影響P2P網路電話早期消費者採用時間之因素研究

Abstract

「P2P網路電話」是利用網路上點對點的技術，直接在網路上通電話，不受時間地點的限制，費用只有上網費而已。它是最新在台灣出現之產品，屬於一種「破壞性的創新」，對電信業產生結構性的改變。本研究主要之目的在探討影響消費者對「P2P網路電話」採用時間的因素有哪些，採用Holak的新產品採用模式為研究基礎，針對不同消費者特性、認知之產品屬性及環境變數進行分析，期望能對企業在行銷規劃及產品設計上有所幫助。 本研究以「Skype」為實證標的，採取便利抽樣，研究對象為大台北地區目前已擁有寬頻上網之消費者，以民國94年2月台北市「2005遊戲軟體暨多媒體電腦展」參觀民眾為抽樣對象。本研究依消費者採用新產品的時程，將消費者分成極早者、次早者、一般早者。在人口統計變數方面，經研究發現未婚、年齡較低、可支配所得較低的消費者會較早採用。在生活型態上，「精打細算」、「追求新奇」、「自我完成」、「重視廣告」、「衝動購買」的消費者會較早採用；「重視社交」的消費者反而較晚採用。在認知的產品屬性上，重視產品「外在形式」、「心理知覺」的消費者會較早採用；重視產品「基本性能」、「衍生利益」的消費者反而較晚採用。在環境變數上，訊息來源為「網路媒體」、功能認知為「多方通話」、看法態度為「比傳統電話能提供更多元服務」、通話費用為「可收費但要比傳統電話便宜」、使用地點為「家裡」的消費者會較早採用。

「P2P Internet Phone」takes the technology of point to point on internet to talk directly via internet without the limit of time or space, and only need to pay for the internet. It is a new product in Taiwan and a “Destructive innovation” to make a structured change in the telecom. market. The purpose of this research is to find out the factors that influence consumers’ adopted time for P2P Internet Phone. The paper takes Dr. Holak’s “new product adoption model” as base to analysis the following factors “different consumer characteristics”, “percept for characteristics of product” and “environment variables”. We hope it can help enterprises on making marketing plants and product Designing. This research adopts「Skype」to be the object and uses convenience sampling method. The research object is the residents of Taipei district who use the network of broadband transmission. The sample is drawn the visitors to the “2005 game software and multimedia Exhibition” in Taipei World Trade Center during February, 2005. This research divides consumers into three groups: most earlier, second earlier, general earlier by their adoption time. As the result of the population statistics variables, the research found the people who adopted skype earlier are unmarried, younger than thirty, disposable income less than 20,000 adopted earlier. For the life style variables, the research found the people who have strictly living budgeting, chase novelty, do things by themselves, highly attention to advertisement, and purchase by impulse will adopt earlier; the people who value friendship will adopt later. In the “percept for characteristics of product” variables, the research found the people who care about product’s External Forms, Mental feeling adopted earlier; the people who care about product’s Basic Functions and Augmented Benefits will adopt later. For the environment variables, the people whose information resource is from internet, whose function perception is multi-talking, whose attitude toward skype is better than traditional phone, who thinks price should lower than traditional phone and who use it at home will adopt earlier.