The Impact of Use Situation on the Acceptance of Mobile Value-added Services

• Main Authors: Yu-Ling Ling, 林妤玲
• Other Authors: Ting-Peng Liang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/c6zzr3

碩士 === 國立中山大學 === 資訊管理學系研究所 === 95 === As the growth of the E-commerce and mobile technology, value-added services have attracted a substantial amount of attention in mobile applications. Many reports indicate that those mobile value-added services will be the next generation of Internet access and a potential profit maker in the future. However, the actual use of mobile value-added services is not as good as our expectation and the available services as well as user’s intention to use them are not very high. The objective of this research is to explore how contextual factors and different types of value-added services may affect the user’s intention to use. The theory underlying the study is the TPB model. An empirical study was conducted to examine the factors that affect the intention of adopting mobile services. The results show that (1) For all kind of services, a better task-technology fit resulted in a more positive attitude towards using the value-added services; (2). For all kind of services, user attitude on mobile value-added services was positively related to the user’s willingness to use; (3) For communication, entertainment, and information services, perceive behavior control had a positive effect on user’s willingness to use; (4) Social norms affected the willingness to use only when the nature of services is mobile entertainment or business transaction; (5) Contextual variables such as time pressure and location had mediate effects between attitudes and willingness to use.