台北市國立大學生對網路電話接受意願及市場區隔之研究

Abstract

由於網路技術不斷進步，基礎建設亦不斷升級；網路電話是一直被熱烈討論的話題，其整體產業發展已朝向無線化邁進。由於網路電話具有節省成本、可讓使用者any time online等相關服務，而目前全球voice over IP市場均呈持續成長態勢。本研究希望透過消費者對於網路電話市場區隔之接受意願行為，瞭解消費者在評估網路電話時會注重那些產品屬性。本研究之結果期望對現有的業者，或是有意願投入市場的新進者，在擬定行銷策略與消費者求需的掌握上有所幫助。 本研究以Rogers之「創新採用過程」模式作為本研究之架構，以AIO生活型態變數作為市場區隔的基礎，以網路電話產品屬性與人口統計變數為投入變數，透過消費實態變數作為消費行為之描述，將網路電話市場區隔化：本研究探討範圍以上市的網路電話類型：網路電話軟體、網路電話預付卡、網路電話盒(機)為研究範圍，不包含民間業者以光纖電纜或固網為傳輸幹線的類比式長途、國際節費電話。研究對象選擇以台北市國立大學生進行調查。 研究結果顯示，網路電話使用者可透過生活型態變數作為區隔基礎，有效的區隔成六個集群，而各區隔市場消費者在人口統計變數、訊息來源、功能看法、消費實態、產品屬性評估準則及生活型態變數上皆有顯著差異。

Rise contiguously along with the broadband network, integrate multimedia to have already become trend in the application of IP network.Because thebroadband network has economical and can make the user any time online etc.The global voice over IP market presents the situation of the growth currently contiguously. This research hopes to accept the will behavior to the network telephone through the consumer, the understand consumer will pay attention to those product attributes while evaluating the network telephone.The result expectation of this research to existing operator, or have intention to wish to put into the new of the market, have a help on drafting the control that the marketing policy and consumer beg to need. This research takes "innovation adoption process" model of the Rogers, as base to reseach structure with AIO lifestyle variable is the foundation of the market segmentation, taking the internet telephony product attribute and the population statistics variables through consuming the description of the variable conduct and actions consumption behavior, turning the internet telephoney market segment: This research inquires into range above internet telephony type on the market:The internet telephony software, internet telephony pre-paid card, the internet telephony box(machine) is a range of research, don't include a civil operator to take the fiber-optic cable or the fixed network as to deliver the analog type long distance, international knot fee telephone of the main.The sample carries on inquisition by university student in Taipei City. Study the result display, the internet telephony user can be the segmentation foundation through the lifestyle variable, valid segment become six clusters, and each cluster consumer is all obvious significant on the population statistics variables, information source, function viewpoint, consumption action, product attribute valuation criterion and the lifestyle variable.