Chunghwa Telecom puts an emphasis on innovation, broadband connection and added value, and takes active actions for implementing fiber-optic networks in recent years, embracing an age that challenges broadband convergence Internet services. This study aimed to investigate the influence of product attributes and user perception on consumer acceptance and willingness to use, and further looked into how the moderating variable of service innovation for introducing new products would affect consumers’ willingness to use. The research framework of this study was based on Technology Acceptance Model. The surveyed subjects were comprised of consumers who had visited Chunghwa Telecom’s e-Life Display Center. The research results showed that comparative advantage and compatibility of product attributes as well as perceived usefulness, perceived ease of use and perceived enjoyment of user perception were all positively correlated to each other, except for only experience compatibility. In addition, in terms of the moderating variable of service innovation for introducing new products, it was found that innovative products at the introduction stage did not have any positive, significant influence on consumers’ willingness to use fiber-optic networks. As for products at growth stage, it has a positive, significant influence on the moderating variable of consumers’ willingness to use fiber-optic networks. The findings of this study showed that consumers are willing to accept and use fiber-optic networks; however, most of the new products added-on to fiber-optic networks are not favored by consumers. The above findings are expected to provide references for Internet service providers, as they are developing new products, in order to successfully develop new products that are popular with the market.
