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系統識別號 U0026-0812200912000165
論文名稱(中文) 轉換動機與消費者特性對消費行為與忠誠度影響之研究-以行動號碼可攜服務為例
論文名稱(英文) The Effects of Switching Motivation and Consumer Profile on Consumption and Loyalty - A Study of Mobile Number Portability Service
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 94
學期 2
出版年 95
研究生(中文) 李明益
研究生(英文) Ming-Yi Lee
學號 r0793136
學位類別 碩士
語文別 中文
論文頁數 112頁
口試委員 口試委員-李奇勳
召集委員-林佐鼎
指導教授-蔡東峻
中文關鍵字 忠誠度  消費行為  行動號碼可攜服務  轉換動機  滿意度 
英文關鍵字 Mobile number portability service  Switching motivation  Consumption  Loyalty  Satisfaction 
學科別分類
中文摘要 台灣於2005年10月15日正式啟動行動號碼可攜服務。我國電信市場進入完全競爭市場,對行動通訊服務業者造成不小的衝擊。行動號碼可攜服務牽動著電信產業市場的市場重新劃分,已經被行動通訊業者視為市場競爭中相當重要的一項指標。如何在行動號碼可攜服務中獲得最大的優勢更是台灣行動通訊業者積極在思考的問題。過去電信服務相關的研究多著重於消費者如何選擇電信服務業者,較少有實施行動號碼可攜服務後的消費行為研究。本研究的研究目的在探討不同的號碼可攜服務轉換動機如何影響行動號碼可攜服務後的消費行為。不同的轉換動機如何影響行動號碼可攜服務後的顧客忠誠度。是否會因為消費者特性不同,轉換動機對號碼可攜服務後的消費行為的影響程度也會有所不同。另外,是否消費者特性不同,轉換動機對號碼可攜服務後的顧客忠誠度的影響程度也會有所不同。

本研究針對台灣實際申請行動號碼可攜服務成功的用戶,進行問卷的調查。藉由研究結論提供實務上的建議給電信服務業者做為推動行動號碼可攜服務的參考。根據分析的結果,本研究發現轉換動機來自於品質要求、價格促銷與親友推薦。以品質要求為轉換動機的消費者,在號碼可攜後的消費行為、忠誠度與滿意度都產生正向的效果。而以價格促銷為轉換動機的消費者,在號碼可攜後的消費行為產生負向的結果。隨著消費者特性不同,行動電話號碼服務的轉換動機對號碼可攜後消費行為的影響程度也會有所不同。實務上建議電信業者加強基礎電信服務的品質並吸引重視品質要求的用戶,是在行動號碼可攜服務市場取得優勢的重要關鍵。而促銷活動或親友推薦較難吸引高忠誠度和高滿意度的消費者。而不同的消費者特性,對號碼可攜服務的需求也不同。針對不同的族群,電信業者必需運用不同的市場策略來因應。

關鍵字:行動號碼可攜服務、轉換動機、消費行為、忠誠度、滿意度


英文摘要 Mobile number portability service started to take off in Taiwan since October 15, 2005. This service caused a great impact on the incumbent carriers and Taiwan telecommunication industry became a totally competitive market. Mobile number portability results in re-allocation of the market share and is considered as a key factor in the competitive market. How to obtain the most benefits from mobile number portability service is a critical issue among these carriers. Most of the previous empirical researches focused on how a customer selects a mobile service provider, but less on the post-consumption behavior study. The objective of this study is to study how switching motivation impacts on consumption behavior and loyalty, also if the impact level also varies depending on the consumer profile.

A quantative research is conducted in this thesis for those customers who have already successfully applied for mobile number portability service. Through statistical analysis and summarized conclusions, strategic and managerial recommendations are offered to mobile operators for marketing reference. This study concluded that switching motivation of mobile number portability service makes outstanding impacts on the consumption behavior. The motivations come from the demand for service quality, attractiveness of price promotion and discount, and recommendation by relatives and friends. Customers who demand for service quality produce positive result on the consumption, loyalty and satisfaction while price promotion and discount oriented customers deliver negative result to consumption. The impact level of motivation on consumption also varies depending the consumer profile. Managerial implication of the analysis result reveals that the carriers need to improve service quality to appeal to high added-value customers. It is difficult to attract loyal and satisfied customers through price promotions and recommendations. The telco carriers are advised to apply different marketing strategies to different user segments in the market.

Keyword:Mobile number portability service, Switching motivation, Consumption, Loyalty, Satisfaction


論文目次 目錄
中文摘要..................................... I
英文摘要..................................... II
誌謝......................................... III
第一章 緒論.................................. 1
第一節 研究背景............................. 1
第二節 研究動機............................. 2
第三節 研究目的............................. 4
第四節 研究流程............................. 4
第二章 文獻探討.............................. 6
第一節 行動號碼可攜服務概況................. 6
第二節 轉換動機對消費行為的影響............. 17
第三節 轉換動機對忠誠度之影響............... 20
第四節 消費者特性的干擾效果................. 22
第三章 研究方法.............................. 25
第一節 研究架構與研究假設................... 25
第二節 變數衡量與問卷設計................... 26
第三節 研究範圍與對象....................... 30
第四節 研究設計與抽樣方法................... 31
第五節 資料分析方法......................... 32
第四章 結果分析與討論........................ 34
第一節 受測者基本資料之敘述統計分析......... 34
第二節 研究變數的信度檢定................... 40
第三節 研究假設驗證分析..................... 42
第四節 未申請號碼可攜服務的原因探討......... 68
第五章 研究結論與建議........................ 92
第一節 研究結論............................. 92
第二節 管理實務之建議....................... 97
第三節 研究限制與後續研究建議............... 100
參考文獻..................................... 102
附錄一:已申請號碼可攜服務的受測者問卷....... 106
附錄二:未曾申請號碼可攜服務的受測者問卷..... 110

參考文獻 一、中文部份:

范國恩,民93 年,『行動電話服務市場之轉換用戶市場區隔研究-以台北市地區為例』,國立成功大學電信管理研究所。

姚蓬麟,民92 年,『號碼可攜性服務問題之研究』,私立長榮大學經營管理研究所。

張會堂,民94年,行動電話號碼可攜性對顧客轉換意願之探討,台灣科技大學

程國彰,民93 年,『行動電話號碼可攜之使用者成本效益分析』,國立成功大學交通管理科學研究所。

「交通部電信總局公告調整行動通信網路業務號碼可攜服務實施時程為94 年10 月15 日」,民93 年12月24 日,http://www.dgt.gov.tw/chinese/News-press/93/press-dgtnews-9312
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號碼可攜服務管理辦法總說明,
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蘇怡如,民93 年,「行動號碼可攜服務影響分析」, 工研院IEK 電子組,http://www.itis.org.tw/reporter/ViewHTML/att/repocontent.jhtm

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