- 學位論文
消費者接受創新技術應用服務的態度之研究--以WiMAX應用服務為例
A STUDY OF CONSUMER’S ATTITUDE TOWARDS ACCEPTANCE OF NEW TECHNOLOGY- A CASE OF WiMAX SERVICES
摘要
消費者對創新技術將帶來的新服務總是既期待又怕受傷害，本文以目前在台灣尚未有商業營運模式的WiMAX行動寬頻上網創新技術應用為個案，針對台灣南區14縣市之居民做接受度調查。研究結果，受調查之地區的一般民衆，普遍對高科技產品及其應用服務，具有高接受度及偏好傾向。在1,606位的受訪者中，有使用寬頻連線的比例為93.39%，一般電話撥接的比例僅有2.71%；而在上網經驗調查項目中，則有36.49%的受訪者有無線上網的經驗。針對WiMAX行動寬頻無線上網之應用服務接受度調查，研究中的八項應用之受訪者接受的程度皆在50%以上，尤其某些應用（如：提供即時多媒體訊息服務）在特定族群（如：年輕人15~19歲）有特別高出（72.37%）的接受度。整體而言，WiMAX行動寬頻無線上網之應用服務被接受可能性高，市場商機可觀。 受訪者接受WiMAX應用服務的可能性與WiMAX應用服務內容相關；而「消費者的需求在既有市場上能否滿足的程度」會負向影響受訪者接受WiMAX應用服務的程度。「未來創新產品、服務的功能創新、改善方式及價格」則會正向影響受訪者接受WiMAX應用服務的程度。因而，WiMAX營運商應設法找出顧客真實的需求，並開發出功能滿足需求、更易用、更便利的產品，來滿足新顧客，創造新市場；或提供營運成本更低廉、計費方式更合理、月租價格更經濟的應用服務，爭取使用者認同，快速開拓商機。 既有ADSL、Cable Modem、WiFi的定點資料傳輸服務，GSM(2G) 、WCDMA(3G) 的無線語音服務，皆已能滿足受訪者的現有定點上網及行動語音的需求。未能滿足的是可行動、寬頻的影像/資料傳輸應用服務，而這正是WiMAX行動寬頻上網服務的特色，也是未來WiMAX行動寬頻的核心市場。WiMAX營運與現有技術通訊業務是既需區隔競爭且可合作共存。
並列摘要
Consumers always have demand and fear on innovation technology. This study is taking WiMAX mobile broadband Internet access in which does not have business operational model as an instance. The acceptance survey is focusing on 14 counties of southern Taiwan residents. The study showed that regular people highly accepted high technology products and application services. 93.39% of 1606 interviewees have ever used broadband Internet access. Only 2.71% of 1606 interviewees used dial-up Internet access. 36.49% of 1606 interviewees have experience on wireless Internet access. On WiMAX broadband mobile broadband Internet application services acceptance survey, above 50% interviewees are on the study of eight application services. Some of these application services are special, such as real time multimedia message. In particular group, such as age 15 to 19 young men and women, 72.37% acceptance higher than the other groups. Overall, WiMAX broadband wireless Internet application services have good opportunities in the market. Based on interviewees’ acceptance, WiMAX application services possibility and content are related. “Whether or not consumers’ needs are satisfied in the existing market”, it will negatively affect interviewees’ acceptance on WiMAX application services. “Product innovation, service function innovation, style improvement and price” will positively affect interviewees’ acceptance on WiMAX application services. Therefore, WiMAX operators have to find out real customers’ needs. Also, they have to develop satisfied function, easily use and convenient product to satisfy new customers and create new market. Or provide, low cost for business operation, reasonable accounting mechanism, and economical application services monthly rate, for customers’ recognition and develop business opportunities fast. Fixed site data transmission, ADSL, Cable Modem, Wi-Fi and wireless voice, GSM (2G) and WCDMA (3G) services are satisfied interviewees demands. However, the unsatisfactory services are mobile and broadband video/data transmission application services. This is WiMAX broadband Internet access service characteristic. It is also the core market of WiMAX mobile broadband in the future. WiMAX operation and existing telecommunication technology need to be segregated competition and cooperation.