在WiMAX技術成熟的環境下，行動加值應用服務有了更大的發展性。許多行動內容服務與電信業者看準了行動服務的前景，紛紛致力於提供各種型態的行動服務。其中，行動社群服務 (Mobile Community Services)乃是結合了虛擬社群概念與行動設備所出現的加值服務。行動社群相關服務在歐美日各國早已行之有年，但在台灣卻尚未普及化，本研究利用科技採用模型(Technology Acceptance Model, TAM)作為基礎，進一步結合業界訪談，找出可能影響行動社群服務的採用因素！
研究結果發現，除了努力預期與社會性影響兩因素對採用意圖具有顯著的影響效果外，績效預期、知覺娛樂性以及知覺行為控制對於採用意圖皆並未產生顯著的影響。此外，本研究也發現，自我效能的確對於知覺行為控制有正向的影響效果，知覺財務資源對於知覺行為控制的影響並不大，而主觀規範對於社會性影響也具有正向的影響效果。

Because of the WiMAX technology, mobile services have more and more directions for applicating. Many mobile content providers endeavor to develop various mobile value-added services for their promising future. Among them, the most interesting service is Mobile Community Service, which combines the characteristics of virtual community and mobile device. Mobile Community Services are prevalent in European, Japan and U.S.A for years, but not in Taiwan. Although there are some novel Mobile Community Services in Taiwan, however, the acceptance degree is still low. For this reason, this study is trying to discuss what factors influencing people to use these services.
The study results show that the Effort Expectancy and Social Influence both have significant effect on the usage intention. Besides, the Performance Expectancy, Perceived Enjoyment and Perceived Behavior Control aren't demonstrated to have significant effect on the usage intention.
Finally, this study finds that the Self-Efficacy is positive to Perceived Behavior Control. In addition, there isn't significant relation between Perceived Finance Resources and Perceived Behavior Control, but between Subject Norms and Social Influence. Based on study findings, we provide some suggestions about marketing to the mobile content providers.

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