以生活型態區隔台北地區ADSL消費者對多媒體服務接受意願之研究

Abstract

在科技的進步與寬頻多媒體的發展趨勢下，已使得利用ADSL寬頻特性提供視訊服務變成可行，全球各地區電信業者已開始在DSL提供寬頻上網技術的基礎上，陸續嘗試加值提供視訊服務，中華電信公司亦已90年6月採購建設多媒體服務商用系統，預計將於91年第三季推出，此將可使消費者於家中以電視隨選隨播各項多媒體視訊服務。 有鑑於此，本研究嘗試由ADSL的消費行為及對寬頻隨選視訊服務的需求，透過Roger's創新採用理論，作為未來多媒體服務產品屬性接受程度之推論。並探討ADSL消費者是否能以生活型態變數作為區隔基礎，並對各集群消費者加以適當描述，以提供業者制定行銷策略。 本研究以參觀台北市九十一年度「2002春節電腦特展暨多媒體展」之台北地區ADSL寬頻上網消費者為對象進行研究，研究顯示，ADSL寬頻上網消費者可以生活型態變數作區隔，在接受過程中，約九成五的消費者聽過「多媒體服務」，約七成的消費者認為「多媒體服務」比有線電視、寬頻上網提供更多元化的服務；在資訊來源上，主要為電信業者、電視報章雜誌、網路媒體；在興趣方面，以有興趣者居多數；內容喜好方面，以網路電影、影音欣賞、網路遊戲、遠距教學、隨選視訊、網路電視；採用時間方面，以1~3個月、1個月內居多數；在「熱門影片價格」方面，以50元以下、50~100元者居多數；在「一般影片價格」方面，以20~40元、20元以下居多數；在「卡拉OK歌唱價格」方面，以每首歌曲5元以下者居多數；在「基本頻道月租費」方面，以200元以下居多數；在「計費方式」方面，以「論片(首)計費，有上限」、「包月制」居多數。

Owing to the progressing of new technology and developing of multi-media service, that made it become possible to launch video service by using ADSL broadband feature, and now there are some Telecommunication operator of other countrys have began to offer video service based on ADSL’s broadband access internet technology, ChungHwa Telecommunication have finish a deal about multimedia service commercial system on June 2001, and will launch service on Q3 2002, that multimedia services could be order and play on TV under consumer’s demand. The purpose of this paper, while using Roger's Innovation Adoption Theory as its frame, is to identify the acceptance of the multimedia services based on ADSL consumers' preference and their demand for broadband video on demand service. In addition, we try to find out whether the ADSL consumers can be segregated by life style so as to describe their characteristics and to provide our research results to the Telecommunication operators formulate their marketing strategies. The samples we used for this study are the Taipei area ADSL consumers who attent to the Feb 2002 Taipei Communication & Multimedia-services Exhibits. The research results shows : From the samples we discovered that ADSL users can be effectively segregated by life style. on the acceptance procedure, about 95% of the sample attendants who have heard of multimedia services, and about 70% the sample attendants who have expressed that the multimedia services can provide multifunctional services when compared to cable TV and broadband internet services. Primary sources of such multimedia services information comes from telecommunication industry, TV, newspapers, magazines, and from internet. Majority of the sample attendants showed strong interests in this multimedia services and have expressed their intention to apply the services within 1 to 3 month and under 1 month period. Accepted the rate per hot movie on under NT50 and NT50~100, the rate per general movie on NT20~40 and under NT20, the rate per karaoke song on under NT5, the monthly fee of basic services on under NT200, and prefer the charge model on「pay per view, but has budget limitation」 and 「charge by monthly」.