| Summary: | 碩士 === 樹德科技大學 === 資訊管理研究所 === 94 === The 3rd Generation Mobile Telecommunication (3G) becomes a new trend of mobile network at present, mobile is not only the tool of voice communication but also provides mobile entertainment functions. For example, interactive online game, real time TV news broadcasting and motion picture video etc. Because of the high operating cost and lack of kill application, incur management risk of 3G industry. The main task of 3G commerce industry is to promote better mobile entertainment services in order to attract more consumers willing to switch from conventional mobile services to 3G, and to provide effective strategy in order to take the first step in high competitive marketing.
Many reports indicate that mobile entertainment is one of the most important factors in 3G added-value to consumers, based on this information, the research according to Innovation Diffusion Theory, handy and safety and other three dimensions develops a questionnaire to investigate the attitude of mobile consumers in terms of mobile entertainment from many respects. The research developed questionnaire based on many researches in the area of the consumers’ attitude in mobile commerce; also, we sampled domestic mobile consumers to process pre-test, factor analysis in order to enhance the validity of questionnaire.
According to data analysis, there are two important findings in this research; first, mobile consumers have positive attitude to mobile entertainment from “the relative benefit” and “the operation complexity” and ”the security feature” three dimensions, particularly “the relative benefit” is the most effective. Second, the consumers’ attitudes of mobile entertainment have positive correlation to use 3G system. Besides the findings from data analysis, the research took Japan, Korea and Europe 3 places 3G telecommunication market development experience as the object, using the Porter’s competition strategy to analysis domestic industry environment and proposed the correlation strategy suggestions to 3G industry.
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