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Title page for etd-0803115-160853


URN etd-0803115-160853 Statistics This thesis had been viewed 987 times. Download 1 times.
Author Mao-Hsiung Huang
Author's Email Address No Public.
Department Information Management
Year 2014 Semester 2
Degree Master Type of Document Master's Thesis
Language zh-TW.Big5 Chinese Page Count 65
Title APPLYING UTAUT2 TO INVESTIGATE THE FACTORS INFLUENCING MOD ADOPTION
Keyword
  • Behavioral Intention
  • MOD
  • Digital Convergence
  • Extending Unified Theory of Acceptance and Use o
  • UTAUT2
  • UTAUT2
  • Extending Unified Theory of Acceptance and Use o
  • Digital Convergence
  • MOD
  • Behavioral Intention
  • Abstract In recent years, Taiwan government and Internet service providers actively promote digital convergence where Chunghwa Telecom MOD is a very important pioneer of the case. This study adopts UTAUT2 model to investigate factors that will affect consumer adoption of Chunghwa Telecom MOD service. The research sample taken from MOD users of Taiwan north, central and southern regions has a total of 192 valid samples. Seven hypothesis proposed in this study, the performance expectations, the price, the habit of "behavioral intentions" presents significant positive relationship, and the remaining four hypotheses are less than significant support, are trying to expectations, social impact, convenience and pleasure effect of motivation on the MOD service "behavioral intentions" is not supported. According to the analysis results of this study, we proposed some suggestions, management implications and future research directions for the promotion of the innovative development value for Chunghwa Telecom MOD TV channels, VOD, and application services.
    Advisor Committee
  • Dr. Yung-Hsin Wang - advisor
  • Chen, Shih-Chih - co-chair
  • LIN,SHU-CYONG - co-chair
  • Files indicate in-campus access at one year and off-campus not accessible
    Date of Defense 2015-07-01 Date of Submission 2015-08-03


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