台北市有接受PHS意願之行動電話消費者之市場區隔之研究

Abstract

我國自電信自由化之後，國內電信產業竸爭日益白熱化，各式各樣的促銷手法雖使得我國行動電話普及率已超過100%，導致行動電話市場趨於飽和，故行動電話業者要再增加用戶數，非常不容易。在這樣艱困的情況之下，業者自日本引入PHS低功率行動電話，如何能夠以新產品的姿態，善用其利基，在我國開創一片新天地，創造不凡的成就。因此，本研究期望透過我國對PHS低功率行動電話之探討，對於其未來的發展及推廣提出建議。 本研究採用卷調查方式蒐集資料，藉由擁有行動電話消費者行為及市場的消費需求，透過創新採用理論，並採用因素分析、集群分析、卡方檢定、變異數分析等方法來分析所得之實證資料，作為PHS低功率行動電話接受程度之推論。根據研究顯示，行動PHS低功率行動電話消費者可區分為「精明保守型」、「便利自主型」與「衝動新潮型」。各區隔市場消費者，在人口統計變數上之婚姻狀況、教育程度、個人每月所得無顯著差異；另外，在消費者採用決策行為變數上皆有顯著差異。最後針對各區隔市場之消費者提出行銷建議。

Since the liberalization of telecommunication in our country, the telecommunications industry became competitive. Because of diversity promotion, our country's mobile phone penetration rate has reached beyond 100 percent and it has become difficult for operators to expand their subscribers. Under the worse situation, the operators of PHS from Japan how to succeed in the market competition and create a new service and value in our country. The purpose of this research is that we can provide suggestions about the development and popularization of PHS mobile phone through the study. The research uses questionnaire to collect data. We provide the research results about PHS mobile phone in the future through the consumer's behavior and demand who owns cell phone, also through the Roger's Innovation Adoption Theory, and use factor analysis, cluster analysis, chi-square test, ANOVA etc. According to the results of research, the consumer of PHS mobile phone can be divided into “ price oriented ”, “ independent-convenient ”, and “ impulsive-fresh ”. Among every segmented markets, only marriage, education and single income per month in demographic variables are insignificant. Otherwise, the variables of evaluation criteria for attributes of products are significant for product selection. Finally, the study provide marketing suggestions to every segmented markets.