消費者對創新產品接受意願之研究-以台灣地區第三代行動電話(3G)潛在客戶為例

Abstract

台灣第二代行動電話(2G)市場2003年達到高峰，整體市場客戶數達2580萬，2004及2005年已進入產品生命週期之衰退期，第二代行動電話業者如何利用已經低成長但在產業中具有高市場佔有率之第二代行動電話(2G)，創造競爭優勢使市場佔有率低但處於高成長第三代行動電話(3G)成為高市場佔有率及高成長之明星產業。本研究以台灣地區3G潛在消費者為研究對象，探討第三代行動電話(3G)如何擴散，以及3G潛在消費者面對第三代行動電話(3G)之消費行為。 本研究以台灣地區3G潛在行動電話顧客為探討範圍，分析台灣及歐洲行動電話市場，並研究創新採用、擴散、網路效應及浪潮門檻壓力等理論，最後再以Howard-Sheth 消費者購買行為模式將產品投入因素、人口統計變數做為自變數，以市內電話隨機抽樣電話訪問尚未持有3G行動電話消費者進行資料收集，資料分析以次數分配法(Frequency)、交叉列聯表(Cross-table)、卡方檢定(Chi-squared test)及皮耳森積差相關係數(pearson)等方法顯現研究結果及假設檢定，探討3G潛在消費者對3G行動電話服務及3G加值服務之購買意願、購買價格及購買量。 研究結果顯現3G潛在消費者認為未來下列情形會影響會影響其採用3G行動電話服務之意願(1)手機價格更合理(2)月租費率較低(3)同事、親友已使用，喜愛之第三代行動電話之加值服務前三名為(1)影像電話 (2)MP3音樂下載(3)短片下載及高速行動上網。而3G潛在消費者『為何不申請3G之原因在年齡及職業上有顯著差異』、『喜歡3G加值服務在年齡及職業上有顯著差異』，另外3G潛在消費者目前手機購買金額與未來購買3G手機價格呈現正相關。

The Taiwan second generation (2G) mobile market had reached peak in 2003 with total subscribers 25.8 millions. It had moved into decline stage in 2004 and 2005. It is important for 2G operators to use low growth but high market penetration “Cash cow” (2G wireless system) to create competitive advantages for high growth, low market penetration 3G wireless system, and make it become a “Star” industry with high market penetration.This thesis will discuss the diffusion of 3G wireless services and the behavior of potential comsumers in Taiwan.

First, the potential comsumers of 3G wireless services in Taiwan are defined as 2G and PHS mobile users. Second, we did market analysis on Taiwan,Europe mobile market and studied the theories of innovation adoption, diffusion, network effect, bandwagon processes, and consumer behavior. Finally, we used“Howard-Sheth buyer behavior model”to create a market research survey. In this survey, we used random digit dialing to collect data, then used Cross-table, Chi-squared test and Pearson methods to analyze data and investigate why a potential customer does not switch from 2G to 3G in Taiwan.

Motives for 3G wireless services potential consumers to increase patronage intentions include (1) more reasonable price of mobile handset (2) lower monthly fee package (3) colleagues, relatives and friends have chose 3G wireless services. The most popular value-added services for those potential comsumers include (1)video phone (2)MP3 mobile music download (3)streaming and broadband mobile internet. Findings of this study may provide 3G operators with marketing advices.