以ERG理論探討消費者對行動加值服務之需求

AN EMPIRICAL STUDY OF THE ERG THEORY ON CONSUMER'S NEEDS IN MOBILE VALUED-ADDED SERVICES

陳雅倩(Ya-Chien Chen)

指導教授 ： 楊承亮

大同大學/經營設計學院/資訊經營學系所/碩士(2009年)

摘要

隨著生活型態的轉變，以及網際網路的盛行與普及，加上各項資訊網路基礎建設之陸續完成及無線通訊技術的成熟，使得手機不再只是單純的溝通工具，所應用的服務更加多元化，因而使得行動商務市場呈現大幅成長。行動加值服務是繼電子商務後所延伸的創新服務，其所涵蓋之產業與產值都相當可觀，市場前景備受看好。滿足消費者的需求是在激烈競爭中能否勝出的關鍵因素。因此，消費者在選擇行動加值服務的需求模式是個值得我們深入探討的課題。
本研究採用ERG理論中的生存（Existence）需求、關係（Relatedness）需求及成長（Growth）需求作為研究架構的基礎。以消費者的角度，透過問卷調查方式，探討在選擇行動加值服務時，消費者之需求滿足與慾望。並以實務資料驗證ERG理論。
研究結果發現，消費者對於行動加值服務之需求滿足度與慾望的關係，是當較低層次的需求獲得滿足後，則有較高的慾望進階到較高層次需求之現象。亦即ERG理論之滿足／進階現象獲得證實。但ERG理論所提之受挫／迴歸之現象並未獲證實。而滿足／強化現象在「成長需求強化」此一子構面獲得證實，但「生存需求強化」與「關係需求強化」之子構面則未獲證實。
透過本研究之結果，相關業者可藉此瞭解影響消費者採用行動加值服務之需求與慾望，並做為往後推行行動加值服務之發展策略與市場變化之因應之道，成為行銷推廣及市場區隔之依據。

關鍵字

行動商務 ； Maslow需求理論 ； 行動加值服務 ； ERG理論

並列摘要

As the lifestyle changes with the popularization of the internet, mobile phone, with the continuing establishment of information network and full development of wireless telecom technology, is no longer just a simple communication tool. With the increasing diversity of application in the service, the market of mobile commerce has presented a remarkable growth. Mobile value-added service is the successive innovated service extended from e-commerce. With substantial number of industries involved and considerable output values, the market prospect is optimistic. Customer satisfaction in their needs is the key toward winning the competitive market. Therefore, consumer choosing mobile value-added service in their needs is a worthful research topic for study.
This study utilizes the ERG theory of human needs as the basic framework and the needs are existence, relatedness and growth. From consumer’s point of view, the study using methods of survey, discusses consumer satisfaction and desire when choosing mobile value-added services. In addition, practical data is collected to validate the ERG theory.
Result of the study discovered that consumer satisfaction is related to consumer desire in a way that higher order of desires progress toward the higher order of needs when the lower order of needs are fulfilled. This phenomenon validates the satisfaction-progression process, but not the frustration-regression process of the ERG theory. Satisfaction-strengthening process is validated in the sub-category of growth need strengthening, but not in the existence need strengthening and relatedness need strengthening.
The result of this study may assist the related business in understanding consumer’s needs and desires in choosing Mobile value-added services. The study may also be used as a method for strategic development when promoting mobile value-added services and for response to market dynamics, which may become the new basis for marketing promotion and market segmentation.

並列關鍵字

Value-Added Services ； Maslow's Theory of Needs ； ERG Theory ； Mobile Commerce

參考文獻

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