企業客戶IP CENTREX創新通訊服務使用意願之研究

The Intention of Business Customers to Use the Innovative Communication Services of IP CENTREX

10.6846/TKU.2010.00419

黃輝豹

次世代網路 ； 組織購買行為 ； 使用意願 ； IP CENTREX ； NGN ； Organizational buying behavior ； Intention to use

淡江大學全球華商經營管理數位學習碩士在職專班學位論文

2010年

碩士

蔡信夫

繁體中文

隨著資訊科技的發展，傳統的通訊網路也朝著次世代網路（Next Generation Networks, NGN）演進，而NGN中的IP多媒體子系統(IP Multimedia Subsystem,IMS)所提供的IP CENTREX通訊服務，對寬頻網路服務營運模式帶來不同的思維。電信業者期望透過此種IP技術整合語音、數據及多媒體的服務，能為電信產業帶來新的契機。 過去有關寬頻通訊應用服務的研究，很少針對IP CENTREX通訊服務進行探討，本研究以組織購買行為之創新擴散理論為基礎，從產品內容、企業環境的不穩定性、組織架構特性及資訊科技關心程度等四個構面，分析企業客戶對IP CENTREX通訊服務使用意願之影響因素。 本研究結果驗證，在成本費用、通訊安全、業者品牌及基本功能等產品內容對企業客戶使用IP CENTREX通訊服務的使用意願有顯著影響。另外，在企業環境的競爭強度、企業組織的規模、資訊系統依據組織目標的績效衡量標準及資訊科技的擴散等因素，均對企業客戶IP CENTREX通訊服務的使用意願有顯著影響。 最後，本研究建議電信業者應積極投入NGN網路服務平台的建設，推出數據、語音及多媒體的整合服務，雖然在通訊技術上是一項重大沿革，但可將固網、行動通訊及網際網路等各項服務，透過NGN網路服務平台提供整合方案。而服務推出時程，初期應聚焦在基本功能的穩定，並思考如何降低成本，以低廉價格策略降低企業客戶的進入門檻，待建立好的口碑後，再順勢推出加值整合服務。同時，建議企業在考量營運成本方面，可運用IP CENTREX通訊服務低成本、高效率及多樣化的特性，以降低通訊費用及增加企業競爭力。

As the information and communication technology advance, the traditional communication network also evolves towards the Next Generation Networks (NGN). The IP CENTREX communication services provided by IP Multimedia Subsystem (IMS) of NGN have brought a different way of thinking about the business model for the broadband network services. The operators hope that through this IP technology, the services which combine voice, data and multimedia can bring new opportunities for the telecommunication industry. In the past, few studies on broadband communication application services investigated the IP CENTREX communication services. Based on the diffusion of innovation theory in Organizational Buying Behavior, this study analyzes the factors that influenced the intention of business customers to use IP CENTREX communication services in the following four aspects: the product content, the instability of business environment, the characteristics of organizational structure, and the degree of interest in information technology. The results verify that the product content, including the cost, communication safety, brand and basic functions has a significant influence on the intention of business customers to use IP CENTREX communication services. In addition, other factors, such as the intensity of competition in business environment, the size of business organizations, the performance evaluation standards of the information system based on organizational objectives and the spread of information technology, also have a significant impact on the intention of business customers to use IP CENTREX communication services. Lastly, the current study suggests that operators should actively get involved in the construction of the NGN network service platform, launching the integrated service of data, voice and multimedia; while it is a major evolution in communication technology, an integrated plan that combines the fixed network, the mobile communication and the Internet services can be proposed through the NGN network service platform. As for the launch schedule of the service, the initial focus should be on the stability of the basic functions, and on how to reduce cost, lowering the entry barriers for the business customers by adopting a low-price strategy. After a good reputation has been established, it should ride the momentum and further release the value-added integrated services. Meanwhile, the study suggests that in consideration of operating cost, companies can take advantage of the features of IP CENTREX communication services, such as low cost, high efficiency and diversity to lower the communication cost and to increase business competitiveness.

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