Title page for etd-0910107-173622


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URN etd-0910107-173622
Author Shu-che Huang
Author's Email Address No Public.
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Department Arts Management
Year 2006
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study of Mobile Value-Added Service Content Constructing Strategies Base on Digital Mobile Platform ─ an Empirical of 3G Mobile System
Date of Defense 2007-07-30
Page Count 83
Keyword
  • Third Generation Mobile Communication
  • Mobile Value-added Service
  • TAM
  • New Product Development
  • Abstract The mobile communication market in Taiwan is blooming developing, and the number of mobilephone users is growing up. Nowadays, over 90% of having-a-mobilephone users in Taiwan, even this number are tending toward saturation at present. Therefore, the telecommunication providers expect mobile value-added service can increase the revenue by taking advantage of 3G high-speed transfer rate. But lacking of the “Killer App”, this service doesn’t attract people to use. The ARPU (average revenue per user) doesn’t improve much as we anticipated.
    The purposes of this study are to realize present situation of mobile value-added service’s development and to develop acceptable content that can be implemented. The study collected literatures and documents to analyze progress of mobile communication system’s development and present situation of mobile value-added service’s development, furthermore, make the development strategy of mobile value-added service according to the new product development procedure, then test user acceptance by TAM. The study proposes “User-generated Content” as the new mobile value-added service. This service has 6 characters: “highly personalized”, “timely”, “ease of use”, “rich information”, “highly integrated”, “cross platform”. The result of TAM questionnaire proves that “perceived usefulness” is positive influenced by “timely”, “mobility”, “personalization”, “perceived ease of use”, and “attitude toward using” is positive influenced by “perceived usefulness”, “perceived ease of use”, “relatives and friends’ influence”, “price”.
    Advisory Committee
  • none - chair
  • none - co-chair
  • none - advisor
  • Files
  • etd-0910107-173622.pdf
  • indicate access worldwide
    Date of Submission 2007-09-10

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