臺灣博碩士論文加值系統

近年台灣行動通訊產業蓬勃發展，競爭相當激烈，行動裝置的使用已成為現代人生活中不可或缺的一環，與之搭配的行動通訊服務也成為消費者的重要考量之一。若要能在競爭激烈的銷售市場中脫穎而出，電信業者必須透過大數據分析了解消費者之購買意圖，此外掌握正確的消費族群也顯得格外重要。本研究以行動通訊服務之相關文獻及國家通訊委員會之統計資料為研究基礎，歸納統整出影響消費者在購買行動通訊服務時的相關因素共計十六項，透過便利抽樣，以使用過行動通訊服務之台灣民眾為調查對象，利用消費者相關數據進行決策樹(Decision Tree)分析，透過CHAID演算法建立行動通訊服務購買意圖之分類模式，目的是提供電信業者了解消費者在進行選擇時可能影響的因素，並針對正確的客群執行有效的行銷策略。本研究所建立之行動通訊服務消費者購買意圖之分類模式，在中華電信用戶續約意願預測分類正確率為92.4%，台灣大哥大用戶續約意願預測分類正確率為84.1%，遠傳電信用戶續約意願預測分類正確率為79.4%，行動通訊服務供應商購買意圖預測分類正確率為51.3%。研究結果顯示，用戶續約預測具有相當之參考價值，而行動通訊服務供應商購買意圖預測未達有效之預測。藉由用戶續約預測，電信業者可掌握自家用戶續約關鍵因素，了解自身的競爭優勢及弱勢加以強化或改善，此外也可依據分類模式，針對不同消費族群斟酌須投入之行銷成本，在吸引消費者購買行動通訊服務的同時，更有效的運用行銷資源。

In recent years, mobile communication industry has developed vigorously in Taiwan, and the competition in the industry is fierce. Mobile devices have become an indispensable part of modern life, and the mobile communication services which accompany mobile devices have become an important consideration for consumers. To stand out from the highly competitive mobile communications services market, telecom carriers have to understand consumer purchasing intentions through big data analytics. Based on the literature review of the mobile communication service and the statistical data of the National Communications Commission, the study summarizes the 16 relevant factors that affect consumers' purchase of mobile communication services. Through convenient sampling, the survey is aimed at Taiwanese people who have used mobile communication services. By using consumer-related data and CHAID algorithm for analysis, constructing a decision tree and establishing the classification model of mobile communication service consumer purchasing intention. The purpose of this study is to provide telecom carries with an understanding of the factors that may influence consumer choice and to implement effective marketing strategies for the target audience. In this study, the accuracy rate of classification of Chunghwa Telecom users' renewal intention is 92.4%, Taiwan Mobile users' renewal intention is 84.1%, and Far EasTone Telecommunications users' renewal intention is 79.4%. However, the accuracy rate of consumers’ classification of purchasing intentions for mobile communication services is only 51.3%. The results of this study show that the forecast of user renewal intention has a certain reference value. The forecast of the purchasing intention of the mobile communication service is not valid. Through the user renewal intention forecast, the telecom carries can grasp the key factors of their own users to renew, understand their own competitive advantages and weaknesses, and then strengthen or improve them. In addition, depending on the classification model, the marketing costs to be invested in different customer groups can be considered. Moreover, while attracting consumers to purchase mobile communication services, telecom carries can more effectively allocate marketing resources.

摘要 i
Abstract ii
目錄 iii
圖目錄 iv
表目錄 v
第一章 緒 論 1
第二章 文獻探討 4
第一節 台灣電信市場現況 4
第二節 電信服務事業說明 12
第三節 購買意圖 17
第四節 決策樹 18
第三章 研究方法 23
第一節 研究流程 23
第二節 研究架構與假設 24
第三節 研究變數之衡量 25
第四節 研究設計 28
第五節 分類模式建立步驟 30
第四章 資料分析 31
第一節 問卷收回 31
第二節 建立決策樹分類模式 37
第五章 結論與建議 45
第一節 結論 45
第二節 研究貢獻 46
第三節 研究限制與建議 47
文獻參考 48
附錄 52

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