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URN etd-0718107-025554 Statistics This thesis had been viewed 3862 times. Download 4255 times. Author Yi-chiun Kao Author's Email Address No Public. Department Information Management Year 2006 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 63 Title A Study on the User Acceptance Model Analysis of Mobile Tour-Guide Service - A View of Diffusion of Innovation Keyword Mobile tour-guide service Technology acceptance model Diffusion of innovations Mobile services Mobile services Diffusion of innovations Technology acceptance model Mobile tour-guide service Abstract With the prevalence of digital economy and experience economy, the Executive Yuan has listed M-Taiwan as one of the ten new construction projects to distribute mobile networks all over the island. The development of wireless broadband networks will be the key to accelerating the development of personalized mobile services. However, how to integrate the two economic trends in the 21st century, develop new information applications and services, innovate the additional value of wireless applications, and promote domestic economic development and recreational industries are important issues for the field of management.
From user’s perspective, this study used the framework of TAM proposed by Davis (1989) and integrated the concept of “relative advantage” in DOI and three external factors, namely “cost”, “convenience”, and “security” to create a “mobile tour-guide service model”. Based on this model, an empirical study was conducted and this study expected to understand the main factors affecting consumer’s behavioral intention of technology acceptance and their perceptions of this service. The result would serve as a reference for authority concerned to promote mobile tour-guide service in the future and follow-up studies.
In this study, a total of 240 questionnaires were collected. It was indicated that the Taipei City citizens’ level of acceptance of mobile tour-guide service was mainly determined by operational convenience, security of use, and cost. In other words, users conceived if the services provided by the commercial model could save the cost of information storage and provide convenience in time and location, secure transmission mechanisms, reliable privacy policies, their intention of use would be enhanced.
Advisor Committee Te-yi Tseng - advisor
Files Date of Defense 2007-07-03 Date of Submission 2007-07-18