手機使用者對第三代行動電話創新採用意願之研究：以台北市大學生為例
The analysis of the critical factors that affect mobile phone user ’s willingness to adopt 3G mobile phone

翁瑞迪、方盈潔、馬振剛、張蕙蘭

本研究用「創新傳佈」理論來研究3G手機的創新採用影響因素，探討手機使用者的創新特質及3G手機的新事物特質對手機採用意願的影響，並從台北市十四所大學院校隨機抽樣四所大學，進行問卷調查。結果發現，對3G手機採用意願有顯著影響的項目，包括個人創新需求程度、科技結叢中的行動電話擁有與否、電視媒體使用情形、人際傳播及人口統計變項中的性別及每月個人可支配所得。而在新事物特質上，創新特質越明顯，個人對於3G手機採用意願也越高。

Based on Rogers ’ diffusion of innovation model, the research examines the critical factors that affect mobile phone user ’s willingness to adopt 3G mobile phone. The research uses questionary survey method by chosing four colleges from fourteen universities in Taipei. The result of this research indicates that factors affecting the willingness of adoption including technology clustering (of have mobile or not), media using frequency (of TV) and need for innovativeness (between different types of adopter). Moreover, the innovation attributes have influence on the 3G Mobile phone adoption.

3G手機、採用意願、創新傳佈

3G mobile phone, the willingness of adoption, diffusion of innovation

2006.07.12

已授權

2006G04.pdf