關鍵字: 3G行動通訊、消費者知識、創新特質 Since the 3G market was opened in 2001 in Taiwan, there are five operators join in this competitive market. This research studies about multiple factors of consumer attitudes, innovation, consumer''s knowledge and consumer''s characteristics. In order to draft the reference basis of the marketing tactics, this research explores marketing tactics and consumer needs for 3G operators. The purposes of this research are as following: (1) exploring the impact of the intention of attitude on innovative product; (2) exploring the impact of consumer''s knowledge on intention; (3) exploring the impact of the consumer''s characteristics on intention. For this research design, the survey is form March 11 to March 31 2006. The sample size is 397, the valid rate of retrieve of questionnaire are 41.79%. The results of the research are as following: (1) innovative product having the positive impact on intention of attitude; (2) consumer''s knowledge having the positive impact on intention of attitude; (3) consumer''s characteristics having the positive impact on intention of attitude. For the future study on the 3G mobile phone market development, the suggestions are: (1) study on the effects of sales channel, store management and new comers; (2) study on the effects of consumer purchase, consumer behaviors and type of service; (3) study on the effects of 3G content development and value added services for consumer behaviors.
