消費者對中華電信MOD產品屬性之偏好研究

邱家靳

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消費者對中華電信MOD產品屬性之偏好研究

The consumer preference of Chunghwa Telecom MOD product attributes

邱家靳 , Masters　　Advisor：蔡燿全　　

繁體中文

中華電信MOD ；聯合分析法；集群分析；成份效用值； Chunghwa Telecom MOD ； Conjoint analysis ； Cluster analysis ； Component utility values

Abstract │ Reference (80) │ Times Cited (1) │ Altmetrics

Abstract 〈TOP〉

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With broadband and compression technology continues to progress, so that all media can be integrated with each other and convergence, the boundaries between the media will become increasingly blurred, as in the past solely on telecommunications services, Chunghwa Telecom cross-media service operators in 2004 launched in March multimedia on-demand video service (Multimedia On Demand, MOD). Chunghwa Telecom's MOD is the television as the medium through ADSL or FTTB circuits to provide digital interactive television services to broadband services extended to the living room from the study, while in the service platform, in addition to transfer multimedia video signal, but also value-added services can be delivered, this business model will be the future of broadband service provider's business objectives.
    However, the promotion of Chunghwa Telecom MOD faces a bottleneck in the past scholars believe that the interactive video services to promote slow because too much emphasis on technology issues, while ignoring the market and consumer usage and actual demand, but the use of who is to fully understand the emerging popularity of information technology can be an important condition, this study will Chunghwa Telecom MOD for the study, from a consumer point of view of consumers prefer the product portfolio of Chunghwa Telecom MOD.
    In this study, conjoint analysis approach to non-specific object for the study, conducted in two stages visit, the first stage aims at screening the respondents attach importance to product attributes, the results found that: the respondents were most seriously, "price", "program content "," value-added service "three attributes. The second phase will be filtered out by the establishment of the standards of product attributes, and the establishment of the body under test questionnaires. The third phase will use the results of the joint visits of the analysis method, the weight of their product attributes and composition utility values, to learn why the best product mix. The fourth stage will be subject to test samples for market segmentation, based on experience of whether the name for the segment, respectively, as "product experience using the MOD" and "no experience using the MOD products", respectively, of its weight and product attributes components of utility values, and find the best segment of the market portfolio. Finally, the use of cluster analysis and K-average method China, Germany and France would "have to use MOD product experience" and the "no experience using the MOD product" and then the separation of three different clusters, have experience in those ethnic groups divided into "high user", "medium user", "low user" experience without the use of ethnic groups into "new people group", "small staff group", "big head group", then calculate the relative importance of product attributes of the cluster and the cluster of the best product mix.
    Use the results of research and analysis for the industry marketing the product portfolio to provide recommendations in each market segment and product mix recommendations.

Reference ( 80 ) 〈TOP〉

1.工業技術研究院（2006），IPTV新興商業模式與管理之研究。
連結：
4.李曉明（2001），「多媒體資訊隨選系統」，圖書郁資訊學刊，第36期，pp.101-108。
連結：
6.吳佩諭（2008），「電信業者提供視訊服務之外國法制研析」，科技法律透，20(9)，pp.45-49。
連結：
11.何吉森（2007），「通訊傳播規範之整合與建構研究」，世新大學傳播研究所博士論文。
連結：
12.拓墣產業研究所（2010），「網路電視IPTV業務報告」。
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Times Cited (1) 〈TOP〉

石子軒(2012)。選民對總統候選人之屬性偏好研究-以聯合分析法為例。成功大學國際企業研究所學位論文。2012。1-114。

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