The User Acceptance of Multimedia Objects in Mobile Communication Environment

• Main Authors: CHEN, CHIA HUI, 陳佳慧
• Other Authors: SHEE, YING WEI
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/65740188036558478850

碩士 === 國立暨南國際大學 === 資訊管理學系 === 93 === ABSTRACT In recent years the development in information science and technology along with our country’s telecommunication liberalization, the telecommunication market has driven the development of mobile communication from Voice Services towards Value Added Services. On the present market, there are various Value Added Services from mobile community. However, the uses of those mobile services adopted by the consumers are far from anticipation. In order to take the research convenience into consideration, this research selects Multimedia Objects of Value Added Services of mobile communication which is most often used as the main subject of research and study. The onus is to understand present situation of how the Multimedia Objects are being used and the aspiration of usage. This research paper adopts the technology acceptance model (TAM) and perceived risk theory as the rationale and explores the acceptance of using Multimedia Messaging Service in mobile communication environment. The constructs of "Perceived Usefulness(PU)", "Perceived ease-of-use(PEOU)" and "perceived risk" are used to analyze the consumer acceptance and aspiration to use Multimedia Objects. Although the research methodology uses internet questionnaire, the investigation subjects concentrate on university and colleague students that are more sensitive to electronic product information and has higher demands for electronic goods. The collected data are tested against the technology acceptance model using the structural equation modeling approach. We found the following:1)There is a positive relationship between perceived usefulness and consumer acceptance and aspiration to use Multimedia Objects, 2) There is a positive relationship between perceived ease-of-use and consumer perceived usefulness and consumer acceptance to use Multimedia Objects, 3) There is a positive relationship between consumer acceptance and aspiration to use Multimedia Objects. This paper presents an empirical assessment that each individual telecom vendor should provide differentiated services to different segments of consumers in a society according to maximized perceived usefulness of Multimedia Objects. The other point of consideration is for vendor to provide simple operational procedure through good user interface and to provide the channels for consumers to access the information regarding Multimedia Objects. Nevertheless, a suitable marketing strategy to publicity will be a bonus, so the consumers can minimize the risk of adopting Multimedia Objects, and thus increase the aspiration to use Multimedia Objects and consequently, the increased usage rate.