Applying Involvement Theory and Technology Acceptance Model to Explore Usage Intention of the Third Generation Mobile Communication

• Main Authors: Ding-Hao Wang, 王鼎皓
• Other Authors: Dong-Yih Bau
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/12358699980658127926

碩士 === 大葉大學 === 資訊管理學系碩士班 === 97 === With the vigorous development of information technology and the prevailing of motion communication, the mobile phone has become more necessary in our daily life. According to the reports of National Communications Commission, the number of third generation (3G) subscribers have been increased. In addition, with the release of new 3G Phone and applications, users will have more choices. Therefore, the purpose of this study was to explore which elements will influence users’ wiliness to use 3G. This study use TAM as framework, and consider the characteristic of 3G to add perceived enjoyment, and user involvement as noise variables to explore the influence of user’s wiliness on 3G. The method to carry out this study was using a survey, and analysis with statistics. The results showed that perceived usefulness, perceived ease of use, perceived enjoyment and perceived cost have significant effect on the use of attitude; perceived usefulness , perceived cost , attitude and SN have significant impact on behavioral intention; user involvement would interfere with the relationship between attitude and behavioral intention. The study will provide some marketing suggestions to telecom operators.