台灣行動電話號碼可攜服務影響因素之研究

A Study on the Influencing Factors of Mobile Number Portability Effects in Taiwan

許靖暄(Ching-Hsuan Hsu)

指導教授 ： 蔣廷芳

元智大學/管理學院/國際企業學系/碩士(2007年)

摘要

行動電話號碼可攜服務（MNP）已成為世界各國電信自由化發展下的趨勢之一。MNP服務的推出使得消費者可以在轉換業者的同時保留其原有的行動電話號碼。因此，主管機關希望能夠藉此降低消費者的轉換成本、引起市場流動與競爭，並進一步使得行動通訊業者能夠提供更低的價格或更好的服務給消費者。然而，MNP服務在台灣的實施效果並不如預期。
為何台灣MNP服務的推出無法引起市場競爭？消費者對於行動電話號碼可攜服務的態度以及實際使用率偏低的原因為何？行動通訊業者對於MNP服務的態度與策略以及整體行動通訊產業的發展是否影響了MNP服務實施的有效性？以上都是本研究的主要研究問題。
研究結果提出幾項命題：
1.人際關係（Interpersonal relationship）以及轉換誘因不足是使得消費者轉換意願低落的主要原因。
2.行動電話號碼可攜服務（MNP）實際上降低了市場競爭，反而使得市場上居領導地位的中華電信有大者恆大的趨勢。
3.既有業者對於MNP服務相對保守的態度以及策略，影響了MNP服務實施的有效性。
4.消費者對於3G服務的需求不高，以及行動通訊市場上競爭不足的狀況都限制了MNP服務的有效性。

關鍵字

行動電話號碼可攜服務 ； 行動通訊市場 ； 轉換成本

並列摘要

The introduction of mobile number portability（MNP）service has already become one of the trends for the development of telecommunications liberalization worldwide. The introduction of MNP service allows customers to keep with their original mobile phone numbers when switching to another service provider. Regulatory body hopes to reduce switching barrier for customers, induce market liquidity and competition, and further make mobile service operators provide lower price and better service quality. However, the effectiveness of implementing MNP in Taiwan is far from expectation.

Why can't MNP service shake up mobile telecommunications market in Taiwan? What are customers' attitude toward MNP service and the reasons which lead them to have low intention to switch? Do attitude and strategies taken by mobile operators and the development of mobile telecommunications market influence the validity of MNP? Those are the main topics discussed in this study.

The research results reveal some propositions：
1.Interpersonal relationship and insufficient switching incentive are two main reasons for customers not to use MNP service.
2.The implementation of MNP service actually hurts market competition, as it leads Chunghwa Telecom, the market leader, to be bigger instead.
3.Relatively conservative attitude and strategies against MNP service adopted by the incumbent mobile service providers influence the effectiveness of MNP service.
4.The low demand of 3G and the lack of competition in mobile telecommunications industry limit the validity of MNP service.

並列關鍵字

mobile number portability（MNP） ； mobile telecommunications market ； switching cost

參考文獻

English Reference

Ahn, J.-H., Han, S.-P., and Lee, Y.-S. 2006. Customer churn analysis：Churn determinants and mediation effects of partial defection in the Korean mobile telecommunications service industry. Telecommunications Policy, 30: p.552-568.

Buehler, S., Dewenter, R., & Haucap, J. 2006. Mobile Number Portability in Europe. Telecommunications Policy, 30: p.385-399.

Institute For Information Industry（III）, http://www.iii.org.tw/.

Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. 2002. Why customer stay：measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes. Journal of Business Research, 55: p.441-450.