- 學位論文
你會使用4G嗎?攜碼消費者對採用新服務的認知
4G Service, Will You Use It? A Study for Acceptance of New Service on MNP Customer Satisfaction
摘要
2005年10月，臺灣正式開放行動號碼可攜服務（Mobile Number Portability），自此臺灣行動通訊市場正式邁入另一個階段，也更趨自由，之後消費者可不再受限於號碼的僵固性、移轉的成本而無法轉換業者，讓使用者有更多的選擇，這樣的方式也同時成為消費者對於行動通信服務滿意度的體現。在世界潮流趨勢下，2013年底台灣完成了4G的釋照，讓台灣的電信產業即將面臨不同的挑戰。本研究旨在利用行動號碼可攜作為行動電信業者滿意度的回饋，並藉此了解消費者號碼可攜前、後滿意度各項目的差距對於接受新服務4G的意願。主要發現，消費者有興趣未來使用4G服務，而行動業者提供通訊品質、價格包裝、移動設備與加值服務等服務品質項目對於消費者選擇4G服務有顯著影響。
並列摘要
Taiwan did not provide Mobile Number Portability (MNP) service until October 2005. Since then, Taiwan mobile communication market stepped into another phase and became more free and mature in this industry. Consumers are no longer hesitate to change the service provider because obstacles of the number rigidity and number switch cost are diminishing. The consumers have more options to choose carrier. This act of switching carrier reflects the satisfaction on mobile service. By the end of 2013, Taiwan has completed 4G license distribution, and new challenge comes in this industry. This study uses MNP as a way to understand consumer satisfaction, also helps realize the relation between customer expectations about MNP and tendency toward new 4G product and service. This study finds users are interested in using 4G in the future, and call quality, pricing structure, mobile device as well as value-added service have significance impact on using 4G in the future.