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研究生:何邁科
研究生(外文):MichaelHolbrook
論文名稱:Choice Analysis and Mobile Broadband Service Purchasing Intention
論文名稱(外文):Choice Analysis and Mobile Broadband Service Purchasing Intention
指導教授:黃國平黃國平引用關係
指導教授(外文):Kevin Hwang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際經營管理研究所碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:161
外文關鍵詞:Choice analysisMobile broadband purchasing intentionsCustomer satisfaction of smart devicesCustomer experienceCostImpact of social influenceService qualityUsefulnessDevice experienceMobile telecommunications
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The mobile smart device and mobile broadband service market is a rapidly growing and changing industry. The research in this paper better segments the mobile phone and high-speed mobile broadband market in the United States. The factors of segmentation have been discovered through a literature review. Demographic items, along with the factors and constructs of this research, are statistically analysed using several methods. Finally, practical implications are created and concluded. The findings suggest specific demographic factors can help determine how to segment the market. It also identifies the factors which deter or encourage customers to purchase a smart device or mobile broadband service.
ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Motivation. 4
1.3 Research Contribution. 6
1.4 Research Procedure. 7
CHAPTER TWO LITERATURE REVIEW 9
2.1 Introduction. 9
2.2 Service Quality. 10
2.3 Customer Service Experience. 11
2.3.1 Relationship Quality. 11
2.3.2 Customer Complaint Management. 12
2.3.3 Perceived Brand Image. 13
2.4 Customer Purchase Intentions. 13
2.5 Cost. 15
2.5.1 Service Price. 15
2.5.2 Bundled Contract Price. 16
2.6 Device Experience Needs. 17
2.7 Usefulness. 17
2.8 Service Quality of Mobile Broadband. 18
2.8.1 Broadband Browsing Speed and Downloading. 18
2.8.2 Coverage and Reliability of Mobile Broadband Service. 19
2.8.3 Mobile Broadband Plan Quality. 19
2.9 Impact of Social Influence. 20
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 22
3.1 Conceptual Framework. 22
3.2 Research Variables and Construct Measurement. 23
3.2.1 Customer Service Experience. 23
3.2.2 Cost. 24
3.2.3 Impact of Social Influence. 24
3.2.4 Service Quality. 25
3.2.5 Usefulness. 25
3.2.6 Device Experience Needs. 26
3.2.7 Mobile Broadband Purchasing Intentions. 26
3.2.8 Personal Information. 27
3.3 Research Hypotheses. 27
3.4 Questionnaire Design. 28
3.5 Sampling Plan and Data Collection Procedure. 29
3.6 Data Analyses Procedure. 30
3.6.1 Descriptive Analysis. 30
3.6.2 Interrelation between Research Variables. 31
CHAPTER FOUR RESEARCH RESULTS 32
4.1 Data Collection. 33
4.2 Descriptive Analysis. 33
4.2.1 Characteristics of the Respondents. 33
4.2.2 Measurement Results for Relevant Research Variables. 48
4.3 Factor Analysis and Reliability Test. 50
4.3.1 Customer Service Experience. 51
4.3.2 Cost. 52
4.3.3 Impact of Social Influence. 53
4.3.4 Service Quality. 54
4.3.5 Usefulness. 54
4.3.6 Device Experience Needs. 56
4.4 Multinomial Logistic Regression. 57
4.4.1 Multinomial Logistic Regression Significance Test. 58
4.4.2 Multicollinearity Test. 83
4.5 Analysis of Variance. 84
4.5.1 ANOVA Analysis of Purchasing Intentions of Smart Device and Mobile Broadband Services and Demographic Services. 85
4.5.2 ANOVA Analysis of Purchasing Intentions of Smart Device and Mobile Broadband Services and Demographic Services. 86
4.6 Market Segmentation. 87
4.6.1 Age and Education Market Segmentation. 87
4.6.2 Current Telecommunications Provider and Devices and Mobile Broadband Service Used Market Segmentation. 88
4.6.3 Income, Total Amount Spent on Internet, and Travel Market Segmentation. 91
CHAPTER FIVE CONCLUSION AND RECOMMENDATIONS 93
5.1 Research Conclusions and Findings. 93
5.2 Research Implications and Contributions. 98
5.2.1 Academic Implication. 98
5.2.2 Managerial Implication. 99
5.3 Research Limitations. 99
5.4 Further Research Suggestions. 100
REFERENCES 101
APPENDIX 104
Appendix 1: Survey 104
Appendix 1-2: Multinomial Logistic Regression Output 112

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