| Summary: | 碩士 === 國立臺北商業技術學院 === 商學研究所 === 94 === The mobile life has been penetrated in latest few years. People can perform activities by mobile phones or some kinds of handheld devices. In Taiwan, the 3rd Generation is just beginning during the 3rd season of 2005. Therefore, it is worth to study the willingness and behavior of usage.
The present study explores the impact of consumer characteristics on the adopting intention of 3rd Generation mobile services in terms of the population of current mobile phone users. We want to discover which kind of consumers with particular characteristics will be attracted by the functions of 3rd Generation mobile services. The results can be provided to mobile telecoms, and they will know which kinds of services they should focus on. The major findings of this study are as follows:
1. Only “age” factor in demographic factors has significant difference with “Real-time and Multiple Contents” on 3G functional characteristic. In addition, “Network Effect” and “Reference Group” have significant positive effects on 3G functional characteristic and willingness.
2. In experience value dimension, hedonism and network experiences have significant positive effects on 3G functional characteristic and willingness.
3. In innovative attitude dimension, innovativeness adoption has significant positive effects on 3G functional characteristic and willingness, but perceived risk does not.
4. The two factors “Positioning and Interactive” and “Real-time and Multiple Contents” of 3G functional characteristic, both have significant positive effects on willingness.
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