题名

建構行動電話加值服務市場區隔：以消費者生活型態、滿意度與忠誠度為變數

并列篇名

Establish the Market Segmentation of Mobile Phones Service: Taking Consumers' Life Pattern, Satisfaction and Loyalty as the Variables

DOI

10.29931/MR.200906.0004

作者

曾信超(Hsing-Chau Tseng)；李昀真(Yun-Chen Lee)；黃先鋒(Hsien-Feng Huang)

关键词

行動電話加值服務 ； 消費者生活型態 ； 顧客滿意度 ； 顧客忠誠度 ； Mobile Added Service ； Customers' Life Style ； Customers' Satisfaction Level ； Customers' Loyalty Level

期刊名称

行銷評論

卷期/出版年月

6卷2期（2009 / 06 / 01）

页次

249 - 298

内容语文

繁體中文
中文摘要

本文以行動電話加值服務市場消費者爲研究對象，藉網路955位行動電話持有者爲問卷調查，運用巴氏球體檢定(Bartlett's Sphericity Test)、T檢定、因素分析(Factor Analysis)、鑑別分析(Discriminant Analysis)、單因子變異數分析(One-way ANOVA)、卡方檢定(Chi-square Test)及迴歸分析等方法，透過消費者生活型態、滿意度與忠誠度，以建構行動電話加值服務不同區隔市場特性。研究結果發現生活型態集群在是否曾使用情況具有顯著差異性，表示不同集群對是否曾使用行動電話加值服務具有顯著性差異；生活型態集群在性別、職業、教育程度等人口統計變數有顯著差異；服務屬性方面，在資訊查詢反應速度、重視使用者資料隱私權與保密，及資訊必須使消費者易懂等三方面之使用前期望與使用後滿意有顯著差異；使用行動電話加值服務後，顧客滿意度增加對於顧客忠誠度具有正向相關，顯示增加使用行動加值服務之滿意次數與顧客再使用意願及顧客放棄容忍度具有顯著正相關。最後依據實證結果，將行動電話加值服務市場分成四個市場區隔，並構建出各市場特性圖。
英文摘要

The research aims to investigate customer market of Mobile Added Service in Taiwan area. Through internet questionnaires, conducting actual investigation on 955 cell phone users using several information analysis methods, such as Factor Analysis, Cluster Analysis, Paired-T Test, and Regression Analysis, and discovering how satisfaction level for using Mobile Added Service influences customers' royalty. The research result has shown that (1) There are distinct differences with ”whether the testee has used the service before” in every ”Life Style Cluster”. It shows that different clusters have distinct differences in ”weather they have used the added service”. (2) There are distinct differences with three variables of population statistics, ”Gender”, ”Career”, and ”Education Level”, in every life style cluster. (3) Regarding service attributes, there are distinct differences between before-use expectation and after-use expectation, especially with three aspects, ”Response Speed to Information Inquiry”, ”Value Users' Privacy and Confidentiality to their Information”, and ”Easily-understandable Disclosed Information”. (4) After using Mobile Added Service, customers' satisfaction level causes positive correlation to customers' royalty. It shows that increasing satisfaction frequency to use Mobile Added Service will raise customers' re-use willingness and customers' tolerance level.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. 陳文亮、江雅媚(2014)。從生活型態觀點探討消費者對空調機美感認知之研究。設計學研究，17(1)，91-112。
  2. 駱俊賢、邱道生(2012)。服務品質、關係品質以及顧客生活型態與顧客忠誠度意向關係之實證研究─以國內餐飲業為例。運動休閒餐旅研究，7(4)，82-113。
  3. 呂卓勳(2023)。行動商務數位生活型態量表建構與驗證。中原企管評論，21(2)，76-108。
  4. 蕭雅玲、陳欽雨、張書豪(2014)。網路團購加值服務對顧客滿意度及網路口碑之影響—以消費者知覺公平為調節變項。Electronic Commerce Studies，12(2)，169-200。
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