手機使用者對手機行動上網之創新抵制來源因素探討

An Exploratory Study of Why Mobile Customers Resist the Innovation of Mobile Internet

10.29931/MR.200409.0002

欒斌(Pin Luarn)；李靜怡(Ching-Yi Lee)

創新抵制 ； 行動上網 ； Innovation Resistance ； Mobile Internet

行銷評論

1卷1期（2004 / 09 / 01）

21 - 35

繁體中文

在行動通訊技術的快速發展及各家電信業者面臨語音服務市場邁入成熟期之際，行動上網已成為業者積極開發的項目。然而，行動上網的實際發展，迄今卻未如預期般大幅成長。本研究以創新抵制(innovation resistance)為出發點，探討手機使用者抵制行動上網的因素來源。研究結果發現習慣衝突、產品價值、傳統信念、負面形象與網路外部性等因素，對手機使用者抵制行動上網具顯著解釋力；知覺風險與相對劣勢則不具顯著解釋力。最後，本研究針對研究結果，推導未來第三代行動通訊(3G)商用化，消費者可能面臨的潛在障礙，並針對現階段GPRS與未來3G市場，提供業者可玆運用的行銷策略，期克服消費者的創新障礙，並加速行動上網市場的擴散與發展。

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 lot 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 on 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 offer recommendations to reduce the barriers of using Mobile Internet.

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