以消費者選擇偏好規劃新M世代行動電信服務

Abstract

行動通訊技術的快速進步，促使手機逐漸由單純的通話功能轉向多元化功能的整合。另外，行動電信服務供應商過去的語音業務所帶來豐厚利潤逐漸面臨營收成長停滯，使得供應商逐漸把重心轉向行動加值的服務。因此，增加加值服務功能的手機滲透率將為轉型後的行動網路服務供應商初期的首要任務。而供應商提供的補貼方案將是最能直接影響用戶的加值服務採用的關鍵策略。

為了促進行動電話各項功能發展，釐清行動電話使用者的使用習慣及屬性偏好是關鍵的問題。關於使用者行動電話購買的各項動機，經由文獻歸納出四個構面，分別是產品形象、產品價格、通訊存取功能以及衍生功能，各個構面將可作為使用者偏好的評估目標。面臨目標衝突且無法同時顧慮的複雜問題，多目標決策可提供一種合適且整體的分析結果。

本論文以台灣四家第三代(3G)通訊服務業者所推出的3G手機補貼方案作為實證評選標的。首先運用層級分析法(Analytic hierarchy process AHP)建立評估體系。再者，考量到評估準則間非獨立的特性，本研究試圖以模糊積分法(Fuzzy integral Method, FIM)放寬獨立性假設。透過兩種方法的結合探求使用者的功能偏好。最後，採用VIKOR解決消費者手機的四個滿意構面相互競爭的問題，以綜合指標排序出使用者偏好的手機補貼方案。本研究所結合的評估模式，將可提供電信服務業者未來市場研究的參考。

The fast evolution of the mobile communication technique advances the multi-fuctional integration of mobile phone from traditional voice communication. In the past, the main revenue of the telecommunication service provider was from voice communication service. However, its earning growth has slowed down in recent years. Hence, these providers have turned their orientation to value-added services. In order to increase the penetration rate of mobile phone with value-added service fuction will be the primary mission of Mobile Internet Service Providers (MISP) at initial development stage after alteration. The subsidiary projects delivered from provider will be the key factor to affect the services adoption of subscriber directly. In order to promote various services developments of mobile phone, the usage habits and the preferences on the mobile phone user need to be clarified. The various purchaseing motivations about the user are induced four factors by article survey, are a product image, product price, product function and derivative function, each aspect can be used as the evaluated goal of user preferences. Facing the conflicting goal and the complicated problem are hard to be concerned simultaneously. Multiple Criteria Decision Analysis (MCDA) can provide appropriate and complete analytic approach for these kinds of problems. The empirical study which is evaluated the mobile phone subsidiary objects in this paper according to four third generation (3G) communication serves operator in Taiwan. First of all, we establish a hierachrchy system by the employment of Analytic Hierarchy Process (AHP). For another, after considering the characteristic of non-independence among evaluated criteria, this paper tried to relax independent assumption via the Fuzzy Integral Method (FIM). Lastly, we combine with VIKOR for the resolution of the problem that four satisfaction goals of the mobile phone conflict with each other and to provide a synthesis index which can rank mobile phone subsidiary project. The valuation model is established in this paper will be able to provide a useful approach to telecommunication operator for the market research in future.