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研究生:林博斌
研究生(外文):Po-Pin Lin
論文名稱:行動電話用戶對號碼可攜性服務接受度之研究
論文名稱(外文):A Study on Acceptance of Numbering Portability in Taiwan Mobile PhoneService Market
指導教授:陳文生陳文生引用關係
指導教授(外文):Wen-Sung Chen
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:資訊管理所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:118
中文關鍵詞:號碼可攜服務整合型科技接受模式第三代行動電話服務
外文關鍵詞:NP(Numbering Portability)UTAUT(Unified Theo
相關次數:
  • 被引用被引用:23
  • 點閱點閱:512
  • 評分評分:
  • 下載下載:144
  • 收藏至我的研究室書目清單書目收藏:8
摘要
由於我國行動電話服務已趨飽和,電信網路當中以電話號碼作為個人連結交
換的識別代號,已經深植人心不易改變,致使電話號碼成為使用者當前轉換電信
服務業者的一大門檻,若行動電話號碼無法自由轉換到其他行動電話業者,無論
電信服務業者提供的新服務或新費率多麼誘人,消費者仍多半被限制於既有業者
提供的服務,致將產生一個不流通的市場。再因各電信服務業者進入市場時間有
先後差異,使用者對於各業者的熟悉程度不一,因此在轉換過程勢必受使用者對
業者之「信任感知」因素影響。本研究擬針對此一新型態電信服務啟動之初,透
過整合型科技接受模式(Unified Theory of Acceptance and Use of Technology,
UTAUT)為研究基礎架構,將「信任感知」構面加入整合型科技接受模式,據以
研究行動電話用戶對於號碼可攜服務(Numbering Portability)之接受程度。
本研究以亞太電信集團之北、中、南客戶群為主要樣本對象,回收103 份有
效問卷,以UTAUT 架構為基礎,構建本研究之問卷題項,透過因素分析及回歸
分析等方法,進行檢測研究模型之各項假設。研究發現在行動電話號碼可攜服務
「使用意圖」部分,本研究提出的構面當中「信任感知」、「績效期望」、「努力期
望」等三個構面會正向且顯著的影響行動電話使用者採用行動電話號碼可攜服務
的「使用意圖」,但「社會影響」不如預期受到行動電話使用者重視。在行動電話
號碼可攜服務「使用行為」部分,研究發現「促成因素」是讓使用者產生採用行
動電話號碼可攜服務「使用行為」的最顯著因素。「使用意圖」、「信任感知」對於
「使用行為」並無顯著影響。研究亦針對性別、年齡、經驗、自願等干擾變數進
行分析。
本論文最後針對問卷統計分析結果,逐項根據統計結果分析結論並據以提出
建議供電信主管機關與行動電話服務業者推動行動電話號碼可攜服務之參考。
Abstract
The penetration ratio of mobile phone market has been over 100% in
Taiwan. Most of the mobile phone users are used to telephone number as the
unique linkage between personal identity and specific telecom service provider.
So, it caused the barrier to restrict mobile phone users no intention to transfer to
another telecom service provider. If NP(Numbering portability)service does not
deploy to the telecom market, mobile phone users will be blocked to original
service provider even another service provider proposing many attractive sales
kit to the marketing. It will cause an inertia marketing phenomenon.
The period of entering into the telecom market in each mobile phone
service provider was different. Customers also feel that perception of the trust
to each provider was different too. Based on UTAUT model by adding trust
construct into the model, this study tries to discover the key factors to the
acceptance of numbering portability service in Taiwan mobile phone service
market. The revised model was tested by the Asia Pacific Telecom NP users via
factor and regression analysis for its hypothesis.
This study finds out that there are 3 (Perceived Effective, Effort Expect,
Perceived Trust) constructs with positive and significant relationship with
Behavior Intention in the model. But Social Influence construct has not been
concerned by customer as expected. There is only 1 (‘Facilitating Conditions’)
construct with negative relationship and Perceived Effective, Effort Expect,
Perceived Trust have not significant influence with Behavior Usage in the model.
This study also analyzes the influences for intervening variables, for example,
Gender, Age, Experience, Voluntariness of The Use in the model. This study
finally makes some suggestions to the mobile service providers and
telecommunication regulatory bodies for promoting NP services in Taiwan.
目錄
目錄……………………………………………………………………………… 頁次
摘要....................................................................................................................... i
Abstract ................................................................................................................ ii
誌謝......................................................................................................................iii
目錄...................................................................................................................... v
圖目錄.................................................................................................................viii
表目錄.................................................................................................................. ix
壹、緒論...............................................................................................................1
一、研究背景與動機......................................................................................1
二、研究目的.................................................................................................2
三、研究對象與範圍......................................................................................2
四、研究步驟.................................................................................................3
貳、文獻探討........................................................................................................4
一、「號碼可攜服務」相關文獻探討...............................................................4
(一)號碼可攜服務類型探討.................................................................4
(二)電信市場與號碼可攜服務.............................................................5
(三)電信網路與號碼可攜服務.............................................................9
(四)號碼可攜服務定義......................................................................12
(五)號碼可攜服務之網路建設方案....................................................16
(六)號碼可攜服務對用戶轉攜之影響................................................19
(七)號碼可攜服務對業者策略及政府政策之影響...............................21
(八)號碼可攜服務相關名詞解釋........................................................22
二、「科技採用與接受」相關文獻探討.........................................................23
(一)創新擴散....................................................................................23
(二)行為模式....................................................................................25
(三)科技接受模式.............................................................................28
(四)延伸科技接受模式......................................................................29
(五)整合的採用模式.........................................................................31
(六)解構計畫行為理論......................................................................31
(七)整合型科技接受模式..................................................................33
三、「信任」相關文獻探討...........................................................................37
vi
(一)「信任」的產生源由....................................................................37
(二)信任的定義................................................................................38
(三)信任的對象分類.........................................................................41
叁、號碼可攜服務業者現況分析.........................................................................42
一、各行動電話服務公司簡介......................................................................42
(一)財團法人電信技術中心...............................................................42
(二)中華電信....................................................................................43
(三)台灣大哥大................................................................................43
(四)遠傳電信....................................................................................43
(五)亞太行動寬頻電信......................................................................43
(六)威寶電信....................................................................................43
二、國內各行動電話服務差異比較...............................................................44
三、號碼可攜服務發展趨勢及面臨問題........................................................45
(一)索取號碼轉攜費用......................................................................45
(二)不對稱管制................................................................................45
肆、研究模型與方法...........................................................................................47
一、研究模型...............................................................................................47
二、研究假說...............................................................................................48
三、研究變數的操作化定義.........................................................................52
四、研究設計...............................................................................................53
(一)研究樣本與資料蒐集..................................................................53
(二)問卷題項來源說明......................................................................54
(三)本研究問卷研擬.........................................................................54
五、研究模式之檢測與效度的驗證...............................................................58
伍、研究結果......................................................................................................59
一、問卷回收...............................................................................................59
(一)樣本人口資料分析......................................................................59
(二)問項資料之統計分析..................................................................62
(三)因素分析與信度檢測..................................................................66
(四)相關分析....................................................................................70
(五)迴歸分析....................................................................................71
二、研究發現...............................................................................................88
(一)假說驗證結果.............................................................................88
vii
(二)假說驗證結果分析......................................................................89
三、研究限制...............................................................................................91
(一)研究對象與範圍限制..................................................................91
(二)網路問卷之回收限制..................................................................91
陸、結論與建議..................................................................................................92
一、「使用意圖」結論分析與建議................................................................92
(一)「信任感知」對「使用意圖」有正向顯著影響.............................92
(二)「績效預期」對「使用意圖」的影響最顯著................................93
(三)「努力期望」對「使用意圖」有正向顯著影響.............................93
(四)「社會影響」不如預期受到行動電話使用者重視。......................94
二、「使用行為」結論分析與建議................................................................94
(一)「促成因素」對「使用行為」的影響最顯著................................94
(二)「使用意圖」對「使用行為」並無顯著影響................................94
(三)「信任感知」對「使用行為」無顯著影響....................................95
三、衍伸性建議...........................................................................................95
(一)建議比照其他國家實施不對稱管制.............................................95
(二)行動電話號碼可攜服務的行銷仍有很大的發展機會與空間.........96
四、未來研究建議........................................................................................97
(一)針對顯著構面研討......................................................................97
(二)針對不顯著構面研討..................................................................97
參考文獻.............................................................................................................98
附錄:本研究問卷.............................................................................................103
viii
圖目錄
圖1-1 本研究之研究步驟................................................................................. 3
圖2-1 我國電信自由化時程表.......................................................................... 6
圖2-2 傳統電話網路架構............................................................................... 10
圖2-3 新型態多弁鈺筐�電信網路................................................................. 10
圖2-4 無線網路接取電信網路........................................................................ 11
圖2-5 亞太電信智慧型網路架構示意圖.......................................................... 11
圖2-6 號碼可攜服務管理業者系統架構圖...................................................... 14
圖2-7 號碼可攜服務提供業者系統架構圖...................................................... 15
圖2-8 號碼可攜服務-申請作業流程................................................................ 16
圖2-9 指定轉接(Call Forwarding)號碼可攜網路架構及呼叫流程.................... 17
圖2-10 智慧型網路(IN)號碼可攜網路架構及呼叫流程.................................... 18
圖2-11 創新擴散模型.................................................................................... 25
圖2-12 理性行為理論模型............................................................................. 26
圖2-13 計畫行為理論模型............................................................................. 27
圖2-14 科技接受模式模型............................................................................. 28
圖2-15 TAM、TRA、TPB 模式結合模型........................................................ 29
圖2-16 延伸科技接受模式模型...................................................................... 30
圖2-17 構計畫行為理論模型.......................................................................... 32
圖2-18 整合型科技接受模式理論模型............................................................ 34
圖4-1 本研究第一層次研究架構..................................................................... 47
圖4-2 本研究第二層次研究架構..................................................................... 48
圖5-1 構面平均值及標準差............................................................................ 65
圖5-2 顯示標準化回歸係數的使用意圖研究的觀念架構................................. 73
圖5-3 顯示標準化回歸係數的實際使用行為研究的觀念架構.......................... 75
ix
表目錄
表2-1 固網攜碼服務生效統計表....................................................................... 7
表2-2 行動電話攜碼服務生效統計表................................................................ 8
表2-3 電信業務用戶數統計表.......................................................................... 8
表2-4 號碼可攜服務相關法規條款................................................................. 13
表2-5 UTAUT 各變數的定義與構面整理......................................................... 35
表2-6 信任的定義以及構面整理..................................................................... 39
表3-1 國內各行動電話服務差異比較.............................................................. 44
表4-1 本研究構面變數操作化定義................................................................. 52
表4-2 「使用者接受」模式之問卷參照表...................................................... 55
表4-3 「信任感知」模式之問卷參照.............................................................. 56
表5-1 受訪者目前使用行動電話服務之電信服務業者分佈.............................. 59
表5-2 問卷受訪者人口資料統計表................................................................. 60
表5-3 變項資料統計表................................................................................... 62
表5-4 因素分析後問卷題項構面歸屬說明...................................................... 66
表5-5 最後因素分析結果............................................................................... 67
表5-6 信度檢測(因素分析後29 題問項) ......................................................... 69
表5-7 「使用意圖」之相關係數分析.............................................................. 70
表5-8 變數與迴歸方法組合示意圖................................................................. 71
表5-9 自變數對「使用意圖」之多元迴歸分析............................................... 73
表5-10 因素對實際使用行為之羅吉斯迴歸分析............................................. 74
表5-11 信任感知與干擾變數對使用意圖之多元迴歸分析................................ 76
表5-12 績效期望與干擾變數對使用意圖之多元迴歸分析............................... 78
表5-13 努力期望與干擾變數對使用意圖之多元迴歸分析............................... 79
表5-14 社會影響與干擾變數對使用意圖之多元迴歸分析................................ 81
表5-15 信任感知與干擾變數對使用行為之羅吉斯迴歸分析............................ 84
表5-16 使用意圖與干擾變數對使用行為之羅吉斯迴歸分析............................ 86
表5-17 促成因素與干擾變數對使用行為之羅吉斯迴歸分析............................ 87
表5-18 研究構面變數相關性分析結果............................................................ 88
表5-19 ANOVA Table(BI
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