With the rapid growth of cellur phone users in Taiwan,the voice service market is going to mature.The 2.5G and 3G become the main stream.The license of 3G has released in last year.Therefore,mobile value-added services are more and more important for telecommunication service oprators.The study combines the TAM and task-technology fit theory to analyze the adoption of mobile value-added services.

隨著大環境的變異，傳統語音話費已不再是電信業者的主要收益來源。各家電信系統營運商為了提高用戶營收貢獻度 (ARPU)，積極開拓其他服務。行動簡訊是其中重要的一項服務，因為操作方便、費用低廉，一般使用者容易進入。系統營運商進而透過行動簡訊結合各種加值服務，讓用戶在習慣使用簡訊服務之中，延長使用手機時間，增加每位用戶的營收貢獻度。 行動媒介首要目的在提供使用者快速尋獲與情境相關之資訊，並透過行動載具隨時隨地進行通訊、溝通與社會互動。本研究欲瞭解行動簡訊在行動系統服務的提供者(OP)、內容服務的提供者(CP)與一般使用者的三方互動方式。即在行動簡訊服務的推動過程中，三方各自角色為何，服務有待改善之處，以及如何改進及延續服務。 本研究方法採用深度訪談、焦點團體與資料分析三個取徑。透過系統營運商、內容提供者、一般使用者進行三方研究調查。首先深訪系統營運商以瞭解其規劃簡訊服務之背景；其次焦點團體訪談典型使用者如何使用行動簡訊服務；再輔以資料分析將行動簡訊服務中的文字內容、版面視覺、資訊類型等進行分析。 本研究有以下五項發現: (1)行動內容需要強調差異化－行動服務需要即時性的資訊與Web進行差異化，吸引行動用戶使用；(2)界面需要友善的設計－界面友善可帶動用戶易用，提高行動服務使用量；(3)期待新科技與新應用的引導－LBS服務為行動簡訊服務率先可以導入新科技服務，符合用戶對情境使用的需求；(4)與商業進行多元行銷互動－透過在LBS做置入廣告或行動廣告，可以提高用戶參與互動；(5)行動服務合作關係重組－未來OP跨足內容的製作，而CP發展自有通路，OP與CP在業務上互相重疊，原來的合作關係重組。 / With a dramatic change of the world, traditional phone service is no longer a main source of revenues in telecom business. Telecom system operators positively develop other kinds of services to improve average revenue per user (ARPU). Mobile-news is one of these important services because it is less expensive, easy to operate, and easily accessible to end users. System operators further provide a variety of value-added services through the mobile-news. While users are getting used to the services, they are going to extend their using time, which may increase revenues to system operators. The main function of mobile media is to provide users immediate and scenario-relevant information and to interact with others here and there at anytime. The research investigated how telecom system operators (OP), content service providers (CP) and end users interact in terms of their service relationship. In other words, the study defined how the three parties, OP, CP and users play a role, how to refine the services, and how to improve the service, in the process of promoting mobile-news services. The research used in-depth interview, focus group, and data analysis via the three parties, system operators (OP), content providers (CP), and end users. First, the researcher interviewed system operators about how they develop mobile-news services. Then, the researcher held a focus group to investigate typical users how they use mobile-news services. At last, the researcher analyzed text contents, visual layouts, and different types of information in mobile-news services. There are five important findings as following, (1) emphasis of different mobile contents: mobile information should be instant and different from web pages to attract mobile users; (2) friendly interface designs: User-friendly interface helps user easily access to the information and increase the mobile services; (3) new technologies and applications: LBS services could be the first mobile-news service which meet users’ needs at most occasions; (4) multiple marketing: mobile advertisement can improve users’ participation through LBS; (5) reconstruction of mobile service partnership: OPs start to produce contents in future, and CPs develop their own channels, which leads to an overlap between OP and CP business. The overlapping may reconstruct their partnership.