Consumer Use Multi-screen Intention:An Empirical of Chunghwa Telecom’s MOD Service

• Main Authors: Huang, Yi-Lin, 黃意玲
• Other Authors: Chiu, Kuang-Hui
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/4rq4eh

碩士 === 國立臺北大學 === 企業管理學系 === 102 === The use of a variety of smart-screen device is becoming a trending issue currently. Media content is no longer confined to traditional television only. Media content and services will be quickly spread out in our daily lives with Multi-screen service’s development. This study explores the relationship between the six beliefs i.e. perceived ease of use, perceived usefulness, perceived enjoyment, subjective norm, attitude and intention to use Multi-screen. By using Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) as a theoretical model basis & simple regression analysis, we hope to figure out how these variances affect consumer’s behavior intention to use Multi-screen. In this study, we would like to find out the important factors, crucial relevance, characteristics and motivation as well as provide direction and develop strategies for industries to expand the opportunity in the future. According to the survey analysis of this study, concluded that "perceived ease of use", "perceived usefulness", "perceived enjoyment" have a positive influence on attitude and "subjective norm" and "attitude" have a positive influence on "intention".