行動電話服務業者產品屬性與市場區隔之研究

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Title:	行動電話服務業者產品屬性與市場區隔之研究
Other Titles:	The study in product attributes and market segmentation of cellular phone service providers
Authors:	李長樺;Lee, Chang-hua
Contributors:	淡江大學管理科學研究所碩士班陳定國;Chen, Ding-guo
Date:	2005
Issue Date:	2010-01-11 03:09:06 (UTC+8)
Abstract:	在面對臺灣廣大的消費族群及未來無線通訊所可能帶來更多樣的加值服務，行動電話服務業者在紛紛跨入3G行動電話通訊時代之餘，應了解不同市場區隔的消費者所重視的產品屬性為何，尋求有利之區隔市場，以發展適宜的行銷策略。針對上述目的，本研究針對臺北地區大學生進行問卷調查，經由因素分析萃取出五個因素構面。然後以產品利益屬性因素為區隔變數，將消費者區分為三個區隔市場。接著再以具有顯著差異的人口統計變數及購買決策變數描繪區隔市場之消費者特性。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.
Appears in Collections:	[Department of Management Sciences] Thesis

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