WiMAX行動通訊系統之消費者轉換意願研究

The study of effect on consumer switch of WiMAX

潘奕男(Yi-Nan Pan)

指導教授 ： 顧志遠

中原大學/商學院/企業管理研究所/碩士(2008年)

https://doi.org/10.6840/cycu200900520

摘要

我國行動通訊服務目前已演進到第三代行動通訊系統，簡稱「3G」。除上網速度提昇至384Kbps之外，也增加了許多的加值服務或數位商品的整合，行動通訊系統商也為因應這數位匯流的時代來臨，推出了3.5G(HSDPA)的服務，大幅度的將傳輸速率提昇至3.6Mbps，使得無線的傳輸速度更趨近於固網。緊接著下一個極可能顛覆電信產業生態的電信技術 - WiMAX ( World Interoperability for Microwave Access )微波存取全球互通系統，俗稱為第四代行動電話通訊系統，簡稱「4G」，是一種新興的無線通訊技術，數據傳輸速度最高可達70Mbps(目前一般消費者家裡ADSL的上網速度大多為2Mbps)，其傳輸範圍最廣可達30英哩，然而WiMAX技術是否可引發消費者的期待與關注？系統業者該如何看待和運用這個新技術？最重要的是消費者面對現今行動電話的高飽和度及使用習慣程度，是否有使用WiMAX系統的意願以及需求性?以上問題需要有效的方法來檢驗與評估，並針對問題提供解決方案。
本研究以Ajzen(1985)「計劃行為理論(Theory of Planned Behavior, TPB)」為基礎，加上科技接受模型( Technology Acceptance Model；TAM )及創新擴散理論( Diffusion of Innovation )，作為未來台灣WiMAX服務推出後消費者轉換使用意願之假設模式，透過實證研究加以檢驗分析。

關鍵字

消費者轉換意願 ； WiMAX

並列摘要

Mobile communication in Taiwan has entered into its Third Generation, abbreviated as “3G”. Its Internet access speed has reached up to 384Kps; along with the Internet access, value added services and digital products are being pushed forward.
Facing the digital era, mobile communication venders have provided 3.5G (HSDPA) service with transmission rate at 3.6MBps that narrows the gap between wireless and hard-wired communication. The next technology that will revolutionize the mobile communication industry is called WiMAX, World Interoperability for Microwave Access; also known as 4G, an abbreviation of Forth-Generation Communication System. Its data transmission speed will reach up to 70MBps (Today, an average residential ADSL’s speed is about 2MBps). Its service distance can reach up to 30 miles.
Would WiMAX technology catch the attention of the consumers? Would it meet their expectations? How would the system consumers use and apply the new technology? Mobile phones are currently highly utilized. Users have formed their own mobile phone habits. Are they willing to use WiMAX? Is there a need for WiWAX? The above questions demand answers that require careful evaluation and examination.
This thesis is based on the following theories: Theory of Panned Behavior, TPB by Ajzen (1985) Technology Acceptance Model; TAM Diffusion of Innovation.After thorough studies and analysis, it will establish an assumptive model of how consumers would respond when WiMAX is available in Taiwan.

並列關鍵字

WiMAX ； consumer switch

參考文獻

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