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系統識別號 U0026-0812200915180446
論文名稱(中文) 零元行銷之探討:以電信產業為例
論文名稱(英文) Zero-Price Marketing:An Example of Telecommuncations Industry
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) 徐婉雯
研究生(英文) Wan-wen Hsu
學號 r9696401
學位類別 碩士
語文別 中文
論文頁數 70頁
口試委員 口試委員-陳勁甫
指導教授-蔡東峻
口試委員-樓永堅
中文關鍵字 非理性購買  電信產業  零元行銷 
英文關鍵字 zero-price marketing  telecommunications industry  irrational purchase 
學科別分類
中文摘要 零元已成為今日電信營運商常用的促銷手法,藉由零元行銷提供免費事物吸引消費者,降低進入門檻,提高使用服務之意願。隨著電信產業競爭越趨激烈,零元方案也越來越豐富且多樣化,大抵以「申裝服務、硬體零元」的方式為主要概念,利用零元所引發的正面情緒吸引顧客申裝服務。本研究即以電信產業零元行銷為研究範疇,了解零元行銷在電信產業之發展和探討消費者對於電信零元行銷之看法,並進一步了解這些看法如何影響其決策過程及行為。
本研究從產業實例和相關文獻的蒐集、回顧和探討,並在研究初期進行與消費者的深度訪談,由訪談結果與相關文獻發展研究架構,歸納出動機導向、衝動性人格特質、零元方案內容重視度、零元方案的評估以及再購意願等構面。接著以問卷收集資料,對構面之間的關係做更進一步的分析與探討。本研究所得之重要結論分述如下:
1.零元方案之消費者依動機導向分為綜合導向、服務導向及產品導向。而相較於其他動機導向之消費者,綜合動機導向之消費者更重視零元方案的內容以及成本和利益之間的比較,而且對於零元方案有更高的評估。
2.相較於高衝動性人格之消費者,低衝動性人格之消費者更重視零元方案內容中的月租資費,而且其購後情緒也較為正面。
3.越重視成本利益分析之消費者對於零元方案的評估越正面。
4.享樂性利益及滿意度對於再購意願有正相關的影響。
5.綜合導向族群若知覺到越高的享樂性利益,再購意願越高;產品導向族群則是購後情緒越正面,再購意願越高。
6.保留原有服務並購買他家業者零元方案之消費者較不重視產品;直接轉換業者之消費者知覺得較高的享樂性利益。
此外本研究也與業界人士進行訪談,從訪談結果發現業者推出零元方案的主要動機有(1)吸引消費者;(2)滿足顧客需求;(3)試探市場;(4)被動式追隨。當市場競爭越趨激烈,產品成本也大幅下降,有利電信業者推出低價策略,進而下降到零元。搭配廠商方面,多以現有知名品牌廠商為主要對象,加上通路商,形成鐵三角關係。未來零元方案業者將朝(1)降低補貼預算;(2)發展自有品牌;(3)強調服務價值傳遞為主。
英文摘要 Providing zero-price (free) mobile phones and laptops is one of the common promotion strategies adopted by the telecommunications operators nowadays. Consumers are attracted to zero price because people tend to value free things more than their true value. With the intense competition, the operators offer diversified zero-price promotions with the similar concept of “services with free devices”. From the perspective of consumer, zero price means not only a low or no cost of buying the product or service, but also a increased valuation resulting from a more positive affective response invoked by the zero-price offer. In this article, we will discuss the zero-price marketing in telecommunications industry from both sides of consumers and operators and explore how zero price affect consumers’ decision-making process and purchase behavior.
Cases from telecommunications industry and related literatures are collected and reviewed to develop the possible research issues. In-depth interviewing and questionnaire are the main research methods adopted in this article. The conclusions of this study are:
1)The consumers’ motivation of purchasing zero-price program is divided into integrated motivation-oriented, service-oriented and product-oriented. Compared to service-oriented and product-oriented consumers, integrated motivation-oriented consumers emphasize the contents and the cost-benefit analysis of zero-price program more, and also have more positive post-purchase emotion.
2)Compared to the high-impulsive consumers, the low-impulsive consumers put more emphasis on monthly fee of services and have more positive post-purchase emotion.
3)The more emphasis the consumer put on the cost-benefit analysis of zero-price program, the higher evaluation they will have for the zero-price program.
4)Hedonic benefit and satisfaction have a positive relationship with repurchase intention.
5)The higher hedonic benefit the integrated motivation-oriented perceive, the higher repurchase intention they will have; the more positive post-purchase emotion the product-oriented consumer have, the higher repurchase intention they will have.
6)The consumers who keep the original service and purchase the zero-price program from other operators emphasize zero-price product less; the consumers who change their service provider perceive higher hedonic benefit.
Moreover, the study also interviewed with the managers in order to have a more clear understanding of the operation and the future trend of zero-price programs. From the results of interviews, the study concluded that the main motivations for operators to launch zero-price programs are: (1) to attract consumers; (2) to meet customers’ demand; (3) to test the market; (4) following the market trend passively. The future trend for operators to launch zero-price programs will tend to (1) reduce the subsidy budget; (2) develop their own brands; (3) to emphasize the delivery of service value.
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
第二章 文獻回顧 5
第一節 零元行銷之案例 5
第二節 電信產業的零元行銷 7
第三節 零元行銷概念及定義 12
第四節 零元行銷相關理論及其比較 13
第五節 免費經濟之獲利模式 18
第三章 消費者與廠商訪談 21
第一節 深度訪談_焦點團體 21
第二節 消費者深度訪談 22
第三節 業者訪談 28
第四章 研究架構與研究設計 32
第一節 研究架構與假設 32
第二節 各變數之操作型定義、衡量問項與方法 35
第三節 抽樣方法 39
第四節 資料分析方法 39
第五章 研究結果 41
第一節 問卷回收概況與樣本資料分佈 41
第二節 信度分析 43
第三節 資料驗證分析 43
第六章 結論與建議 54
第一節 研究結論 54
第二節 管理實務建議 58
第三節 研究限制與後續研究的建議 60
參考文獻 62
附錄: 問卷 67
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