研究實證結果發現如下：（一）網路涉入生活型態對知覺易用性具有正向的影響關係；（二）網路涉入生活型態對知覺有用性具有正向的影響關係；（三）知覺易用性對知覺有用性具有正向的影響關係；（四）促銷誘因對使用意願具有正向的影響關係；（五）知覺易用性對使用意願具有正向的影響關係；（六）知覺有用性對使用意願具有正向的影響關係；（七）參考群體影響對使用意願具有正向的影響關係。

In view of Taiwan’s 3G mobile internet service market environment having much more improvement than the past, this study tries to use the point of marketing view to address the antecedent factors influencing on mobile phone users’ intentions to use 3G mobile internet service. Based on the theory of reasoned action and technology acceptance model, this study, according to the literature review, adopts Internet involvement lifestyle, perceived ease of use, perceived usefulness, reference group influence and promotional incentives as determinants to explore their impact on intentions to use. A total of 353 valid questionnaires were obtained by using convenience sampling. And the hypotheses proposed in this study are verified by regression analysis. The empirical results provide managerial implications to the Taiwan telecommunication operators for references while planning 3G internet service marketing strategy and future research recommendations for further study.The empirical results are as follows: (1) Internet involvement lifestyle has a positive effect on perceived ease of use. (2) Internet involvement lifestyle has a positive but not strong effect on perceived usefulness. (3) Perceived ease of use has a positive effect on perceived usefulness. (4) Promotional incentives have a direct positive effect on intentions to use. (5) Perceived ease of use has a positive effect on intentions to use. (6) Perceived usefulness has a positive but not strong effect on intentions to use. (7) Reference group influence has little positive effect on intentions to use.

中文摘要i
英文摘要ii
目錄iii
圖表目錄iv

第一章 緒　論1
第一節 研究背景1
第二節 研究動機7
第三節 研究目的8
第四節 研究流程9
第二章 文獻探討10
第一節 3G手機上網服務10
第二節 知覺有用性11
第三節 知覺易用性12
第四節 生活型態13
第五節 參考群體影響18
第六節 促銷誘因24
第七節 理論基礎28
第三章 研究方法31
第一節 研究架構31
第二節 研究假設32
第三節 變數定義與衡量36
第四節 研究設計41
第五節 調查方法43
第六節 統計分析方法44
第四章 實證結果48
第一節 樣本結構分析48
第二節 敘述性統計54
第三節 信度分析60
第四節 因素分析65
第五節 迴歸分析71
第六節 研究假設檢定及實證結果77
第五章 討論與管理意涵79
第一節 討論79
第二節 管理意涵84
第六章 研究結論與建議88
第一節 研究結論88
第二節 研究限制90
第三節 後續研究建議90
文獻參考92
附錄-問卷 98

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