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    Title: 科技接受認知與個人創新特性對行動服務再使用意願影響之研究
    Other Titles: The impact on the reusing willingness of mobile services by the individual's technology acceptance cognition and innovation characteristics
    Authors: 王帝欽;Wang, Ti-Chin
    Contributors: 淡江大學企業管理學系碩士在職專班
    洪英正;張敬珣;Ying-Cheng Hung;Ching-Hsun Chang
    Keywords: 行動服務;科技接受模式;創新擴散理論;再使用意願;Mobile services;Technology Acceptance Model;IDT;Intention of Reusing
    Date: 2012
    Issue Date: 2013-04-13 11:28:32 (UTC+8)
    Abstract: 台灣地區近十年的網路發展,已在不知覺中改變了民眾的生活習慣與行為。現行無線電信商在建構行動服務的大多考慮是在客戶的經濟條件,進而包裝適當的行銷方案與資費,但更重要的是要留住客戶,並強化客戶的再使用意願。而科技接受模式與創新擴散理論經常被用於瞭解民眾對新科技的使用情況,此有助於電信業者有效地提高客戶對行動服務之再使用意願,進而提高用戶之平均貢獻度 (ARPU / Average Revenue Per User) 。
    本研究目的在於應用科技接受模式(Davis,1989)與創新擴散理論(Roger,1995) 探討消費者對行動服務的再使用意願(kotler,2003) 的影響。
    本研究使用便利抽樣方法,並透過網路問卷的方式進行發放。研究對象是以持有智慧型手機或平板電腦並透過電信商的3G網路之消費者,透過本研究的問卷收集消費者之樣本資料,進以驗證在科技接受認知、個人創新特性對再使用意願之影響等相關假設。
    本研究共回收有效問卷為277份,有效回收率99%,使用SPSS 19中文版進行統計分析。本研究結果發現:
    1. 消費者的「科技接受認知」與「個人創新特性」對行動服務的「再使用意願」有顯著正向影響。
    2. 消費者的「科技接受認知」對行動服務的「再使用意願」有顯著正向影響。
    3. 消費者的「個人創新特性」對行動服務的「再使用意願」有顯著正向影響。
    4. 不同之人口統計變項在「科技接受認知」、「個人創新特性」及「再使用意願」上有部份顯著差異。
    最後,本研究結論建議電信服務提供商與行動服務業者在行動服務上,應當優先考慮消費者的「認知有用性」與創新的「溝通行為」特性,再輔以「認知娛樂性」與「認知易用性」為加值產品,進而擬訂滿足市場真正需求的行銷策略。
    The development of the Internet in the past decade in Taiwan has insensibly switched the habits and behaviors of consumers. Currently, the financial ability of customers has been mainly taken into consideration for planning the marketing projects and the fee-rates. However, to retain customers and to strengthen their willingness of reuse should be more important. The technology acceptance model and innovation diffusion theory are often used as to find out the behaviors of consumers for adopting new technology, that understanding will help mobile operator to increase effectively the customer willingness of reusing mobile services, and thereby increase the average contribution of every user (ARPU of - Average Revenue Per User).
    The purpose of this study is the application of technology acceptance model (Davis, 1989 ) and innovation diffusion theory (Rogers, 1995) to explore the impact for consumer willingness to use mobile services (Kotler, 2003).
    This study used a convenience sampling method and the questionnaires were distributed to subjects by the internet. The sample is the consumer who holds a smart phone or tablet PC through the carrier''s 3G network. By collecting data, this study tries to verify the influence of technology acceptance cognition and personal innovative characteristics on the reusing intention.
    In this study, there are totally 227 valid samples, and the valid response rate is 99%. By using the Chinese version of the SPSS 19 for statistical analysis, the results are as follows:
    (1) The technology acceptance cognition and personal innovative characteristics of consumers have significantly positive impact on their re-using intention of the mobile service.
    (2) The technology acceptance cognition of consumers have significantly positive impact on their re-using intention of the mobile service.
    (3) The personal innovative characteristics of consumers have significantly positive impact on their re-using intention of the mobile service.
    (4) Consumers with different demographic variables would have significant differences on their technology acceptance cognition, innovative characteristics, and the re-using intention.
    By the conclusions of this study, we recommend that the telecommunications service providers and mobile service providers who focus on the mobile service field should give priority on consumers’ perception of usefulness and communication behavior characteristics of innovation. Also how to supplement the perceived playfulness and convenience of using as value-added factors for consumers in order to develop marketing strategies to meet the real needs of the market.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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