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.

Rapid technological progress has transformed our daily activities. One of these is how we pay for goods. Mobile payment is a payment option with great potential, but it is still struggling to become part of individuals' daily life. Previous research shows that adoption and acceptance of mobile payment vary widely between different countries. It is important to understand the determinants of mobile payment adoption, as cultural differences between countries may be one of the primary reasons for the different degrees of user mobile payment adoption. The purpose of this study is to investigate the factors, which influence user adoption of mobile payment in one Asian country, China, and one European country, Sweden. In addition, the aim of the study is to explore the difference in mobile payment adoption from the cultural point of view at an individual level. In this study, two research questions are proposed: what influences user intention to adopt mobile payment in the context of China and Sweden, and how does an individual culture influence user adoption of mobile payment in the context of China and Sweden. The research was conducted with a combination of an extended UTAUT (Unified Theory of Acceptance and Use of Technology) model with the added concept of Perceived Information security and Hofstede's cultural theory. Altogether, it was studied how these concepts influence Behavioural intention.  Based on the literature review of mobile payment adoption by users and Hofstede's culture theory, this study uses qualitative research to interpret the phenomenon on a deeper level with the intention of explaining it. Through observation, interviews, and questionnaires, several conclusions were drawn. The analysis of the results showed that the proposed research model applies to China and Sweden. Performance Expectancy, Effort Expectancy, and Social Influence have influenced the user mobile payment adoption in both studied countries, and Perceived Information Security has a strong influence on users in Sweden. The results also show that Power Distance, Collectivism, and Masculinity have a strong moderating effect on the behavioural intention of users in China, while Collectivism and Femininity have a strong moderating effect on the behavioural intention of users in Sweden. On this basis, it is suggested that cultural factors be incorporated into the research model of technology acceptance, and further research should be conducted in different countries to provide different perspectives.

Cada día se realizan más compras a través del canal Mobile Ecommerce y se evidencia que este producirá un aumento en las compras por impulso. Es por ello por lo que, el presente trabajo expone sobre el impacto de las actitudes de los usuarios en las navegaciones hedónicas y utilitarias y cómo estás se relacionan en las compras por impulso dentro del Mobile Commerce. Para entender lo mencionado anteriormente, el estudio explora cinco variables. navegación hedónica, navegación utilitaria, compra por impulso, atributo precio e influencia interpersonal, los dos últimos conocidos según la literatura analizada como factores de situación. Este estudio plantea que los factores de situación influyen de manera directa en las actitudes de navegación. Adicional a ello, es importante mencionar que este estudio es de tipo cuantitativo y la metodología utilizada para obtener los resultados, fue una encuesta aplicada a una muestra de 250 personas. / Every day more purchases are made through the Mobile Ecommerce channel and it’s evident that this will produce an increase in impulse purchases. That is why this work exposes the impact of user attitudes on Hedonic and Utilitarian browsing and how they are related to impulse purchases within Mobile Commerce. To understand the aforementioned, the study explores five variables: Hedonic Navigation, Utilitarian Navigation, Impulse Purchase, Price Attribute and Interpersonal Influence, the last two known according to the literature analyzed as situation factors. This study suggests that situational factors have a direct influence on navigation attitudes. In addition to this, it’s important to mention that this study is quantitative and the methodology used to obtain the results was a survey applied to a sample of 250 people. / Trabajo de investigación

M. Tech. (Marketing, Faculty of Management Sciences), Vaal University of Technology / Keywords: Mobile payments, usefulness, ease of use, security, attitude, future intentions. An increased reliance on mobile phones by consumers for making retail purchases has been witnessed over the years. Given the pervasive use of m-payments and the incessant diffusion of innovations in South Africa, it is important for marketers to have knowledge of the right set of factors that enhance consumers’ intent towards favouring m-payments in future encounters. This study draws from the undertones of Davis’s (1989) Technology acceptance Model (TAM). Whereas the theory alludes to the influences of both usefulness and ease of use on consumer attitudes and behaviour, this study further amplifies the salience of cosumer perceptions of security as a salient drive towards m-payment acceptance. This is because m-payments involve moneybased transactions and therefore it is important for consumers to have assurance that they operate along a secure platform. The TAM was nominated as the underlying theory in this research owing to its effectiveness when applied during the initial phases of an innovation, to avoid costly mistakes of implementing innovation attributes that do not offer the requiredset of elements for persuading consumers. The purpose of this study was to test an integrative research model of the antecedents of mpayment acceptance using a South African sample of consumers. A quantitative study comprising a non-probability snowball sample of 474 consumers aged between 18 and 50 years was conducted in 2016, in and around the five major towns of Southern Gauteng province in South Africa. The structured questionnaire requested respondents to indicate their perceptions regarding the usefulness, ease of use and security of m-payment platforms they have utilised. In addition, the questionnaire relates to consumers’ attitude evaluations of m-payments in general, as well as their intentions to both use and recommending m-payments to others in the future. Initially, descriptive statistics were performed on the data set, including correlation analysis and multicolinearity testing. Subsequently, structural equation modelling was applied by first, assessing the measurement model using fit indices, confirmatory factor analysis and statistical accuracy tests of reliability and validity. Specification of the measurement model led to the conclusion that the future intentions model was a five-factor structure comprising usefulness, ease of use, security, attitude and future intentions. Thereafter, the results of the structural model (Structural model A) supported the existence of a direct influence between usefulness and security with attitude, while the latter was found to have a direct influence on future intentions. Nevertheless, the relationships between ease of use and attitude was not significant and therefore, alternative hypothesis Ha3 could not be supported in this study leading to the need to specify a vi subsequent competing model. Under Structural model B, perceived usefulness is used as both a dependent and an independent variable since it is predicted by perceived ease of use and in turn predicts attitude towards using and behavioural intention to use simultaneously. The results of Structural model B led to the decision to accept the competing model as the ultimate model for this research since the model presents complete evidence of path weights that are greater than 0.20, interpreted as evidence for significant path outcomes. Insights gained from this study could assist both marketing academics and practitioners to understand the perceptions of consumers towards m-payments. In this regard, if a determination is made that conducting m-payment transactions in secure and effort-free environments could enhance the effectiveness of consumers in their jobs and lives in general, then marketers could be in a better position to deliver a worthwhile innovation solution for South African consumers.

M. Tech. (Department of Marketing Management, Faculty of Management Sciences), Vaal University of Technology. / The evolution of social media has seen people around the world connect with one another, communicate and share information without boundaries and time limitation. Social media is no myth, neither is it just a trend but a powerful communication medium which presents a fundamental shift in communication that cuts across all cultures, be it social, business, politics, sports, news and more. Social media adoption over the years, has seen billions of people participating on social networking sites and the interaction thereof has considerably influenced marketing related correspondence, public relations as well as modern day business communication. In the connected world, social media interaction is the current word-of-mouth, often referred to as electronic word of mouth and in the connected world, everyone is a content generator. In this social media era, information travels faster, reaching millions of consumers and affecting their perception towards certain products and brands based on the information shared and received. Therefore, social media interaction has proved to be an important contributing factor in consumer’s purchase decision process. However, this evolution in communication introduces unprecedented challenges as well as opportunities for organisations as buying decisions are affected significantly by social media interaction, and thus warranties a study of this nature to be carried out. The aim of this study was to examine the influence of social media on brand awareness as well as the relationships between brand awareness, perceived quality, brand loyalty and purchase intention. To attain the empirical objectives of the study, a quantitative research design was adopted and the respondents were selected using a non-probability convenience sampling technique. For data collection, the researcher used a structured self-administered questionnaire survey. Of the 320 distributed questionnaires, the researcher utilised 304 usable questionnaires for data analysis. The Statistical Package for Social Sciences (SPSS) version 25.0 was used to compute both descriptive and inferential statistics (which includes correlation and regression analysis). In addition, the reliability and validity analysis were carried out in relation to the measuring instrument. Results from the correlation and regression analysis revealed positive significant relationship between social media and brand awareness, brand awareness and perceived quality, brand loyalty and purchase intention, perceived quality with brand loyalty and purchase intention as well as brand loyalty and purchase intention. Based on the results of the study, recommendations emanating from the study include the integration of social media marketing in the organisation’s overall marketing strategy, creating and maintaining online brand communities to engage with current and potential customers as well as making use of social media platforms for advertising and promotions. The limitations of the study and the proposed opportunities for further research were also highlighted.

Abstract The affinity between mobile devices and electronic commerce is strong, and mobile commerce is a large potential market, as an offshoot of electronic commerce. The margin between electronic commerce and mobile commerce is becoming gradually thinner. The mobile device is more than a transaction tool; it plays a central role in the whole of online shopping as a connector between retailers, online platforms and online shoppers, with a rich experience of noticeable heterogeneity in online retailing. The study concentrates on the use of the tablet for online shopping, how it correlates to general online shopping and how it differs from other mobile devices regarding online shopping. The study utilised an integration of different research domains (marketing, psychology and a technological approach). This integration gives a broader perspective and deepens the understanding of the research topic. The study adopts a quantitative methodology and utilises survey research, because of the online specific behaviour of tablet users, with structural equation modelling techniques. The study contributes theoretically in four parts. First, the study is interdisciplinary and combines insights from marketing, psychology and information systems literature with an integrated model of tablet commerce to identify the antecedents of customer loyalty and contribute to marketing literature. Second, the study is a comparative study and discovers the impact of security, technology, utilitarian and eminent factors related to customer loyalty to the online retailer, which is a growing trend in two cultures. Third, the study reveals the mediating role of trust in explaining the interaction between reputation and loyalty across borders and the mediation between online shopping experience and reputation, trust, self-efficacy and privacy to predict customer loyalty to an online retailer in a developed nation. Fourth, the study discovered variation by gender in tablet commerce, based on the integrated model. The gender divergence is more significant on one antecedent of loyalty than the others. Managers should also target online customers with promotional offers based on gender differences. The study’s managerial implication has been recommended and future research opportunities have been expanded. / Tiivistelmä Yhteys mobiililaitteiden ja verkkokaupan välillä on voimakas, ja mobiilikaupankäynti on suuri potentiaalinen markkina verkkokaupan sivujuonteena. Marginaali verkkokaupan ja mobiilikaupankäynnin välillä pienenee koko ajan. Mobiililaite on enemmän kuin vain kaupanteossa käytetty väline; se näyttelee keskeistä roolia verkkokaupankäynnissä ja toimii myyjien, verkkoalustojen ja verkkoasiakkaiden yhdistäjänä, ja verkkokauppojen heterogeenisyydestä on kertynyt runsaasti kokemusta. Tutkimuksessa käytetään kvantitatiivista metodologiaa ja hyödynnetään survey-tutkimuksia sekä rakenneyhtälömalleja tablettitietokoneiden käyttäjien käyttäessä nimenomaan verkkopalveluja. Tutkimus lisää teoreettista tietämystä aihepiiristä. Ensinnäkin väitöstutkimus laajentaa olemassa olevaa tietämystä mobiilikaupankäynnistä ja tablettikaupankäynti-ilmiöstä ja selittää uutta suhdetta, joka vallitsee helppokäyttöisyyden, yksityisyyden, maineen ja omiin kykyihin luottamisen sekä väliin tulevien korrelaattien luottamus ja kokemus välillä yhdistelemällä niitä sukupuoli-moderaattorimuuttujan kanssa ja keskittymällä tablettitietokoneiden verkkokauppasegmenttiin, jossa tavaroita ja palveluja ostetaan, joten tutkimus tarjoaa yleisen kehikon verkkokauppakuluttajien päätöksenteolle ollen merkittävä panos alan markkinointikirjallisuuteen. Toiseksi, tutkimus on tärkeä lisä myös siksi, että se vahvistaa kuvatun kaltaisen integroidun mallin toimivuuden ja sen sovellukset eri maissa. Kolmanneksi, tutkimus paljastaa luottamuksen välittäjän roolin maineen ja lojaliteetin rajat ylittävän vuorovaikutuksen selittäjänä sekä yhdyssiteen verkkokauppakokemuksen ja maineen, luottamuksen, omiin kykyihin luottamisen ja yksityisyyden välillä, kun on tarve ennustaa verkkokauppoja koskevaa asiakasuskollisuutta kehittyneillä markkinoilla. Neljänneksi, tutkimus edistää ostouskollisuutta käsittelevää kirjallisuutta verratessaan tablettikaupankäyntiä koskevia kuluttajahavaintoja niin Suomen kuin Nigerian kansallisilla markkinoilla. Kahden maan konteksti tarjoaa ainutlaatuisen mahdollisuuden ymmärtää sitä, kuinka asiakkaat eroavat toisistaan kansalliset rajat ylittävillä markkinoilla käytetyn datan käsittäessä kuluttajia epäsuhtaisilla kansalliset rajat ylittävillä markkinoilla, jotka edustavat kehittyneitä ja kehittyviä markkinoita sekä väestömäärältään pieniä ja suuria markkinoita ja jotka ovat lisäksi kulttuurillisesti heterogeenisia. Tutkimus esittää paranneltua ja räätälöityä päätöksentekoa tukevaa järjestelmää johdon avuksi ja asiakkaiden päätöksenteko-ongelmien ratkaisemiseksi. Tutkimuksen liikkeenjohdolliset johtopäätökset ovat selviä, ja niihin liittyviä tulevaisuuden tutkimusmahdollisuuksia on korostettu.

Submitted by Mariana Dornelles Vargas (marianadv) on 2015-03-25T13:57:02Z No. of bitstreams: 1 4iPay.pdf: 3380679 bytes, checksum: 49edaff25098492ab3c46fcf4aad082b (MD5) / Made available in DSpace on 2015-03-25T13:57:02Z (GMT). No. of bitstreams: 1 4iPay.pdf: 3380679 bytes, checksum: 49edaff25098492ab3c46fcf4aad082b (MD5) Previous issue date: 2012 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Este trabalho tem por objetivo apresentar um modelo de arquitetura e usabilidade para um sistema de pagamento móvel (Mobile Payment System), considerando as premissas de independência de dispositivo, de localização, de operadora de telefonia móvel e de administradora financeira para suprir as necessidades de efetivar pagamentos e recebimentos de qualquer natureza em ambientes de comércio ubíquo (Ubiquitous Commerce). O trabalho inicialmente descreve a motivação, os objetivos e os conceitos fundamentais sobre os quais se baseia a proposta do modelo. A seguir são elencados os principais trabalhos relacionados e uma análise comparativa detalhada é realizada, derivando as características mais importantes a serem consideradas no modelo proposto. Em seguida, é proposto um modelo de pagamento móvel, denominado 4iPay, onde são detalhados os objetivos, arquitetura, recursos e a proposta técnico-científica de comércio eletrônico em ambientes ubíquos. Na proposição do modelo foi considerada a convergência dos trabalhos relacionados analisados no que tange à ubiquidade, unicidade, universalidade e unissonância. Assim, o modelo 4iPay pretende reunir as melhores características, inovando e melhorando em alguns aspectos relevantes ao comércio ubíquo de fato. O modelo proposto visa propor uma solução diferenciada em termos de arquitetura, modelo de negócio, usabilidade, baixo consumo de banda e alto desempenho nas transações de pagamento e recebimento, em relação às propostas atuais, levando em consideração, nas transações comerciais eletrônicas móveis, questões como independência de dispositivo, localização física, segurança e confiabilidade, além de outras características expostas ao longo do trabalho, como otimização no uso de protocolos de comunicação e flexibilidade na utilização de conexões locais ou remotas. Também são descritos cenários efetivos de uso de onde e como o modelo 4iPay pode ser aplicado. Para tanto é apresentado o protótipo desenvolvido para avaliar o modelo. Por fim, são apresentados os resultados obtidos na avaliação dos cenários, nas avaliações de desempenho da aplicação e na pesquisa de campo de aceitação do modelo proposto. / This work aims at presenting a usability and architectural model for a mobile payment system. In our model, we assume independence of devices, of location, of mobile operator, and of administrator, to allow all kinds of payment in ubiquitous environments (Ubiquitous Commerce). In this work, we begin describing motivation, goals, and fundamental concepts, in which the proposed model is based. Next, we present related works and a detailed comparative analysis of those projects, deriving the most important features. Later, we propose a model of mobile payment, called 4iPay, based on those features. We detail the 4iPay model, architecture, features, and the technical-scientific proposal of an electronic commerce system in ubiquitous environments. We consider, in the proposed model, the convergence of various related works in terms of ubiquity, unity, universality, and unison. Thus, 4iPay aims at bringing together the best features, innovating and improving in some aspects. In the model, we propose a distinguished solution in terms of architecture, business model, usability, low bandwidth consumption and high performance in payment and receipt transactions. We also consider issues such as device independence, physical location, security and reliability, and other features related to mobile electronic commerce transactions, such as optimizing communications protocols usage and flexibility in local or remote connections. We also present the effective use in scenarios of where and how 4iPay can be applied. For this purpose we present the prototype developed to evaluate the model. Finally, we present the scenarios assessment results, the application performance evaluation and the proposed model acceptance survey.

Made available in DSpace on 2016-04-27T18:15:49Z (GMT). No. of bitstreams: 1 Jose Carlos Brito Silva.pdf: 10582738 bytes, checksum: cf5493c30207a7fbda5b7e5f62e4d477 (MD5) Previous issue date: 2009-10-01 / This research analyzes and seeks to understand the increase in informal activities in general and mobile commerce as a particular case and the conflict between the public and employees of these itinerant trade. This analysis is performed as a result of the dynamics inherent in the capitalist system that is based on socioeconomic contradictions, among them the need to generate a surplus of labor to thus have its disposal an army reserve. In that sense this analysis takes into account the urbanization process as RMSP suffered by one of the promotion of unemployment which had their causes in several variables. The phenomenon of the increase in practice of these activities, named in this study as "independent work", practiced by itinerant workers in trains and other public spaces of RMSP, has widened from the 80's resulting from economic crises that hit the country causing huge recession unemployment and an economy that can be described as the results of politics applied at that moment. This unemployment is particularly accentuated in the 90s resulting from the economic opening process undertaken by the Brazilian Government as a way of integrating the country in the process of globalization. The way this integration, was made, marked by unbridled economic openness, reflected in several aspects of the economy of the country: it has a new territoriality of plants provided by the development of technical-scientific-media informational affectry RMSP mainly because this the most industrialized in the country, it also involves a process of productive restructuring in which the industrial sector loses its economic space and it is substituted by tertiary activities; as a consequence implemented a new model of administrative organization and the production process adopted by enterprises, the model flexible also called post-fordist, requiring a new profile with more and better professional qualifications to perform the tasks, now with a greater degree of complexity and flexibility. These changes reflected directly in the levels of unemployment now reaching ever higher rates. Informal activities in general and labor have become mobile, thus a way to ensure survival for the huge number of unemployed, to consolidate is not as alternatives but rather as a temporary work, by effective work. Just as the growing number of than practitioners in itinerant trade grew the conflicts that came to rely even violently with police actions undertaken. The territory of the CPTM trains as public spaces and great appeal to the trade due to the large flow of passengers, has become one of those places where this picture was reflected socioeconomic and conflict is fierce. This territory, which offers easier to enable practitioners of this activity a condition of legalization of the organization and activities to provide decent conditions for a significant number of workers was the locus chosen in this research as part of the complex and contradictory dynamics of capitalist economy / Esta pesquisa analisa e procura compreender o aumento das atividades informais de maneira geral e do comércio ambulante como um caso específico e os conflitos entre o poder público e esses trabalhadores do comércio ambulante. Esta análise é realizada enquanto resultante de uma dinâmica inerente ao próprio sistema capitalista que se assenta em contradições socioeconômicas, dentre elas a necessidade de geração de um excedente de mão-de-obra para, dessa maneira, ter a sua disposição um exército de reserva. Nesse sentido essa análise leva em consideração o processo de urbanização sofrido pela RMSP como um dos pressupostos de promoção do desemprego que teve suas causas em várias variáveis. O fenômeno do aumento na prática dessas atividades, denominadas nessa pesquisa como trabalho autônomo , praticada pelos trabalhadores ambulantes nos trens e outros espaços públicos da RMSP, se acentuou a partir das décadas de 80 resultantes de crises econômicas que atingiram o Brasil provocando enorme recessão econômica e um desemprego que pode ser caracterizado como conjuntural. Esse desemprego acentua-se de sobremaneira na década de 90 resultante do processo de abertura econômica empreendido pelo Estado brasileiro como forma de integração do País ao processo de globalização. A forma como se deu essa integração, marcada por uma abertura econômica desenfreada, repercutiu em vários aspectos da economia do País: empreendeu-se uma nova territorialidade das plantas industriais proporcionado pelo desenvolvimento dos meios técnico-científico-informacionais atingindo principalmente a RMSP por ser esta a mais industrializada do País; a mesma também passa por um processo de reestruturação produtiva em que perde espaço o caráter industrial e ganham espaço as atividades terciárias; implanta-se um novo modelo de organização administrativa e do processo de produção adotado pelas empresas, o modelo flexível também denominado pós-fordista, que exigem um novo perfil de profissional com maior e melhor qualificação para executar as tarefas, agora com um maior grau de complexidade e flexibilidade. Essas transformações repercutiram diretamente nos níveis de desemprego que passaram a atingir índices cada vez maiores. As atividades informais em geral e o trabalho ambulante tornaram-se, dessa forma, numa forma de garantir a sobrevivência para esse enorme contingente de desempregados, passando a se consolidarem não como alternativas temporárias e sim como trabalho de fato. Da mesma forma que crescia o número de praticantes no comércio ambulante cresciam os conflitos que passaram a contar inclusive com ações policiais empreendidas violentamente. O território dos Trens da CPTM, enquanto espaços públicos e de grande apelo para o comércio devido ao grande fluxo de passageiros, passou a ser um desses lugares onde este quadro socioeconômico se refletiu e os conflitos se acirraram. Esse território que oferece condições mais fáceis de possibilitar aos praticantes dessa atividade uma condição de organização e legalização da atividade visando proporcionar condições dignas a um número significativo de trabalhadores foi o lócus escolhido nesta pesquisa como uma das partes da complexa e contraditória dinâmica da economia capitalista

我國在電信開放自由化後，行動通訊發展的腳步就一直以極快的速度成長，而第三代行動通訊則是目前行動通訊的大熱門，其擁有以往GSM系統所沒有的高速傳輸速度、以封包的方式傳輸資料等的特點、在搭配更優良的通訊品質，使得第三代行動通訊深受投資人的期待，而本論文則將針對我國未來第三代行動通訊市場，提出市場成形條件與關鍵成功因素。 本研究採定性分析之方法，除了探討相關文獻外，再以個案訪談之方式，希望能對第三代行動通訊市場做個完整的分析。個案對象包括行動通訊系統商、終端設備製造商、以及欲加入第三代行動通訊事業之新進入者。 本論文研究中，對於市場成形條件列出以下十點：傳輸技術的發展、消費者消費行為的了解、定價合理化、終端設備的出現、電信系統業者的存在、尋找適用於行動通訊網路的內容、行動整合平台的出現、網路安全問題的解決、行動通訊內容的蓬勃發展、網站使用者付費機制的形成。 而關鍵成功因素也列出下列十點，分別是找出殺手級應用服務、電信業者注意系統的穩定性、安全性及網路管理能力、行動終端設備的功能提升及與其他技術的整合、提供顧客個人化、客制化的第三代行動通訊服務、電信系統商與其他業者間拆帳問題的解決、政府的法令規定、行動終端供應速度必須滿足市場需求、針對企業用戶提供其所需要的服務內容、網路外部性的運用。 而市場成形條件與關鍵成功因素之間的關聯，則以兩者之關聯圖表做解釋。又未來的第三代行動通訊服務中，行動顧客關係管理(Mobile CRM)所扮演的角色將格外重要，這部份必須與行動整合平台間有著緊密的關聯，以行動顧客關係管理為基礎，結合未來WAP之PUSH機制的成熟，將更能夠達到主動行銷的概念，又利用行動終端設備屬於個人化產品的特性，將能夠讓一對一行銷的概念在未來第三代行動通訊中實現，再輔以本論文所提之市場關鍵成功因素，未來我國第三代行動通訊服務市場的發展將是值得期待的。

This research investigates the impact of the interaction between the consumer and mobile service provider on the adoption of advanced mobile commerce services by existing consumers of mobile technology. These factors include: 1) Perceived Relationship Quality (PRQ), which is the consumer’s evaluation of the quality of his/her relationship with the mobile service provider, and 2) Perceived Value of the Adoption Incentive (PVI), which is the consumer’s evaluation of the value of incentives that are offered by the service provider to entice him/her to adopt the mobile service. The influence of these factors on consumer attitudes and intentions towards adopting mobile commerce services is studied and compared with three other well-known adoption factors including perceived usefulness, ease of use and the subjective norm. / This study was undertaken in three parts. Firstly, a conceptual study was conducted to investigate and analyse the existing literature on consumer adoption of mobile commerce services. This phase started with a general review of the existing studies using a novel model: the Entities-Interactions Framework, EIF. The EIF explains adoption behaviour in terms of interactions between the consumer and the other entities including the mobile service, the service provider and the social system. This framework was used to analyse the extent to which important adoption factors have been covered by past research and therefore identify the research questions. The conceptual study resulted in the development of a research model and relevant hypotheses. / Secondly, a large-scale questionnaire survey was conducted to test the research model and the proposed hypotheses. This part of the research helped give a broad picture of the influence of consumer-service provider factors on consumer adoption of mobile commerce services. Thirdly, face-to-face interviews with mobile phones users were conducted in order to validate the survey results and provide an understanding of the mechanisms that control the impact of the investigated factors. The research found that PRQ and PVI have an important influence on the attitude and intention of existing mobile phone users towards accepting and using advanced mobile commerce services. Furthermore, the research found that these newly introduced factors are more influential on consumer adoption perceptions than other well-established factors. / The study enriches our understanding of technology adoption by individuals because it explains why an existing user of a technology, such as mobile technology, will or will not adopt advanced versions of that technology. The findings affirm that in the context of communication technologies, which are interactive by nature, understanding the interaction between consumers and service providers is a key to understanding the progressive adoption by consumers of advanced forms of these technologies. The thesis provides practitioners (particularly mobile service providers) with a better understanding of the impact and implication of their interaction with consumers on consumers’ acceptance and use of mobile services. The study emphasises the importance of incorporating this understanding throughout the mobile service provision process, starting from the conceptualisation of the service to the actual provision of the service to the market. The study also offers a novel comprehension of how to view each mobile service offer as a consequence of the previous offer and a precedent of the next in order to enhance consumer adoption of mobile service in the short and long runs.