| Summary: | 碩士 === 大漢技術學院 === 流通與行銷管理研究所 === 104 === In recent years, using the mobile communication system to surf the Internet has been promoted domestically, but the population of the users did not grow accordingly. This study tries to reveal the eagerness to migrate from 3G to 4G LTE communication system with technology acceptance model (TAM) since the users’ attitude and willingness were important to explain and predict the forementioned phenomenon.
By exploring the users’ subject norms, perceived usefulness, perceived ease of use, attitude toward using and purchase intention, we hope to give the domestic telecommunication companies(carriers) some advice on the marketing.
We sampled the mobile Internet users in Hualien area as our study’s materials, totally distributing 379(100%) questionnaires and retrieving all(100%) of them including 362(95.5%) valid and 17(4.5%) invalid. Administering reliability analysis, descriptive statistics analysis, independent t-test, one-way ANOVA, Scheffe analysis, Pearson product correlation analysis and regression analysis via SPSS statistical software, this study concluded the following results:
1.Reliability analysis of overall perspective: reliability coefficient Cronbach’s alpha equals 0.944, greater than 0.7 and representing considerable consistency.
2.Descriptive statistics analysis of overall perspective: arithmetic mean is among 3.59 to 4.15, locating in “accept” area in Likert scale and demonstrating users’ positive acceptance of using themobile communication system to surf the Internet.
3.Independent t-test: showing higher acceptance by male than female in the category “like to use”.
4.One-way ANOVA revealed:
(1)There is significant difference in opinions about perceived ease of using the mobile communication system functions from different age groups, especially the interviewee aged from 20 to 29 getting used to it.
(2)Age does have influence on “no extra learning” in the category “perceived ease of use”.
(3)Education level has influence on “latest information acquiring” in the category “perceived usefulness”, especially the college graduates having higher acceptance.
(4)There is difference in opinions about perceived ease of using the mobile communication system interface from different education level groups.
(5)Family number has influence on “the system more helpful to access mobile Internet” in the category “subjective norms”.
(6)Family number has influence on “instantly acquiring latest information” in the category “perceivedease of use”.
(7)Average monthly income has influence on “replacement of the tradition system” in the category “subjective norms”, especially the group whose average monthly income from NT$70,000~100,000 not agree 4G LTE will replace the traditional system.
(8)Average monthly income has influence on purchase intention.
5.There is highly positive correlation between the perspectives “perceived usefulness” and “attitude toward using” with correlation coefficient 0.745 through Pearson correlation analysis, representing perceived usefulness might improve attitude toward using and purchase intention, so telecommunication companies should enhance education advocacy about 4G LTE mobile communication systems.
6.In regression analysis, our regression equation is:
purchase intention = 0.879 + 0.400 * attitude toward using + 0.225 * perceived usefulness + 0.162 * perceived ease of use.
This might predict future purchase intention and provide carriers as a reference.
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