高科技通信產品的消費認知探討-以整體服務數位網路業務為例

Abstract

由於高科技通信產品的推陳出新及市場自由化的競爭趨勢，市場研究及消 費認知分析是企業取得先機的利器，本研究嘗試以整體服務數位網路業務 為例，探討分析組織屬性的各自變數與認知面、需要面、評估面、採用面 的各因變數間是否有顯著差異。針對有顯著關係之變數，提出較合理之行 銷策略，促使資源運用合理化而使產業、顧客雙方均受益。 本研究採問卷調查法，資料來源以台北市、高雄市、基隆市、新竹市、台 中市、嘉義市、台南市等七個大都會區刊登在八十四年版電話號碼簿黃頁 上之非住宅用戶為研究母體，參酌環球經濟研究社82年8月所作ISDN 網路 市場潛力及其推廣策略調查報告，分類之十大行業，作分層隨機抽樣問卷 調查，以二因素交叉分析作卡方檢定及次數統計分析。 研究結果發現：組織辦公室自動化、電腦化程度越高，對於載送服務、電 訊服務、增添服務之功能認知程度越高，其認知性與需要性一致，與採用 過程理論吻合，而主管年齡、主管教育程度與認知面之載送服務、電訊服 務、增添服務不相關。有分公司之組織對載送服務、增添服務有需求性。 成立年數、員工人數、月通信費與評估面之各費用評估變數無關。 ISDN 裝機費偏高、市內、國內通話費合理、國際話費希再降價。採用決策層級 對影像傳送功能獨具需求相關，國內、外有分公司者，大多數樣本對影像 電話終端設備價格，希望在五萬元以下。ISDN 業務連接 HINET 設備之需 求非常高，為目前最有可能為市場接受之熱門產品。在推廣方式之需求分 析上，郵寄資料仍為最能接受之方式。 Since the new high-tech communication products produced and the competition trend of market liberalization that market research and analysis on consumption recognition are the effective tool for enterprise getting the niche. This research try to take the business of Integrated Services Digital Network as an example to discuss and analyze whether there is any bvious difference between each independent variable of organizational attribution and such dependent variables as ecognition,need, evaluation and adoption. And pointing to the variables which have obvious relationship, raise more reasonable marketing strategy and facilitate the use of resources to be rationalized to benefit both industries and customers. This research adopts the method of questionnaire, and the research objects are the non-residing users of such seven metropolitan areas as Taipei City, Kaohsiung City, Keelung City, Hsinchu City, Taichung City, Chia-Yi City and Tainan City,whose name are published on the yellow pages of telephone book of 1995, and refersto the ten trades classified from the "The Potentiality of ISDN Network Market andIts promotion Strategy Investigation Report" by The World Economic Society in August 1993, making the random questionnaire and taking two-factor cross analysis as cord examination and times number statistic analysis. The result of research finds that: the more office automation and computerization of an organization, the more recognition to the function of bearer services,teleservices and supplementary services that the recognition is corresponding to the demand and matches the theory of use process; and the boss' age and education are irrelevant to the bearer services,teleservices and s upplementary services of recognition. And enterprise who has branches will need the bearer services and supplementary services. The established years, employee numbers and monthly communication expense are irrelevant to the evaluation variable of each expense. The fitting expense for ISDN is somewhat high, and the local, domestic communication charges are reasonable, as to the International charge is hoped to decline. The decision level for use is exclusively relevant to the demand of image transmitting function, and enterprise who has local or foreign branches most hope the price of the image telephone terminal equipment's is below NT$50,000. The demand of ISDN communicating Hi-net equipment is extremely high which is the hot product most possibly to be accepted by the market. And the analysis on the demand of promotion type, the mailed information is still the most acceptable way. Keywords: consumption recognition, integrated services digital network, high-tech communication products