| Summary: | 碩士 === 輔仁大學 === 資訊管理學系 === 98 === With the domestic mobile communications penetration rate increases continuously, the total revenue of mobile communications in the telecom is higher than before. The average revenue per user (ARPU) of corporate has not grown positively and the trend has continued to decline. Therefore, how to improve the value of customer’s ARPU effectively, and enhance the revenue and the profit of the corporate are the most important issue in the current carriers.
In order to improve the value of customer’s ARPU, we must first understand the consumer's intention to use. The purpose of this research is to understanding consumer’s intention of using mobile internet service. We try to combine the technology acceptance model (TAM) and innovation diffusion theory as the theoretical foundation, and discuss external variables, perceived usefulness, perceived ease of use, compatibility, attitude and intention of use, and the association between dimensions. The purpose of this study is to explore the association between perceived usefulness, perceived ease of use, compatibility of the consumer by using demographic variables.
We provide the suggestions based on the results of this study, and would like to provide the reference of making decision and future development to business and enhance the competitive advantage and profitability of the business.
The method of this study is questionnaire survey. The results are summarized as below:
1.We found the significant correlation among the external variables in application services and marketing services between the perceived usefulness, perceived ease of use and compatibility, in addition to the price variable.
2.Consumer’s perceived usefulness, perceived ease of use and compatibility are all interrelated obviously with attitude. It also has the significant correlation between the perceived usefulness, attitude, and consumer’s intention.
3.Compatibility of innovative theory and consumer’s attitudes are significantly related to use.
4.There is significant correlation among the education, perceived ease of use and compatibility. The other variables are not.
We recommend that carriers could increase the diversity of content application services in the future, provide integrated services, comprehensive consulting services and problem handling mechanism. It is suggested to increase promotional activities, design the different options, make the reasonable charging method and differential pricing strategies, provide easy to learn interfaces, and provide the support learning of consumer’s education in order to enhance the consumer’s intention of using mobile internet services, and improve the customer’s ARPU effectively.
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