研究顯示消費者最重視的產品屬性是通訊品質；各市場區隔之消費者在人口統計變數之年齡與收入變數具有顯著差異；在購買決策變數之購買數量和通信費用，均具有顯著差異；消費者不會新申辦3G門號最主要的原因，是因為所能搭配使用的手機種類較少，而最能吸引消費者的則是因素網內互打免費。 As technology advanced, cellular phone has become more and more popular, in order to attract consumers while marching into the third generation wireless communicating system, telecommunication operators have to find out what are the product attributes consumers are looking for and select one of the most profitable segmentation to develop effective marketing strategy.
To achieve these objectives, the study was investigated by questionnaire survey and extracted five factors from benefit variables by factor analysis. In addition, by applying clustering analysis three consumer groups were segmented. The study then further analyzed consumer’s characteristic according to significant variables of demographic variables, and purchase decision-making variables.
The study has reached five conclusions. First, quality of communication is most important to consumer; second, the demographics variables of age and income in each segment are significantly different; third the purchase decision-making variables of consume volume and communicating rate are significantly different; fourth, lack of cellular phone product is the main reason consumers are refusing to use 3G services; fifth, free calling in same network is the most attracting reason.
