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    題名: 光纖寬頻接取網路服務市場區隔之研究
    其他題名: A study on market segmentation of the optical fiber broadband access network services
    作者: 石清長;Shih, Ching-chang
    貢獻者: 淡江大學管理科學研究所企業經營碩士在職專班
    吳錦波;Wu, Jiin-po
    關鍵詞: ADSL;光纖寬頻接取網路服務;ADSL(Asymmetric Digital Subscriber Line);the Optical Fiber Broadband Access Network Services
    日期: 2008
    上傳時間: 2010-01-11 03:21:18 (UTC+8)
    摘要: 二十一世紀為通訊、資訊、與視訊結合的科技新紀元。通訊、資訊與視訊科技的發展是國家競爭力的重要指標與根基。電信服務已經逐漸從傳統的電話,擴展至數據、影像、及寬頻多媒體等應用服務。
    因此,本研究之目的乃在探討已經使用ADSL之消費者,對網路服務品質、滿意度與使用行為意向等方面的知覺表現,透過Rogers的創新採用理論,探討其未來升級到「光纖寬頻接取網路服務」產品接受意願之推論。並且進一步探討其提升轉換到「光纖寬頻接取網路服務」所能接受之價格與期望,做一市場區隔。
    本研究主要以大台北地區ADSL消費者為受測對象,以書面與網路問卷同時進行。經研究顯示,以生活型態變數對ADSL消費者作分析得知:生活型態屬於便捷型、積極型、時尚型、忠誠型之消費者會影響其對產品的認知。以產品屬性變數分析,ADSL消費者分為產品服務、產品品質、產品價格等類型。在人口統計變數分析:性別不顯著,年齡介於21歲至40歲之間,學歷為大專,職業為軍公教、金融保險、學生,家中人口數為2至4人,薪資所得二萬至四萬之間,為主要市場區隔之潛在對象。此潛在對象在產品認知上都認為光纖通訊產品要比ADSL上網連線速度更快為最多,上網連線較ADSL穩定次之。
    因此,可知「光纖寬頻接取網路服務」是未來網路通訊、資訊及電子媒體重要之主流資源。
    The twenty-first century is the new era of technology that combined with communication, information and video. The development of communication, information and video is an important index and foundation of national competence. Telecommunication service is gradually expanding from traditional telephones to those practical services that include digital, pictorial, and broadband multimedia.
    Thus the goal of this study is to explore the conscience perception, such as network quality of service, satisfaction level, and intention of usage behavior of those customers who use ADSL. By applying Rogers’ theory of innovation adoption, the thesis will discuss the possibilities of advancement to “the Optical Fiber Broadband Access Network Services” in the future. Then we will make a market division after discussing affordable price and expectation of customers about the advancement.
    This research, using written and internet surveys, is mainly for those who consume on the internet via ADSL. By analyzing life style of those ADSL customers in the greater area of Taipei, this study shows us that life style influences the understanding of products for those who are convenient, active, fashionable and loyal customers. Analyse with the attribute parameter of the products , ADSL consumers are divided into the types , such as service of goods , products quality , product cost ,etc.. The major targets of staple market division are as follow: the sex is not apparent male or female, 21-40 years old, college education and beyond, the job armed government and teacher ,finance insurance,students and middle-classes, 2 to 4 family numbers and 20,000 to 40,000 NTD of monthly salary. Regarding the knowledge of products, they consider optical fiber communication product is faster than ADSL, and on-hook network is more stable than ADSL。We assert, therefore, that “the Optical Fiber Broadband Access Network Services” is one of the important main-stream resources of future network information and electronic media.
    顯示於類別:[管理科學學系暨研究所] 學位論文

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