根據交通部電信總局所公佈之數據顯示，2006年第二季為止，台灣手機門號數為2280萬戶以上數據包含(2G+PHS+3G)，換算為普及率則為99.9%，換句話說台灣境內幾乎人手一機，因此無庸置疑地電信業者開始積極開發可以引人入勝並流連忘返的行動加值服務。然而隨之而來的並不是業者一廂情願所擘畫的願景，根據資策會ACI-FIND(2005)的調查，台灣行動電話滲透率雖高居全球第1名，但行動上網普及率卻僅有8%，這意味著多數消費者只是拿手機撥接電話，對於行動加值服務卻敬而遠之。
許多研究認為「方法目的鏈」(Means-end Chain)能提供我們一個瞭解消費者心理和行為很有效的方法(Gutman and Reynolds 1979; Gutman 1982; Florence and Rapacchi 1991; Olson and Reynolds 2001)。本研究擬以「方法目的鏈」探索消費者對行動加值服務的屬性看法與自己本身價值知覺之關聯，以瞭解消費者採用行動加值服務之動機過程。此外就行動通訊業者而言，透過「方法目的鏈」可瞭解其所重視之行動加值服務屬性意義為何，並預期為消費者帶來什麼消費結果和價值感受，以期彙整比較出消費者與業者運用方法目的鏈於行動加值服務之價值認知結構差異。
研究結果顯示業者及消費者具有不同的價值認知結構，換句話說，業者及消費者在「屬性-結果」、「結果-價值」、和「屬性-價值」三種鏈結關係中表現出不同的鏈結關係；同時個別在「屬性」、「結果」和「價值」的差異檢定中亦顯示，業者及消費者對於「內容屬性」、「優化屬性」、「入門屬性」等產品屬性有認知上的差異；在消費結果中「多元化生活」和「解決問題與提供在地資訊」有認知差異；最後在「自我肯定」、「刺激」和「享受生活」等價值感受有認知上的差異。

According to the data from the director general of telecommunications of Ministry of Transportation and Communications, the number of subscriber is more than 22,800,000 (2G +PHS +3G) in the second season of 2006 in Taiwan. It is almost 99.9% to convert as the popularity, in other words nearly everyone holds a cellular phone in Taiwan, and therefore operators begin to develop the absorbing and enjoyable mobile value-add services. However the dream doesn’t come true, according to the investigation of ACI-FIND (2005), the popularity rate of cellular phone is the 1st in the whole world, but the rate for mobile internet only 8%, this mean most consumer just use voice service with cellular phone, and keep someone at a respectful distance to use mobile value-add services.
A lot of studying approve that ' Means-end Chain ' is a effective method that can offer one to understand consumer's psychology and behavior (Gutman and Reynolds 1979; Gutman 1982; Florence and Rapacchi 1991; Olson and Reynolds 2001). This research plans to explore consumer's attribute and relative one's own value of mobile value-add services with ' Means-end Chain ', and to understand the motion of using mobile value-add services from consumer. As for operators, they can understand what means for the attributes of mobile value-added services that operators attach importance to through ' Means-end Chain ', and expect to bring what consumption result and value. And the research makes up the value cognitive structure difference through comparing consumer and operator with Means-end Chain.
The results of study show that operator and consumer have different value cognitive structure, in other words, operators and consumers have different link relations in ' attribute - result ', ' result - value ', and ' attribute - value.' At the same time the results of Compare Means in ' attribute ', ' result ' and ' value 'also show the difference between operator and consumer for ' content attribute ', 'optimized attribute' and ' basic attribute.' There are cognitive differences between operator and consumer for ' rich life’ and ' solve the problem and offer in ground information’ of consumption result and for ' since I sure ', ' stimulate ' and ' enjoy life’ of value.

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