產品特性對行動電話系統業者滿意之影響－兼論可攜式門號服務之干擾效果

在現今資訊科技發達的社會中，行動商務是消費者非常重視的課題。本研究透過消費者問卷調查，利用統計迴歸分析，探討消費者對行動電話系統業者所提供各項產品特性之知覺滿意與其對系統業者之整體滿意間的關係，以及可攜式門號服務在前述關係中所扮演的干擾角色。實證結果顯示，消費者對產品特性的滿意確實會顯著且正向地影響其對系統業者整體滿意之知覺評估，其中尤以加值服務滿意及通訊品質滿意爲最重要的影響因子。至於可攜式門號服務則會部份強化產品特性滿意對系統業者整體滿意間之正向關係。

關鍵字

行動商務；行動電話系統業者；產品特性；滿意；可攜式門號

並列摘要

The mobile commerce is one of the important issues for consumers in the modern society of advanced information technology. Using consumer survey research and statistical regression analysis, this study explores and investigates the relationship between consumers satisfaction on product attributes and their overall satisfaction on cellular phone provider and the possible moderate role played by mobile number portability service. Empirical findings indicate that consumers satisfaction on product attributes (especially on value-added service and communication quality) will positively and significantly influence their overall satisfaction on cellular phone provider. Mobile number portability service generates partial moderation effects on the relationship between satisfaction on product attributes and on cellular phone provider.