Factors Influencing the Usage of 3G Mobile Services in Taiwan

• Main Authors: Min-Feng Huang, 黃敏峰
• Other Authors: Chun-Hsiung Liao
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/18229539319696984260

碩士 === 國立成功大學 === 交通管理學系碩博士班 === 94 === Facing heavy license expense and investment cost, 3G service operators occur serious losses in the initial stage. To expand 3G services quickly, it is critical for operators to understand whether their service contents fit subscribers’ demand. This thesis studies the infuential factors of 3G service adoption for subscribers in Taiwan via extended Technology Acceptance Model, considering another variable, “perceived enjoyment”, into the original TAM. We hope the results will bring some insights on 3G operators’ marketing strategy and service development. Our empirical results show “perceived enjoyment” is the most important factor on behavior intention for 3G services. The major difference between 3G service and 2G/2.5G service is the faster transmission speed. By providing diversifying and abounding multimedia services, mobile communication services are more expansive. 3G operators can integrate with media and entertainment industries to develop creative and unique services to attract subscribers. “Perceived ease of use” is the second important factor. 3G service is customer-orientated but not technology-oriented. Operators need to realize that in service development, subscriber’s perception and easy steps to use the services significantly affect subscribers’ attitude and intention towards 3G services. “Perceived usefulness” is the least influencing factor. The penetration rate of 3G services was not high during the study period and its voice service has no difference with 2G/2.5G’s. The direct effect of “perceived usefulness” on intention is not significant, but its indirect effect through attitude on intention is significant. Finally, we find the positive effect of “perceived enjoyment” on “perceived usefulness”. The appearance of 3G services represents more diversifying and entertaining ways of communication, and makes communication between people more closely and conveniently.