An Empirical Study of Adopting Mobile Service Behavioral Intention.

• Main Authors: Chen-Yu Yang, 楊甄侑
• Other Authors: Wen-Yuan Jen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/20886490840927489857

碩士 === 國立聯合大學 === 資訊與社會研究所 === 99 === More and more people desire to adopt mobile services of smart phone, such as mobile on-line game, Location-Based Service (LBS) and others. The smart phone users enjoy the ubiquitous mobile service. Smart phone is not only a tool but also entertainment, and its various services increase the value of cell phone. According to technology readiness, the innovation characteristic and the trend of technology, this study explores smart phone use’s attitude and intention based on the Theory of Reasoned Action. The results shown that innovation characteristic has positive impact on technology readiness; meanwhile, attitude, subjective norm and technology readiness have positive impacts on user’s intention.