行銷與可攜式門號關係之研究

本研究探討以行銷4P理論為基礎，探討價格、產品、通路、推廣對可攜門號使用意願之關係，並驗證人口統計變項差異。共發放360份問卷，有效問卷308份，有效問卷回收率為86%。並使用敘述統計分析、信度分析、變異數分析、相關分析等方法進行假設檢定。研究結論發現女性較男性更願意使用可攜式門號。隨著收入、撥打費用、月租費率越高越願意使用可攜式門號。使用台灣大哥大群門號受訪者較願意使用可攜式門號。相關係數分析也發現提升行銷4P策略各構面均與使用可攜式門號有正相關係，影響程度依序為產品策略、價格策略、通路策略、推廣策略，未來建議朝向產品策略發展促進消費者使用可攜式門號。

關鍵字

行動商務；可攜式門號；行動電話系統業者；行銷4P

並列摘要

This paper, based on 4P Theory of Marketing, investigates the impacts of product, price, place, promotion on mobile number portability (MNP), and to test Demographics significance difference. The total of 360 questionnaires were issued, and the valid response rate is 86% (308 of 360 is returned). The method of analysis includes descriptive statistics analysis, reliability analysis, ANOVA, correlation analysis, and hypotheses tests. The results of analysis showed that it's more willing to use MNP for female than male. For people who are much more incomes, and much monthly fees pay, the more willingness to use MNP. The interviewees who use Taiwan Cellular Corporation (TCC) are more willing to use MNP. Coefficient correlation analysis finds that 4P strategies positively affect the willingness of using MNP, and they are ranked in product, price, place and promotion. The product can be a first priority to enable popular using of MNP service..