臺灣博碩士論文加值系統

台灣的行動通信市場過去在電信局獨佔時，行動電話門號一號難求，今日隨著行動電話滲透率愈來愈高，市場競爭愈趨激烈。第二代與第三代行動電話的總門號數總計增加到目前「2009.04.31」的24454523門，滲透率高達百分之106.05。
門號搭售手機的組合產品包裝，成為主要的促銷方式，過去有關「行動電話門號組合產品」的研究，主要探討「門號搭售手機」或「門號贈送通話費」這類互補型的組合產品，鮮少針對「非互補型的組合產品」來做研究，消費者如何看待非互補性的組合產品搭售是為本研究探討的議題之一。
另外，由於目前各電信業者針對消費者不同的通話需求，設計出不同等級的行動電話費率以及不同的行銷補貼款，但是在實務上業者對低月租費使用者給予較高的補貼幅度，而對高月租費使用者卻給予較低的補貼幅度，這類組合價格對消費者的感覺又如何?是為本研究探討的議題之二。
本研究結果如下：
(一)、在高度滲透市場下，消費者對「互補性組合產品」的搭售並不會比「非互補性組合產品」的搭售，有更高的知覺節省。
(二)、不同的價格補貼幅度下，相對於高月租費者，低月租費者的知覺節省並不會較高。
(三)、「組合產品特性」與「門號補貼」的交互影響，對知覺節省有顯著影響。
(四)、門號使用者知覺節省愈高，再續約意願愈強。

In the 90s'', when the Chunghwa Telecom monopolized the Taiwan''s mobile communication product market, mobile subscribers had to wait in a long queue. Today the total mobile phone subscription number of 2G and 3G has increased to 24.45millions by the end of April 2009. The penetration rate reaches more than 106 percent in Taiwan. Competitions among these mobile communications are highly intense.

The mobile phone number tie-in sale with the handset has become the way of main promotion way. Past studies about mobile phone bundling mainly focused on “mobile phone number tie-in sale with the handset” or “mobile phone number tie-in with airtime charge”. Fewer studies concentrated on the non-complementary product bundling.

In addition, telecommunication service providers develop mobile phone rate plan and price subsidy in accordance with different call demands. Telecommunication service providers tend to give higher price subsidy to low monthly fixed rate user and to offer lower price subsidy to high monthly fixed rate user. Does this practice really invoke subscribers’ perception of saving? The answer to this question forms the second objective of the research.

The results of this study indicate that:
(1) Under the highly competitive market of mobile communications, consumer’s perceived saving from the non-complementary product bundling tie-in sale will be higher than the complementary product bundling tie-in sale.
(2) Under the different schemes of price subsidy, comparing with the high monthly fixed rate user, the low monthly fixed rate user did not perceive higher saving.
(3) The interaction effect of product bundling and price subsidy on consumer’s perceived saving is partially significant.
(4) The higher the mobile phone subscribers’ perceived saving is, the stronger their retention intention.

中文摘要----------------------------------------------------------------------------------- I
英文摘要----------------------------------------------------------------------------------- II
誌謝----------------------------------------------------------------------------------------- III
目錄----------------------------------------------------------------------------------------- IV
表目錄-------------------------------------------------------------------------------------- VI
圖目錄-------------------------------------------------------------------------------------- VIII
第壹章、緒論------------------------------------------------------------------------------1
一、研究背景與研究動機------------------------------------------------------------- 1
二、研究問題------------------------------------------------------------------------------8
三、研究流程------------------------------------------------------------------------------8
第貳章、文獻探討-----------------------------------------------------------------------10
一、產品生命週期價格促銷與知覺節省----------------------------------------- 10
(一)、價格促銷與產品生命週期---------------------------------------------------- 10
1、價格促銷-------------------------------------------------------------------------------10
2、價格促銷與產品生命週期--------------------------------------------------------11
(二)、價格促銷與知覺節省-----------------------------------------------------------14
二、組合產品與知覺節省-------------------------------------------------------------16
(一)、組合產品-------------------------------------------------------------------------- 16
(二)、組合價格促銷---------------------------------------------------------------------17
(三)、組合產品價格促銷與消費者的知覺節省----------------------------------19
三、組合產品特性與知覺節省-------------------------------------------------------21
(一)、互補性與非互補性-------------------------------------------------------------- 21
(二)、功能性與享樂性------------------------------------------------------------------22
四、門號補貼幅度與知覺節省-------------------------------------------------------23
(一)、門號補貼幅度---------------------------------------------------------------------23
(二)、門號補貼幅度對知覺節省之影響-------------------------------------------24
五、知覺節省與再購買意願----------------------------------------------------------25
(一)、再購買意願------------------------------------------------------------------------25
1、再購買意願的定義------------------------------------------------------------------25
2、影響購買意願的因素---------------------------------------------------------------25
(二)、知覺節省對再購買意願之影響---------------------------------------------- 26
第参章、研究方法---------------------------------------------------------------------- 27
一、研究架構與研究假設------------------------------------------------------------- 27
二、研究對象及範圍--------------------------------------------------------------------29
(一)、研究對象----------------------------------------------------------------------------29
(二)、研究範圍----------------------------------------------------------------------------29
三、研究設計----------------------------------------------------------------------------- 30
(一)、實驗的因子設計------------------------------------------------------------------30
(二)、變數的操作性定義-------------------------------------------------------------- 30
四、問卷發展與設計--------------------------------------------------------------------33
(一)、問卷設計--------------------------------------------------------------------------- 33
(二)、實驗程序--------------------------------------------------------------------------- 36
(三)、統計分析方法---------------------------------------------------------------------37
第肆章、研究結果-----------------------------------------------------------------------39
一、樣本結構----------------------------------------------------------------------------- 39
二、信度分析----------------------------------------------------------------------------- 40
三、產品特性、門號補貼幅度對知覺節省與續約意願的影響------------- 43
四、研究假設之驗證結果--------------------------------------------------------------50
第伍章、結論與建議--------------------------------------------------------------------51
一、研究結論----------------------------------------------------------------------------- 51
二、管理意涵----------------------------------------------------------------------------- 55
三、理論意涵----------------------------------------------------------------------------- 56
四、研究限制與未來研究之建議--------------------------------------------------- 57
參考文獻------------------------------------------------------------------------------------59
附錄一 實驗問卷--------------------------------------------------------------------------67
附錄二 實驗情境廣告------------------------------------------------------------------- 70

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三、網路部分
[1]國家通訊傳播委員會http://www.ncc.gov.tw/chinese/
[2]行政院主計處http://www.dgbas.gov.tw/mp.asp?mp=1
[3]行政院公平交易委員會http://www.ftc.gov.tw/internet/main/index.aspx
[4]內政部戶政司http://www.ris.gov.tw/
[5]中華電信股份有限公司http://www.cht.com.tw/
[6]台灣大哥大股份有限公司http://www.taiwanmobile.com
[7]遠傳電信股份有限公司http://www.fetnet.net
[8]亞太電信股份有限公司http://www.aptg.com.tw
[9]威寶電信股份有限公司http://www.vibo.com.tw/