The convergence of mobile commerce and internet technologies has promised users unprecedented convenience and greater enjoyment. Over the past few years, the development of mobile information and entertainment services (MIES) has been phenomenal. Recently, research has been conducted into ways toward better acceptance of these services by users. However, many of these studies are technical driven, without discussing important end user needs. To understand users' perception associated with mobile information and entertainment services the author extended and empirically tested a new antecedent model of Perceived Playfulness an intrinsic motivator toward technology acceptance by users, based on previous research. It has been shown that user's Perceived Playfulness toward information technologies has a direct impact on his/her subsequent use. Using the new antecedent model of Perceived Playfulness, the author argues users' Autotelic Personality, Perceived Service Quality, Perceived Technology Compatibility, their Motivation for Using and tolerance of Social Influence affect their Perceived Playfulness when interacting with MIES. A questionnaire was administered to students in business and computing schools at Auckland University of Technology. The closed-ended questions within the questionnaire were used to validate the proposed research model. The data were analyzed using Partial Least Squares. Most of the proposed hypotheses were supported, rendering several significant findings in this thesis. In this study, it has been found that individuals who are more innovative and confident about using MIES are more likely to develop a positive image toward these services. They also value services that are useful and easy to use and demonstrate high enthusiasm for more personalized mobile services. More importantly, their perceptions toward MIES can be further reinforced if their mobile phone functionalities are highly compatible with these services. Therefore, service providers should strive to create a seamless MIES experience for users. Furthermore, given that mobile phones have their own strengths and limitations, the motivation behind user's choices of various applications becomes an important issue for service providers to consider. It has been shown that the importance of service attributes vary with user's motivations of using MIES. This study therefore focuses on several important end user issues which are not well explored in the research of mobile internet services. Overall, this study contributed to existing research into user s perception toward MIES as an information technology based on his/her intrinsic motivator. Several important antecedents have been identified to influence user's Perceived Playfulness in this context. Limitations and suggestions for future studies are considered at the end of this thesis. Implications are also discussed.

The convergence of mobile commerce and internet technologies has promised users unprecedented convenience and greater enjoyment. Over the past few years, the development of mobile information and entertainment services (MIES) has been phenomenal. Recently, research has been conducted into ways toward better acceptance of these services by users. However, many of these studies are technical driven, without discussing important end user needs. To understand users' perception associated with mobile information and entertainment services the author extended and empirically tested a new antecedent model of Perceived Playfulness an intrinsic motivator toward technology acceptance by users, based on previous research. It has been shown that user's Perceived Playfulness toward information technologies has a direct impact on his/her subsequent use. Using the new antecedent model of Perceived Playfulness, the author argues users' Autotelic Personality, Perceived Service Quality, Perceived Technology Compatibility, their Motivation for Using and tolerance of Social Influence affect their Perceived Playfulness when interacting with MIES. A questionnaire was administered to students in business and computing schools at Auckland University of Technology. The closed-ended questions within the questionnaire were used to validate the proposed research model. The data were analyzed using Partial Least Squares. Most of the proposed hypotheses were supported, rendering several significant findings in this thesis. In this study, it has been found that individuals who are more innovative and confident about using MIES are more likely to develop a positive image toward these services. They also value services that are useful and easy to use and demonstrate high enthusiasm for more personalized mobile services. More importantly, their perceptions toward MIES can be further reinforced if their mobile phone functionalities are highly compatible with these services. Therefore, service providers should strive to create a seamless MIES experience for users. Furthermore, given that mobile phones have their own strengths and limitations, the motivation behind user's choices of various applications becomes an important issue for service providers to consider. It has been shown that the importance of service attributes vary with user's motivations of using MIES. This study therefore focuses on several important end user issues which are not well explored in the research of mobile internet services. Overall, this study contributed to existing research into user s perception toward MIES as an information technology based on his/her intrinsic motivator. Several important antecedents have been identified to influence user's Perceived Playfulness in this context. Limitations and suggestions for future studies are considered at the end of this thesis. Implications are also discussed.

Abstract The video game consoles was accompanied with players for decades, from the video game consoles of the first generation that have simple screen and hardware, to the video game consoles of the seventh generation that have exquisite screen, online functions, and excellent hardware, players have deep impressions on these video game consoles of every generation. In the market of new generation video game consoles, Wii was favored with consumers after Nintendo began to sale it, because we could use the motion controller to control the games. However, the gap of the quantities of new generation video game consoles was narrowed by the SONY and Microsoft after they started to offer motion controllers, the Playstation Move for PS3 and Kinect for XBOX 360. Therefore, understandingthe factors that affect the intention of X and Y generation consumers, the main consuming group of video game consoles, to purchase new generation video game consoles is the important thing for corporations. We add perceived playfulness and portraits of the new generation into Technology Acceptance Model (TAM) and modify TAM to discuss the factors to affect the intention of X and Y generation consumers to purchase new generation video consoles. The total research effective tests are 202 copies. The conclusions of this study are presented as follows: 1. X generation consumers pay more attention to perceive usefulness, and Y generation consumers pay more attention to perceived playfulness. 2. Variables that affect X and Y generation consumers most are perceived usefulness, perceived playfulness, portraits of video game consoles and intention of use. 3. TAM is confirmed that it¡¦s suitable for the study on video game consoles.

As the mobile devices are popularized, the population of mobile Internet is increasing year by year. The mobile application service includes mobile information, mobile entertainment, mobile transaction, and mobile location service. The most growing market is the mobile game. According the prediction of Juniper¡¦s research, the output value of global mobile game industry will reach 9.7 billion dollars. To research the sunrise industry topic, the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) are integrated in this thesis. Contextual Effects in the Usage Intention of Mobile Games. The causal relationship of perceived playfulness, perceived ease of use, attitude, subjective norm, and intention is researched. The influence of location, task, and subjective norm on intention is also studied. According to the research and the result of PLS analysis, the Theory of Reasoned Action and the Technology Acceptance Model are verified in this thesis. Additionally, the assumptions proposed in this research are verified and proved. Some results are derived in this research. The perceived ease of use positively influences the perceived playfulness. The perceived playfulness and the perceived ease of use positively influence the attitude. The attitude and the subjective norm positively influence the intention. The interaction of the location and the subjective norm will regulate the intention. The interaction of the task and the subjective norm will not regulate the intention. Some further TAM Model results are derived in this research. The perceived playfulness and the perceived ease of use positively influence the intention. The influence of location, task, and perceived playfulness on intention is also studied. Finally, according to the result of the study, some suggestions are proposed for future research.

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Information privacy is a major concern for consumers adopting emerging technologies dependent on location-based services. This study sought to determine whether a relationship exists among factors of personalization, locatability, perceived playfulness, privacy concern and behavioral intention to disclose personal information for individuals using location-based, geosocial networking applications. Questionnaire responses from undergraduate students at a 4-year university provide insight into these relationships. Multiple regression results indicated that there was a statistically significant relationship between the four significant predictor variables and the dependent variable. Analysis of beta weights, structure coefficients, and commonality analysis shed light on the variance attributable to the predictor variables of the study. Findings provide understanding of the specific factors examined in the study and have implications for consumers, businesses, application designers, and policymakers. The results from this study contribute to an understanding of technology acceptance theory and offer insight into competing beliefs that may affect an individual’s behavioral intention to disclose personal information. Knowledge gained form the study may be useful for overcoming challenges related to consumer adoption of location-based services that require disclosure of personal information.

近年手機遊戲產業發展迅速，不論是在全球或是台灣皆呈現高潛力的發展趨勢，手機遊戲有望在不久的將來成為遊戲界營收佔比最高的類別。相應著這樣的潮流，對手機遊戲的相關研究也跟著大量出現，研究題材如遊戲內容品質、平台營造以及營利模式等等，均為手機遊戲的開發有諸多貢獻。但是，儘管手機遊戲的研究正在興起，其走向仍以遊戲本質為主，鮮少有針對手遊玩家使用心態的研究，更遑論探討其與消費行為之間的關聯。 為了解決這樣的理論空缺，本研究欲以玩家的遊玩動機與遊戲特質偏好，結合科技接受模式中的知覺娛樂性，探討其對手機遊戲消費行為之間的關係。本研究將遊玩動機區分成「成就型動機」、「社交型動機」以及「沉浸型動機」；遊戲特質偏好則以「奇幻性偏好」、「合理性偏好」、「神祕性偏好」和「控制性偏好」四大構面分析。至於玩家的消費行為，本研究將其分為「付費意願」、「付費金額」和「上癮度」。 本研究以發放網路問卷的方式進行，總共獲得有效問卷共1043份。經過統計迴歸分析後發現，三種遊玩動機均對付費意願有顯著正向影響，而遊戲特質偏好雖然同樣對付費意願與顯著關係，但在付費金額方面則呈現不相關，唯有「奇幻性偏好」高的玩家有高消費的傾向。「奇幻性偏好」、「合理性偏好」以及「神秘性偏好」都對遊戲的上癮度有顯著影響。其他顯著影響的因素將待於研究中一一解釋。 / The mobile game industry has been developing rapidly in recent years. Its high growing potential can be observed both in global and Taiwan markets. Some marketing studies even claim that mobile games would become the most profitable genre among the gaming market in the near future. The amount of research related to mobile games marketing increases in a fast pace, only reflecting this booming trend However, most of the studies by far merely focus on the content of games. Little academic research has been conducted on the players’ attitude toward games. Therefore, this study aims to bridge the gap between mobile gamers’ psychological status and their purchasing behaviors, offering a possible explanation for the reasons behind their purchases. This study used players’ motivation and preference on game characteristics as the independent variables, in which players’ motivation was classified into “achievement,” “social,” and “immersion,” while preference on game characteristics was divided into four categories: “fantasy,” “rationality,” “mystery,” and “control.” As for gamers’ behavior, it was analyzed in terms of three dimensions: “purchasing intention,” “spending,” and “addiction.” After the regression analysis, the results show that all of the above-mentioned motivation constructs exhibit significant association with purchasing intention. Players with high preference on fantasy theme have greater tendency to spend more on mobile games. Furthermore, preferences on fantasy, rationality, and mystery, have positive relationships with game addiction.

本研究旨在瞭解幼兒家長對 M-learning 的使用意願和影響其使用意願的主要 因素，同時了解不同背景之幼兒家長對於M-learning 使用意願的差異以及不對於M-learning 使用意願影響因素的調節效應；藉由以上的探究，瞭解幼兒家長在當今時代全新的學習方式之下對於幼兒教養和親職教育的需求，為未來的Mlearning內容提供者與設施設備開發提供參考。 本研究根據幼兒家長的特點和 M-learning 的特性，以科技接受模式、計畫行 為理論、動機模型、整合性科技接受與使用理論為理論依據，延伸出知覺有用性、 知覺易用性、知覺趣味性和知覺行為控制四個因素作為自變項；以性別、年齡、 社經地位三個因素為背景變項，以使用意願為依變項發展出本研究之研究架構。 本研究採用立意取樣問卷調查法，以大連市某3 間幼兒園所之幼兒家長為研 究對象，共回收469 份問卷，剔除無效問卷36 份，共回收433 份有效問卷，有 效回收率為92.3%；調查所得資料以描述統計、線性回歸分析、單因子變異數分 析等統計方法進行分析。本研究獲得之結論如下： 一. 在功能與特性上，微信公眾號與Facebook 的粉絲專頁相似，微信朋友圈與 Line 的動態消息相似； 二. 知覺有用性、知覺易用性、知覺趣味性以及知覺行為控制均對幼兒家長使用 M-learning 意願有顯著正向影響； 三. 不同背景變項 (性別、年齡、社經地位)的幼兒家長對於M-learning 知覺有用性、知覺易用性、知覺趣味性以及知覺行為控制與M-learning 使用意願關係間存在不同的調節效應； 四. 知覺有用性、知覺易用性、知覺趣味性以及知覺行為控制在不同性別、年齡、社經地位之幼兒家長群體中M-learning 使用意願的預測力不同； 五. 性別和年齡對幼兒家長使用M-learning 的意願無顯著影響，社經地位對幼兒家長使用M-learning 的意願有顯著影響。

數位遊戲已成為探討現代生活科技中一項重要的領域。智慧型手機，為近兩年興起的行動平台載具，根據資策會資料顯示，在手機進行娛樂活動應用程式的排行，第一為聽音樂，第二即為進行遊戲。觀察智慧型手機上的應用程式市集(如：android market、app store)，使用者可以快速方便的利用網路下載遊戲，在眾多遊戲中，使用者選擇何種類型遊戲下載並進行遊戲，對遊戲開發商非常重要。在智慧型手機上結合許多科技技術(如：無線網路、各式感測器......等)，皆有可能影響使用者進行遊戲和選擇遊戲的動機。因此，了解並且針對使用者需求與使用者行為設計遊戲，在數位內容領域進行數位遊戲研究與開發是重要的議題。 為了解使用者在智慧型手機上進行遊戲的動機，本研究使用科技接受模型和動機理論探討使用者的內在動機和外在動機，透過問卷分析初步了解使用者在智慧型手機上進行遊戲的原因，以及在智慧型手機上擷取使用者在手機上進行遊戲的行為和訪談使用者進行遊戲的因子，將兩資料進行比對驗證，找出使用者在智慧型手機上進行遊戲的模型，以及外在和內在動機之相互影響，作為未來規劃與策略發展方向的參考依據。 根據資料分析發現，使用者進行遊戲的動機會受到遊戲的操作性和在遊戲中得到的樂趣影響。並且使用者會因為他人推薦或看到他人進行遊戲，影響到使用者進行遊戲的意願，而使用者在進行遊戲時，遊戲中提供與他人互動的功能也能激發使用者進行遊戲。此外，在智慧型手機遊戲情境中，使用者會受到外在動機影響，改變本身對遊戲的觀點，影響到使用者的內在動機，進而改變使用者對遊戲的意願。 / Digital games have become an important domain of exploration the technology of modern life. The smartphone which is a mobile device rises due two years. Follow the MIC data of entertainment applications on mobile phone rank, the first is listening music and the second is playing games. User can easy download games quickly by wireless from application market like Android market or app store. It is important for game developers to know which game user chooses and downloads in large games. The smartphone combine different technology and sensors that may influence user’s motivations to choose games and play games. Therefore, to understand user’s need and user’s behavior for game design which is important discuss for digital game study and developer of digital content domain. To understand the motivations of user playing games on the smartphone, so this study uses technology acceptance model (TAM) to explore intrinsic motivations and extrinsic motivations of playing game. Through questionnaire to find the factors that user plays games on smartphone, and we also collect users’ behavior from smartphone and interview users. The study combines these data to find the model of user playing game on the smartphone, and the relationship between intrinsic motivations and extrinsic motivations. The study finds that perceived ease of use and the fun in games effect user’s motivation. The user intention influenced by people who around user and also affected in the game which provide user to interact with others. By the way, user’s extrinsic motivations affect intrinsic motivations on smartphone context, and change the mind of playing games.