上網人口一直是一個國家發展資訊經濟發展衡量的評估指標,根據資策會統計截至2003年12月止,國內經常上網人口達883萬人,其中寬頻用戶達239萬人。頻寬基礎建設及上網人口的「量」成熟後,再來便是「質」的內容提升。一般預料,伴隨著的廣大寬頻人口上網,將促使寬頻加值內容(Content)的使用更活絡,而寬頻網路使用者的使用行為模式,也將是未來行銷人員極欲想研究了解的重點。 本研究乃是從創新傳播理論架構中,探討寬頻網路使用者特質及使用者行為,透過因素分析來萃取出寬頻網路使用者創新人格特質後,並透過不同人格特質的群體,再透過Logit羅吉斯迴歸,來預測分析了解不同創新人格特質群體間,其寬頻使用行為的差異性,提供企業經營者行銷市場區隔參考,以提升行銷目標效果,並提供經營策略參考。
The number of Internet users is the evaluating standard of a country in information economical development. According to the statistics of the Institute for Information Industry, the number of Internet users in Taiwan has been up to 8.83 million (until 2003). And among those Internet users, 2.39 million are broadband ones. After the broadband infrastructure matures and the quantity of the Internet users increases, the quality of broadband Internet industry would be stressed. We can foresee that with the large number of Internet users, the broadband value-added content would be better. Then, the use behavior of the broadband Internet users becomes the focus of the future marketing researches. This research is to explore traits and use behaviors of the broadband Internet users in terms of the Diffusion of Innovation. Through factor analysis of SPSS, I first single out the innovation personality traits. And then through Logit Regression, I analyze the varieties of use behaviors among different groups of innovation personality traits of broadband Internet users. I hope this research could provide business managers with the reference of marketing segment and managing strategies.