進階搜尋


 
系統識別號 U0026-0812200915174012
論文名稱(中文) 影響行動電話月租費選擇與使用量之因素探討
論文名稱(英文) Factors Influencing Rate Plan Choice and Usage of Mobile Phone Service
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 97
學期 2
出版年 98
研究生(中文) 陳慧玲
研究生(英文) Hui-Ling Chen
學號 r9696402
學位類別 碩士
語文別 中文
論文頁數 76頁
口試委員 口試委員-陳勁甫
口試委員-蔡東峻
口試委員-樓永堅
指導教授-蔡東峻
中文關鍵字 使用量  促銷方案  月租費  費率選擇偏見  價格意識  行為慣性  知覺公平 
英文關鍵字 perceived payment equity  price consciousness  inertia  promotion programs  usage  rate plan  tariff-choice biases 
學科別分類
中文摘要   目前台灣的行動電話普及率已達100%,在競爭激烈的電信市場中,各家電信業者為吸引用戶,紛紛推出各項優惠的費率方案,像是手機優惠、贈送通話費等,這些促銷方式對用戶的吸引力,是否能影響其月租費的選擇為本研究最主要的議題之一,而除了業者的行銷手法外,用戶本身的因素,如費率選擇偏見、價格意識與行為慣性也納入考量。 

  當用戶開始使用行動電話服務,不同程度的月租費導致用戶有不同的沉沒成本與知覺單位成本,是否會進而影響其使用量,而不同價格意識與行為慣性的用戶是否在使用量的變動上也有所差異?若每個月支付的實際金額超出月租費,用戶會有何反應?本研究探討使用量超出月租費的金額是否影響用戶知覺公平,且進一步衡量用戶價格滿意度與保留意願為何。

  為探討上述問題,本研究參考相關文獻設計問卷,利用獨立樣本t檢定與迴歸方式驗證各項假設,問卷採用紙本與網路兩種方式發放,有效樣本數為 334份,本研究所得之重要結論如下:

(一)業者的促銷方案對用戶選擇月租費的影響程度不大
(二)有較高費率選擇偏見的用戶,會傾向選擇較高的月租費;而價格意識較高的用戶,會選擇較低的月租費
(三)行為慣性較高的用戶,使用量超過月租費的金額會比慣性低的用戶更低
(四)使用量超出月租費金額較低的用戶,其知覺公平較高,且進一步影響其價格滿意度與保留意願  
英文摘要  The rate of penetration on mobile phone has been over 100 percent in Taiwan. Due to fierce competition, service providers who want to attract customers have some popular promotion programs like handset subsidies and fee bonus. One of the purposes of this study is to examine which determining factors are more important for customers choosing a rate plan which include providers’promotion programs and the customers’own factors such as tariff choice bias, price consciousness and action inertia.

 Would different rate plan influence customers’usage by the different sunk cost and unit cost when customers begin to use the service? Would customers’price consciousness and inertia influence their usage? This study is going to discuss and examine the influence on perceived equity when the payment of usage exceed customers’rate plan, by which to determine customers’price satisfaction and retention. The Independent Samples T Test and Linear Regression are used to analyze the data which collected by the questionnaire. Following are the major findings of this study:

(1)The effects of promotion programs on choosing rate plans are slight.
(2)Customers who are affected by tariff-choice biases will choose higher rate plans and customers who are conscious at prices will choose lower rate plans.
(3)The action inertia will influence customers’usage.
(4)Customers’perceived payment equity will be higher when their payment is close to their rate plan which will affect their price satisfaction and retention. 
論文目次 第一章 前言....................................................................................1
第一節 研究背景與動機...........................................................1
第二節 研究目的.......................................................................3
第三節 研究流程.......................................................................4
第二章 文獻回顧............................................................................5
第一節 業者促銷方案對用戶選擇月租費方案之影響...........5
第二節 用戶個人因素對選擇月租費方案與使用量之影響...7
第三節 月租費對使用量之影響.............................................10
第四節 知覺公平.....................................................................11
第五節 價格滿意度.................................................................12
第六節 顧客保留意願.............................................................13
第三章 研究方法.........................................................................14
第一節 研究架構.....................................................................14
第二節 研究變數的操作性定義.............................................15
第三節 研究對象與資料蒐集方式.........................................20
第四節 資料分析方式.............................................................20
第五節 前測結果.....................................................................22
第四章 研究結果與討論...........................................................25
第一節 受測者基本資料敘述性統計分析.............................25
第二節 信度分析.....................................................................31
第三節 研究構面之敘述性統計分析.....................................31
第四節 人口統計變數與研究構面之間關係.........................35
第五節 研究假設驗證分析.....................................................43
第五章 研究結論與建議...........................................................53
第一節 研究結論.....................................................................53
第二節 理論上之意涵.............................................................55
第三節 管理實務之建議.........................................................57
第四節 研究限制與後續研究建議.........................................58
參考文獻.......................................................................................61
附錄一 前測問卷.......................................................................66
附錄二 正式問卷.......................................................................72
參考文獻 【網站部分】
Gartner,http://www.gartner.com/
中華電信網站,http://www.cht.com.tw/
台灣大哥大網站,http://www.taiwanmobile.com/
遠傳電信網站,http://www.fetnet.net
威寶電信網站,http://www.vibo.com.tw/
國家通訊傳播委員會,http://www.ncc.tw/
【中文部分】
汪美香、葉桂珍(民92年)。年輕網路族對網站特性之認知與網路購物意圖之關連性研究。資訊管理展望,5 (1),19-44。
陳順宇,「多變量分析」,華泰書局,2004。
榮泰生,「SPSS與研究方法」,五南書局,2009。
【英文部分】
Anderson, E. W. and M. W. Sullivan, (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, 12 (2), 125-143.
Anderson, E. W., Claes Fornell, and Donald R. Lehmann (1994), “Customer Satisfaction, Market Share and Profitability: Findings from Sweden,” Journal of Marketing, 58 (July), 53-66.
Assael H. (1998), Consumer Behavior and Marketing Action. 6th ed., Boston, MA: Kent.
Beatty, Sharon E. and Scott M. Smith (1987), “External Search Effort: An Investigation across Several Product Categories,” Journal of Consumer Research, 14 (1), 83-95.
Bolton, Ruth N. and Katherine N. Lemon (1999), “A Dynamic Model of Customers' Usage of Services: Usage as an Antecedent and Consequence of Satisfaction,” Journal of Marketing Research, 36 (2), 171-86.
Bolton, Ruth, P. Kannan, and Matthew Bramlett (2000), “Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value,” Journal of the Academy of Marketing Science, 28 (1), 95-108.
Campbell, Margaret C (1999), “Perceptions of price unfairness: Antecedents and Consequences,” Journal of Marketing Research, 36 (2), 187-99.
Collopy, Fred (1996), “Biases in Retrospective Self-Reports of Time Use: An Empirical Study of Computer Users,” Management Science, 42 (5), 758-67.
Dick, Alan and Kunal Basu (1994), “Customer loyalty: Toward an integrated conceptual framework,” Journal of the Academy of Marketing Science, 22 (2), 99-113.
Engel, J. F., R. D. Blackwell, and D. T. Kollat (1982), Consumer Behavior, 4th ed., Orlando: Dryden Press
Folkes, Valerie S., Ingrid M. Martin and Kamal Gupta (1993), “When to Say When: Effects of Supply on Usage,” Journal of Consumer Research, 20 (December), 467-477.
Garbarino, Ellen and Mark S. Johnson (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, 63 (2), 70-87.
Gremler, D. D. (1995), “ The Effect of Satisfaction, Switching Costs, and Interpersonal Bonds on Service Loyalty”, Unpublished doctoral dissertation, Arizona State University, Tucson, Arizona.
Hennig-Thurau, Thorsten and Alexander Klee (1997), “The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development,” Psychology & Marketing, 14 (8), 737-64
Homans, George Caspar (1961), Social Behavior: Its Elementary Forms. New York: Harcourt, Brace & World.
Jones, Michael A., David L. Mothersbaugh, and Sharon E. Beatty (2000), “Switching Barriers and Repurchase Intentions in Services,” Journal of Retailing, 76 (2), 259.
Lambrecht, Anja and Bernd Skiera (2006), “Paying Too Much and Being Happy About It: Existence, Causes, and Consequences of Tariff-Choice Biases,” Journal of Marketing Research, 43 (2), 212-23.
Lee, Jonathan, Janghyuk Lee, and Lawrence Feick (2001), “The Impact of Swiching Costs on the Costomer Satisfaction-Loyalty Link: Mobile Phone Service in Frence,” Journal of Services Marketing, 15 (1), 35-48.
Lichtenstein, Donald R., Nancy M. Ridgway, and Richard G. Netemeyer (1993), “Price Perceptions and Consumer Shopping Behavior: A Field Study,” Journal of Marketing Research, 30 (2), 234-45.
Lichtenstein, Donald R., Peter H. Bloch, and William C. Black (1988), “Correlates of Price Acceptability,” Journal of Consumer Research, 15 (2), 243-52
Miravete, E. J. (2002), “Estimating Demand for Local Telephone Service with Asymmetric Information and Optional Calling Plans,” Review of Economic Studies, 69 (241), 943-71.
Monroe, Kent B. and R. Krishnan (1985), “The Effect of Price on Subjective ProductEvaluation”, in Perceived Quality: How Consumers View Stores andMerchandise, Jacob Jacoby and Jerry C. Olson, eds. Lexington, MA: Lexington Books, 209-232.
Monroe, Kent B. and Susan M. Petroshius (1981), “Buyers' Perceptions of Price: An Update of the Evidence,” in Perspectives in Consumer Behavior, eds. Harold Kassarjian and Thomas S. Robertson, Glenview, IL: Scott, Foresman, 43-55.
Monroe, Kent B. (1990), Pricing: Marketing Profitable Decision, 2d ed., NewYork: McGraw-Hill
Ofir, Chezy (2004), “Reexamining Latitude of Price Acceptability and Price Thresholds: Predicting Basic Consumer Reaction to Price,” Journal of Consumer Research, 30 (Mar.), 612-21.
Oliver, Richard L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, 17 (4), 460-469.
Oliver, Richard L and J.E, Swan (1989), “Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction,” Journal of Consumer Research, 16 (Dec.), 372-83.
Oliver, Richard L. (1999), “Whence Consumer Loyalty?” Journal of Marketing, 63 (4), 33-44.
Prelec, Drazen and George Loewenstein (1998), “The Red and the Black: Mental Accounting of Savings and Debt,” Marketing Science, 17 (1), 4-28.
Raghubir, Priya and Kim Corfman (1999), “When Do Price Promotions Affect Pretrial Brand Evaluations?” Journal of Marketing Research, 36 (2), 211-22.
Ranaweera, C. and J. Prabhu, (2003), “The Influence of Satisfaction, Trust and Switching Barriers on Customer Retention in a Continuous Purchasing Setting,” International Journal of Service Industry Management, 14 (4), pp. 374-395.
Richmond, A. (1996). “Enticing Online Shoppers to Buy: A Human Behavior Study,” Computer Network and ISDN Systems, 28 (11), 1469-1480.
Soman, Dilip and John T. Gourville (2001), “Transaction Decoupling: How Price Bundling Affects the Decision to Consume,” Journal of Marketing Research, 38 (1), 30-44.
Thaler, Richard H. (1985), “Mental Accounting and Consumer Choice,” Marketing Science, 4 (Sum.), 119-214.
Train, Kenneth E., Daniel L. McFadden, and Moshe Ben-Akiva (1987), “The Demand for Local Telephone Service: A Fully Discrete Model of Residential Calling Patterns and Service Choices,” RAND Journal of Economics, 18 (1), 109-23.
Train, Kenneth E., Moshe Ben-Akiva, and Terry Atherton (1989), “Consumption Patterns and Self-Selection Tariffs,” Review of Economics and Statistics, 71 (1), 62.
Train, Kenneth E. (1991), Optimal Regulation: The Economic Thory of Natural Monipoly. Cambrige, MA: MIT Press
Turner, Mark, Steve Love and Mark Howell (2008), “Understanding Emotions Experienced When Using a Mobile Phone in Public: The Socail Usability of Mobile (Cellular) Telephones,” Telematics and Informatics, 25 (3), 201-15.
Tversky, Amos and Daniel Kahneman (1991), “Loss Aversion in Riskless Choice: A Reference-Dependant Model,” Quarterly Journal of Economics, 106(4), 1039-1060.
Tversky, Amos and Eldar Shafir (1992), “Choice under Conflict: The Dynamics of Deferred Decision,” Psychological Science, 3 (6), 358-61.
Wansink, Brian (1996), “Can Package Size Accelerate Usage Volume?” Journal of Marketing, 60 (3), 1-14.
Xia, Lan, Kent B. Monroe, and Jennifer L. Cox (2004), “The Price Is Unfair! A Conceptual Framwork of Price Fairness Perceptions,” Journal of Marketing, 68 (Oct.), 1-15.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2010-07-17起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2010-07-17起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw