A Study on the User Acceptance Model Analysis of Mobile Tour-Guide Service - A View of Diffusion of Innovation

• Main Authors: Yi-chiun Kao, 高翊群
• Other Authors: Te-yi Tseng
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/6g7rxe

碩士 === 大同大學 === 資訊經營學系(所) === 95 === With the prevalence of digital economy and experience economy, the Executive Yuan has listed M-Taiwan as one of the ten new construction projects to distribute mobile networks all over the island. The development of wireless broadband networks will be the key to accelerating the development of personalized mobile services. However, how to integrate the two economic trends in the 21st century, develop new information applications and services, innovate the additional value of wireless applications, and promote domestic economic development and recreational industries are important issues for the field of management. From user’s perspective, this study used the framework of TAM proposed by Davis (1989) and integrated the concept of “relative advantage” in DOI and three external factors, namely “cost”, “convenience”, and “security” to create a “mobile tour-guide service model”. Based on this model, an empirical study was conducted and this study expected to understand the main factors affecting consumer’s behavioral intention of technology acceptance and their perceptions of this service. The result would serve as a reference for authority concerned to promote mobile tour-guide service in the future and follow-up studies. In this study, a total of 240 questionnaires were collected. It was indicated that the Taipei City citizens’ level of acceptance of mobile tour-guide service was mainly determined by operational convenience, security of use, and cost. In other words, users conceived if the services provided by the commercial model could save the cost of information storage and provide convenience in time and location, secure transmission mechanisms, reliable privacy policies, their intention of use would be enhanced.