| Summary: | 碩士 === 國立成功大學 === 經營管理碩士學位學程 === 100 === This study proposes to explore the use of smart phone mobile value-added application services will and behavioral intention from the user point of view, that technology acceptance to use the model as the theoretical basis, combined with the technology readiness, Computer self-efficacy and other related theoretical construct out of research infrastructure, through the empirical angle to influence consumers to use smart phone mobile value-added application service impact. In this study, questionnaires a total of 540 samples, of which 20 were Tianda incomplete therefore be discarded, a total of 520 copies of the valid samples. Excerpt about the results of this study are as follows: 1.Computer self-efficacy on the user's cognitive appliances positive significant effect.；2.Computer self-efficacy on the user's perceived ease appliances positive significant effect.；3.Technology readiness of optimism on the user's cognitive appliances positive significant impact.；4.Technology readiness innovative appliances positive significant impact on the user's cognitive；5.Technology readiness adaptability to the user's cognitive appliances negative significant.；6. The technology readiness of the insecurity of the user's cognitive appliances negative significant impact.；7.The technology readiness of the music observability does not awareness of the user's ease of use have a significant impact.；8.Technology readiness and innovative does not have a significant impact on the user's awareness and use.；9.Technology readiness adaptability to the user's cognitive appliances negative significant impact.；10 the technology readiness of the insecurity of the user's cognitive appliances negative significant impact.；11.User's perceived ease no cognitive useful to have a significant impact.；12.User's perceived usefulness will be a positive significant impact on attitude.；13 user perceived ease of use will not be a significant impact on their attitudes.；14 the use of the user's attitude is not their actions intended to have a significant impact.；15. Useful to the user's awareness of their behavioral intentions have a positive impact.；16 the user's perceived ease with the intention of its behavior has a positive impact.
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