以行為推理理論探討行動電話使用者對4G LTE之轉換

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Title:	以行為推理理論探討行動電話使用者對4G LTE之轉換
Other Titles:	An investigation of mobile phone users transferring to 4G LTE, using "Behavioral Reasoning Theory"
Authors:	陳佳宏;Chen, Chia-Hung
Contributors:	淡江大學資訊管理學系碩士在職專班吳錦波
Keywords:	行為推理理論;創新抵制;Behavioral Reasoning Theory;4G;Innovation resistance
Date:	2015
Issue Date:	2016-01-22 14:58:35 (UTC+8)
Abstract:	台灣地區行動通訊發展由2G語音通訊演進至3G寬頻行動通訊數據，發展至現今4G LTE（第四代行動通訊數據，以下簡稱4G）。部分使用已率先轉換4G，但多數使用者對於轉換4G意願仍然不高。為探討現階段影響行動電話使用者轉換4G意願及可能影響的因素，本研究應用行為推理理論作為綜合理論之主要架構，並參考理性行為、計畫行為、創新抵制等相關理論之研究基礎，加入消費者特質、需求、優惠、知覺障礙等外部變數。本研究採調查研究法，利用Survey Monkey線上問卷調查平台，針對台灣地區行動電話使用者做為調查對象，進行相關資料收集，再以Smart PLS（偏最小平方法）進行資料分析。研究結果顯示，信念及價值觀、消費者特質、需求以及優惠因素對於使用者轉換4G之採用態度產生正向顯著的影響；採用態度以及優惠因素對於使用者轉換4G之採用意向則產生正向顯著的影響，而知覺障礙對於使用者轉換4G之採用意向則產生負向顯著的影響。另外消費者特質、需求對於使用者轉換4G之採用意向產生正向的影響並不顯著；知覺障礙對於使用者轉換4G之採用態度產生負向的影響亦不顯著。本研究將討論及分析上述研究之各項結果和管理上之意涵，做為電信業者策略參考之用，以及相關研究機構分析依據。 Mobile communication in Taiwan has elaborated from 2G (Voice communications), 3G (Mobile broadband Communications) to current 4G LTE (fourth-generation mobile technology, hereinafter referred to as 4G). According to primary survey, only limited users took the lead converting to 4G, however, most of respondents still held their back to 4G. With the aims of investigating the factors and willingness for mobile users to transfer to 4G, This study employs the behavior reasoning theory as the base framework. It also refers to related theories, such as the theory of reasoned action, the theory of planned behavior, innovation resistance. Furthermore, this research incorporates external variables such as consumer characteristics, requirements, concessions, and perceived barriers into the model. This study adopted survey research method, using “Survey Monkey” as a platform to collect data from Taiwanese mobile users. Then the collected data are analyzed via Smart PLS (partial least squares). The results show that mobile user’s beliefs, values, consumer characteristics, requirements and preferential factors have significant positive impacts on the attitude for users transferring to 4G. The attitude and preferential factors have significant positive impacts on the intention of the users transferring to 4G. However, the consumer characteristics and requirements do not have significant positive impacts on user’s intention transferring to 4G, nor do the perceived barriers have significant negative impacts on user’s attitude. Finally, the discussion of research results and implications would provide references for telecommunications industry shaping its strategy and research institutions conducting further study.
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