探討消費者對多媒體簡訊服務的消費意願

A study of Consumer’s Willingness to Accept Multimedia Message Service

林志宸(Chih-Chen Lin)

指導教授 ： 劉俞志　博士

元智大學/資訊學院/資訊管理學系/碩士(2003年)

摘要

隨著新技術的推動，簡訊從最初只可傳遞文字的簡訊（Short Message Service，SMS）、演進到增強型簡訊（Enhanced Message Service，EMS）及多媒體簡訊（Multimedia Message Service，MMS）等，其中發展被各界視為殺手級應用莫過於MMS。MMS最根本的特性是它充分符合業界標準，無論是現有的WAP Forum或是3G規格的3GPP都有針對MMS訂定的標準，不但現在即可使用，將來在3G網路上更是標準功能，確保了MMS在不同系統間順利傳送多媒體簡訊。本研究嘗試由行動電話消費者的消費需求，透過創新採用理論，作為MMS接受程度之推論。並探討MMS的消費者，是否能以生活型態加以區隔，來決定目標顧客群，以提供業者制定行銷策略。本研究以元智大學與啟英高中兩校學生為抽樣樣本進行研究，在產品知覺上，約八成的消費者對MMS有所了解，在認知上，消費者認為MMS產品功能比簡訊提供更多元化的服務與應用；在資訊尋求上，主要為電視、報章雜誌佔大多數，其次是網路媒體；在興趣方面，有興趣者佔居多數，佔七成左右；採用時間，以十二個月以上佔四成三居多數。在目前不採用因素上，以手機價格太貴居多，約佔四成四。不同生活型態的消費者集群在評估準則中的行銷服務、品牌重視、基本需求上有顯著差異存在；在整體上，消費者強調重視功能品質。

關鍵字

多媒體簡訊 ； 創新採用 ； 生活型態 ； 市場區隔

並列摘要

With the coming of new technologies, Short Message Service (SMS) originally designed to send only short notes has been innovated to Enhanced Message Service (EMS) and Multimedia Message Service (MMS). It is worthy to mention that MMS is now viewed as powerful applications in telecommunications. That is because MMS can meet required demands of the industries sufficiently. Not only the existing WAP Forum but 3GPP is of the specifications set for MMS. Thus, there is no problem for users to adopt MMS at the present time , and in the near future it (MMS) will be a standard function of 3G network systems, which will ensure MMS to be able to transmit messages through different network systems.Through the theory of innovation adoption , this research studies users’ acceptability of MMS and investigates if the MMS users can be distinguished by their lifestyles to help the industries set efficient marketing strategies by aiming at potential target consumers. The research is done according to the samplings of the students from both Yuan-Ze University and CHI-YING Senior High School. About 80% students acknowledge that they know MMS; and they think MMS can offer more diversities of applications and services than SMS. For students, television programs, magazines, periodicals and newspapers are their main sources of obtaining information and multi-media network system services the next. About 70% students are interested in MMS, and the percentage of using MMS at least one year or over is about 43%. To those about 44% students who do not use MMS, one main reason is that cell phones are priced too high. Generally speaking, consumers in different lifestyles have some basically different requirements for marketing and sales service, after-sales service and brand expectation, but on the whole, they emphasize on the quality and functions of products.

並列關鍵字

Multimedia Message Service ； Innovation Adoption ； Lifestyle ； Market Segmentation

參考文獻

18. 賴士葆，研究發展/行銷/製造三部門互動與新產品發展績效相關之研究，中華經濟企業研究所研究叢論，中華經濟研究院，台北，民國78年。

36. L. Susan Holak, Determinants of Innovative Durables Adoption an Empirical Study with Implications for Early Product Screening, Journal of Product Innovation Mangement 5, (1988) 50-69。

37. Thomas P. Hustad , Edgar A. Pessemier , The Development and Application of Psychopraphic, in William D. Wellsed., Life Style and Psychopraphic, Chicago AMA, (1974) 。

40. P. Kotler, Marketing Management：Analysis, Planning, Implementation and control, 1997。

43. Marcus, Modem Marketing, N.Y Ran House, 1975。