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系統識別號 U0026-0702201018362900
論文名稱(中文) 誤選行動電話資費之前因與後果
論文名稱(英文) The Antecedents and Consequences of Choosing A Wrong Mobile Phone Tariff
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 98
學期 1
出版年 99
研究生(中文) 林建均
研究生(英文) Chien-Chun Lin
學號 r9696110
學位類別 碩士
語文別 中文
論文頁數 71頁
口試委員 指導教授-蔡東峻
口試委員-陳勁甫
口試委員-黃光渠
中文關鍵字 誤選資費  資費複雜度  促銷方案  保險效應  價格意識  負面情緒  行為意向 
英文關鍵字 wrong tariff-choice  tariff complexity  promotion attraction  price consciousness  insurance effect  negative emotion  behavior intention 
學科別分類
中文摘要 台灣行動電話服務普及率已逾100%,各電信業者為了拓展新客源並保留既有客戶,均推出促銷方案,讓消費者有更多機會去選擇適合自己之資費。但要選擇符合實際需求的資費卻不容易,使得誤選資費已成為行動電話用戶常見問題之一。因此本研究即以誤選行動電話服務為研究範疇,從消費者之角度了解消費者誤選資費的前因,以及誤選資費後衍生之負面情緒歸因與後續行為意向。

  當用戶選錯資費,知覺資費複雜度、促銷方案的吸引力、本身保險效應偏見及價格意識等程度之高低,是否會影響負面情緒歸因?對業者或對自己之負面情緒,又會如何影響到後續之行為意向?為探討上述問題,本研究透過文獻探討建立研究假設,並透過網路及現場問卷發放來蒐集實證資料。回收之有效樣本數為451份,除篩選出102份誤選樣本作假設驗證分析外,也比較誤選用戶與選對用戶在各研究構面的差異,所得到之結論臚列如下:

一、 知覺資費複雜度高之誤選資費用戶對業者有較強烈的負面情緒,且最可能轉換至其他業者
二、 誤選資費用戶受促銷方案吸引的程度高低,對負面情緒之影響不大
三、 本身具有高保險效應之誤選資費用戶,對於自己的負面情緒,會比低保險效應之誤選資費用戶還強烈,且維持現狀意願較高
四、 當用戶知覺資費複雜度高時,較容易誤選資費
五、 誤選資費用戶的負面情緒較強烈
六、 相較於選對資費用戶,誤選資費用戶較可能轉換、抱怨及負面口碑,且維持現狀之意願也較低
英文摘要 The penetration rate of mobile phone in Taiwan has been over 100%. In order to attract and retain customers, service providers launch various promotion programs. Thus, subscribers have many alternatives to choose suitable tariff. However, it’s difficult for subscribers to select a correct tariff to meet their real needs. Therefore, choosing the wrong tariff has become one of the major problems faced by mobile phone subscribers. This study attempts to examine the issue of choosing the wrong tariff from customers’ viewpoints by investigating the antecedents of choosing the wrong tariff, attribution of negative emotion, and behavior intention.
  When a subscriber have chosen the wrong tariff, whether tariff complexity, promotion attraction, insurance effect, and price consciousness will influence the attribution of negative emotion? Whether negative emotion to the operator or to themselves will affect behavior intention? To address these questions, this study reviews the related literatures to develop research hypotheses as well as collects the empirical data by field and internet survey. The major findings are as follow:

1. Customers with high perceived tariff complexity will generate stronger negative emotions to the operator, and be more likely to switch.
2. The effect of promotion attraction on negative emotion is not significant.
3. Customers with high insurance effect will generate stronger negative emotions to themselves, and be more likely to be inertia.
4. It’s easier to make the wrong tariff-choice when customers perceive higher perceived tariff complexity.
5. Customers who chose the wrong tariff have stronger negative emotions.
6. Compared to consumers who chose the right tariff, consumers who chose the wrong tariff are likely to switch, complain and spread negative WoM, but not to be inertia.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第二章 文獻探討 6
第一節 誤選資費 6
第二節 負面情緒 8
第三節 資費複雜度 10
第四節 促銷方案 11
第五節 保險效應 13
第六節 價格意識 14
第七節 負面情緒對行為意向之影響 15
第三章 研究方法 17
第一節 研究架構 17
第二節 研究對象及資料蒐集方法 18
第三節 研究設計與衡量 19
第四節 資料分析方法 24
第四章 研究結果與討論 26
第一節 問卷回收與全部有效樣本之敘述性統計分析 26
第二節 誤選資費樣本之敘述性統計分析 39
第三節 研究假設之驗證分析 44
第四節 假設驗證結果之整理 49
第五章 結論與建議 50
第一節 研究結論 50
第二節 管理實務之建議 53
第三節 研究限制及未來研究建議 57
參考文獻 59
附錄一、前測問卷 64
附錄二、正式問卷 68

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