| Summary: | 碩士 === 輔仁大學 === 資訊管理學系 === 97 === The increase of the user of 3G mobile Internet is stable, and mobile value-added service becomes the focus for telecommunication business to increase their revenues. Therefore, telecommunication and software provider put more and more emphasis on how to increase consumers’ willingness to use mobile value-added service to stimulate their contribution. Consumers tend to surf blogs to search for similar users’ introduction to the products or evaluation of services or professional recommendation as reference of purchase. The purpose of this research is to understand what kind of factor in blogs is helpful to increase consumers’ willingness of purchase.
The study used content messages, professional character and marketing messages as aspects to anylyze and explores the relation between these aspects and bloggers’ willingness on using mobile value-added service. Issuing a questionnaire which was executed with convenient sampling on My3q(www.my3q.com) site. 525 valid data were totally collected.
The study made 3 conclusions as following: 1. the most effective factor in consumers’ willingness of the use of mobile value-added service is messages of word-of-mouth, which is seriously influenced by marketing messages. 2. Content messages influences consumers’ willingness of the use of mobile value-added service. Among this information, online evaluation and instant information have more influences on readers. 3. The credibility, proficiency, and affinity of professional character in blogs also influence users’ willingness, and credibility is the most effective factor.
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