摘要 目前各家電信業者的非語音行動加值服務營收仍在一成上下排徊,加上國內第三代行動通訊(The 3rd Generation Mobile communication, 3G)用戶數已超過1,000萬,行動加值服務成為業界角力焦點,以及最有成長空間之營運項目。因此,本文以加值服務在消費者心中之重要程度、使用動機及生活型態作為區隔基礎,採用電腦輔助電話訪談(Computer-Assisted Telephone Interviewing, CATI)對全國使用具有3G執照電信業者的用戶進行分層隨機抽樣。以華德法結合K-mean兩階段分群方法進行市場用戶區隔研究,結果顯示消費者可分為四個群組-「社會務實群」、「新奇潮流群」「親友務實群」及「一般用戶群」,接著再以資料探勘之決策樹技術進行四群更深入的探討。最後再根據各電信業者在每一個群組之「加值服務重要度-使用頻率評估圖」中,需要鞏固及改進的加值服務提出建議,以給予電信業者做為參考。
Abstract The value-added service revenue of mobile phone operators is still about 10%, yet the 3rd generation (3G) mobile communication users already surpassed ten million. The mobile value-add service become more critical and potential to the mobile phone opearators. Using mobile value-add service of consumer concern, motivation and lifestyles, this study uses computer-assisted telephone interviewing (CATI) survey to mobile users with stratified random sampling. The research uses two-stage clustering approach by Ward with K-mean to generate four segmentations which is societies, trendy, relatives and usual users. Besides, the decision tree is involved to find out segmentation features. Lastly, the study address suggestions according to mobile valued-add service evaluation diagram of segmentation to mobile phone operators.