Factors Influencing Usage Intention in Mobile Phone Services – an Extension of TAM

• Main Authors: Wang, Jen-Wei, 王人葦
• Other Authors: Yen, Yung-Shen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/30549621306649374317

碩士 === 靜宜大學 === 資訊碩士在職專班 === 102 === This study aimed to investigate the factors that affect the willingness of using mobile phone service. Through technology acceptance model (TAM), it added factors on effects of personal use, perceived enjoyment, perceived price, perceived risk, and also external factors, such as social influence. This study investigates smart phone service by using internet survey in Taiwan. The result shows that mobile phone service on perceived usefulness, perceived ease of use, perceived enjoyment has a positive significant correlation on attitude of an user. Social influence has a positive significant correlation on social norms; social norms has a positive significant correlation on intention of using a smart phone. However, about the attitude of an user, the relationship both perceived price and perceived risk is not significant . In addition, on the use of perceived price and user attitude, the male shows a significant negative correlation, while the female is positively related.