我國金融業之智慧型網路服務購買行為研究

Abstract

摘要 智慧型網路（IN）是將電腦資料庫查詢的功能與公眾電話網路結合，使得電信網 路提供通話服務時能更具零靈活性。所以能夠提出許多新的電信服務，包括：080服務、 付費諮詢服務、簡易回覆、電話投票等。本研究以國內金融業者為對象，探討其對於IN服 務的購買行為，藉以供電信業者擬定IN行銷規劃之參考。本研究以Choffray & Lilien之 工業購買反應模式為基礎，構築本研究之操作架構，對金融業者進行問卷調查，探討其對 於IN服務的認知、需要、評估及採用各階段受到何種因素的影響。研究結果發現：組織購 買IN服務的行為會受到資訊來源、IN服務項目、IN服務特性、組織要求、環境限制及組織 屬性等因素的影響。專業刊物為影響金融業者認知IN的最佳推廣方式，金融業者最有興趣 的IN服務是簡易回覆，金融業者最重視的評估特性是售後服務。本研究並依據分析的結果 ，針對金融業者之智慧型網路物購買行為，分別提出認知方面、興趣方面、評估方面及採 用方面之行銷規劃建議。關鍵字：智慧型網路，組織購買行為，金融業者。 Abstract Intelligent Network (IN) is PSTN integrated with computer database que ry technologies . The intelligence in the database makes each call routing mor e flexible . New and advanced services features can thus be offered . This the sis looked into the IN service purchasing behaviors of Taiwan financial compan ies. The objective was to provide marketing and strategic recommendations to t elecommunications carriers . The framework of this study was based on the ind ustrial market - response model of both J. M. Choffray and G. L. Lilien . and proceeds to an questionnaire research for financial firms . It was to analyze how they are affected in the phase of the recognition , interest , evaluation and adoption of IN services .The findings of this research include : the organ izational buying behavior was affected by the following factors : information sources , IN services items , characteristics of IN services , organizational requirements , environmental constraints and company-specific factors . The te lecommunications trade journals are the best ways of promoting to the financia l firms. The financial firms are most interested in the Automatic Recall featu re of all IN services. The most appreciated IN characteristics assessed by fin ancial firms is After-Sales Services . This research recommended marketing str ategies to increase the financial firms' recognition , interest , evaluation a nd adoption of IN services . Keyword : Intelligent Network , organizational pu rchasing behaviors , financial firms .