- 學位論文
影響使用雙網手機的個人化行動數據服務因素之探討
Factors Influencing the Usage of Dual-Mode Phone Personalized Digital Services in Taiwan
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摘要
影響使用雙網手機的個人化行動數據服務因素之探討 學生：許斐然 指導教授：曾芳美 元 智 大 學 管 理 研 究 所 摘 要 國內雙網手機業者在手機市場已飽和的情況下，加上從統計數字中得知，行動上網市場仍有極大的努力空間，若推動個人化行動數據服務是否能符合用戶的需求將是影響雙網手機能否快速推展的關鍵之一；本研究以科技接受模式(Technology Acceptance Model, TAM)為基礎發展延伸之架構以採討影響國內用戶使用雙網手機的個人化行動數據服務的可能影響因素，了解用戶對於雙網手機的個人化行動數據服務的知覺價值、知覺易用、知覺有用性、相容性、成本、知覺風險對使用態度和行為意願之間的相互關係，並分析其中哪些因素為用戶使用雙網手機的個人化行動數據服務的決定性考量，冀望提供國內雙網手機業者在推動個人化行動數據服務時行銷與服務發展策略上的參考與建議。 經問卷收集與實證分析後，發現影響用戶「使用態度」最重要的因素為「知覺易用性」，業者需了解使用雙網手機的個人化行動數據服務為顧客導向而不是技術導向，服務開發時須考量到用戶使用時的知覺，個人化的操作介面以及簡單的使用步驟都會影響到用戶對於使用雙網手機的個人化行動數據服務的使用態度與意願；「知覺風險」為次要的影響因素，業者目前在線上交易部份尚能獲得用戶的信賴，故未來只要能朝向個人化做更貼心的 線上交易的服務設計以隨時隨地滿足其食衣住行娛樂的需求，將可輕鬆的為行動業者開闢線上交易市場而帶來豐厚的利潤；而對「使用態度」有負面影響的「成本」，分析結果並不顯著，顯示過去購買手機設備成本，網路接取成本和交易費用，仍在用戶可接受的範圍內，故業者在日後規劃的配套菜單上只要以不同消費者做不同的促銷方式而更加貼近個人化的需求即可刺激用戶潛在的購買行為。在「相容性」與「知覺有用性」的分析中發現，產品和服務內容愈能符合潛在用戶目前所處的現實狀況，就愈能感受該產品和服務的有用性；而雙網手機的產品和服務確能滿足用戶在交易活動、生活型態與期望，進而知覺到的有用程度愈高。
並列摘要
Factors Influencing the Usage of Dual-Mode Phone Personalized Digital Services in Taiwan Student: Fei-Jan Hsu Advisor: F.M.Tseng ABSTRACT Under the background that Taiwan mobile phone market is saturated, in addition, the statics numbers indicated that there is still large room to boost the mobile internet market. The personalized mobile digital services in order to meet the real customer’s expectation and needs will be one of the key success to fast-growing dual-mode mobile phones; my research is based on the Technology Acceptance Model, TAM with it’s extended architecture for the further discussion about the factors influencing the usage of dual-mode mobile personalized digital services in Taiwan so that we can understand the interactive relationship between Perceived Value, Easy to Use, Usefulness, Compatibility, Cost, Perceived Risk and User Attitude and Intention to Use and analyze which key factors will lead to the decision-making in the personalized digital services of dual-mode phones. Hope that this will help to contribute to the marketing and services developing strategy as the reference and valuable suggestion. After the analysis in the collected questionnaires and verifications, we found that the most important factor influencing the user’s attitude is the “Usefulness”, the operators need to understand the personalized digital services of dual-mode mobile phone is customer-orientation instead of technology-orientation and need to take user’s perception when usage, the personalized user interface and simple user instructions into inconsideration which will impact the user’s attitude and intention to use personalized digital services with the dual-mode mobile phone; “Perceived risk”is the second factor, indicating the users can feel reliable toward the existing on-line trading mechanism, so that the operator can easily get the rich profit if the product/service can be designed to instantly meet the user’s living and working requirements any time, anywhere; However,“Cost”indicated a negative impact on the “User’s attitude”,the past purchase experience tell the story that the equipment cost, internet access cost and trading expense still can meet the user’s expectation and the operator just needs to plan on the different strategy and menu to target different market segments with different promotions packages which will be closer to the individual’s real needs; Lastly, after taking the relationship and reasonableness between the interactive impact in each variables into consideration, we found that there is positive relationship between Compatibility and Perceived Usefulness. This indicated that the usage of the personalized digital services of dual-mode mobile phones is compatiable with trading activities, lifestyle and their expectation about the personalized digital services via dual-mode mobile phone. The more compatible it is, the more perceived usefulness it will become.
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