隨著行動通訊網路的盛行以及行動裝置的普及化,全球的行動加值服務市場已在近年來逐漸受重視,不論是行動通訊業、製造業還是內容服務的供應商都紛紛投入到這個新興市場,但在台灣地區行動加值服務的發展與鄰近的日本、韓國兩個國家相比似乎進度有些緩慢。因此本研究是針對影響使用者採用行動加值服務的因素來探討研究,透過結合科技接受模式、計劃行為理論與創新擴散理論一整合性之研究架構為基礎,試著找出影響使用者採用行動加值服務的重要因素,藉由問卷調查的方式,經由統計分析軟體SPSS與結構方程式軟體AMOS的分析與驗證假設之後,發現系統品質、認知有用性與行為態度等三大因素是影響使用者採用行動加值服務的主要因素,且在系統品質對於認知有用性與行為態度對於使用意願等有相當顯著的水準,據此提出本研究之結論以及建議,希望能提供行動通訊業者與軟體開發商在開發行動加值服務內容與制定行銷策略上之參考依據,以達到供需雙贏的局面。
With the development of mobile communication technology and the popularity of mobile devices, mobile value-added services have gradually become important recently. Thus, more and more corporations have involved into this market, for example, wireless communication corporation, manufacturing corporation and digital content provider. Eventhough, the development of mobile applications in Taiwan also can’t catch up with Japan or South Korea. Therefore, this study would like to realize the intention of adoption of mobile value-added services in Taiwan. Moreover, an integrated acceptance model, which based on the combination of the technology acceptance model, theory of planned behavior and innovation diffusion theory, was proposed to figure out those factors affecting the intention of adoption of mobile value-added services in this study. By way of questionnaire survey, we collect the data from internet and analyze the data with the statistical software SPSS and AMOS. From the result of analysis, we can find out that the system quality, perceived usefulness, and attitude behavior have significantly positive affections on the intention of adoption of mobile value-added services. Besides, the system quality has significantly positive affection on the perceived usefulness. And the attitude behavior has significantly positive affection on the willing usage. Finally, the recommendation and conclusion were made to provide the mobile value-added service developers with the reference in the future.