隨著即時業務需求、軟體功能品質提昇、大量資金投入、快速建置基礎設備與顧客使用意願提昇等關鍵因素影響，市場已由電子商務或電子商業進入到多裝置與多網路的行動化商業模式. 多媒體訊息服務(MMS)儼然成為行動應用產業中最具潛力的明日之星，而探索何種因素影響使用者接受MMS為電信業者最想了解的議題。本研究以技術接受理論(TAM)為基礎，建構使用者對MMS使用的技術層面認知信念，包括：認知有用、認知易用，此外，加入認知成本因素以了解使用者對新行動科技應用所擁有的資源考量。在社會因素方面，以社會心理學理論，建構使用者對MMS使用的社會層面認知信念，包括：社會規範、社會情緒與認知關鍵多數。研究使用網路問卷調查方式收集資料，並針對238個已使用與潛在使用者二個族群樣本，採用結構化方程模式進行資料分析，進而了解何種因素影響已使用者與潛在使用者對MMS接受的認知因素. 研究結果發現認知有用性與社會情緒對於所有使用者使用MMS意願，達到顯著的影響性。學術與管理上的意涵將提供給研究者與行動服務經營者參考。

The rapid growth of wireless communication technology, together with the increasingly high diffusion rate of the Internet, is promoting mobile commerce (MC) as a significant application for both business and users. Multimedia Messaging Service (MMS) may be one of the killer applications in mobile internet. While past studies using Technology Acceptance Model (TAM) to predict acceptance behavior from a technology perspective, little is known about the report of social perspective on acceptance behavior. This study presents an extended TAM that integrates social influence theory, perceived user resource into the TAM to investigate what determines the MMS acceptance of pre-adopters and post-adopters. The proposed model was empirically tested using data collected from a survey of 238 mms post-adopters and post-adopters. The findings indicate pre-adopters were mainly attracted by technological factors, whereas post-adopters were influenced by social determinants. The result suggests that the practitioner should make efforts to societal motivation as well as technology motivation.

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