本研究採用問卷調查法，並以中國大陸大學生為研究樣本，總計獲得279份有效問卷。研究發現(1) 簡訊使用者不因性別而在使用上有所差異及影響其使用之認知。(2) 簡訊使用者在簡訊服務系統品質認知上，與認知有用性呈顯著關係，但卻與認知易用性呈不顯著關係。(3) 簡訊使用者在價格敏感度及認知安全與隱私性等外部變數關係上，並無顯著差異，(4) 簡訊使用者在簡訊服務認知易用性與使用態度上，呈現顯著影響關係。 The purpose of this study is to explore whether the differences and effects in Chinese Mainland user behaviors of Short Message Service (SMS). Since users in China use short messages more than other neighbor countries, the study intends to take college students as example, through the relationships of Perceived Usefulness (PU), Perceived Ease Of Use (PEOU) and Usage Behavior (UB) in Technology Acceptance Model (TAM, 1986) as research model (including Gender, System Quality, Price Sensitive and Perceived Security & Privacy as external variables). To explore the relationships and user behaviors of SMS users.
In lierature review of short message, most of the discovered documents are marketing or engineering design related. Rare researches of user intention or behavior in SMS were found. So this study chooses TAM as research model. TAM has been quoted for many times and it also be proved which can explain technology user’s affections. As SMS is involved in technology services, the study will verify the applicabilities and explainations of TAM model under SMS service.
The study used questionnaire based method to collect information and a total of 279 effective questionnaires were collected. The results showed that: (1) No significant differences or perceptions are discovered between different genders of SMS user. (2) System Quality significant affects PU of SMS user but not in PEOU. (3) Price Sensitive (PS) and Perceived Security & Privacy (PSP) are no significant relationships in PU and PEOU of SMS user. (4) SMS user has significant relationships between PEOU and UB.
