| Summary: | 碩士 === 淡江大學 === 資訊管理學系碩士在職專班 === 103 === Mobile communication in Taiwan has elaborated from 2G (Voice communications), 3G (Mobile broadband Communications) to current 4G LTE (fourth-generation mobile technology, hereinafter referred to as 4G). According to primary survey, only limited users took the lead converting to 4G, however, most of respondents still held their back to 4G. With the aims of investigating the factors and willingness for mobile users to transfer to 4G, This study employs the behavior reasoning theory as the base framework. It also refers to related theories, such as the theory of reasoned action, the theory of planned behavior, innovation resistance. Furthermore, this research incorporates external variables such as consumer characteristics, requirements, concessions, and perceived barriers into the model.
This study adopted survey research method, using “Survey Monkey” as a platform to collect data from Taiwanese mobile users. Then the collected data are analyzed via Smart PLS (partial least squares). The results show that mobile user’s beliefs, values, consumer characteristics, requirements and preferential factors have significant positive impacts on the attitude for users transferring to 4G. The attitude and preferential factors have significant positive impacts on the intention of the users transferring to 4G. However, the consumer characteristics and requirements do not have significant positive impacts on user’s intention transferring to 4G, nor do the perceived barriers have significant negative impacts on user’s attitude. Finally, the discussion of research results and implications would provide references for telecommunications industry shaping its strategy and research institutions conducting further study.
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