| Summary: | 碩士 === 義守大學 === 資訊管理學系碩士班 === 94 === The telecommunication industry has presented growth by a wide margin in mobile telecommunication transaction services since opening folk management at the beginning of 1998. And then telecommunication suppliers integrate and merge the industry, so mobile telecommunication services’ popularity rate is on the top of the world. Until 2005, 3G mobile telecommunication suppliers begin to carry on business, 3G offer high-speed transmission speed and service quality, through the video phone and high-speed data transmission service, we hope to reach consumers'' diversified demands.According to the latest report of ARC Group (3G Technology, Market and Business Strategies) shows that the additional value service offered by 2.5G and 3G will account for 33% of the mobile income until 2006. By the dada, besides pronunciation services, we should research new data additional services is served for the present and very urgent subject.
This research is aimed at the 3G mobile communication services merchants in Taiwan area. In the influences of facing the reduction of ARPU value and the low utilization ratio of 3G mobile communication services, how to design the strategy which is more closer to the consumers, and increase the consumers’ intention of using 3G mobile communication service to the whole profits. Therefore, based on TAM models, we conclude the factors of content and design in the present Taiwan 3G mobile communication services by cooperating with content analytic method. Moreover, we had expert interviews and consumer questionnaire surveys for the 3G mobile communication services departments.
As the result, users use the highest items rate of cellphone online function are online customer services、buying and ordering tickets and streaming video/audio, and each rate is 59.3%、69.4% and 68.2%；and then the highest items rate of cellphone interface designment are transmitting the rate with lasting degree and high-speed stability line of battery, and each rate is 73.2% and 68.3%；and then the highest item rate of cellphone oneself services is to expect a large capacities of memory card, accounts for 76.3%. From the users’ view, consumers have the recognition of 3G services and to produce confidence to the services, and then to expect to improve the efficiency in life. According to this reaserch shows that because 3G services offer curiosity and demands of the function to most of consumers, and then to suggest cellphone manufacturers and suppliers that can be aimed at consumers of different demands, make and belong to a personal customerize cellphone. From the non-users’ view, consumers do not adopt 3G cellphone because operating 3G cellphone is not easy and they can not understand the function of 3G services. So, it shows that the propaganda of product is not enough for consumer to lead to be short of product cognition, and then they do not generate intention.
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