社會因素、信賴環境與技術接受： 以3G行動電話之散佈為例

Abstract

行動通訊業者競標3G執照，積極經營3G行動通訊市場，目前有關行動通訊的研究，有由策略面研究業者的競爭態勢，與由行銷人員觀點了解消費者結構，尚無研究以消費者觀點來了解消費者之內在認知。因此，本研究以針對資訊技術所設計出的技術接受模式(TAM)，來探討消費者對3G行動電話的內在認知，了解消費者之知覺長期有用性、知覺短期有用性、易用性、意願、態度等內在認知與彼此間的相關性。 3G行動電話的散佈有其特殊模式，根據學者研究，其散佈方式與社會影響因素息息相關。3G行動通訊需要在無線網路中，傳送大量私密的資料，其網路安全有一定的重要性。因此，本研究以社會影響因素與消費者對無線網路的信賴程度，作為與外部環境的連接因素，並採用線性結構關係模式(LISREL)作為分析方法。 主要發現如下： 1.社會影響因素與無線網路信賴環境，對消費者採用3G行動電話具有顯著影響，其中社會影響因素大於無線網路信賴環境。 2.長期而言，消費者不認為3G行動電話是有用的。 3.3G行動電話的短期有用性，對3G行動電話長期有用性、意願、態度影響是顯著的。 4.3G行動電話的易用性，對3G行動電話的短期有用性、態度影響是顯著的。 5.高購買涉入與低購買涉入的消費者，對3G行動電話的內在認知與其相關性呈現顯著的不同。

Traders of mobile communication compete vigorously for 3G licenses, and they operate 3G mobile communication markets progressively. Nowadays, there are many researches discussing the environments of competition of 3G mobile phone in the view of strategy, or discussing the consumer structure in the view of sales. There is not yet discussion on internal perceptions from the view of consumers. In this research, we will focus on the TAM designed by the information technology in order to discuss: consumers’ internal perceptions in 3G mobile phone; both the long-term and near-term usefulness of perception; intention; attitude and the relativity between consumers and the mobile phone etc. The distribution of 3G mobile phone has its special mode. According to many researches, the distribution is much related to social factors. Since large quantities of information are needed to be transmitted in the wireless network, the network safety is important on 3G mobile communication. Therefore, we adapt LISREL as our method of analysis and the reliability of consumers and social influencing factors in the wireless network are discussed. Major findings are as follows: 1.Social influences and trust environment of wireless network have significant importance on consumers’ using 3G mobile phone. 2.In long term, 3G mobile phone is not considered to be useful for the consumers. 3.Near-term usefulness of 3G mobile phone has significant influence on long-term usefulness, intension and attitude. 4.The ease of use of 3G mobile phone has significant influence on near-term usefulness. 5.There are significant difference between internal perceptions and relativity between high-involvement consumers and low-involvement consumers.