行動數據上網服務消費者採用意願研究

The consumer adoption intension of the 3.5G Data Card

林俊哲(Chun-Che Lin)

指導教授 ： 李正文

中原大學/商學院/國際貿易研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000641

摘要

台灣地區自1996年5月開放電信業務以來，行動電話業務的蓬勃發展迅速。2008年12月底，普及率曾一舉高達106%，普及率世界第一。
現今各行動通訊服務業者已普遍上市3.5G行動數據上網服務，不論在硬體及軟體上也不斷投資，但由於消費者多仍停留在語音服務的使用，雖然各推出3.5G行動數據上網服務的行動通訊服務業者不斷對消費者推出各型態的促銷方案，並一再提升消費者的滿意度，但消費者對於3.5G行動數據上網服務喜好程度似乎並未增加。
因此，本研究將以策略行銷4C成本理論探討如下列：
1.4C對消費者採用3.5G行動數據上網服務意願的影響。
2.行動通訊服務業者行銷策略與4C的關係。

關鍵字

行銷策略 ； 客戶滿意度 ； 採用意願

並列摘要

Ever since May, 1996, Taiwan government releases tele-communication limitation, the flourishing development of the Mobile telephone service was fast. At the end of December, 2008, the popularity has been up to 106% at one blow.

Companies in the telecommunication industry generally list 3.5G data card services now. They also invest constantly at hardware and software. Although companies introduce various promotions to raise consumers’ satisfaction constantly, it seems that consumers do not prefer to use 3.5G data card service. Many consumers still prefer to use only voice service. Therefore, this research will focus on marketing strategies 4Cs cost theories to find out the following: First, the impact of 4Cs to the willingness of using the 3.5G data card services. Second, the relationship between the marketing strategy of the telecom and 4Cs cost theories.

並列關鍵字

consumer adoption intension ； customer satisfaction ； marketing strategy

參考文獻

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