| 摘要 | 第1-7页 |
| Abstract | 第7-10页 |
| Chapter 1 Introduction | 第10-20页 |
| ·Research background and motivation | 第10-15页 |
| ·Introduction and development situation of 3G | 第10-12页 |
| ·Mobile value-added services (MVAS) | 第12-13页 |
| ·3G mobile value-added services | 第13-15页 |
| ·Aims and significance of the research | 第15-16页 |
| ·Research aims | 第15页 |
| ·Research significance | 第15-16页 |
| ·Research participants selection | 第16页 |
| ·Research methods and framework | 第16-20页 |
| ·Research methods | 第16-17页 |
| ·Research process and procedure | 第17-19页 |
| ·Structure and main content | 第19-20页 |
| Chapter 2 Literature review | 第20-37页 |
| ·Basic theories | 第20-26页 |
| ·Theory of reasoned action (TRA) | 第20页 |
| ·Theory of planned behavior (TPB) | 第20-21页 |
| ·Technology acceptance model (TAM) | 第21-23页 |
| ·Technology acceptance model2 (TAM2) | 第23-24页 |
| ·The unified Theory of Acceptance and Use of Technology (UTAUT) | 第24-25页 |
| ·Innovation diffusion theory (IDT) | 第25-26页 |
| ·Research status of 3G MVASs | 第26-34页 |
| ·Research status of MVAS adoption (not classified) | 第27-29页 |
| ·Research status of a certain MVAS adoption | 第29-34页 |
| ·The analysis of the existing research | 第34-35页 |
| ·Difference of three definitions | 第35-37页 |
| ·Definition of mobile commerce (MC) | 第35页 |
| ·Definition of mobile data services (MDS) | 第35页 |
| ·Compare of the definitions | 第35-37页 |
| Chapter 3 Conceptual Model and Hypotheses | 第37-46页 |
| ·Research orientation | 第37-38页 |
| ·Basic theory of the research | 第37-38页 |
| ·Research angle | 第38页 |
| ·Integration model of TAM and IDT | 第38-41页 |
| ·Relevance of TAM and IDT | 第38-39页 |
| ·Researches about Integration with IDT & TAM and formation of the Integration model | 第39-41页 |
| ·Hypotheses about the integration model | 第41页 |
| ·External variables of the integration model of TAM&IDT and the related hypotheses | 第41-43页 |
| ·Hypotheses about personal innovativeness (PI) | 第42页 |
| ·Hypotheses about perceived enjoyment (PE) | 第42页 |
| ·Hypotheses about perceived cost (PC) | 第42-43页 |
| ·Research model and reference of the hypotheses | 第43-46页 |
| ·Reference of the hypotheses | 第43-44页 |
| ·Research model | 第44-46页 |
| Chapter 4 Research Design and Methodology | 第46-51页 |
| ·Definition of the variables | 第46-47页 |
| ·Questionnaire forming | 第47-50页 |
| ·Process of questionnaire forming | 第47-48页 |
| ·Questionnaire structure and item design | 第48-50页 |
| ·Research participants and sampling | 第50-51页 |
| ·Sample size | 第50页 |
| ·Research participants | 第50-51页 |
| Chapter 5 Data analysis | 第51-68页 |
| ·Sample overview | 第51-54页 |
| ·Validity analysis | 第54-56页 |
| ·Reliability analysis | 第56-58页 |
| ·Hypothesis test and results analysis | 第58-68页 |
| ·Regression analysis of attitude | 第59-61页 |
| ·Regression analysis of intention | 第61-62页 |
| ·Regression analysis of perceived usefulness | 第62-64页 |
| ·Regression analysis of perceived ease of use | 第64-65页 |
| ·Regression analysis of perceived enjoyment | 第65-68页 |
| Conclusion | 第68-70页 |
| Innovation of the research | 第68页 |
| The main contribution | 第68-69页 |
| Suggestions for mobile operators | 第69页 |
| Direction of future research | 第69-70页 |
| Acknowledgement | 第70-72页 |
| References | 第72-78页 |
| Publication during graduate years | 第78-79页 |
| Appendix | 第79-89页 |
