隨著數位時代的來臨，政府為了落實數位內容化，極積推動許多相關政策以及放寬法令限制。因此，中華電信可以合法跨業經營多媒體隨選視訊服務(MOD)，以提供高畫質之互動式數位內容，進而促使多媒體產業邁入新紀元。雖然以往有許多國內外學者在於探討MOD 之相關研究，但大多僅專注於技術層面的探討，而鮮少涉入市場或消費者層面之研究。
有鑑於此，本研究將以中華電信為個案，從市場或消費者的角度切入，並採用Davis 於1989 年提出的科技接受模型(TAM)做為研究架構之基礎，且加入「相容性」、「關鍵多數」、「使用成本」等研究變數，進而探討各變數對消費者使用MOD 之行為意圖的影響。然而，在經由本研究實證的結果顯示：僅有「相容性」對「行為意圖」此路徑沒有顯著性的影響外，其餘的研究假設皆成立。

1. 王振浩 (2001)，「影響消費者採用網路銀行行為意向之研究」，國立台灣科技大學企業管理系碩士論文。
2. 林宜洵 (2004)，「消費者採用電腦無線上網之行為研究」，國立台北大學企業管理系碩士論文。
3. 林俊宏 (2002)，「消費者特性、新產品屬性及環境變數對創新購買意願之影響」，國立成功大學企業管理學系碩士論文。
4. 林建煌 (2002)，「行銷管理」，智勝文化事業有限公司，台北。
5. 林涵妮 (1999)，「影響國小教育人員接受創新態度與教學科技接受程度因素之研究」，台南師範學院國民教育研究所碩士論文。
6. 洪明奇 (2002)，「以科技接受模式探討供應鏈管理之採用」，國立中正大學資訊管理研究所碩士論文。
7. 洪嘉培、袁心玫 (2002)，「虛擬社群經營模式之探討―以優仕網為例」，南華大學傳播管理研究所碩士論文。
8. 郭鑑德 (2004)，「科技接受模式在行動上網市場之實證研究」，銘傳大學管理學院高階經理碩士學程在職專班碩士論文。
9. 陳潔如 (1999)，「以技術預測方法探討互動式有線電視之發展趨勢」，國立交通大學科技管理研究所碩士論文。
10. 陳順宇 (2004)，「多變量分析」，第三版，華泰文化事業股份有限公司，台北。
11. 黃俊英 (1999)，「行銷研究管理與技術」，第六版，華泰文化事業股份有限公司，台北。
12. 童敏惠 (1997)，「大學圖書館視聽服務的新嘗試---以台大圖書館多媒體服務中心為例」。大學圖書館，1(4)，P.71-79
13. 楊佳憲、劉水深 (1988)，「行銷管理辭典」，華泰書局，台北。
14. 蔡宗霖 (2002)，「網路電子付款機制接受度之研究－以IC金融卡為例」，國立台灣科技大學資訊管理研究所碩士論文。
15. 榮泰生 (1998)，「行銷研究」，五南圖書出版有限公司，台中。
16. 廖晏毅 (2003)，「探討互動式電視對數位資訊服務產業生態之影響」，國立中央大學企管系在職專班碩士論文。
17. 謝宗帆 (2004)，「網路多媒體隨選系統接受度實證研究」，世新大學資訊傳播學系碩士論文。
18. 謝政益 (2003)，「網路電話接受度之研究」，國立台灣科技大學資訊管理研究所碩士論文。
二、英文文獻：
1. Ajzen, I., “From Intentions to Actions：A Theory of Planned Behavior”, in Action Control from Cognition to Behavior, pp.11-39,1985.
2. Barnett, H.G., “Innovation: The Basic of Cultural Change”, McGrew-Hill Book Company, Inc., New York, 1953.
3. Bentler, P. M., “Comparative Fit Indices in Structural Models”, Psychological Bulletin, 107, pp.238-246, 1990.
4. Browne, M.W. and Cudeck, R., “Alternative Ways of Assessing Model Fit”, In Testing Structural Equation Models, bollen, K.A. and Long, J.S. eds. Newbury Park, CA, Sage, 1993.
5. Buselle, R., Reagan, J., Pickleton, B. and Jackson, K., “Factors Affecting Internet Use in a Saturated-Access Population”, Telematics and Information, 16(1-2), pp.45-58, 1999.
6. Chau, P.Y.K., “An Empirical Investigation on Factors Affecting the Acceptance of CASE by System Developers”, Information and Management, 30(6), pp.269-280, 1996.
7. Chen, L.D. and Tan, J., “Technology Adaptation in E-commerce: Key Determinants of Virtual Stores Acceptance”, European Management Journal, 22(1), pp.74-86, 2004.
8. Davis, F.D., “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS Quarterly, 13(3), pp.319-340, 1989.
9. Davis, F.D., Bagozzi, R.P. and Warshaw, P.R., “Extrinsic and intrinsic motivation to use computers in the workplace”, Journal of Applied Social Psychology, 22, pp.1111-1132, 1992.
10. Dodds, W.B., Monroe, K.B. and Grewal, D., “Effects of price, brand, and store information on buyers’ product evaluations”, Journal of Marketing Research, 28(3), pp.307-319, 1991.
11. Fishbein, M. and Ajzen, I., “Belief, attitude, intention and behavior: An introduction to theory and research.” Reading (MA): Addison-Wesley, 1975.
12. Gefen, D., “E-Commerce: The Role of Familiarity and Trust”, Omega: The International Journal of Management Science, 28(6), pp.725-737, 2000.
13. Guiltinan, J. P., “Launch Strategy, Launch Tactics and Demand Outcomes”, Journal Product Innovation Management, Vol.16, pp.509-529, 1999.
14. Hair, J.F., Rolph, E.A., Ronald, L.T. and William, C.B., “Multivariate Data Analysis”, Englewood Cliffs, NJ, Prentice Hall, 1995.
15. Holak, S.L. and Lehmann, D.R., “Purchase intentions and the dimensions of innovation: An exploratory model”, Journal of Product Innovation Management, 7(1), pp.59-73, 1990.
16. Hu, P.J., Chau, P.Y.K., Sheng, O.R.L. and Tam, K.Y., “Examining the Technology Acceptance Model Using Physician Acceptance of Telemedicine Technology”, Journal of Management Information Systems, 16(2), pp.91-112, 1999.
17. Igbaria, M., Zinatelli, N., Cragg, P. and Cavaye, L. M., “Personal computing acceptance factors in small firms：A structural equation model” MIS Quarterly, 21(3), pp.279-305, 1997.
18. Igbaria, M., Guimaraes, T. and Davis, G.B., “Testing the Determinants of Microcomputer Usage via a Structural Equation Model”, Journal of Management Information Systems, 11(4), pp.87-114, 1995.
19. Joreskog, K.G. and Sorbom, “Product Familiarity and Learning New Information”, Journal of Consumer Research, 11, pp.542-550, 1993.
20. Katz, M. and Shapiro, C., “Network Externalities, Competition, and Compatibility”, American Economic Review, 75(3), pp.424-440, 1985.
21. Kegerreis, R.J., Engel, J. F. and Blackwell, R.D., “Innovativeness and Diffusion: A Marketing View of the Characteristics of Earliest Adopters”, Research in Consumer Behavior, Holt, Rinhart and Winston, New York, pp671-701, 1970.
22. Kotler, P., “Marketing Management”, Prentice-Hall International, Inc., 10th edition, 2000.
23. Likert, R., “A technique for the measurement of attitudes”, Summers G. (Hrsg.), Attitude measurement, Rand McNally, pp.149-158, Chicago, 1970.
24. Lou, H., Luo, W. and Strong, D., “Perceived critical mass effect on groupware acceptance”, European Journal of Information System, 9(2), pp.91-103, 2000.
25. Magid, I., Juhani, I. and Hazem, M., “Why do individuals use computer technology？A Finnish case study”, Information and Management, 29(5), pp.227-238, 1995.
26. Mahler, A. and Rogers, E.M., “The diffusion of interactive communication innovations and the critical mass: the adoption of telecommunications services by German banks”, Telecommunications Policy, 23(10-11), pp.719-740, 1999.
27. Mathieson, K., “Predicting User Intention：Comparing the Technology Acceptance Model with Theory of Planned Behavior”, Information Systems Research, 2(3), pp.173-191, 1991.
28. Markus, M.L., “Toward a ‘critical mass’ theory of interactive media”, In Fulk, J. and Steinfield, C.W., Perspectives on new information technology in organizations, Newbury Park, CA: Sage, 1990.
29. Moore, G. C. and Benbasat, I., “Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation”, Information Systems Research, 3(2), pp.192-222, 1991.
30. Nunally, J.C., “Introduction to Psychological Measurement”, New York: McGraw-Hill, 1970.
31. Oliver, P.E., Marwell, G. and Teixeira, R., “A theory of the critical mass: interdependence, group heterogeneity, and the production of collective action.” American Journal of Sociology, 91(3), pp.522-556, 1985.
32. Oliver, P.E. and Marwell, G., “Whatever Happened to Critical Mass Theory？A Retrospective and Assessment”, Sociological Theory, 19(3), pp.292-311, 2001.
33. Pae, J.H. and Hyun, J.S., “The impact of technology advancement strategies on consumers’ patronage decisions”, Journal of Product Innovation Management, 19, 375-383, 2002.
34. Peter, J.P. and Olson, J.C., “Consumer Behavior and Marketing Strategy”, IRWIN, 1993.
35. Robertson and Thomas S., “The Process of Innovation and the Diffusion of Innovation”, Journal of Marketing, 31(1), pp.14-19, 1967.
36. Rogers, E. M., “Diffusion of Innovations”, 3rd, New York: Free Press, 1983.
37. Rogers, E. M., “Diffusion of Innovations”, 4th, New York: Free Press, 1995.
38. Schiffman, L.G. and Kanuk, L.L., ”Consumer Behavior”, 5th , Prentice-Hall, 1994.
39. Sega, V.L. and Zmud, R.W., “The Nature and Determinants of IT Acceptance, Routinization and Infusion”, IFIP Transaction A: Computer Science and Technology, A-45, pp.67-86, 1994.
40. Szajna, B., “Empirical Evaluation of the Revised Technology Acceptance Model”, Management Science, 42(1), pp.85-92, 1996.
41. Taylor, S. and Todd, P.A., “Understanding Information Technology Usage: A Test of Competing Models”, Information System Research, 6(2), pp.145-176, 1995.
42. Tornatzky, L.G. and Klein, K.J., “Innovation Characteristics and Innovation Adoption-Implementation: A Meta-Analysis of Findings”, IEEE Transactions on Engineering Management, 29(1), pp.28-45, 1982.
43. Valente, T.W., “Network models of the diffusion of innovations”, Creskill, NJ: Hampton Press, 1995.
44. Venkatesh, V. and Davis F.D., “A model of the antecedents of perceived ease of use: Development and Test”, Decision Sciences, 27(3), pp.451-481, 1996.
45. Venkatesh, V. and Davis, F.D., “A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies”, Management Science, 46(2), pp.186-204, 2000.
46. Vrakking, W.J., “The Innovative Organization”, Long Range Planning, 23(2), pp.94-102, 1990.
47. Wu, J.H. and Wang, S.C., “What drives mobile commerce？An empirical evaluation of the revised technology acceptance model”, Information and Management, 2004.
48. Yi, M.Y. and Hwang, Y., “Predicting the use of web-based information systems: self-efficacy, enjoyment, learning goal orientation, and the technology acceptance model”, International Journal of Human-Computer Studies, 59(4), pp.431-449, 2003.
49. Yu, J., Ha, I., Choi M. and Rho, J., “Extending the TAM for a T-commerce”, Information and Management, 2004.
三、網路資料：
1. 中華電信(MOD)網站：http://mod.cht.com.tw/MOD/Web/index.php
2. 聯合新聞網：http://udn.com/NEWS/mainpage.shtml
3. 挑戰2008--國家發展重點計畫研討會議資：http://www.cepd.gov.tw/2008/index.htm
4. 中華民國行政院新聞局：http://info.gio.gov.tw/ct.asp?xItem=20317&ctNode=2530
5. 資訊圖書館：http://infolib.ncl.edu.tw/info/in1-2.asp
6. 交通部電信總局：http://www.dgt.gov.tw/Chinese/Regulations/5.1/Telecom-Acts.shtml