個人辨識產品之轉換－以來電答鈴為例

Identity Product Switching－The Case of Ring Back Tone

孫自端(TZU-TAUN SUN)

指導教授 ： 曾盛恕

元智大學/管理學院/管理研究所/碩士(2005年)

摘要

2002年5月，韓國鮮京電信（SK Telecom）推出手機用戶可以利用各種流行音樂或自錄留言等多樣化音效，取代傳統嘟嘟嘟回鈴聲的來電答鈴（Ring Back Tone）服務，上線8個月後，便累積了500萬個用戶，月租費0.75美元，每月為鮮京電信賺進400萬美元的營收。
2003年6月起，國內各家電信業者紛紛推出來電答鈴服務，上線 7個月後，總計國內來電答鈴用戶已經超過220萬。如以月租費30元來計算，每個月就能為電信業者創造6,600萬元的收入，潛藏著龐大商機。
如能明瞭影響消費者採用來電答鈴期間的因素，並將消費者觀點提供電信業者作為來電答鈴研發與製作參考，定能有效提升消費者的採用頻率，掌握大好商機。
本研究主要目的係以存活分析作為實證模型來探討消費者採用來電答鈴期間的影響。研究結果顯示，消費者採用那首最喜歡來電答鈴的存活時間分配較適用於對數常態分配，該分配之危險函數為倒U字型，即消費者採用那首最喜歡來電答鈴的轉換率從第1週開始，隨著時間增加而遞增，達到極大值8.27週後遞減。
研究結果發現，消費者的產品知識、人口統計變數之性別與教育程度均與採用期間具有顯著關係。消費者的產品知識越高，採用最喜歡的那首來電答鈴期間越長；男性較女性採用最喜歡的那首來電答鈴期間為長；教育程度高者較教育程度低者採用最喜歡的那首來電答鈴期間為長。

關鍵字

來電答鈴、個人辨識產品、轉換

並列摘要

May, 2002. SK Telecom launched the service of cell-phone which users can use all kinds of pop-music and variety of sound effects to replace doo-doo-doo traditional service when the phone rings. Subscribers reached to 5 million in the past 8 months , and the rental fee per month was US$0.75. This service had brought revenue of US$4 million for SK Telecom per month.
From June, 2003, domestic telecom vendors started to launch this service, and it had accumulated to 2.2 million subscribers after 7 months. If the rental fee is NT$30 per month, it can create revenue of NT$66 million just for 1 month; hiding lots of business opportunities.
If we could realize the factors of users to adopt this service and provide consumers’ view to the telecom operators and for the reference of R&D, the adopting rate would be increased effectively; and could grasp the business opportunities.
The main purpose of the thesis is to use survival analysis as a real-empirical model to discuss the influence of consumers’ using of the ring back tone service. The result of the research shows the survival time distribution of the ring back tone which consumers like the best is more suitable for Log-Normal distribution, the hazard function of the distribution assumed an inverted U curve. That is, the switch rate of the ring back tone which the users like the best will be increased by time from the 1st week to the 8.27th week, then it turns to be decreased.
This research discovered that consumers’ product knowledge, gender and level in education are significantly correlated with adopting period. Higher the product knowledge of consumer, longer the period of users’ favorite ring back tone. Male has longer period of adoption than female, and adopting period of those have higher level in education are longer than the others.

並列關鍵字

Ring Back Tone、Identity Product、Switching

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