Intention of Adoption of Mobile Value-Added Service: An Integrated Technology Acceptance Model

• Main Authors: Feng-Chou Tsai, 蔡豐州
• Other Authors: Shu-Chen Kao
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/44140470004923361407

碩士 === 崑山科技大學 === 資訊管理研究所 === 98 === With the development of mobile communication technology and the popularity of mobile devices, mobile value-added services have gradually become important recently. Thus, more and more corporations have involved into this market, for example, wireless communication corporation, manufacturing corporation and digital content provider. Eventhough, the development of mobile applications in Taiwan also can’t catch up with Japan or South Korea. Therefore, this study would like to realize the intention of adoption of mobile value-added services in Taiwan. Moreover, an integrated acceptance model, which based on the combination of the technology acceptance model, theory of planned behavior and innovation diffusion theory, was proposed to figure out those factors affecting the intention of adoption of mobile value-added services in this study. By way of questionnaire survey, we collect the data from internet and analyze the data with the statistical software SPSS and AMOS. From the result of analysis, we can find out that the system quality, perceived usefulness, and attitude behavior have significantly positive affections on the intention of adoption of mobile value-added services. Besides, the system quality has significantly positive affection on the perceived usefulness. And the attitude behavior has significantly positive affection on the willing usage. Finally, the recommendation and conclusion were made to provide the mobile value-added service developers with the reference in the future.