探討手機門號可攜性服務對消費者偏好之
影響

中文摘要台灣自門號可攜(MNP)實施後，國內行動通信業者採用各個不同的策略來吸引用戶。本研究歸納過去學者的幾項研究構面來探討門號可攜實施多年後，以網內互打免費與低價費率來吸引用戶的行動通信業者是否成功?但此類業者的主要劣勢在於收訊品質，如果克服收訊品質之劣勢後，能否有轉機？本研究以問卷方式透過網路發放，有效樣本301 份，依據SPSS 軟體中的Logistic 迴歸分析各項構面與轉換意願之關係。並將收訊品質分為相似與不相似的情況下，依服務滿意度、收訊品質、外部因素與價格因素來瞭解用戶對於各家行動通信業者認知的差異。本研究建議門號可攜(MNP)實施後，雖然各家陸續推出不同優惠方案來吸引用戶數，但未必用戶真的會買單，對於用戶來說品質(服務品質與收訊品質)與價位(外部因素與價格因素)都是權衡的考量。

關鍵字

滿意度；轉換意願；價格因素；收訊品質；網內互打；門號可攜

並列摘要

Abstract Since Mobile Number Portability (MNP) started in Taiwan, most of mobile phone service providers used different strategy to pull customers in. Some providers take lower price strategy to attract customer after MNP started. However, these providers face a bad connection problem. In the future, these providers would conquer bad connection problem to get much more users. The research used SPSS statistic program to analyze the data from 301 customers on internet. According to the studied variables, this research wants to figure out the cognitive difference of customer among mobile service providers.The result of the study indicate that even though the mobile company used a lot of promotion pogroms after MNP started, but customer still consider about the quality and price, such as service quality, reception quality, price effect.

並列關鍵字

price effect ； switching intention ； customer satisfaction ； reception quality

參考文獻

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探討手機門號可攜性服務對消費者偏好之影響

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