台灣3G應用服務之採用影響因素的探討

Abstract

第三代行動通訊（3G）的時代已正式來臨，但「殺手級應用」至今卻仍未浮出檯面。因此本研究同時將「科技」與「使用者」兩者之特性納入考量，首先利用科技接受模型（TAM）與相關理論及研究，開發出一綜合性的研究模型，從而掌握消費者對3G所持有之態度與感受是何以影響採用；再利用科技準備（Technology Readiness）替消費者作分群並進行模型的比較，了解不同科技準備特性的消費者之間，在採用之形成過程中有何差異。研究希望藉由以上之做法，能夠找出主要影響台灣消費者採用3G的因素為何，以及為何現今之應用服務均無法成為殺手級應用的原因。研究範圍鎖定在3G主打之三大應用：行動網路、視訊電話、影音串流。本研究回收之有效問卷為行動網路175份、視訊電話164份、影音串流160份。模型驗證的工具為結構方程模型。研究結果顯示，社會影響、價格均非絕對影響因素，服務是否「有用」才是影響採用的主因。對消費者而言，台灣現今之3G應用服務不夠有用、不夠愉悅，甚至不好用是其採用率低、無法成為殺手級應用的原因。建議業者日後應致力於發展具備行動價值的應用服務，如此才能替消費者打造出「非使用不可」的理由，成為所謂的殺手級應用。此外，不同科技準備特性之族群在採用的形成過程確實不同，業者亦可應用此結果研擬出不同階段中可因應的研發與行銷策略，讓3G行動通訊一步步走入人類生活之中，乃至最後的完全推廣與全面普及，達成行動通訊科技的真正革命。

The telecommunication intelligence had been stepped into 3G era for years; however, there has not any killer application showed up yet. For the purpose of digging out the key to the stuck progress, this research is intended to take the characteristics of both “technology” and “user” into consideration. To realize how people feel about owing 3G and how their feelings influence their decisions about whether adopting the applications or not, the first step is to develop an integrated research model by TAM and related theories. Second, Technology Readiness is used to divide the samples into groups. After comparing the groups, the distinction of people with different Technology Readiness in adopting process would be easily analyzed. The research is expected to find out the critical factor which enables Taiwaness consumers being interested in adopting 3G applications, and also the obstacles for the existing applications to make a break through. The research focus on the three main 3G-applied fields：Mobile Internet, videophone, and stream. In the research, totally 175, 164, and 160 effective questionnaires were recollected in Mobile Internet, videophone, and stream respectively. In addition, our model is tested by SEM. The results show that whether the service is “useful” or not is the critical factor of whether 3G is adopted. As for the society’s influence and price, those are relatively not always crucial. The reasons for the existing 3G applications failed to be the killer applications for Taiwanese consumers is that they are not useful and fun enough; some of them may even be difficult to use. Furthermore, people with divergent Technology Readiness do have various adopting process. The telecommunication manufacturers could use the results of this study to brainstorm feasible solutions and promotions according to each specific stage, bring 3G mobile telecommunications into people’s life step by step, and one day, with the overall promotion is completed, which means the application is popularized, we can finally say the revolution of mobile telecommunications is accomplished.