A adopt of the views from TAM and U&G of Intended use of mobile multimedia service

• Main Authors: LAI YU CHEN, 賴俞甄
• Other Authors: Lan-Ying Huang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/52436694811733913114

碩士 === 國立彰化師範大學 === 行銷與流通管理研究所 === 99 === Mobile Multimedia service are popular, example :Mobile games, Mobile reading. It’s important mobile applications in Taiwan. This research compared four models on users’ intention. And it based on Technology Acceptance Model (TAM) and Uses and Gratifications theory (U&G),we discussed the influence of user motivation on Mobile Multimedia service function or gratification. Second, this research investigate the two models which would affect the behavior intention. The valid samples who had experience with uses mobile multimedia service user were 663in Taiwan. This study that adopted SPSS 18.0 and Amos 16.0 as the tools for statistical analysis. The results shows that the mobile service multimedia service function and gratification have post effect on the intention. There are positive to behavior intention. But this research integrates the dimensions which were not significant in the U&G into a new model. We found the Mobile Multimedia service functional are important more than gratification to user behavior intention.