近年來台灣線上遊戲的蓬勃發展，由資策會2008年的產業情報資料顯示到台灣線上遊戲市場已達百億規模且仍逐年成長中，另由資策會2006年台灣網路娛樂市場發展趨勢前瞻情報資料顯示，電信小額付款已成為台灣最常使用的網路娛樂付費方式之一。基於以上廣大市場商機及電信技術商業應用之考量，本研究主要的目的鎖定線上遊戲學生玩家為主軸，針對電信小額付款領域進行較深入的客戶接受度探討，以期瞭解學生玩家對於電信小額付款的觀感，並推演出更佳的配套行銷模式。
由於探討線上遊戲玩家對電信小額付款服務的接受度是一門全新的課題，故本研究方法以二階段進行，第一階段透過焦點群體訪談方式瞭解影響玩家對於電信小額付款服務的影響因素，第二階段以整合型科技接受模式為理論架構，透過問卷調查法取得量化資料，以了解線上遊戲玩家對電信小額付款服務的接受度。
本研究發現，學生玩家可能因習慣於便利商店購買遊戲點數或因電信帳單大都由父母繳費，怕父母知道自己在玩線上遊戲，而不使用電信小額付款服務購買遊戲點數。因此，電信業者除了應加強小額付款在網路虛擬購買通路的行銷手法外，亦可建置實體的遊戲點數銷售通路，以加入實體銷售通路競爭，分享百億商機。

According to the Industrial Service Information provided by the Institute For Information Industry in year 2008, the online game population in Taiwan has not only been growing rapidly over these years, but has reached ten billions of users in statistics. On the other hand, it was also stated in the data of Exporing the Internet Entertainment Industry in Taiwan, supported by the Institute For Information Industry in year 2006, that micropayment through telecom companies has became one the most popular method of disbursing internet entertainment payments. To meet the large demand of the consumer market while considering the commercial pursuits of telecommunication technologies, this study targets on the student players of online games, and provides an in-depth research on the acceptance of telecom based micropayment to the target group. The purpose of this study is to find out the target group’s opinion toward telecom based micropayment, and to establish a better marketing package comparing to the existing strategies in the industry.
As a preliminary research of online game players’ acceptance to telecom based micropayment, this study has been conducted in two different stages: the first stage of this research is to discover the possible factors which negatively influence the online game users’ acceptance of micropayment through telecom companies; the second stage is to apply the Unified Theory of Acceptance and Use of Technology (UTAUT) as a framework, and to acquire quantified data through questionnaire survey method in order to obtain the results of users’ acceptance.
As a conclusion, this study found out that student players refuse to use telecom based micropayment because of the habit of purchasing online game time card/code in a convenient store, or because they are afraid that their parents may found out of the online game charges when paying the telecom bill. Therefore, aside from the strengthened marketing strategies of micropayments for the virtual orders online, the telecommunication service providers should also set up physical sales channels to be more competitive in this highly profitable market

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