手機即時通軟體MIM(Mobile Instant Messaging)逐漸取代過去傳統電信公司提供的簡訊及通話服務，成為現今大眾持有手機或平板電腦等手持裝置時與親友溝通聯繫的新管道；LINE提供免費簡訊及通話功能外，整合手機門號與網路帳號自動加入通訊錄名單，降低了用戶的通話或簡訊成本，也提供了更多樣化的功能。
本研究透過文獻探討建立研究架構，試圖了解影響使用態度及使用意願傾向的關鍵因素與用戶的整體看法。以科技接受度模型為基礎，將外部變因「認知趣味性」、「媒體豐富度」及「相對優勢」加入進一步擴充解釋科技接受度模型，以了解影響台灣用戶對手機即時通訊軟體的使用態度及使用意願的關鍵因素。
本研究所蒐集的有效問卷樣本數共302份；研究結果與原始科技接受模型略有差異，在認知易用性的部分明顯與整體架構欠缺關聯性，解釋力不高因而後續在本研究中予以刪除；認知趣味性並不顯著影響用戶的使用意願；其餘皆符合TAM原始假設；認知趣味性對使用態度有正向顯著影響；媒體豐富度及相對優勢正向顯著影響認知有用性及使用意願。此外，性別除了在認知有用性構面並未出現顯著差異，女性在其餘構面皆呈現填答分數較男性為高；教育程度對相對優勢及媒體豐富度有顯著的影響，而教育程度為大學者對LINE的相對優勢與媒體豐富度的感受與其他教育程度相較之下為高；職業對於相對優勢有顯著的影響，其中以服務業所感受到LINE的相對優勢其他職業為高。
本研究驗證了Davis(1989)的科技接受度模型是可套用在使用者對LINE的接受度的，認知趣味性及媒體豐富度、相對優勢等外部因素也是讓LINE在台灣得以如此成功的關鍵因素，故建議後續欲以LINE為行銷管道的品牌或業主提供多樣化的溝通管道給目標族群建立品牌形象；而欲開發手機即時通訊軟體App的可以應用更多不同的溝通交流模式讓使用者傳簡訊時增加語言的豐富性與強化軟體功能，有助於增加用戶使用意願。

The Mobile Instant Messaging applications, MIM, has gradually replaced the traditional SMS/calling service provided by the telecommunication companies, and became the users’ preference to text or call others with smartphone/tablet/handheld device. MIM app such as LINE, We Chat…allow users to text/call for free and offer an account linked to mobile phone number which populates the contacts list automatically. MIM apps not only reduce the cost of SMS/call but also provide diverse functions.
In this study, Technology Acceptance Model (TAM) is discussed with the main framework and external variables, “Perceived Playfulness”, “Media Richness” and “Relative Advantage”. This research aims to explore the key factors affecting the users’ acceptance.
Through a questionnaire survey with 302 valid responses collected, the results of this study point that the factor “Perceived Ease of Use” is not related to the TAM as the origin; “Perceived Playfulness” has a positive effect on “User Attitude towards Using”. “Media Richness” is positively related to both “Behavioral Intention to Use” and “Perceived Usefulness”; so does “Relative Advantage”.
According to this research, the main structure of Technology Acceptance Model, developed by Davis(1989), is successfully explained the adoption of users in using Mobile Instant Messaging application. On the other hand, it also demonstrated how LINE is so popular in Taiwan. Different from other MIM apps, LINE creates many funny characters and emoticon into its chat room. The firm also helps companies design various kinds of character products and keeps to build up more comprehensive features for users. As for a new MIM or app developer, it is suggested to enhance the communication variety and add some entertainment factors to attract the users.

論文審定書 …………………………………………i
誌 謝 ii
摘 要 iii
Abstract iv
目 錄 v
圖 次 vi
表 次 vii
第一章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍 4
第四節 研究流程 4
第五節 論文結構 4
第二章 文獻探討 6
第一節 手機即時通訊軟體(Mobile Instant Messaging Applications) 6
第二節 科技接受度模型 (Technology Acceptance Model) 7
第三節 認知趣味性 (Perceived Playfulness) 8
第四節 媒體豐富度 (Media Richness) 9
第五節 相對優勢 (Relative Advantage) 10
第三章 研究設計 12
第一節 研究架構 12
第二節 研究假設 12
第三節 研究變項之操作型定義及衡量方法 13
第四節 抽樣計畫 23
第五節 前測 23
第六節 研究方法 26
第四章 實證分析 28
第一節 有效樣本結構統計與基本變數分析 28
第二節 人口統計變數之影響分析 44
第三節 本研究個別假設驗證 59
第四節 綜合討論 71
第五章 結論與建議 76
第一節 結論 76
第二節 管理意涵 78
第三節 研究限制 80
參考文獻 81
附 錄 89

(一) 中文部分
李淑芳、紀文章(2005)： 年輕消費者行動電話上網便利性之研究。經濟與管理論叢，1(2)，163-186。
朱斌妤、黃仟文、翁少白(2008)：以科技接受模式探討即時交通資訊系統之使用意願。電子商務學報，10(1)，173-200。
邱郁文、方國定(2005)：整合知覺玩興構面擴充資訊科技接受模式─ 以入口網站為例。資訊管理展望，7(1)，37-54。
(二) 英文部分
Abdullah J. (2014). Addiction to mobile text messaging applications is nothing to lol about. The Social Science Journal, 51(1), 57-69
Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication. MIS Quarterly 16(2), 227-247.
Ajzen, I. & Fishbein, M. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Addison-Wesley, Reading, MA.

Anandarajan, Maliha Z., Qizhi D., & Bay A. (2010). Generation Y Adoption of Instant Messaging: An Examination of the Impact of Social Usefulness and Media Richness on Use Richness. IEEE Transactions on Professional Communication, 53(2), pp.132-143.
Atkinson, M. A., & Kydd, C. (1997). Individual Characteristics Associated with World Wide Web Use: An Empirical Study of Playfulness and Motivation. Data Base for Advances in Information Systems 28(2), 53-62.
Bruce E. & Sarah F. (2014). The Mobile-Messaging War Goes Global. Bloomberg Businessweek 4369, 34-35.
Choudhury, V. & Karahanna, E. (2008). The Relative Advantage of Electronic Channels: A Motivational View1. MIS Quarterly, 32(1), 179-200.
Chris Y. (2013). Bon Appetit for Apps: Young American Consumers Acceptance of Mobile Applications. Journal of Computer Information Systems, 85-96.
D.-H. Shin. (2010). MVNO Services: Policy Implications for Promoting MVNO Diffusion. Telecommunications Policy 34, 616-632.
Daft, R. L. & Lengel, R. H. (1986). Organizational Information Requirements, Media Richness and Structural Design. Management Science 32, 554-571.
Daft, R. L., Lengel, R. H., & Trevino, L. K. (1987). Media Symbolism, Media Richness, and Media Choice in Organizations: A Symbolic Interactionist Perspective. Communication Research 14, 553-574.
Daft, R., Lengel, R. H., Trevino, L. K. (1987). Message Equivocality, Media Selection, and Manager Performance: Implications for Information Systems. MIS Quarterly 11, 355-366.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), pp.319-340.
E. Brunelle. (2009). Introducing Media Richness into an Integrated Model. Journal of Internet Commerce 8, 222-245.
Edward D. (2013). Willingness to Use Strategic Innovations at the Individual Level: An Empirical Study Synthesizing DOI and TAM Theories. Academy of Information and Management Sciences Journal, 16(1), 99-110.
E.L. Deci. (1975). Intrinsic Motivation, PlenumPress, New York.
Gu J., Fan L., Ho Y. & Lee S. (2010). Comparing Utilitarian and Hedonic Usefulness to User Intention in Multipurpose Information Systems. Cyberpsychology, Behavior, and Social Networking, 13(3), 287-297.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis. New Jersey: Pearson University Press.
Hans van der Heijden. (2004). User Acceptance of Hedonic Information Systems. MIS Quarterly, 28(4), 695-704.
Hess T., McNab A. & K.Asli. (2014). Reliability Generalization of Perceived Ease of Use, Perceived Usefulness, and Behavioral Intentions. MIS Quarterly, 38(1), 1-28.
Jen W., Lu M., Wang W., & Chang Y.. (2013). Effects of Perceived Benefits and Perceived Costs on Passenger’sIntention to Use Self-ticketing Kiosk of Taiwan High Speed Rail Corporation. Proceedings of the Eastern Asia Society for Transportation Studies 9, 1-16.
Kim, K.K., Shin, H.K. & Kim, B. (2011). The Role of Psychological Traits and Social Factors in Using New Mobile Communication Services. Electronic Commerce Research & Applications (10:4), 408-417.
Lee H, Kim D, Ryu J, et al. (2011). Acceptance and Rejection of Mobile TV among Young Adults: A Case of College Students in South Korea. Telematics and Informatics 28, 239-250.
Lee M., Cheung C. & Chen Z. (2007). Understanding User Acceptance of Multimedia Messaging Services: An Empirical Study. Journal of The American Society for Information Science and Technology, 58(13), 2066-2077.
Lim, K. H., Benbasat, I., & Ward, L.M. (2000). The Role of Multimedia in Changing First Impression Bias. Information Systems Research, 11(2), 115-136.
M. Csikszentmihalyi. (1975). Beyond Boredom and Anxiety, Jossey-Bass, San Francisco
Moon J. & Kim Y. (2001). Extending the TAM for a World-Wide-Web Context. Information & Management 38, 217-230.
Motohashi K., Lee D. R., Sawng Y. W., & Kim S. H. (2012). Innovative Converged Service and Its Adoption, Use and Diffusion: A Holistic Approach to Diffusion of Innovations, Combining Adoption-Diffusion and Use-Diffusion Paradigms. Journal of Business Economics and Management. 13(2), 308-333.
Nunnally, J. C. (1978). Psychometric Theory (2nd ed.), New York: McGraw-Hill.
Park, N., Jin, B. & Jin, S. A. (2011). Effects of Self-Disclosure on Relational Intimacy in Facebook. Computers in Human Behavior, 27(5), 1974-1983.
Preimesberger, Chris. (2013). Mobile App Developers Should Keep Their Apps Free: 10 Reasons Why. eWeek, 15306283.
Ramin, V. & Hamed, Z. (2009). A Cross-Cultural Study on Mobile Internet Usage. International Journal of Mobile Marketing, 4(2), 14-27.
Rogers, E.M. (1983). The Diffusion of Innovation (3rd ed.). New York, NY: Free Press, London: Collier Macmillan.(1995、2003).
Sugai, P. (2005). Mapping the Mind of the Mobile Consumer Access Borders. International Marketing Review, 22(6), 641-657.
Van der Heijden, H. (2004). User Acceptance of Hedonic Information Systems. MIS Quarterly 28, 695-704.
Venkatesh, V. & Davis, F. D. (1996). A Model of the Antecedents of Perceived Ease of Use: Development and Test,” Decision Sciences, 27(3), 451-481.
Venkatesh, V. & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science 46(2), 186-204.
Venkatesh, V., Speier, C. & Morris, M. G. (2002). User Acceptance Enablers in Individual Decision Making about Technology: Toward an Integrated Model,” Decision Sciences, 33(2), 297-316.
Xu. S., Fang. X., Chan. S. & Brzezinski, J. (2006). Moderating Effects of Task Type on Wireless Technology Acceptance. Journal of Management Information System 22(3), 123-157.
Wang Y-S., Wu S., Lin H., Wang Y-M., & He T. (2012). Determinants of User Adoption of Web ATM: An Integrated Model of TCT and IDT. The Service Industries Journal, 32(9), 1505-1525.
(三) 網路資訊
「2012台灣民眾應用軟體使用行為調查」(2012/9/12)，取自資策會FIND http://www.find.org.tw/find/home.aspx?id=332&page=many
「2013台灣民眾智慧型裝置持有及使用行為研究調查報告」(2013/7)，取自資策會FIND http://www.iii.org.tw/Service/3_1_1_c.aspx?id=1163&AspxAutoDetectCookieSupport=1
2013 IDEAS Week：FIND DAY創新講堂 準備好迎接行動世代了嗎？(2013/7/16發布) 取自「FIND調查：近50%人口持有智慧型行動裝置！ 」http://www.iii.org.tw/Service/3_1_1_c.aspx?id=1163&AspxAutoDetectCookieSupport=1
36氪 (2014/2/21). 7 張圖表讓你了解全球即時通訊 app 版圖，取自http://www.inside.com.tw/2014/02/21/global-im-graph
http://www.gartner.com/newsroom/id/2592315
Huei Song (2013). Battle of the Mobile Messaging Apps- Whatapp, LINE, Wechat, Kakao Talk, Chaton and Viber, from http://www.lowyat.net/2013/09/battle-of-the-mobile-messaging-apps-whatsapp-line-wechat-kakao-talk-chaton-and-viber/
Janus (2013/3/13). 行動即時通訊演進史，6大行動通訊 App 你最愛哪款？, T客幫,取自 http://www.techbang.com/posts/12248-real-time-action-through-how-to-choose-6-app-recommended
Jeremy Wagstaff (2012). “ Telecoms' texting nemesis WhatsApp says it's no threat”, Reuters, from http://www.reuters.com/article/2012/04/05/us-whatsapp-idUSBRE83401120120405
LINE官方網站：http://line.me/zh-hant/
Paul, M. Juro, O. & Newley, P. (2014/2/20), from The Wallstreet Journel, http://online.wsj.com/news/articles/SB10001424052702303636404579394820225329820
Roozen, I. & Genin, E. “Can we Compare SMS marketing to Traditional Marketing Communications?”, from http://lirias.hubrussel.be/bitstream/123456789/2268/1/08HRP50.pdf
SMS Marketing Guide, from http://www.palowireless.com/sms/docs/SMS_market_Guide_mar03.pdf
Stamford, Conn (2013), “Gartner Says Mobile App Stores Will See Annual Downloads Reach 102 Billion in 2013”, from Key Trends for the Mobile Industry to Be Examined at Gartner Symposium/ITxpo 2013,
創市際ARO公佈台灣首份智慧型手機使用行為測量報告(2013/3/23), 取自創市際® 市場顧問研究公司，http://www.insightxplorer.com/news/news_03_23_13.html
維基百科：http://zh.wikipedia.org/wiki/连我
魯皓平 (2014/2/11)”「已讀」功能爛設計？通訊軟體所引發的焦慮”, 取自遠見雜誌, https://www.gvm.com.tw/webonly_content_1885.html
顏理謙 (2014/2/26)，LINE 三大新服務：開放個人貼圖上架、企業API、付費通話, 取自數位時代網站，http://www.bnext.com.tw/article/view/id/31244
蘇文彬 (2013/1/12)，即時通訊軟體流行影響，跨年簡訊銳減1至3成， 取自iThome http://www.ithome.com.tw/node/78153