Translated Titles

Marketing of MNP Service




陳怡靜(I-Ching Chen);陳詳衡(Hsiang-Heng Chen)

Key Words

行動商務 ; 可攜式門號 ; 行動電話系統業者 ; 行銷4P ; mobile commerce ; MNP service ; cellular phone providers ; Marketing 4P



Volume or Term/Year and Month of Publication

469期(2010 / 09 / 01)

Page #

27 - 39

Content Language


Chinese Abstract


English Abstract

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..

Topic Category 社會科學 > 社會科學綜合
社會科學 > 社會學
  1. Taiwan CENT 電子新聞(2005),號碼可攜式服務開跑市場衝擊恐有限[線上資料],http://taiwan.cnet.com/news/comms/0,2000062978,20101870,00.htm
  2. Anderson, Carol H.,Vincze, Julian W.(2000).Strategic Marketing Management.Houghton Mifflin Company.
  3. Kotler, P.,Fox, K. F. A.(1994).Strategic Marketing for Educational Institution.New Jersey:Prentice-Hall.
  4. McCarthy, E. J.,Perreault, W. D.(1960).Basic Marketing.New York:Harper and Row.
  5. 何雍慶(1993)。實用行銷管理。台北:華泰書局。
  6. 吳清山、林天祐(2004)。教育名詞解釋-行銷管理。教育研究雙月刊
  7. 祝國忠、陳詳衡、林東正(2009)。消費者使用行動通訊服務可攜式門號意願之研究。中華管理評論國際學報,12(2),1-19。
  8. 鄭紹成(2004)。行銷學:本土觀點與國際視野。前程企管。