影響員工使用企業行動加值服務因素之研究

A Study on Factors Affecting Employees Usage of Mobile Value-added Services in Enterprise

林柏廷(Po-Ting Lin)

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(2012年)

摘要

在市場開放及業者互相競爭的刺激之下，行動電話用戶數與普及率不斷攀升，逐漸趨於飽和。雖然行動使用人數維持在高點、手機的普及以及行動通訊技術的成熟與多樣化的行動加值服務，但是平均每戶貢獻度卻始終無法提升，反而有逐漸下降的趨勢。因此行動加值服務被視為電信業者的新藍海，各家業者皆希望透過此一服務來提升平均每用戶貢獻度。
許多學者根據科技接受模型，探討影響消費者採用行動加值服務的因素。但相關研究僅針對個人而不是企業。本研究歸納先前學者的研究，再參考協助企業導入行動加值服務與線上處理相關問題專業人員的意見，挑選可能影響企業使用程度的自變數有：價格、口碑、客戶滿意度、安全性、穩定性及便利性。
研究結果發現，電信業者在銷售的過程十分依賴有力的口碑；穩定的系統以及較低的服務費用，亦可提升企業的經營績效以及競爭力。影響企業採用行動加值服務程度的因素，依重要性依次為口碑、穩定性與價格。在競爭激烈的環境裏，電信業者已竭盡所能滿足顧客之需求，並達到企業期望之成效，安全性、客戶滿意度及便利性基本上均能滿足企業之需求，因此不是企業考量重點。故此三者對企業採用行動加值服務程度的影響並不顯著。

關鍵字

穩定性 ； 口碑 ； 行動加值服務 ； 價格 ； 實際使用

並列摘要

In the open marketing and under the entrepreneur mutual competition's stimulation, the mobile phone of users and the popular rate continue to rise, tends to be saturated gradually. Although the number of mobile phone users at the high spot, the popularization of cell phone as well as the maturity of communication technology and the Variety of mobile value-added services (MVAS), but the ARPU (Average Revenue Per User) is unable to promote, instead has the tendency which drops gradually. Therefore MVAS regards as the telecommunication entrepreneur's new blue sea; carriers all hoped that promotes the ARPU by this service.
Many scholars accept the models according to the science to investigate the factors of affecting for consumers to use these services. However, most of their studies focused on individual and not only an enterprise. The current studies summarized previous scholar's research, again referred to the assistance enterprise to induct the MVAS and on-line processing related question specialists' opinions, the choice possible to affect the enterprise to use the independent variable to include: price, reputation, customer satisfaction, safety, Stability and convenience.
The results showed that carriers’ sales process dependent on strong reputation; stable system and lower service costs can improve business performance and competitiveness. Affect the used MVAS of the factors, to importance order of reputation, stability and price. The highly competitive environment, carriers has made every effort to meet enterprise's needs and expectations to achieve business effectiveness. Safety, customer satisfaction and convenience are not a consideration in enterprise. Therefore the three factors do not significantly affect the extent for adopt in enterprises.

並列關鍵字

Stability ； Reputation ； Mobile value-added Services ； Price ； The actual use

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