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研究生:管祺榮
研究生(外文):Chi-Jung Kuan
論文名稱:運用整合性科技接受理論探討使用手機玩線上遊戲之研究
論文名稱(外文):Factors Influence on the Adoption of Playing Online Game through Mobile Phones: An Application of UTAUT Model
指導教授:陳水蓮陳水蓮引用關係
指導教授(外文):Shui-Lien Chen
口試委員:康信鴻李旭華
口試日期:2011-05-28
學位類別:碩士
校院名稱:淡江大學
系所名稱:管理科學研究所企業經營碩士在職專班
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:2011
畢業學年度:99
語文別:英文
論文頁數:55
中文關鍵詞:UTAUT 模型線上遊戲行動電話結構方程模式過往經驗
外文關鍵詞:UTAUTOnline gameMobile phoneStructural equation modelingPrior Experience
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線上遊戲隨著資訊科技的進步和電腦普及率提升,而在線上娛樂產業環境中持續的成長。本研究在運用整合型科技接受理論(UTAUT)來探討消費者對於使用手機玩線上遊戲接受度,同時對於消費者是否有線上遊戲經驗和是否有使用手機上網經驗者探討其干擾效果。經由網路市場調查公司所抽取的610位網路使用者作為樣本母體,並作為最後分析結果的數據。研究的結果顯示消費者對績效的期望、對付出的期望、社群影響、配合情況,會對於其接受使用手機玩線上遊戲的態度會有顯著的影響並進而會積極影響其實際使用之行為。本研究也顯示是否有線上遊戲經驗和使用手機上網經驗會對接受使用手機玩線上遊戲具有干擾的效果。最後、還提出了管理意涵和未來研究的方向。

Online game keeps growing for the virtual entertainment industry with improvement of IT application and PC popularization. This study is to explore consumer acceptance after implement online game through mobile phones based on “the Unified Theory of Acceptance and Use of Technology” (UTAUT) model while considering the moderating effects of online game experience and web browsing on mobile phones experience. 610 useful internet users were drawn by network market investigation firm to take part in the final analysis. The research results indicate performance expectancy, effort expectancy, social influence, and facilitating conditions are all significant determinants of attitude toward playing online game through mobiles and following attitude influences behavioral intention positively. This research also reveals experiences of online game and web browsing on mobile phones have moderating effects on the acceptance of playing online game through mobile phones. Finally, management implication and future research are also presented in this research.

Table of Contents
Chapter 1 Introduction 1
Chapter 2 Literature review and hypotheses development 5
2.1 Mobile phone services and online game 5
2.2 Acceptance and use of technology 6
2.2.1 Theory of Reasoned Action (TRA) 7
2.2.2 Technology Acceptance Model (TAM) 7
2.2.3 Theory of Planned Behavior (TPB) 8
2.2.4 Model of PC Utilization (MPCU) 8
2.2.5 Innovation Diffusion Theory (IDT) 9
2.2.6 Motivational Model (MM) 9
2.2.7 TAM and TPB (C-TAM-TPB) 10
2.2.8 Social Cognitive Theory (SCT) 10
2.3 Unified theory of acceptance and use of technology (UTAUT) 10
2.3.1 Performance expectancy and attitude toward playing online games through mobile phones 11
2.3.2 Effort expectancy and attitude toward playing online game through mobile phones 12
2.3.3 Social Influence and attitude toward playing online game through mobile phones 13
2.3.4 Facilitating condition and attitude toward playing online game through mobile phones 14
2.3.5 Attitude toward playing online game through mobile phones and behavioral intention to play online game through mobile phones 15
2.4 User’s web browsing on mobile phone and prior experience of online game 16
2.4.1 Prior experience 16
2.4.2 Moderating effect of web browsing on mobile phone experience. 17
2.4.3 Moderating effect of online game experience 20
Chapter 3 Methodology 23
3.1 Construct Evaluation 23
3.2 Questionnaire design and Pre-testing 23
3.3 Sampling and Data Collection 24
3.4 Measurement 24
Chapter 4 Data Analysis and Result 26
4.1 Respondents profiles 26
4.2 Model Fit 27
4.3 Reliability and validity 27
4.4 Structural model and hypotheses testing 29
Chapter 5 Conclusion 37
5.1 Discussion 37
5.2 Theoretical implication 38
5.3 Managerial implication 40
5.4 Limitation and future research 41
Reference 43
Appendix 55

List of Figures
Figure 2.1 Unified theory of acceptance and use of technology(UTAUT) 22
Figure 4.1. Standardized path coefficients for all respondents 30
Figure 4.2. Unified theory of acceptance and use of technology(UTAUT)moderated by experience of web browsing on mobile phone. 32
Figure 4.3. Unified theory of acceptance and use of technology(UTAUT)moderated by experience of online game. 35

List of Tables
Table 4.1 Descriptive statistics of the participants’ profiles 26
Table 4.2 Measurement accuracy analysis statistics 28
Table 4.3 Correlation Matrix of Research 29
Table 4.4 Comparison of the groups based on experience of web browsing on mobile phone (unstandardized coefficients) 33
Table 4.5 Comparison of the groups based on experience of online game (unstandardized coefficients) 36



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