A Exploratory Study of Using Mobile Internet

• Main Authors: Wen-Yu Sun, 孫文昱
• Other Authors: Shu-Chun Ho
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/77901515815815479809

碩士 === 國立高雄師範大學 === 資訊教育研究所 === 99 === 　　The rise of smart phones and the rapid advance of mobile communication technology have changed the way people access the internet. According to the one investigation by International Telecommunication Union at the end of 2010, the number of mobile cellular subscribers worldwide already reached 5.3 billion, comparing to 4.6 billion users in 2009, there has been a significant increase in numbers, almost make up to 77% of the world population. Users have widely switched to subscribe commercial services using 3G platform, which gives the mobile data service market a scale of 940 million US dollars. The Smart phone is the one who’s behind the scene to create business application for mobile data services. Since using mobile device to access internet is quite an innovative improvement for consumers in Taiwan, so the objective of this research is to investigate the critical factors that affect consumers’ intention to using mobile internet. We conducted a survey research among the consumers of mobile internet and collected 310 valid questionnaires in late 2010. Our findings are as follows. First, consumers’ subjective norm, social connectedness, perceived enjoyment and perceived ease of use have a positive impact on perceived usefulness of mobile internet. Second, perceived enjoyment has positive effects on consumers’ perceived ease of use of mobile internet. Third, subjective norm, need for uniqueness and perceived ease of use have a positive effect on the intention to continuing use mobile internet. Overall, our research provides both theoretical and practical insights into the determinants of consumers’ intention to use mobile internet.