| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 92 === Internet is a kind of new communication model in the end of the 20th century. However, with the rapid growth of telecommunication technologies, comes a brand new communication paradigm: mobile Internet. According to the research presented by Ovum in 2003, the total revenue of mobile Internet market may reach 71 billion dollars high in 2007.
Although the usage of mobile Internet has been expected to increase rapidly, the profits of mobile Internet services providers do not seem to meet their expectations. As a result, this may result from mobile Internet users’ initial adoption behavior.
The main objective of this study is to investigate the critical factors that affect users’ and nonusers’ adoption of mobile Internet. After literature review, the study proposed an adoption model for mobile Internet adoption which consists of seven critical factors: perceived of usefulness, perceived ease of use (usability), system quality, social influence, compatibility, playfulness, and perceived sacrifice.
An on-line survey was conducted in order to find more mobile Internet users. The result of this study is to understand the difference between the two groups under the impact of seven critical factors. There are 409 valid samples returned, including 151 users and 258 nonusers.
The interviewees can be divided into three categories: users, potential users, and nonusers. In demographic variables, education and personal income have significant difference among the three. There is also difference among the three in the seven critical factors except system quality. In regression analysis, this study found that ‘perceived usefulness’, ‘compatibility’, ‘playfulness’, have great influences on users’ and potential users’ attitude toward mobile Internet service. To have more effective ways of marketing and customer retention, in the future providers have to make great efforts to enrich their contents with usefulness and playfulness, and to improve interface.
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