| Summary: | 碩士 === 國立暨南國際大學 === 資訊管理學系 === 93 === As mobiles become more and more popular, and the Taiwanese own the most numbers of mobiles in the world. In order to supply this market, there are many products were produced for the mobiles. The competition between manufactures is also hard, especially for the telephone companies. Telephone companies can not only depend on low-price communicating costs to attract customers; otherwise they would lose their profits. So telephone companies begin to pay much attention to mobile value-adding services. The functions of modern mobiles are stronger and stronger, especially for the functions of multimedia communication. The functions of multimedia communication help telephone companies can supply more and more services. But there are not many researches about mobile multimedia components in Taiwan, and there also have much potential for Taiwan’s market. For this reasons, this study investigates the possible effects of the factors on the customer’s adoption of mobile multimedia components.
In this study, we propose a model based on the Theory of Planned Behavior. We also use Self-efficacy Theory, Diffusion of Innovation Theory, and other researches to find out three antecedents: Entertainment, Complexity, and Image. We hope to explain and forecast the important factors of customers adopting.
This research will be conducted by distributing questionnaires to the user of BBS, and we testified our model by SEM. The results support the hypothesis of this research, except Self-efficacy.
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