臺灣博碩士論文加值系統

行動電話已成為現代日常生活中不可或缺的工具。隨著無線通訊技術的進步與行動電話功能的多樣性，行動電話漸漸從扮演溝通的媒介，轉為豐富生活色彩的個人化裝置，未來消費者將可透過行動加值服務取得更便利的、更即時的服務。而行動通訊產業環境的改變，以及各家電信業者競爭激烈，使得在已經趨近飽和的行動語音服務市場中拓展行動加值服務，增加用戶平均貢獻度(ARPU：Average Revenue Per User)，成為近來相當重要的課題。

本研究針對台灣行動加值服務消費者的生活型態作市場區隔，並且運用人口統計變數、行動電話使用型態變數、各項加服務的新觀念反應變數做為區隔描述，以提供相關業者了解行動加值服務市場之特性，發現潛在客戶。

本研究將消費者生活型態進行因素分析，萃取出「社交休閒」、「精打細算」、「品牌流行」、「獨立自主」四種構面，並經由集群分析得到「自在悠遊群」、「踏實精算群」、「品牌時尚群」、「現代摩登群」、「精明活躍群」五種區隔，再透過卡方檢定、變異數分析發現：

1.各區隔在人口統計變數上，「性別」、「年齡」、「職業」、「電視節目偏好」、「廣播節目
偏好」變數有顯著差異。
2.各區隔在行動電話使用型態上，「電話帳單費用」、「行動電話購買價格」變數有顯著
差異。
3.各項行動加值服務之新觀念反應變數經過因素分析後，萃取出「即時通訊與娛樂休閒
服務」、「購物與金融服務」、「資訊接收與GPS服務」、「個人居家安全服務」四種因素，
而各區隔在上述四種因素之使用意願皆有顯著差異。

最後本研究依據實證結果，就各區隔市場之特性與整體市場提出產品策略、價格策略、通路策略以及促銷策略之實務意涵，並對後續研究者提出相關之建議。

Mobile phone has already become a necessary day-to-day instrument. Along with developed radio technology and various capabilities it changes from communication media to a colorfully personal device. Simultaneously, competition of telecommunication industry becomes more and more intense. Because the profit margin of voice service is being squeezed, exploring M-commerce market and raising ARPU (Average Revenue Per User) becomes an important topic.
This study focuses on the market segmentations which consist of M-commerce consumers and potential consumers. The segmentations were segmented by lifestyles and described by demography, condition of mobile phone usages, and intention in the items about. This paper can provide the understanding of M-commerce marketing characteristic and exploitation of potential customers for the venture relate to M-commerce.
This study obtained four lifestyle factors. They are social intercourse, careful calculation, fashion, and autonomy. We also used cluster analysis to generate five segmentations which is footloose group, stedfast and scrimped group, faddism group, modern group, and adroitness group. The findings of research are as follows.
1. In the demography, segmentations are different in gender, age, occupation, favor of TV programs, and favor of radio programs.
2. In the condition of mobile phone usages, segmentations are different in the charge of phone bill and the expense of mobile phone.
3. We acquired four factors in intention of M-commerce items. They are instant connection and entertainment service, shopping and finance service, data receive and GPS service, individual or householder security service. And the five segmentations have different intention to M-commerce service in the four factors.
According to the characteristic of five segmentations in this paper, we address strategies about product, price, place , and promotion for telecommunications operators.

第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究範圍與對象 3
1.4 研究流程 3
第二章 文獻探討 5
2.1 行動商務 5
2.2 市場區隔理論 14
第三章 研究方法 24
3.1 研究架構 24
3.2 研究變數與操作型定義 25
3.3 研究設計 30
3.4 資料分析方法 32
第四章 實證分析 34
4.1 樣本輪廓分析 34
4.2 信效度分析 36
4.3 行動電話加值服務市場區隔分析 38
4.4 行動電話加值服務市場區隔特性 44
4.5 小結 66
第五章 結論與建議 69
5.1 結論 69
5.2 行銷策略建議 72
5.3 研究限制 74
5.4 後續研究建議 75
參考文獻 76
中文部份 76
英文部份 76
網站部份 79
附錄 80

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網站部份
(1)國家通訊傳播委員會(Nantional Communications Commission) http://www.ncc.gov.tw/
(2)http://www.motorola.com
(3)http://www.radio-electronics.com/info/cellulartelecomms/
(4)資策會FIND網站 http://www.find.org.tw/