由於政府推動電信自由化，發放數張3G使用執照，讓電信業者開始推動3G服務以來，3G服務已變成大家耳熟能詳的一種新興科技、服務，而電信業者也紛紛將3G服務視為增加總體營收的重要來源之一，但經過數年的推廣與發展，現階段台灣雖然共有超過一千五百萬個門號可以使用3G服務上網，但事實上根據2009年資策會的調查，僅有6.6%的民眾在日常生活中，真正進行使用3G/3.5G進行上網的動作；為什麼3G服務仍然無法成為主流服務？以及「能夠」使用3G服務與「真正」使用之間的龐大數量差距，都是值得了解其背後原因的議題。
本研究分別從「購買意圖模式」以及3G服務本身擁有之特性面來發展出一個整合的模式，對於消費者訂閱3G服務之意圖進行探討，主要構面為「感知效能過剩」、「相對優勢」、「可購買性」、「網路效果」、「感知樂趣」以及「最佳刺激水平」這六大構面；此外，與過去研究不同的是，以往的研究大多使用「科技接受模式」與「理性行為理論」對於此類議題進行探討，較少注重個人購買意圖的觀點，而我們認為使用3G服務的意圖適合以個人層面及購買意圖進行討論。
本研究以實證研究的方法來瞭解上述各個構面，對3G服務之訂閱意圖的影響。我們以六個研究假設來驗證研究的架構，並利用PLS進行檢驗。研究結果發現，「感知效能過剩」、「相對優勢」、「網路效果」、「感知樂趣」以及「最佳刺激水平」都具有顯著的影響。而「可購買性」對「3G服務之訂閱意圖」則不具有顯著的影響。
總而言之，本研究以過去關於「購買意圖模式」之研究為基礎，並且加入3G服務所擁有之特性面，提出一個更為完整且新穎的整合架構來解釋「3G服務之訂閱意圖」。本篇研究也提供給後續針對「購買意圖模式」及「3G服務之訂閱」一個研究參考的架構，也提供電信業者一些實務上的建議。

Many telecommunication companies are making considerable investments to take advantage of the new business possibilities offered by 3G mobile services. Previous research on mobile network, suggests potential consumers may not adopt these 3G services provided by telecommunication companies. Given that not all new mobile telecommunication technologies are accepted by the mass market in Taiwan. Thus, there is a need for research to identify the factors that affect consumer intention to subscribe third-generation (3G) mobile services. Based on the theoretical framework of Purchase Intention Model (PIM), network effects, perceived enjoyment and optimum stimulation level, an empirical study of the mass adoption of 3G mobile services in Taiwan was conducted. Data collected from 322 users in Taiwan confirmed our hypotheses and tested against the research model. The results support the proposed model in predicting consumer intention to subscribe 3G service. This study demonstrated that perceived over performance, relative advantage, network effects, perceived enjoyment and optimum stimulation level were key factors that resulted in individuals’ subscription of 3G services. Lastly, several implications for innovation technology acceptance research and 3G service management practices are discussed.

Chapter 1 Introduction 1
Chapter 2 Theoretical Foundation and Literature Review 6
2.1 3G Mobile Services in Taiwan 6
2.2 Purchase Intention Model 9
2.3 Perceived Need 12
2.3.1 Perceived Over Performance 13
2.3.2 Relative Advantage 17
2.4 Purchasability 22
2.5 Network Effects 25
2.6 Perceived Enjoyment 28
2.7 Optimum Stimulation Level 30
2.8 Conceptual Research Model 33
Chapter 3 Research Methodology, Data Analysis and Results 34
3.1 Research design 34
3.1.1 Questionnaire design 34
3.1.2 Sampling 36
3.2 Demographic Analysis 37
3.3 Measure Development 39
3.4 Non Response Bias 41
3.5 Common Method Variance 42
3.6 Reliability and Validity 44
3.7 Structural model 48
Chapter 4 Discussion of Results 50
Chapter 5 Implications for Practice and Theory 54
5.1 Implications for Theory 54
5.2 Implications for Practice 56
Chapter 6 Limitation and Conclusion 59
6.1 Limitations and Suggestions for Future Research 59
6.2 Conclusion 61
Reference 62
Appendix 75

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