| Summary: | 碩士 === 淡江大學 === 管理科學研究所企業經營碩士在職專班 === 97 === Complying with the maturity of e-commerce and mobile technology, as well as the function improvement of mobile phones, many companies invested a large amount of manpower and capitals to develop new value-added services , lots of surveys also forecast that mobile Internet services will become hot stuff over the next few years, value-added services will bring considerable profit into enterprises and help them get rid of the situation of Average Revenue Per User (ARPU) decreasing. Mobile phone penetration rate was over 100% in Taiwan, but value-added services for consumers’ acceptance is not as expected. The only way to enhance the substantial effect of ARPU is to acquire consumers’ recognition and utility of value-added services.
Diffusion of Innovation Theory and Technology Acceptance Model (TAM) is the theoretical basis of this study which explore the personality among different consumers, consumers affected by their friends and relatives, as well as consumer’s awareness of how easy-to-use and useful the value-added services is ,and also explore the factors impact consumers’ willing to use value-added services through the questionnaire survey. The results were as follows: (1) the impact of willing to use value-added services for the personality of "Agreeableness" is more than "Extraversion," "Conscientiousness," "Neuroticism" and "openness." (2) "Subjective norms" for willing to use value-added services has a significant impact that consumers will be influenced by their relatives and friends. (3)How awareness of "easy to use" and " usefulness" to value-added services has a significant impact for consumers’ willing to use. At the end, making specific recommendations to the industry on the basis of these findings, and provide references for follow-up study.
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