以不同生活型態探討中高齡者對於3G行動加值服務需求之研究

The Middle-aged and Senior Users' Needs of 3G Value-added Services from the Perspective of Different Lifestyle

林子傑(Tzu-Chieh Lin)

指導教授 ： 梁朝雲

元智大學/資訊學院/資訊傳播學系/碩士(2006年)

摘要

隨著單純的語音服務市場逐漸進入飽和階段，各家行動通訊業者所提供的語音品質及服務項目差異化極小，以致於沒有充分的誘因來吸引行動用戶持續消費，因此，創新的行動加值服務在未來勢必將成為3G產業發展的重心之一。此外，由於近年來台灣地區的人口出生率持續下降以及平均壽命的延長，在未來十年內，四十五歲以上的中高齡人口將達千萬人，這群人也勢將成為消費市場主流。對於電信業者而言，中高齡族群不但擁有更充裕的消費能力，也因為生活型態的不同，而對於3G行動加值服務的需求有所差異，將是個龐大且不容忽視的潛在商機。根據以上分析，本研究的目的在於，透過生活型態變數來描繪中高齡者的消費行為，以探尋不同生活型態的中高齡族群，對於3G行動加值服務的需求及差異。

本研究透過深度訪談和問卷調查收集資料。深度訪談法用以收集3G電信業者行銷人員對於初擬問卷內容的修正建議，經過修訂形成研究的正式問卷；問卷調查法則是用以瞭解中高齡者的消費行為，以及其對於3G行動加值服務的需求。研究結果發現，生活型態並非是影響中高齡者對於3G行動加值服務需求的主要因素，而是年齡老化會對中高齡者的需求產生影響。中高齡者由於年齡的增長，受到生理感官、心理與認知老化的影響之下，導致其對於3G行動加值服務的需求趨於一致。而目前中高齡者認為最迫切需要的3G行動加值服務為：緊急服務、電話簿備分、交通資訊與健康情報。

關鍵字

3G ； 行動加值服務 ； 生活型態 ； 中高齡者需求

並列摘要

As the market of mere voice service is going to be full, the speech quality and service differences between all mobile communicate operators are less. As a result, there are not enough incentives to attract mobile phone users to keep consuming. Therefore, the innovative mobile value-added service will surely become one of focuses in 3G industry in the future. On the other hand, because of the decrease in birth rate and the extension in average age in Taiwan, the number of the middle-aged and senior people who aged over 45 will be up to ten million in ten years. And these people will surely lead the consumer market. To telecommunication operators, the middle-aged and senior group has not only more consumption ability but also different needs for 3G mobile value-added services due to their diverse lifestyles. Those will be latent consumers who are enormous and can’t be neglected. According to above analyses, the purpose of this study is: describing the middle-aged and senior users’ consumer behavior by lifestyle variables, to find out diverse needs for 3G mobile value-added services in the middle-aged and senior group with different lifestyles.

This study gathers data by in-depth interviews and questionnaire survey. In-depth interviews are used to assemble 3G telecom marketers’ revised advice about the first questionnaire, and forming the formal study questionnaire after revising. Questionnaire survey is used to understand the middle-aged and senior users’ consumer behavior and their needs for 3G mobile value-added service. According to statistical analyses, the main factor that will affect the middle-aged and senior users’ needs for 3G mobile value-added service is not lifestyle, but aging. Because of growing age and affecting by aging physical organs, psychology, and cognition, middle-aged and senior users’ needs for 3G mobile value-added service will tend to coincident. Nowadays, 3G mobile value-added services that they need the most are: emergency services, phone book spares, traffic and health information.

並列關鍵字

3G ； Mobile Value-added Service ； Lifestyle ； Middle-aged and Senior Users’ Need

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