網際網路使用者採用3.5G行動寬頻上網之研究

Abstract

本研究主要目的是探討影響台灣網際網路使用者採用3.5G行動寬頻上網服務的關鍵因素。研究援引「整合性科技理論」（Unified Theory of Acceptance and Use of Technology, UTAUT）為基礎，從而驗證理論在解釋使用者採用3.5G行動寬頻上網服務的關鍵因素之有效性與適用度。 本研究以整合性科技理論的原始問卷為基礎修訂成研究問卷，並透過網路問卷調查法，抽樣收集了196 份有效問卷，以多元迴歸分析與路徑分析進行量化統計分析。 研究結果發現：「預期績效」、「預期易用」二個預測變數對於預測網際網路使用者採用3.5G行動寬頻上網服務之使用意願具顯著的解釋力。而「使用意願」能正向顯著預測「實際使用行為」。但四個預測變數（「預期績效」、「預期易用」、「社群影響」與「促進配合因素」）對「實際使用行為」均無顯著的解釋力。 研究同時發現性別、年齡與教育程度等調節變數會在預測變項與行為意願間產生調節效果。本研究最後針依問卷統計分析結果，提出研究結論並據以提出建議供行動電話通訊業者推動3.5G行動寬頻上網服務之參考。 為提高網際網路使用者對3.5G行動寬頻上網服務的使用意願，行動電話通訊業者應持續提升3.5G行動寬頻上網的傳輸速率、簡化上網操作程序、並降低費率入門門檻以留住既有使用者、開發潛在使用客戶。

The main purpose of this study is trying to explore the key determinants of the internet user's adoption of 3.5G mobile broadband internet services in Taiwan. The study also attempts to validate the appropriateness of the Unified Theory of Acceptance and Use of Technology (UTAUT) within the context of the adoption of 3.5G mobile broadband internet services. A questionnaire was developed and modified based on UTAUT orginal scale. The questionnaire was distributed through the internet questionnaire website to collect 196 samples for quantitative analysis. Multiple regressions analysis and path analysis were utilized to evaluate the collected data. The results of this study indicate that the two main predictors relevant to this study ( performance expectancy and effort expectancy) were significant and explained a significant amount of the variance in predicting internet users’behavior intention to adopt 3.5G mobile broadband internet services. And behavior intension did predict the usage behavior positively. However, no counstruct that affect the 3.5G mobile broadband internet services usage behavior significantly. The results also indicate that gender, age and education level moderated the relationships between the independent variables and the dependent variable (behavioral intention). This study finally makes some suggestions to themobile telecommunication service providers for promoting 3.5G mobile broadband internet services in Taiwan. In order to raise the behavior intention, the mobile telecommunication carriers should enhance the 3.5G mobile broadband data transmission speed, operation conveniences, and lower the monthly fee rate. Making internet users and potential users know how much benefit the 3.5G mobile broadband internet services could bring.