第三代行動通訊(third generation, 3G)隨時隨地高速上網之特性對休閒娛樂、資訊搜尋與行動電子商務產生極大的衝擊。本研究探討 3G 何種功能特性對不同特質消費者在採用 3G 服務上具顯著影響？不同創新態度消費者在採用 3G 服務上是否有所差異？此為行動電話業者與網路服務提供者(ISP)極度關心之議題。
本研究採便利性抽樣以台灣北部地區之消費者為研究樣本，經網路問卷調查歷時二週，共回收有效問卷 134 份，整體信度為 0.8399。透過以社會因素、經驗價值與創新態度為自變數，3G 功能特性為中介變數，3G 採用意願為依變數的路徑分析(path analysis)，研究發現社會因素中網路效應與參考群體、經驗價值中消費者網路經驗與科技享樂主義對採用 3G 服務意願有顯著之影響；唯創新態度構面對採用意願無顯著之影響，顯示 3G 所提供的功能雖具創新性，然不足以顯著影響消費者升級 3G 服務，此研究結果可供 3G 系統業者與服務業者未來努力的方向。

The mobile communication (third generation, 3G) which has the high speed access to Internet anytime and anywhere has the enormous impact to the entertainments, the searching information and mobile electronic commerce. This research discusses what kinds of function characteristics have remarkable influence to some different special characteristic consumers to use 3G value-added services. The various innovativeness consumers differ in uses 3G service. These issues are really cared by the mobile entrepreneur and network service provider (ISP).
This research uses convenient sampling by the network questionnaire lasted two weeks on the north Taiwan. It gets 134 effective questionnaires and the overall reliability is 0.8399.
By using the path analysis with the social factor, the experience value and the innovativeness as the independent variables, the 3G function characteristic as the intermediary variable, 3G adoption as dependent variable, this research discovers that the social factor (the network effect and the reference group) and the experience value (the consumers’ network experience and technology hedonism) have the significant influences to 3G adoption. However the innovativeness factor has non-significant influence to 3G adoption. It’s demonstrated that although 3G value-added services provide some innovative functions, but it’s obviously insufficient to affect them to promote. These findings may be the future endeavor to research and develop of the value-added services for the 3G
entrepreneurs.