手机使用者对手机行动上网之创新抵制来源因素探讨-Academic.PDF

行論 2004 年 1 1 21-36 行臨 行行 innovation resistance 行來念 路行力 劣不力來行 3G 臨GPRS 來3G 行略 行 innovation resistance 行mobile internet An exploratory study of why mobile customers resist the innovation of mobile Internet Pin Luarn Ching-Yi Lee Department of Business Administration, National Taiwan University of Science and Technology 22 行論 Abstract While telecommunication companies face the mature market in voice service, they are keen to develop Mobile Internet service as another business income through the rapid development of telecommunication technology. Mobile Internet has become available in the consumer market for a few years; however, its implementation has not been going as smoothly as expected. Based on the view of innovation resistance, this research probes into the cause of why mobile customers resist the innovation of Mobile Internet. After conducting two focus group interviews and a large sampling survey, it is found that habitual conflict, product value, traditional belief, negative image and network externality significantly affect mobile customers to resist the adoption of Mobile Internet. In addition, perceived risk and relative weakness has no significant association with innovation resistance. Finally, based on the results this research will provide an overview of the potential obstacles confronting consumers due to the commercialization of 3rd generation mobile connectivity, and off