手機行動上網使用者行為研究

手機行動上網已成為智慧型手機最重要的發展方向，但手機研發廠依然多以硬體規格思維設計新一代手機，回歸使用者需求及使用面向，才能創造出符合多功能智慧型手機的使用者需求。本研究以使用與滿足理論為基礎，探索手機行動上網使用者人口背景、使用行為、使用動機、使用功能以及使用滿足。研究結果發現，男女性在使用手機行動上網人數並沒有明顯差異，年齡21-30歲為主要的使用族群，學生占多數，月收入以10,000以下為多。因素分析探索出手機行動上網的使用動機包含「即時社群聯繫」、「資訊即時掌控」、「生活事項管理」以及「經費管理」；使用功能則分為「多媒體瀏覽」、「資訊瀏覽」、「金融交易」、「社群連結」以及「交通地理應用」五大類因素因子；使用滿足包含「社交情感」滿足、「自我肯定」滿足、「資訊獲取」滿足、「時間利用」滿足、「資料管理便利」滿足以及「節約經費」滿足六大因素因子。利用重要表現程度分析法(IPA)分析使用者對各項使用功能的感受表現，「聊天溝通」與「社群分享」的滿意度最高，重要度則為「搜尋資料及訊息」與「交通資訊查詢」兩者最高。

關鍵字

手機；行動上網；使用與滿足；重要度表現分析法

並列摘要

Mobile Internet has become the main development direction of the mobile phone industry. But mobile phone design houses still develop the phones based on a specification-oriented framework in the past. A break through of developing phones needs to be created for touching the use-motive of mobile phone end users. Adopting “User and Gratifications” theory, this study explores population statistics variables, using behavior, user motives, usage functions and user gratifications of mobile internet via phones. The result shows gender makes no difference on user numbers, 21 to 30 ages is the largest user group in this study. Student is in the majority in occupation variable; the group’s income under 10,000 has the largest percentage in this study. The factor analysis was used to obtain five motivational sactors. Including “Connect social network instantly”, “Gain Information instantly”, “Life management” and “Budget control”. Five Usage Functional Factor also be found: “Browsing Multimedia”, “Information Browsing”, “Internet Financial Transactions”, “Social Network Connection”, “Application of Traffic ability”. Six Use Gratification Factors Including: “Social Emotion”, “Self-affirmation”, “Information Needs”, “Time Utilizing”, “Data Management” and “Budget Saving”. This study also exploring the satisfaction and importance of usage functions from the user by IPA. The result shows “Communication” and “Sharing” has high satisfaction, “Information Gathering” and “Traffic Information” has high importance.

並列關鍵字

Mobile Phone ； Mobile Internet ； Uses and Gratifications ； IPA

參考文獻

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手機行動上網使用者行為研究

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