| Summary: | 碩士 === 中國文化大學 === 資訊管理研究所 === 96 === With intense competition of the mobile telecommunication industry in recent years, the cell phone companies introduced divers mobile value-added services to raise their revenue. The companies afforded personal service, plus many users are still unfamiliar to the mobile value-added services. Therefore, the research aimed to the users’ viewpoints to analyse the behavior intention.
The research adopted technology acceptance model, theories of innovation diffusion theory and social influence to build the model. The research used structural equation modeling and statistical analyse the usage factors. The analysis showed that the influence of perceived usefulness, perceived ease of use, compatibility, entertainment, service cost and service quality on attitude were significant. The influence of attitude, service cost and subjective norms on behavior intention were significant. The research also analyzed behavior models of age and occupation from different groups, and they had obvious difference. In the end, the findings afford some recommendations and directions for future research. And we hope that the marketing suggestion could be applying to mobile telecommunication industry.
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