3G手機市場接受行為研究－以崑山科大在職班學生為例

The Adoption of 3G Mobile Phone: An Example of Students on the Job in Kun Shan University

薛純惠(Chun-Hui Hsueh)

指導教授 ： 陳嵩

崑山科技大學/商業管理學院/企業管理研究所/碩士(2006年)

https://doi.org/10.6828/KSU.2006.00084

摘要

隨著行動通訊技術的快速發展與進步，3G手機提供的廣泛服務、快速傳輸功能皆遠勝於目前仍為市場主流的第二代行動電話，惟目前3G手機的市場普及度極為有限。此外，目前的相關研究普遍僅針對3G手機加值弁遄B技術與市場發展進行研究，極少針對消費者對於3G手機的接受行為進行研究。因此，在手機高度普及、功能日新月異下，實有必須針對消費者對3G手機的購買意願、影響其購買意願的可能原因進行深入探討。
本研究主要以科技接受模式(TAM)為主軸，並將創新擴散模式(Rogers, 1991)的相容性概念納入TAM模式的信念構面，以三個知覺信念變數（即知覺有用性、知覺易用性、知覺相容性）來預測潛在消費者購買3G手機的可能性，其次推論可能影響潛在消費者知覺信念變的前因變項，並以崑山科技大學421位在職學生為驗證對象。
路徑分析結果顯示，(1)受試者年齡愈長、知覺3G手機的易用性及有用性愈低，惟性別對知覺信念變數則無顯著影響；(2)受試者個人創新性及電腦自我效能對個人知覺3G手機的易用性、有用性及相容性皆呈顯著正向影響，其中又以個人創新性的影響度最大；(3)受試者知覺3G手機易用性主要透過知覺有用性間接影響3G手機購買意圖；(4)受試者的個人創新性、知覺3G手機有用性及相容性對3G手機購買意圖皆呈顯著正向影響。最後研究者依據實證結果提出建議，以供3G手機通訊業者參考，並提出後續研究的建議。

關鍵字

科技接受模式(TAM) ； 3G手機 ； 創新擴散模式(DOI)

並列摘要

To accompany with fast development and progress of mobile communication technique, 3G cellular phone provides better extensive service and rapider transmission system than 2G cellular phone as the product of main marketing stream. However, the popularization rate of 3G mobile phone is extremely limited nowadays. In addition, the current related research just focuses on value-added functions, technique and market development, but rarely aiming at consumer’s adoption of 3G mobile phone. Therefore, we have to understand deeply possible reasons of purchase intention of 3G cellular phone to consumer and impact factor of consumer’s purchase intention in highly popularization of cellular phone and functions changes with each passing day.
This research’s principal model is technology acceptance model (TAM), and combining compatibility of Diffusion of innovation model into belief construct of TAM. This study uses three variables of perceived belief (perceived ease of use, perceived usefulness, and perceived compatibility) to predict possible influence on latent consumer’s purchase intention to 3G cellular phone, and it also explores the effect of individual differences on perceived belies. Four hundreds and twenty-one students on the job in Kun Shan University were sampled as subjects.
The findings of path analysis show that (1)older respondents will have less perceived ease of use and perceived usefulness than younger respondents, age did not has any significant impact on perceived beliefs, (2)personal innovativeness and computer self-efficacy have significantly positive affect on perceived beliefs, moreover, personal innovativeness made a greatest impact of all external variables, (3)perceived of ease use had a indirect impact through perceived usefulness on purchase intention of 3G mobile phone, (4)personal innovativeness, perceived beliefs have a significant impact on purchase of 3G mobile phone. Finally, managerial implications for marketing of 3G mobile phone and recommendations for future research are presented.

並列關鍵字

Technology Acceptance Model (TAM) ； 3G Mobile phone ； Diffusion of innovation model (DOI)

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