Towards an Undersatanding of the Behavioral Intention to Use Mobile Message:The Role of Utilitarian and Hedonic Motivation

• Main Author: 尤巧姵
• Other Authors: 王怡舜
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/28175126654300012034

碩士 === 國立彰化師範大學 === 資訊管理學系所 === 98 === In the sustaining and steady growth of 3G mobile phone subscribers, the increase in the number of mobile phone subscribers prompts the telecom service providers to initiate and develop many valued-added services. In the valued-add services, mobile message ranks at the highest percentage ever used. Therefore, the main purpose of this study is to explore the influence factors of mobile message user behavior, and then further to explore the reasons of utilitarian and hedonic. We hypothesized that cost saving, convenience, selection, availability of information, adventure, social, idea and gratification would affect the continued use intentions of mobile message through utilitarian motivation or hedonic motivation. This study measured the relationship between each construct, but also measured the mobile message classification moderating of effect on the each path. This study conducted online survey, and we used the PLS (Partial Least Squares) to analyze the structural equation model (SEM). The results indicated that cost saving, convenience and availability of information has significant effect on utilitarian motivation, and adventure, social and gratification are significant effect on hedonic motivation. And utilitarian motivation has a significant effect on continued use intentions. In addition, this study found that the path from hedonic motivation to continued use intentions, from availability of information to utilitarian motivation, from adventure to hedonic motivation and from social to hedonic motivation on MMS user have influence stronger than SMS user. Finally, the finding of this research provides several implications for research and practice. keywords: mobile message, Utilitarian motivation, Hedonic motivation,Media richness theory.