手機消費者選擇手機門號廠商及市場區隔研究_以交大學生為例

Abstract

台灣電信業務在整合多元化資訊服務下，已改變人們通訊風貌，並衝擊現有產業結構及社會型態。在通訊服務方面，雖然在NCC要求下，各家電信商調降了行動語音服務費率，但行動數據服務仍為各家電信業者重點推動業務，而此智慧型手機銷售滲透度持續升高，帶動行動上網服務申辦用戶提高，另外，行動加值應用服務也在提供的內容愈來愈多樣化下(行動音樂、電影、線上書城、股票等)，持續帶動整體行動通訊服務營收成長。因此電信廠商如何提供多樣化的服務以吸引顧客上門，就成為當今各廠商重要的課題。

本研究主要目的是為探討交大學生行動電話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。本研究選用 EKB 消費者行為模式為觀念性架構，以生活型態變數做為市場區隔之基礎，並以交大學生的行動電話消費者為研究對象。研究顯示各市場區隔之消費者在購買動機上無顯著差異；在人口統計變數中除了性別、教育程度、成長地點變數外其餘變數皆具有顯著差異；在購買決策變數之資訊尋求、消費實態等變數，均具有顯著差異。就整體而言，交大學生行動電話消費者資訊尋求方面以親友介紹為主；產品屬性評估方面強調服務、價格及品質等；系統廠商以中華電信、台灣大哥大、遠傳電信為前三大品牌；門號考慮因素為價格及網路互打免費；購買時門號加手機費用以2000~5000元為主；之後每個月總花費以1200~1500元最多；而使用手機的上網時數每天以不超過一個小時為大宗。

Taiwan’s telecommunication market has aggregated multiple information services, and it changed the industrial and social structure. Under the pressure of NCC, every telecom vendor decreased its call charged rate. However, since the mobile-internet service was the main business of telecom vendors, they increased the penetration rate of smart phones and earned more from users of mobile internet. Besides, mobile value-added service provides more content like music, videos, online-bookstores and stock information, so it increases the total revenue of telecom vendors. Therefore, it is important for telecom vendors to provide a variety of services and to attract more customers.

This study investigates the purchase behavior of the mobile telephone subscribers and divides the whole mobile telephone market properly into several segments. The characteristics and behavior of the consumers in each segment are analyzed and described to help the telecom vendors choose their adequate marketing strategies.For this purpose, EKB model is used as a conceptual frame and consumers lifestyle variables are used as basis of market segmentation. The results show: 1. the purchase motivations of the buyers in each market segment are not significantly different. 2. The demographic variables in each segment are significantly different except for gender, degree of education and place of growth. 3. The purchase decision variables: Information gathering and consumption reality in NCTU are significantly different. As a whole, the major motivation for a customer to subscribe the mobile phone service is from the introduction of friends and relatives. Quality, service and price are the major concerns in selecting telecom vendors. The top three telecom vendors are Chung-Hwa Telecom Co., Ltd., Pacific Cellular Corp, and Far-Eastone Telecommunications Corp. The telecom vendor is selected based on the price and inner-network free calling incentive. NT$2000 to NT$5000 is most acceptable for handset price to consumers with monthly bills around NT$1200 to NT$1500 after purchasing. Lastly, customers who surf on internet by their cell phones mainly spend less than an hour per day.