| Summary: | 碩士 === 元智大學 === 資訊管理學系 === 94 === Intense competition in the telecommunication market has urged for the development of mobile value added services in order to sustain the competitiveness of mobile vendors. Yet, the development and usage of mobile internet services has not reached the expectation. Thus, based upon the Theory of Planned Behavior, this study aims to understand the driving factors that influence the behavioral intention to adopt the mobile data services, especially the case of mobile ticketing.
The proposed research model is empirically tested with data collected from an online survey. Structural equation model technique is then applied to evaluate the relationship between the latent variables. Empirical findings suggest that the behavioral intention to use mobile ticketing is determined by attitude, self-efficacy and controllability simultaneously. Furthermore, the attitude toward using mobile ticketing is directly influenced by perceived usefulness and perceived monetary value. Finally, implications of this study and directions for future research are also discussed.
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