An Assessment of Value Creation on Behavior to Mobile Service Delivery

[[abstract]]隨著行動商務發展，使原本只是溝通工具的行動電話，功能不斷延伸至付款交易、娛樂服務等，儼然成為一大新興服務領域，亦是實務及學術上的重點課題。儘管3G 手機持續推廣，台灣每人每月的行動服務支出僅佔整體帳單8%，相較於日本、歐美行動服務市場的普及，仍有很大成長空間。因此，探究顧客對於行動服務需求，創造顧客價值，為各家電信業者營運及行銷重點。本研究以方法目的鏈模型(Means-End model)為理論基礎，依據知覺創新特徵 (Perceived Characteristics of Innovations, PCI)架構將創新特徵分類成利益及成本二個部份，利益部份包括時間便利性、使用者控制、服務相容性、可試驗性、及可觀察性，成本部份包括知覺風險及認知努力，以衡量消費者對於行動服務的認知，並據以創造知覺功利、娛樂及社會三種價值，進而產生使用行動服務及推薦行動服務的意圖。最後，本研究提出研究假設並建構「行動服務價值創造因素與行為意圖影響之理論模型」，作為手機系統業者發展行動服務組合的參考，並作為未來進一步研究行動服務價值創造的理論基礎。[[abstract]]With the emergence of high speed wireless network technologies and the increasing market penetration of mobile phones the telecome industry’s interest in using this medium as a means of marketing communication is rising. However, in spite of the increasing number of companies investing in mobile marketing campaigns, there is, as yet, little academic research on this topic and the nature and implications of this channel are not yet understood fully. This research attempts to help in bridging this gap; it investigates the factors that induce consumers to accept the mobile phone as a means of communicating promotional content. Base on Means-End model, the authors develop a framework that incorporates five mode-specific benefits and cost the extended from innovation diffusion theory. The benefits is about time convenience, user control, service compatibility, trialability, and observability – as well as two costs – perceived risk and cognitive effort – as antecedents of perceived value(utilitarian value, hedonic value,and social value). Further investigate the relationship between perceived value and behavior intention. Conclusions are presented and future research directions are discussed.[[note]]NSC97-2410-H327-01