An exploratory study of why mobile user resist the innovation of 3G service

• Main Authors: Fan-Ya Liao, 廖凡雅
• Other Authors: Pin Luarn
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/t377dg

碩士 === 國立臺灣科技大學 === 企業管理系 === 94 === 3G service started in year 2002 in Taiwan. But there still only one company launch the market until the end of 2nd Season of 2005. From July of 2005, other telecommunication companies started to launch the 3G service market, the action make 3G to become a hot topic. The 3G service started for more than 2.5 years, but the market ratio is still low. That’s why we are interesting in studying the topic. Base on this, we try to use the theory of Innovation Resistance to study why there is a resistance existed. Based on the view of innovation resistance, this research probes into the cause of why mobile customers resist the innovation of 3G service, especially the picture phone. After conducting a sampling survey, it is found that traditional brief barrier, perceived risk barrier and price barrier significantly affect mobile customers to resist the adoption of picture phone. In addition, habitual conflict, product and self image has no significant association with innovation resistance.