A Study on the Technology Acceptance Model Analysis of Customer Using Telecom Operator APP Store: Chunghwa Telecom Hami APPs

• Main Authors: Jui Ling Chen, 陳瑞伶
• Other Authors: W. C. Chen
• Format: Others
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/22378483749750671341

碩士 === 長庚大學 === 管理學院碩士學位學程在職專班經營管理組 === 101 === Formerly, the value chain of mobile communication value-added services has been dominated by telecom operators via creating a proprietary platform, and gradually formed the “Walled Garden” of telecom operators. Operators control the distribution of profits of the whole value chain, including handset manufacturers, content providers, software developers, and other industries by the rules they developed. However, APPLE APP Store created great opportunities for mobile software services, and the blue ocean of smartphone software stores in 2008. In view of rapidly growth opportunities of mobile software in APPLE APP Store, three major mobile operators in Taiwan merged APP store into their original platform of mobile value-added services. APP software store has become one major focus of the development of mobile value-added services. This paper adopts Technology Acceptance Model(TAM) with external factors such as the brand awareness, transaction cost, entertainment and convenience to investigate the consumer willingness of using APP store and other side effects. The paper uses TAM to investigate the consumer willingness of Chunghwa Telecom Hami APPs and validates the model by regression analysis of questionnaires. Positive influences were found in the original TAM perceived usefulness(PU) and perceived ease of use(PEOU) on behavioral intention. PEOU has positive effects on PU, while the external factors of the model have only positive influences on the entertainment portion of PU. In the end of the paper, recommendations to the future development of products and marketing are made according to the investigation and analysis results.