The Influencing Factors of Mobile Internet Adoption

• Main Author: 黎致源
• Other Authors: 張世其
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/61096406352962500279

碩士 === 國立彰化師範大學 === 行銷與流通管理研究所 === 99 === At present, information and technology are very advanced, people almost received information about what happened outside all the time. In the past, people through television, newspapers and radio to received information, but now, because of technology of internet is more and more advanced they can through computer or mobile to received anything they want know. Although the mobile internet is very advanced, but there are still have not many people to use it in Taiwan. This study is want to know what factors can attract people to use mobile internet. This study proposes a research framework that integrates enjoyment and switch cost with technology acceptance model (TAM), theory of planned behavior (TPB). We used the proposed model to explore antecedents of consumers’ behavioral intention to adopt mobile internet. We used structural equation modeling (SEM) to examine relationships among constructs in the proposed model. Our findings indicated that perceived ease of use, perceived useful and perceived enjoyment are significantly influence on attitude toward and behavioral intention, and perceived behavioral control is not significantly influence behavioral intention. The group of high switch costs is less effect than group of low switch cost on behavioral intention, and subjective norm is more heavily effect group of high switch cost than group of low switch cost. Keywords: switch cost, TAM, TPB, mobile internet