In this study the technology acceptance model (TAM) serves as the foundation to analyze the behavior of consumers with regards to their use of the smartphone and its associated services. The research also aims to provide a basis for companies that need a complete theoretical framework to better understand the behavior of consumers using smartphones and related services under the intensely competitive environment and constantly evolving changes in consumer demand. The extensive version of TAM will assist in analyzing consumer behavior and influences affecting the use of smartphones, which will be validated through the empirical data collected. This research utilizes one questionnaire to conduct investigations pertaining to the study. Questionnaires were distributed to consumers that use mobile services and/or applications. The majority of the questionnaires were filled out by students in college and graduate institutions in Taipei, Taiwan. In addition, a majority of the subjects who participated have already purchased smartphones. A total of 500 questionnaires were distributed and 266 were returned, making a 53.2 % return rate. Results retrieved from this study are as follows: 1. When a user experiences deeper social presence, higher subjective norms are created by the application. 2. When a user experiences deeper social presence, perceived usefulness of the application increases. 3. When a user experiences deeper social presence, perceived ease of use of the application fluctuates. 4. The higher the application’s subjective norms are, the more significant is the increase of the user’s image. 5. The higher the application’s subjective norms are, the more significant is the increase of perceived usefulness 6. As the user’s perceived ease of use of the application increases, the greater the influence becomes on perceived usefulness. 7. The higher the application’s subjective norm is, the more the user’s behavioral intention to use increases. 8. As the application’s perceived usefulness increases, the user’s behavioral intention to use the application also increases. 9. As the user’s perceived ease of use for the application increases, the greater the influence on behavioral intention to use becomes. Undoubtedly, companies need to understand consumer behavior and their use of the smartphones. Consequently, this study seeks to use theories from TAM as a basis and consider principles of external factors influencing a consumer-----social presence and society’s influences. The components of TAM, social presence and society’s influences are analyzed to compile this research.

行動科技越來越廣泛地應用在我們的日常生活。不僅使用於溝通方面，對企業活動也有了很大的改變。隨著無線傳輸技術的進步，商業資訊可以立即傳遞到每一個人的手持設備，而不受時間地點的限制。許多公司試著採用這種方便的技術，作為他們新的服務策略。本篇基於Star Model架構的背景，研究公司採用行動服務為一種新的策略時，所應該具備的能力。根據個案研究的結果，我們發現了展覽組織者在採用行動服務應注重的一些關鍵因素：一個良好的IT環境、全組織學習、對市場的快速反應、靈活的結構、彈性流程、良好的訓練體系，以及一個適當的獎勵制度。 / The mobile technology is applied in more and more aspects in our daily life. It is used not only in communication, but also business activities. With the great progress of wireless transmission, commercial information can be delivered to one’s handheld devices immediately, no matter where he or she is. Many companies attempt to introduce such convenient technology as their new strategy to perform their real-time services. Individual-oriented information delivery is also a beneficial function for these companies. This research examined the star-model framework in the context of mobile service as a new strategy. With a case study, we found some critical factors that an exhibition organizer should focus on when implementing a mobile IT project: a good IT environment, company-wide learning, quick response, flexible structure, elastic processes, a good training system, and an appropriate performance-based reward system.

面對資訊科技發展全球化的趨勢與挑戰，網際網路成為各國政府治理的重要手段，我國自1997年推動電子化政府以來，在各界的努力之下，無論在家戶連網率、網路使用率及行動上網率等基礎設施上都已達成相當不錯的水準，電子化政府並獲得不同國際評比的肯定，突顯出我國在推動電子化政府之成效，電子化政府服務亦是政府與民眾間一種交流與溝通不可或缺的方式。 本研究以臺北市信義區公所為研究標的，在我國電子化政府受國際優良評比的前提下，落實在最基層的為民服務機關電子化政府服務，提出相關的研究問題，以了解實務上所提供電子化政府服務的實際執行情形為何，是否為民眾帶來優渥的便利性或是遭遇那些困難點，或只是徒具形式的電子化服務，並探究民眾的使用需求或使用行為是否有哪些改變，藉由研究發現，弱勢民眾及年長者之數位落差、電子化服務身份認證之限制、民眾對於電子化服務管道的陌生、民眾使用電子化服務申辦之誘因不足及對電子化服務系統行動化之需求等。 針對上述研究發現，本研究對臺北市信義區公所電子化服務措施，提出重新定位區公所電子化服務類別、電子化服務邁向行動化、強化區公所電子化政府服務誘因及宣導電子化服務管道、結合民眾資源等四大面向之具體建議，做為基層為民服務機關電子化服務措施精進之參考。 / Faced with the globalization of information technology development trends and challenges, Internet governance has become an important means of Governments, to promote our country since 1997, e-government, under the efforts of all walks of life, regardless of the rate of home Internet users, Internet use rate and rate mobile Internet infrastructure have reached a very good level, e-government and access to various international competitions certainly highlights the country in promoting the effectiveness of e-government, e-government services between government and the public is also a exchange and communication an integral way. In this study, the Taipei Xinyi District Office to study the subject in the context of e-government by the international rating of excellent, implemented in the most basic institution serving the public e-government services, proposed research questions related to the understanding of practice provided e-government services, the actual implementation of the case and whether it is privileged to bring the convenience of the public or the difficulties encountered point, or just a formality of electronic services, and explore people's needs or whether there are some changes in usage behavior, by study found that older people vulnerable populations and the digital divide, e-service authentication of the restrictions, the public electronic services for the pipeline strange lack of people to use electronic services sponsor of the incentives and demand for electronic service system of the action Wait. In response to these findings, this study Xinyi District Office in Taipei electronic service measures proposed repositioning of the district office e-services category, e-services oriented toward action, strengthening incentives for district office e-government services and advocacy e-Services pipeline, combined with the people and resources for the four specific recommendations, serving the public authorities as a reference grassroots measures sophistication of electronic services.

行動服務分類與系統開發是一個理論上與實務上重要的議題，其中以應用在旅遊業的行動旅遊服務備受關注。本研究試圖提出以多觀點的角度來找出、分類、評估與開發具有價值的行動旅遊服務。也就是說，本研究試圖提出有價值的行動旅遊服務與服務分類，透過多觀點的角度來評估研究所提出的行動旅遊服務與服務分類，並提出系統開發架構與方法，透過雛型系統建置來驗證系統開發方法的可行性與雛型系統的效能。 本研究範圍主要在企業對客戶的行動旅遊服務，主要研究貢獻在於服務分類架構與系統開發架構。本研究試圖透過服務分類架構將企業對客戶的行動旅遊服務彙整出企業對客戶的行動旅遊服務分類，並透過旅客、電信業者與旅遊業等多觀點來評估本研究所提出的企業對客戶的行動旅遊服務與服務分類。本研究並根據系統開發架構來建置與評估企業對客戶的行動旅遊服務的雛型系統，來驗證本研究所提出的行動旅遊服務的可行性。為了驗證本研究所提出的服務分類架構的可應用性，本研究試圖將此服務分類架構延伸應用到企業內部的行動旅遊服務，並透過管理階層與員工雙方的觀點整理出企業內部的行動旅遊服務與服務分類。 本研究的研究方法主要為設計科學。透過文獻探討、半結構化的群組訪談與問卷調查來找出、分類與評估企業對客戶的行動旅遊服務與服務分類。透過物件導向系統發展方法與評估問卷來建置並評估企業對客戶的行動旅遊服務的雛型系統。做為一個延伸研究，企業內部的行動旅遊服務與服務分類所採用的研究方法包括文獻探討、半結構化的焦點團體討論與半結構化的田野訪談。 在企業對客戶的行動旅遊服務分類研究結果發現：(1) 在企業對客戶的行動旅遊服務分類中，行動搜尋與通知服務、行動推薦服務、行動交易與付款服務為三項旅客認為最有用，且電信業與旅遊業都認為最重要、最可行、最符合成本效益的服務；(2) 相較於旅遊業，電信業對於企業對客戶的行動旅遊服務態度上較積極；(3) 旅遊業與電信業者對於所提出的企業對客戶的行動旅遊服務的評估，在評分排序上是相同的。 本研究亦建置行動推薦服務的雛型系統，來說明系統發展架構與設計方法。行動推薦服務會依據旅客現在的位置與時間，以及個人偏好與需求，來進行個人化的地點相關的推薦，包括景點推薦、飯店推薦、餐廳推薦與旅遊行程推薦等。系統滿意度調查顯示該雛型系統具有高度系統滿意度。 就企業內部的行動旅遊服務分類的研究結果顯示，不同管理階層對於企業內部的行動旅遊服務有不同的需求，而不同的企業內部的行動旅遊服務在技術上的難易程度也不同。透過企業內部的行動旅遊服務分類架構，很容易瞭解到該企業內部的行動旅遊服務在技術上的複雜度與管理上的需求程度。這樣的服務分類架構對於規劃與開發企業內部的行動旅遊服務，提供一個參考基準與指引。此外，本研究結果指出，行動旅遊品質控管服務對管理階層來說，是很重要、可行與符合成本效益的服務。而行動銷售支援服務對管理階層來說，是一個可行有效但不是很重要的服務。最後，本研究建議後續研究將本研究所提的服務分類架構與系統開發架構應用到其他的行動服務領域，以驗證本研究所提出的服務分類架構與系統開發架構的可應用性。 / The service classification and system development of mobile services is an important issue both in research and in practice, and research attention is called to the mobile services for the tourism industry. This study tries to identify, classify, evaluate, and develop value-added mobile tourism services with multiple perspectives. That is, user groups with different perspectives are asked to evaluate the proposed value-added mobile tourism services as well as a mobile tourism service classification framework. Moreover, this study also proposes the system development framework and processes, and the prototype system is built and evaluated to validate the feasibility of the proposed system development framework as well as the effectiveness of the prototype system. The research scope is focused on the B2C mobile tourism services, and the main contribution of this study is the proposed service classification framework and the system development framework. This study tries to identify and classify B2C mobile tourism services based on the proposed service classification framework and processes. Moreover, tourists, 3G operators and the tourism industry are asked to evaluate the proposed B2C mobile tourism services as well as the service classification. Based on the proposed system development framework and processes, this study also builds and evaluates the prototype system to validate the feasibility of the proposed B2C mobile tourism services. To validate the appliance of our service classification framework, an extension research to the B2E mobile tourism services is also conducted. Management perspectives including managers and employees are taken into accounts to summarize the B2E mobile tourism services and the service classification framework. The research methodology used in this study is the design science research methodology. With literature reviews, semi-structured group interviews, and surveys to identify, classify, and evaluate B2C mobile tourism services as well as the service classification. The prototype system of the B2C mobile tourism services is built through object-oriented system analysis and design, and the survey questionnaire is used for the system evaluation of the prototype system. As an extension study, the B2E mobile tourism service classification research is built with literature reviews, semi-structured focus group discussions and semi-structured field interviews. The B2C mobile tourism service classification research results are as follows. (1) The mobile search & notification services, the mobile recommendation services, and the mobile transaction & payment services are top three useful B2C mobile tourism services valued by tourists, and these three B2C mobile tourism services are top three most important, feasible and cost-benefit effective services from the 3G operators’ and travel agencies’ perspectives. (2) The 3G operators hold more positive attitudes towards the B2C mobile tourism services than the tourism industry does. (3) Tourism industry sets the same priority list toward the proposed B2C mobile tourism services as the 3G operators do. In this study, an application prototype of mobile recommendation services is also implemented to illustrate the development framework and design methods. The mobile recommendation services provide personalized and location-based recommendations regarding sightseeing spots, hotels, restaurants, and packaged tour plans based on tourists’ current location and time, as well as personal preferences and needs. Results from the system evaluation indicate high system satisfaction toward the prototype system. Based on the research results of the B2E mobile tourism service classification, different management levels have different needs for B2E mobile tourism services, and different B2E mobile tourism services have different technology complexities. Through this B2E mobile tourism service classification framework, it is easy to understand the technology complexities of the B2E mobile tourism services and managerial needs for the B2E mobile tourism services. Such service classification framework offers a reference baseline and guidance for planning and system development of B2E mobile tourism services. Moreover, this research results show that from managers’ perspectives, the mobile tour quality control services are important, feasible, and cost-benefit effective while the mobile sales support services are feasible, effective, but not so important services. Finally, future researches are suggested to apply the service classification framework and system development framework to other mobile service domain to validate the appliance of the proposed service classification framework and system development framework.

隨著網路科技、行動手持裝置的發展，多元的行動服務開始被廣泛開發及應用，為了能提供更好的行動服務，行動服務提供者必須了解使用者對行動服務的認知與想法。此研究希望透過不同行動服務類型的特性，定義行動服務品質(Mobile service quality; M-S-QUAL)之適用範圍，並根據Hinkin所建議之量表建構方法，發展出一份有效衡量行動服務品質之量表(M-S-QUAL)，以歸納法自既有的服務品質文獻發展初步的問項。由於行動服務提供有形商品與無形商品的交易與交換，因此，M-S-QUAL也同時包含有形與無形商品行動服務品質量表，初步的M-S-QUAL包含九構面：系統效率(efficiency)、履行性(Fulfillment)、系統可用性(System availability)、隱私性(Privacy)、反應性(Responsiveness)、補償性(Compensation)、聯絡性 (Contact)、內容(Content)、帳務議題(Billing)，而有形/ 無形商品行動服務品質量表分別以50/49題問項衡量。此份量表透過問卷調查法進行資料的蒐集，並透過探索性因素分析(Exploratory factor analysis; EFA)及驗證性因素分析(Confirmatory factor analysis; CFA)萃取出四構面、15題問項之有形商品行動服務品質量表與五構面、16題問項之無形商品行動服務品質量表，此研究亦針對M-S-QUAL量表進行信、效度檢驗並利用不同校標(感知價值與忠誠意圖)進行迴歸分析以建立校標關聯效度。研究結果顯示本研究所發展的行動服務品質量表具有良好的心理計量特質(psychometric properties)。 / With the proliferation of wireless technologies, consumers are increasingly coming into contact with a diverse range of mobile services. Mobile service providers seeking to deliver a superior service must understand how consumers perceive mobile services. Many instruments such as SERVQUAL and E-S-QUAL have been used to measure service quality; however, no general mobile service quality evaluation measure currently exists. Given the many different types of mobile services available, our aim in this study was to ascertain the essential characteristics of mobile services by conceptualizing, constructing, refining and testing a multiple-item scale (M-S-QUAL) for measuring service quality in the mobile environment. According to Hinkin’s guide on the development of scales, items in the scale were generated by following a deductive approach based on a theoretical foundation. The mobile services examined in this study were divided into those for tangible and intangible product transactions. The results show that in intangible and tangible product shopping, M-S-QUAL includes five dimensions (contact, recovery, fulfillment, privacy, and efficiency) and four dimensions (contact, recovery, fulfillment, and efficiency), respectively. These two aspects of M-S-QUAL demonstrate good psychometric properties based on findings from a variety of exploratory factor analysis (EFA), confirmatory factor analysis (CFA), reliability and validity tests. The findings of this study may help mobile service providers assess the quality of their services and assist researchers in developing mobile service quality theories.

本研究以第三代行動通訊（3G）技術標準之提出與應用，影響所及的相關產業活動的變化下，企業在經營策略發展上最佳的規劃方向為題。在無線通訊與網際網路持續交相演化發展，從前的窄頻已升級到寬頻，從前的有線已提升到無線、行動；顯然行動網際網路已取得未來發展的主流地位。由於寬頻行動網路的未來影響既深且廣，舉凡個人生活、企業經營、社會制度，及經濟活動都將出現解構與重組的變化模式，企業應如何掌握機先及變化的軌跡，調整企業的營運策略，將是企業成功的關鍵因素之一。 因此本研究從無線通產業發展的匯流趨勢出發;1)探討寬頻行動服務的技術與產業應用的發展架構;2)探討寬頻行動網路的生態演;3)整理有關的策略選項、解析產業結構的轉移，企業願景及核心競爭優勢的基礎。從而，運用解構與重組理論及動態的策略觀點，提出未來寬頻行動服務的策略發展規劃方向，以為企業策略管理研究之參考。 / Abstract This study is based on the application of the recent launched 3G technology standards to explore the impact on the related industrial activity and the strategy of optimizing the managerial benefits. Due to the recent fast development of the wireless communication and internet; the narrow band internet has been replaced by the wide band internet and the wire internet service has been replaced by the wireless and mobile internet service. The mobile internet will soon lead the industry in the near future. Since the broad band mobile internet is going to results in a huge impact on the personal lifestyle, industrial operation, social infrastructure, and even the economical activity. It becomes a key factor for an enterprise to face on the model and change of the upcoming disaggregation & aggregation and then adjust the current operational strategy to pursuit the sustain success in the future. Therefore, this thesis starts from the analysis of the future trend of mobile internet industrial development and then study on 1) the framework of broad band mobile service V.S. industrial application, 2) the Eco-revolution the broad band mobile internet, 3) the basis of strategic options, shifting of industrial infrastructure, industrial vision, and core competence advantage. Thus, this study utilizes the theory of the disaggregation & aggregation and the dynamic strategic point of view, to propose the strategic planning direction of future wide band mobile service, so as to be the research reference of business strategic management.

In the service economy, as markets change from offering physical products to offering service products, organizations across many industries must embrace this transformation to remain competitive. Mobile technology plays an important role in this transformation because of characteristics such as mobility. According to customer variability in service encounters, we identify several individual differences that affect the quality of the service encounter and try to determine how these factors moderate the effect of mobility in the design of the mobile service. Therefore, we argue that a fit exists between mobile service design and individual difference that increases service performance. The results of this inquiry can guide service providers in developing more attractive mobile services through mobile technology.

The development of mobile services in the exhibition industry has become a popular issue in a mature internet environment. To successfully implement mobile services in the exhibition industry, exhibitors must be adequately involved in the unprecedented innovation activities. However, for exhibitors to buy into the service, it is essential for them to perceive the value of the service and actually achieve that level of value. With this in mind, this research aims to explore the value of mobile service investment and related value barriers from the perspective of exhibitors. We use the limit-to-value framework to examine the valuation process for mobile services in the context of the exhibition industry and focus on exhibitors in particular. This study can help us to understand the critical value-discounting factors and the valuation process for exhibitors as they consider adopting and using innovative mobile services in the exhibition industry.

當您看到此份研究計畫書時，五分鐘內可能您的e-mail郵箱已湧進二十封垃圾郵件（通稱SPAM）。據Ferris Research指出，社會花費在圍堵垃圾郵件的成本開銷上一年高達一百億美元。而根據聯合國國際電信聯盟（International Telecommunication Union，ITU)統計， Spam每年更浪費全球各國250億美元。這個驚人的數據傳達出一個訊息：對多數人而言－聽到「You've Got Mail!」，已經不再是令人愉悅的聲音了。Spamhaus的調查報告顯示 ，台灣及HINET一直是垃圾郵件主要輸出來源，過去AOL曾封鎖由HINET 寄送的郵件，一度造成台灣HINET使用者相當大的困擾。隨著數位匯流（Digital Convergence）時代的來臨，除了Email Spam外，電話行銷、Mobile Spam、SMS簡訊SPAM及VoIP都是數位匯流時代下垃圾郵件客攻掠的戰場，而我國行政院所草擬之「濫發商業電子郵件管理條例」草案明文只規範垃圾「郵件」問題，而未及其它垃圾訊息，法律若未對此議題及早規範，可能草案還沒出立法院大門就已經被時代淘汰。 因此，本文欲針對數位時代下可能興起之垃圾訊息型態作全面性的檢討，以建構一更為完善的垃圾訊息法制已未雨綢繆。本文之研究方法如下： 第一，針對美國之垃圾訊息法制的內容與立法背景，進行比較法研究。台灣的濫發商業電子郵件管制條例草案，內容主要係參考美國法，但在若干立法例仍有所不同，例如於是否需要標示主旨欄（Subject Line Labeling）則有不同選擇。對此，筆者曾於在律師雜誌發表對美國聯邦貿易委員會（FTC）研究報告反對強制行銷業者寄送廣告信必需標示主旨欄的不同意見，且建議台灣的「濫發商業電子郵件管制條例」草案做相反規定 。此外，在處罰對象及門檻之設計亦大相逕庭，例如沒有刑罰規定。而在於規制主體上，我國草案的內容明文只限於垃圾『郵件』之規範，對於日益惡化的的新型態未經邀約的商業訊息，像是透過無線傳輸設備或是行動設備所接收的未經邀約之商業訊息等，草案並無法可管。因此，本文並將針對垃圾電子郵件以外的其它新興垃圾訊息法制進行說明與分析，以供未來立法及執法的參考。 再者，本文將藉由國內外的實務案例研究了解法律實際操作情況。因為台灣法律目尚前無法處理垃圾郵件這個新興法律問題，導致檢察官無法可用，之後通過草案亦可能會面臨到法律不足的問題，因此實有必要針對實際案例操作深入了解。 第三，本文擬就我國之「濫發商業電子郵件管理條例草案」內容進行通盤檢討，提出更符合數位匯流時代之法制架構，以更有效防堵垃圾訊息。美國史丹佛教授Dr. Dan Boneh在「the Difficulties of Tracing Spam Email」 一文中提及垃圾郵件客技術日新月異，防不勝防。可預見SPAM這個議題將隨著科技演進而日益嚴重。隨著數位匯流（Digital Convergence）時代的來臨，除了垃圾郵件外，電話行銷、行動簡訊（Mobile Spam）、簡短訊息服務SMS 及網路語音（Voice over Internet Protocal）、多媒體圖片訊息（MMS）都是數位匯流時代下垃圾郵件客攻掠的戰場，實有必要針對此些新興類型之Spam進行防範。 / Within the five minutes it takes for you to read this essay, your e-mail box may have already received 20 spam mails. Ferris Research has pointed out that the costs incurred to society in blocking spam has reached US$10 billion per year. And according to International Telecommunication Union (ITU), the annual global cost of spam is US$2.5 billion. These startling figures convey a bit of information: for most people, the message “You’ve got mail!” is no longer welcome.. Based on a survey conducted by Spamhaus, Taiwan is a leading source of spam messages. AOL once blocked all e-mail messages coming from Hinet, which at one blow caused huge difficulties for Taiwanese Internet users. With the coming of the Digital Convergence era, besides e-mail spam, new forms are emerging such as mobile spam, telemarketing calls, SMS messaging spam, and VoIP spam. The Digital Convergence era will provide all kinds of opportunities for spammers to attack. However, Taiwan’s draft Anti-UCE Act addresses only e-mail spam. If the law does not address the broader issue early on, it may be outmoded even before it is passed. The US remains the main source of reference for Taiwan in the area of technology law. Long ago, before the US enacted the “Can-Spam Act,” there was “Shiksaa.” I would like to do in-depth research on American cyber and technology law so I can develop a suitable legal solution to Taiwan’s very serious UCE problem, to reduce the losses to society and to business productivity that are caused by spam, to eliminate Taiwan’s bad reputation for being a main spam exporter, and to spur e-commerce development. My research project would be as follows. 1. To examine the inner traits of various SPAM regulation and do interdisciplinary research 2. Deploy case-based and comparative law study to gather practical material 3. Combine the research results from technology and law to contribute to the ultimate resolution of SPAM.