| 摘要(英) |
The market of 3rd Generation mobile communication systems all over the world increases gradually. But the 3G data services quantities in Taiwan does’nt rise in the last two years. It’s prospect is not brightening. The purposes of the research are to find out the market segments of 3G mobile data services, to understand whether the data services of different segments have two-dimensional quality, and to set up the plans of quality improvement and marketing strategies according to the customers satisfaction coefficient. First, the low produce knowledge customers who interfere with the result are excluded. Then, the customers with high product knowledge are divided into several groups. Finally, the attributes of quality are classified according two-dimensional model and the difference between groups are compared.
The results of the research show that the customers of 3G mobile data services can be divided into four market segments：segment 1, "Leisurely and Independent", segment 2, "Stable and Ordinary", segment 3, "Introvert and Conservative", and segment 4, "Positive and Conscientious". Different lifestyles have differences among attributive classifications of two-dimensional model. Twelve of the services, Mobile Video, Mobile TV, Mobile Entertainment, Mobile Broadcasting, Personal MMS, Mobile Internet, Personal Location-based Services, VoIP, Video Phone , Micro Payment , Mobile Bank,and Unify Message are statistically significant. Segment 1 consider that there are four attractive requirements, six one-dimensional requirements, three indifferent requierments. Segment 2 consider that there are three attractive requirements, four one-dimensional requirements, two must-be requiements, and four indifferent requirements. Segment 3 consider that there are one one-dimension requirements, three must-be requirements, and nine indifferent requirements. Segment 4 consider that there are two attractive requirements, three one-dimension requirements, and four indifferent requirements. According to the customer satisfaction coefficient, Mobile Video, Mobile TV, and Mobile Internet are the first three requirements to increase the customer satisfaction of segment 1. VoIP, Video Phone, and Mobile Internet are that to segment 2. Personal MMS, Mobile TV, and Mobile Entertainment are that to segment 3. Mobile Internet, Mobile TV, and Unify Message are that to segment 4. |
| 參考文獻 |
英文文獻
[1] Alba, Joseph W., and Hutchinson, J. Wesley, "Dimensions of Consumer Expertise.", The Journal of Consumer Research, Vol. 13, 1987, pp. 411-454.
[2] Anderson, W. Thomas, and Golden, Linda, "Lifestyle and Psychographics: A Critical Review and Recommendation.", Association for Consumer Research, 1984, pp. 405-411.
[3] Brucks, M., "The Effects of Product Class Knowledge on Information Search Behavior.", Journal of Consumer Research , Vol. 12, 1985.
[4] Engel, James F., Roger D. Blackwell, and Paul W. Miniard, Consumer Behavior., 8th ed, Fort Worth: Dryden Press, 1995.
[5] Flynn, L. Reinecke, and Ronald E. Goldsmith, "A Short, Reliable Measure of Subjective Knowledge.", Journal of Business Research, Vol. 46, 1999, pp.57-66.
[6] Hawkins, Del I., Best, Roger J., and Coney, Kenneth A., Consumer Behavior : Implications for Marketing Strategy., 3rd ed, Plano: Business Publications, 1986.
[7] Holma, H. and Toskala, A., WCDMA for UMTS : Radio Access for Third Generation Mobile Communications ., New York: Wiley, 2000.
[8] Matzler, K., and Hinterhuber, Hans H., "How to make product development projects more successful by integrate Kano’s model of customers satisfaction into quality function development. ", Technovation, Vol.18, 1998, pp.25-38.
[9] Mowen, John C., and Minor, M., Consumer Behavior : A Framework. N.J.: Prentice Hall, 2001.
[10] Park, C. Whan., Mothersbaugh, David L., and Feick, Lawrence, " Consumer Knowledge Assessment.", Journal of Consumer Research, Vol.21, 1994, pp. 71-82.
[11] Plummer, Joseph T., "The Concept and Application of Life Style Segmentation.", Journal of Marketing, Vol. 38, 1974, pp. 33-37.
[12] Ralph, D. T., "3G and Beyond -- the Applications Generation.", BT Technology Journal, Vol. 20, 2002, pp22-28.
[13] Schvaneveldt, Shane J., Enkawa, Takao, and Miyakawa, Masami, "Consumer Evaluation Perspectives of Service Quality: Evaluation Factors and Two-Way Model of Quality.", Total Quality Management, Vol. 2 , 1991, pp. 149-161.
[14] Tachikawa, K., "W-CDMA mobile communications system", Chichester : Wiley, 2002.
[15] UMTS Forum, "Happy New Year for Global 3G Mobile Industry as UMTS/WCDMA Subscriptions Hit 100 Million.", December 2006.
[16] ---, " UMTS Forum Report 13：The UMTS Third Generation Marketk, Phase II - Structuring the Service Revenue Opportunities: Including Worldwide and Regional Forecasts for Mobile Internet Access, Multimedia Messaging Service for Business, Location-Based Services, Rich Voice and Simple Voice.", April 2001.
[17] ---, " UMTS Forum Report 9：The UMTS Third Generation Market - Structuring the Service Revenues Opportunities: Including Worldwide and Regional Forecasts for Customised Infotainment, Mobile Intranet/Extranet Access, and Multimedia Messaging Service.", October 2000.
[18] Wells, William D., and Tigert, Douglas J., " Activities, Interests and Opinions.", Journal of Advertising Research, Vol.11, 1971, pp27-35.
中文文獻
[1] 方世榮，統計學導論，第四版，台北：華泰書局，2001。
[2] 王嘉鵬，「以生活型態區隔之台北市民對第三代行動電話接受意願之研究」，國立交通大學經營管理研究所，碩士論文，2001。
[3] 林子文，「金融機構女性消費者行為之研究－以銀行業為例」，大同大學事業經營學系(所)，碩士論文，2004。
[4] 周昆逸，3G手機行動上網使用者創新採用研究---以台灣地區為例， 世新大學傳播研究所，碩士論文，2004。
[5] 洪昌哲，「3G環境下行動服務產業經營之研究」，國立中山大學高階經營碩士班，碩士論文，2002。
[6] 狩野紀昭等人，「有魅力的品質與應該有的品質」，品質管制月刊， 第二十一卷，第五期，1984，第33-41頁。
[7] 孫珮瑜，「3G受挫，大老闆對新科技喊卡？」， 天下雜誌，第362期 。
[8] 秦瑞宏，「以KANO二維模式分析銀行服務品質」，中華大學科技管理研究所，碩士論文，2004。
[9] 張英彬，第三代行動通訊系統W-CDMA for UTMS，台北: 儒林圖書，2005。
[10] 陳一德，「消費者對3G應用服務偏好之研究」，大同大學工業設計系(所)，碩士論文，2004。
[11] 陳志偉，「第三代行動電話市場區隔及轉移意願之研究 -以台南地區大學生族群為例」，國立成功大學交通管理學系碩博士班，碩士論文，2002。
[12] 陳順宇，多變量分析，第三版，台北:華泰書局，2004。
[13] 陳薏涵，「第三代行動通訊用戶市場區隔與滿意度分析」，中原大學資訊管理研究所，碩士論文，2005。
[14]資策會FIND，「2006台灣行動數據服務使用情況調查」，2007。
[15] ---，「2007年第一季我國行動上網觀測」， 2007。
[16] ---，「2010年英國3G滲透率將達68%，加值服務為致勝關鍵。」， 2006。
[17]，「日本57%手機用戶採用3G，2G預估4年後消失。」， 2006。
[18] ---，「行動加值服務應用不足，3G推動恐生阻力。」，2005。
[19] 鍾雯玲，「消費者的產品知識對系統性產品偏好的影響。」，銘傳大學管理科學研究所，碩士論文，2003。
[20] 顏承章，「大學生生活型態及其資訊搜尋行為之研究？以手機產品資訊為例」，中國文化大學資訊傳播研究所，碩士論文，2003。
[21] 魏錫鈴，「行動電話消費者購買行為及其市場區隔之研究--以北部地區居民為例」，國立交通大學經營管理研究所，2000。
[22] 蘇怡如，「行動通訊系統的演進」， 經濟部產業技術資訊服務推廣計畫 ，2001。
[23] 蘇朝墩，「專訪日本品質大師---狩野紀昭博士」， 品質月刊 。第四十卷，第五期，2004，第 20-40頁。
網站
[1] 中華電信，http://www.cht.com.tw/
[2] 台灣大哥大，http://www.taiwanmobile.com/index.html
[3] 交通部電信總局網站，http://www.dgt.gov.tw/flash/index.shtml
[4] 亞太行動寬頻，http://www.apbw.com/
[5] 威寶電信，http://www.vibo.com.tw/CWS/index.html
[6] 遠傳電信，http://www.fetnet.net/servlet/ContentServer?c=Page&pagename=@FETnet/Page/fnIntroHomePageT&cid=1124590117915 |
[Endnote RIS 格式]
[相關文章]
[文章引用]
[完整記錄]
[館藏目錄]
至系統瀏覽論文 ( 永不開放)
plurk
funp
live
udn
HD
myshare
netvibes
friend
youpush
delicious
baidu
Google bookmarks
del.icio.us
hemidemi
facebook
twitter
google
reddit