隨著行動通訊技術與產業日漸成熟，全球手機用戶數不斷攀升，手機已成為許多人隨身攜帶且不可或缺的每日必須產品之一。根據市場研究機構IDC表示，在2006年全球手機廠商一共出貨10億1900萬台手機，比2005年的8億3280萬台上昇了22.5％。手機市場和用戶的規模如此龐大，遠超過其他資訊和消費性電子終端產品的市場規模。再加上手機幾乎是每天隨身攜帶的必需品，這吸引了手機業者將各式各樣的應用整合至手機上，也對原有的資訊和消費性電子產品產生了侵蝕與威脅的效果。在通訊網路技術的進步下，能夠提供更快速的資料傳輸效率，使得行動上網(Mobile Internet)更為順暢。因此，在手機上整合電視視訊 (Video)、語音 (Voice)、數據網路 (Data)等功能，已經形成必然的趨勢，如此的服務內容，可以稱做為行動三合一服務。
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」探索消費者對行動電視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電視服務之動機過程。此外就行動電視試播團隊業者而言，透過「方法目的鏈」可瞭解其所重視之行動電視服務屬性意義為何，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電視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「服務內容屬性」、「價格屬性」等產品屬性有認知上的差異；在消費結果中「人際關係及新奇」和「生活娛樂」有認知差異；最後在「歸屬感」、「刺激」等價值感受有認知上的差異。

The technology and industry of mobile communication are growing up day by day, and the global users of cellular phone are rising constantly. Cellular phone has been the one of the essential products to carry with people everyday. According to the marketing research institution, IDC, indicates that the global cellular phone manufacturers totally produced 1 billion and 19 million cellular phones in 2006, and it rose 22.5% than the cellular phones which were produced 832.8 million in 2005. The scale of the marketing and users of cellular phone is so huge, and it exceeds far in the marketing scale of the other information and consumption electric terminal products. Furthermore, cellular phones are the requirements with people everyday, and this attracts the cellular phone operators to integrate all kinds of applications into cellular phones, and it also exert an erosion and threat influence to original information and consumption electric products. By the improvement in technology of the communication network, it can provide the faster data transmission rate, and it can make the mobile internet smoothly. Therefore, to integrate video, voice and data into cellular phone is an inevitable trend. What the service can be called “mobile triple-play”.
A lot of studying approve that “Means-end Chain” is an 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 TV services with “Means-end Chain”, and to understand the motion of using mobile TV services from consumer. As for operators, they can understand what means for the attributes of mobile TV 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 “service content attribute “ and “price attribute”. There are cognitive differences between operator and consumer for “interpersonal relationship and novelty” and “life entertainment”, and for “belonging “and “stimulus” of value.

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