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系統識別號 U0026-0812200914130346
論文名稱(中文) 消費者對3G電信服務屬性偏好之研究
論文名稱(英文) Estimating Consumers’ Preferences on Service Attributes of 3G Telecom Services
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 96
學期 2
出版年 97
研究生(中文) 馮漢昌
研究生(英文) Han-Chang Feng
電子信箱 r9693104@mail.ncku.edu.tw
學號 r9693104
學位類別 碩士
語文別 中文
論文頁數 102頁
口試委員 口試委員-溫傑華
口試委員-蔡明志
指導教授-陳勁甫
口試委員-蔡東峻
中文關鍵字 3G電信服務  服務屬性  敘述性偏好  混合羅吉特 
英文關鍵字 stated preference  mixed logit  3G telecom services  service attributes 
學科別分類
中文摘要 我國的行動通訊業者,面臨市場與法規面的挑戰,營收逐漸不如預期,而根據國外經驗,透過數據服務提升每用戶平均貢獻值(Average Revenue Per Unit; ARPU),是提升營收的有效做法。3G是提升ARPU的最佳工具,因此得知顧客對3G電信服務屬性的偏好,對於增加3G用戶與從其他業者處爭取客戶有極大幫助。本研究目的為探討顧客對3G電信服務屬性的偏好以及各3G電信服務屬性的願付價格(Willingness to Pay; WTP)。本研究利用實驗設計的方式設計問卷,以獲得受訪者屬性偏好之資訊,並使用沒有IIA限制的混合羅吉特模型進行實證分析,樣本是於台南市區蒐集共344份問卷,包含1376次有效實驗。
結論顯示費率對於顧客偏好有負面之顯著影響,而固定數量免費簡訊、行動電視以及NFC服務對於顧客偏好有正面之顯著影響,而消費者對於行動電視屬性偏好異質性相當高,對其餘屬性則無顯著之異質性;在WTP校估結果中顯示,固定數量免費簡訊之WTP為3.22元,行動電視WTP為848元,但不同消費者之WTP差異相當高,NFC服務之WTP為902元。因此建議3G服務業者可以推行顧客有正向偏好的服務,也可以將2G與目前3G服務,以及未來將推行的3G服務,整合設計各種不同的方案,以吸引更多的顧客。
英文摘要 Mobile telecommunication service providers in Taiwan face challenges from the market and the regulations, and the revenues of them gradually not as good as expected. According to foreign experiences, through data services to increase Average Revenue Per Unit (ARPU) of subscribers is the valid approach to increase revenues, and 3G services are the effective tools in increasing ARPU. Therefore, knowing customers’ preferences to 3G services has great assist to increase and win subscribes over other providers. The objectives of this research are to investigate the 3G services preferences of customers and the willingness to pay (WTP) of service attributes. This research apply the experiment design in the questionnaire to obtain the information about respondents’ preferences on the attributes and carry the empirical analysis result out by applying mixed logit model without IIA restriction, the sample was collected in Tainan city and includes 344 valid questionnaires and 1376 valid experiments.
The result shows price is significantly negative for comsumers’ preference, SMS, mobile TV and NFC service are significantly positive for comsumers’ preference. Comsumers’ preference for mobile TV has high heterogeneity and no significantly heterogeneity for other attributes. In WTP estimation result, the WTP for SMS is NT 3.22 dollars, mobile TV is NT 848 dollars but the difference between consumers is quite high, and NFC service is NT 902 dollars.As a result, we suggest 3G service providers could carry out 3G services with positive preferences for comsumers, and design various rate programs include 2G, 3G, and future 3G services with positive preference for 3G subscribes to attract much more customers.
論文目次 目錄 I
圖目錄 III
表目錄 IV
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 7
1.3研究範圍 7
1.4研究流程 8
第二章 文獻探討 10
2.1行動通訊產業技術演進 10
2.1.1第一代行動通訊系統 11
2.1.2第二代行動通訊系統 11
2.1.3第三代行動通訊系統 12
2.2台灣3G業者簡介 13
2.2.1中華電信 14
2.2.2台灣大哥大 15
2.2.3亞太行動寬頻 16
2.2.4威寶電信 16
2.2.5遠傳電信 17
2.3敘述性偏好法 18
2.3.1敘述性偏好法意義與內涵 18
2.3.2敘述性偏好法之優缺點及使用上之限制 19
2.3.3敘述性偏好法實驗設計 20
2.3.4敘述性偏好法衡量尺度與參數估計方法 21
2.4個體選擇模式 22
2.4.1個體選擇模式介紹 22
2.4.2電信產業探討服務屬性相關文獻 24
2.4.3電信產業品牌選擇相關文獻 28
2.5小結 35
第三章 研究方法 36
3.1多項羅吉特模型 36
3.1.1選擇機率形式 36
3.1.2參數估計 37
3.1.3模型限制 37
3.2混合羅吉特模型 38
3.2.1選擇機率形式 38
3.2.2參數分配 39
3.2.3參數估計 40
3.3適合度檢定、屬性偏好異質性與願付價格 41
3.3.1適合度檢定 41
3.3.2屬性偏好異質性 42
3.3.3願付價格 43
3.4問卷與抽樣設計 45
3.4.1前測問卷 45
3.4.2正式問卷 46
3.4.3抽樣設計與樣本 54
第四章 實證分析 55
4.1樣本特性 55
4.2變數設定 57
4.2.1 3G電信服務屬性 57
4.2.2人口統計與社會經濟特性 58
4.3多項羅吉特模型校估結果 60
4.4混合羅吉特模型校估結果 63
4.5模型比較與願付價格管理意涵 67
4.5.1概似比檢定 67
4.5.2願付價格管理意涵 70
第五章 結論與建議 72
5.1結論 72
5.2建議 73
5.2.1對行動通訊業者之建議 73
5.2.2對未來研究者之建議 75
5.2.3研究貢獻與限制 76
參考文獻 77
附錄一 前測問卷 84
附錄二 正式問卷 87
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