隨社會變遷，科技日新月異，行動電話已普及至全球，此外，隨著網路時代來臨，許多事務皆可透過網路點選、操作即可完成。本研究旨在瞭解行動電話業者推出網站上的客戶自助服務，是否能成功引導使用者使用。本研究以科技接受模型來建立行動電話用戶對於客戶自助服務網站之使用意願，並提供國內相關網路自助服務業者經營上之參考。
結論發現，部分的創新擴散理論變數對於科技接受模型具有部分的中介影響，所以當行動電話用戶有好的客戶自助服務使用經驗時，就會推薦給其他人，間接幫業者推廣該服務；若行動電話用戶使用經驗不佳時，則反之。
故根據結論，本研究針對業者提出相關建議，業者可透過以下建議作為經營自助服務網站之參考方向：1)提供「網站地圖」功能，降低迷路的風險、2)持續觀察使用者行為，瞭解最喜歡及最容易中斷的網站位置、3)依據分析結果，持續改善操作介面或步驟，給予使用者更方便的操作模式、4)提供更完整的安全保護性，讓用戶安心的使用服務、及5)與其他異業結盟，以提供更多服務。

With the changing of society and the advancing of technology, mobile phone has become very common around the world. Besides, with the coming of Internet’s era, more and more activities can be done by clicking a mouse simply. This purpose of this research is to understand whether it is success in guiding users when mobile phone operator promoting the customer auto service on their website. This research took technology acceptance model to investigate mobile phone users’ using willingness toward customer auto service on the website, the results may be a reference to domestic auto-service related operator for running their business.
The research result shows that part of the variables of diffusion of innovation theory has mediating impact on technology acceptance model. Thus, mobile phone user will recommend to others when he/she has good experience of using customer auto service. For operators, this will be a great helping for promoting that service, vise versa.
According to the research results, this research provides some suggestions for operators when conducting auto service website. These suggestions are as follow: 1) provide “website map” function to diminish the crisis of getting lost 2) keep observing customer behavior to understand the most popular and the most breakable part of the website position 3) keep modi fying user interface to provide the most convenient manipulating model to users according to analysis result 4) provide more services of security protection to make users relieved 5) try to get horizontal alliance to provide more services to users.

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