Mobile-media pragmatism: innovation excellences and encumbrances

摘要

Establishing two pragmatic models of enhancing entertainment and job-performance, this study aims to elaborate on how people adopt and perceive innovation excellences and encumbrances of modern mobile-media services through reflecting on their intrinsic expectancy. A survey methodology was executed to examine the hypothesised variable relationships using the purposive sampling method. CHT's Taipei think-tank head-office provided this study with a representative sampling frame and assisted to collect data from 725 focused subjects (with normative characteristics) who subscribed to HiNet or MOD, or predominantly used 4G telecommunication services. As a result of adopting the structural equation modelling test, the models of perceived innovation excellences and innovation encumbrances were affirmatively established to interpret the two applicative scenarios: entertainment and job-performance enhancement. Several valuable findings were generated. When a consumer targets entertainment technology pragmatism, he or she may stress the importance of innovative excellences, especially on product novelty. For the sake of pursuing job-performance enhancement, a customer was actively willing to invest his or her energy to meet and deal with the learning cost, customer unfamiliarity and complexity of telecom products and services. Importantly, the adopter's previous experiences with telecom products in the IT domain could effectively moderate the effect of pursuing new telecom innovation, adopting the product, and then strengthening self-evaluation.