Mobile Data Service – A Perceived Value Structure of Taiwan's Consumers

This study examined mobile phone users' value perceptions of the mobile data service. The means-end chain method was employed to study the perceptive paths between attributes and consequences and value. It was found by multiple regression analysis that 31 significant paths out of 88 possible paths were established to describe the structure of value in mobile data service which indicated a flourishing Internet content environment with abundant usage functions would help consumers to use more of this service; while the identified value paths could help system developers recognize these critical elements to improve the service design and enhance the market.