A Study of the Mobile Internet Adoption Base on TAM , Hedornism & Reference Group in Taipei Metropolitian

• Main Authors: Chien-Te Kuo, 郭鑑德
• Other Authors: Kuang-Peng Hung
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/3egzsp

碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 92 === With the liberalization of mobile phone service and deregulation of telecom, competitive telecom service spur high penetration rate and make bottleneck on operator’s profit year by year. To increase income in mobile phone service, they start to develop mobile internet service. In consideration of concurrence between operator’s provision and request from customers. This study bases on TAM、Hedornism & Reference Group , analyzed the influences of adoption from the four aspects of “Perceived usefulness”、 “Perceived ease of use”、“Hedornism”、“Reference Group” by the adoption factors “Cost”, “use time” & “use frequency” . This research took subscribers of mobile internet in Taipei metropolitian as the research object, and investigated by several statistical methods. It can be concluded as below： 1.Customers convince that ”Perceived ease of use” is the most important factor for adoption. 2.Hedonism has the evident influence for adoption in individual analysis model , but not in whole analysis model. 3.”Reference Group” are the evident influence for the adoption of mobile internet. 4.The subscribers of early adoption think that it is easy to use mobile internet , and has close relation with use amount.(“cost”&”use time”) In addition, this study find that there is close relation between the difference of adoption period and adoption status . Therefore, it is proposed that the mobile operator could propose the proper sales promotion aiming at the different adoption period customers , so as to increase the rate of the customers’ access.