ADSL寬頻網路服務消費者行為及市場區隔之研究

Abstract

2001年初，取得經營執照之三家固網業者陸續加入市場，並將目標建構於可提供語音、數據和多媒體服務的寬頻網路，寬頻上網的趨勢在全球各國已逐漸蔓延，寬頻上網未來必將逐漸取代現今窄頻技術而成為家庭上網的主流。根據資策會統計資料，截至2001年12月底止，我國網際網路使用人口已達782萬人，其中透過ISP服務撥接上網的用戶數達525萬，ADSL用戶有92萬，雖然有5百多萬撥接用戶的潛在市場，但如何有效吸引既有的撥接用戶移轉至ADSL市場，是業者現今的重要課題。 本研究主要目的是為探討ADSL消費者購買行為及對其適當分群，針對各集群中之消費者的特徵與消費行為加以描述與分析，以利針對不同區隔市場進行目標行銷。 本研究以EKB消費者行為模式作為市場區隔之基礎，透過因素分析法進行構面縮減，萃取出八個因素構面，再利用集群分析法把ADSL消費者區隔為三個集群。 研究結果，經由統計上之卡方檢定及變異數分析發現，ADSL寬頻網路產品之消費者可經由生活型態變數作有效的市場區隔；其次各市場區隔之消費者除了消費實態之使用時段無顯著差異外，其餘無論在人口統計變數、購買動機變數、資訊尋求變數、評估準則及其他消費實態變數均有顯著差異。根據研究結果，針對三個區隔市場分別提出行銷策略。

At the beginning of 2001, the 3 fixed network companies which got the running licenses entered the market successively, and structure the goal— the broadband network which can provide the voice, data and multi-media services. The trend of broadband net has prevailed in the world gradually. The broadband net will progressively replace the nowadays narrowband technique definitely, and become the main stream of accessing to net in the families. According to the FIND’s statistical data, at the end of 2001’s December, Taiwan’s Internet population stood at 7.82 million, the dial-up number thru ISP service is about 5.25 million, ADSL subscribers are about 0.92 million. Though more than 5 million dial-up subscribers’ potential market, how to lead the above subscribers to ADSL is the important issue of telecommunication co. The study investigates the purchase behaviors of the ADSL broadband Network service and divides the whole ADSL market properly into several segments. The characteristics and behaviors of the consumers in each segment are then analyzed and described that it may help the service providers choose their adequate marketing strategy. For this purpose, EKB model is used as a conceptual frame, and AIO lifestyle variables are used as a basis of market segmentation. By factoring analysis, eight factors are extracted from lifestyle variables. And three consumer groups are separated out by clustering analysis. The results show that: 1.with Chi-Square test and variance analysis, the ADSL broadband network product consumers can be segmented effectively by the lifestyle variances. 2.the use time of consumption reality variances of the buyers in each market segment is not significantly different. 3.the demographics, information source, evaluation criteria, purchase motivation and another consumption reality variances in each market segment are significantly different. Based on the present investigation, marketing strategy is proposed for the three segmented market.