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研究生： 王丹尼
Werner, Daniel
論文名稱： Does Mobile Internet Enhance Driving Experience? – A Study of Taiwan Car Users’ Attitudes
Does Mobile Internet Enhance Driving Experience? – A Study of Taiwan Car Users’ Attitudes
指導教授： 偉耶倫
Webb, Alan J.
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士班
Institute of International Management (IIMBA--Master)
論文出版年： 2011
畢業學年度： 100
語文別： 英文
論文頁數： 104
外文關鍵詞： mobile internet, analytic hierarchy process, AHP
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    • The objective of this study is to find out how mobile internet cars could enhance driving experience and how Taiwanese consumer would value different features of mobile internet in cars. Internet has become one of the most important factors of today’s economy and since people are accessing the internet via smartphones, new and safer ways of using internet inside cars need to be found. The results of the AHP-survey reveals that Safety has the highest score (52.97%) followed by Convenience (18.22%) and Information (16.85%). Entertainment has with 11.97% the lowest score. The most wanted features are Maintenance Information (25.71%), Traffic Information (15.54%) and Car-to-car communication (11.72%). In the middle are Connection to public transportation (8.42%), Navigation with real-time updates (7.96%), Parking spot finder (6.79%), Weather information (5.76%), Music via IP (5.18%) and Movies via IP (for passengers only) has 4.81%. The least wanted features are Voice over IP connectivity (3.46%), access to social networks (2.67%) and edutainment (1.98%).

    ACKNOWLEDGEMENTS I ABSTRACT II TABLE OF CONTENTS III LIST OF TABLES VI LIST OF FIGURES VIII CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation. 1 1.2 Research Objectives. 3 1.3 Research Procedure. 5 1.4 Research Structure. 6 CHAPTER TWO LITERATURE REVIEW 7 2.1 Safety. 7 2.1.1 Car-to-Car Communication. 7 2.1.2 Traffic Information. 8 2.1.3 Maintenance Information. 9 2.2 Convenience. 10 2.2.1 Parking. 10 2.2.2 Navigation. 11 2.2.3 VoIP. 12 2.3 Information. 13 2.3.1 Social Network Access. 13 2.3.2 Weather Information. 14 2.3.3 Connection to Public Transportation Time Schedule. 15 2.4 Entertainment. 17 2.4.1 Edutainment. 17 2.4.2 Music Over the Air. 18 2.4.3 Movies for Passenger. 19 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 21 3.1 Choosing an appropriate methodology 21 3.2 AHP (Analytic Hierarchy Process). 24 3.3 Research Model. 30 3.4 Construct Measurement. 32 3.5 Questionnaire Design. 32 3.6 Sampling Plan. 34 3.7 Data Analysis Procedures. 34 CHAPTER FOUR RESEARCH RESULTS 36 4.1 Factors Evaluation and Consistency Analysis. 36 4.2 AHP Computation. 40 4.2.1 Level Two. 40 4.2.2 Level Three. 42 4.2.3 Overall Computation of All Level Three Items. 48 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 51 5.1 Conclusions. 51 5.2 Implications for the Car Industry. 52 5.3 Limitations and Future Research Directions. 54 REFERENCES 58 APPENDICES 60 Appendix 1: Survey (English version) 60 Appendix 2: Survey (Chinese version) 64 Appendix 3: List of Abbreviations. 70 Appendix 4: Online Sources Text Collection. 71 Appendix 5: Calculation of all 47 respondents. 102

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