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博碩士論文 etd-0712109-071514 詳細資訊
Title page for etd-0712109-071514
論文名稱
Title
行動服務使用意向之研究
User attitude towards purchasing mobile service
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
106
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2009-06-26
繳交日期
Date of Submission
2009-07-12
關鍵字
Keywords
行動商務、行動服務、行動入口
mobile service, mobile portal, mobile commerce
統計
Statistics
本論文已被瀏覽 5793 次,被下載 25
The thesis/dissertation has been browsed 5793 times, has been downloaded 25 times.
中文摘要
隨著行動通訊技術不斷創新發展,行動通訊已從傳統的語音通訊發展出不同的服務,舉凡多媒體以及數據傳輸等各項應用,大大改變了人們的生活。對消費者而言,手機不再只是通話的機器,而是一種貼近生活的工具、身份地位的象徵,消費者對於行動裝置,已從傳統的功能性需求轉變為心理層面的服務性需求。消費者開始在乎能小小的行動裝置上,能獲得什麼樣的服務,而行動通信產業的疆界也越來越糢糊。3G的發展遲滯,在於缺乏創新應用。而隨著軟體服務的興起,已為行動通訊帶來一場革命。
本研究旨在探討行動服務業者如何依據使用者意向規劃出適合的營運模式。以行動入口網站的角度出發,探討消費者在選擇行動服務會考量那些因素或受到那些因素影響,並比較兩個不同個案(Google Android 與 APP Store)其消費者的價值定位。研究發現,行動服務固然受限於行動裝置的硬體特性及技術,但如何運用創新技術來推出吸引消費者的服務。而消費者對於智慧型手機卻步的原因不外乎價格因素與使用的便易性,在軟體開發平台的模式下,藉由召集第三方軟體開發者不但可以壓低價格,也因為平台具有討論的空間,讓消費者可以直接與開發者對話,大大提升軟體使用的便易性。
Abstract
Along with the emerging mobile telecommunication technology, mobile telecommunication industry has developed the different service from the traditional pronunciation communication. Applications of multimedia, data transmission and so on have changed people's life greatly.
For consumer, the mobile phone is not only the telephone conversation machine, but also is one kind of drawing close to life tool, the status symbol. The demand of mobile device has transforms from the traditional functionality demand into the psychological stratification.
They starts to care about what service the small mobile device serve. The border of telecommunication industry is also getting more and fuzzier. The 3G development is not into the expectation, the reason lacks the innovation application. But the software service has brings a revolution to the mobile telecommunication industry.
This research is for the purpose of discussing how mobile service enterprise plans the suitable transport business pattern based on the user attitude.
Base on the mobile portal, discusses the consumer to choose mobile service which factors to come under these factor influence and compared with two different case consumer's value localization..
The research result indicated that mobile service is restricted in mobile device the hardware characteristic and technology, but how to utilize innovates technology to promote attracts consumer's service, can be carries out mobile service the main consideration.
By the software develops platform, not only the third party software developers cut the product price, also, because the platform has discussion's space, enables the consumer to be possible to talk directly with the developers and improve the software use greatly then easy.
目次 Table of Contents
目錄
第一章、 緒論 1
第一節、 研究背景 1
第二節、 研究動機 2
第三節、 研究目的 4
第二章、 文獻探討 5
第一節、 行動商務發展 5
第二節、 行動通訊科技發展 17
第三節、 行動應用軟體發展 23
第四節、 入口網站 33
第五節、 行動加值服務 39
第六節、 行動電信業者扮演的角色 44
第七節、 影響使用者使用變因 45
第三章、 研究方法 54
第一節、 研究架構 54
第二節、 研究方法 62
第三節、 研究流程 63
第四章、 個案分析 65
第一節、 APPLE – APP Store 65
第二節、 GOOGLE – Android Market 77
第三節、 中華電信-Hami 85
第五章、 結論 87
第一節、 結論與建議 87
第二節、 研究限制與未來研究 93
參考文獻 94
參考文獻 References
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