建構行動電話加值服務市場區隔：以消費者生活型態、滿意度與忠誠度為變數_

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題名：	建構行動電話加值服務市場區隔：以消費者生活型態、滿意度與忠誠度為變數
書刊名：	行銷評論
作者：	曾信超／李昀真／黃先鋒
作者(外文)：	Tseng, Hsing-chau／Lee, Yun-chen／Huang, Hsien-feng
出版日期：	2009
卷期：	6:2
頁次：	頁249-298
主題關鍵詞：	行動電話加值服務；消費者生活型態；顧客滿意度；顧客忠誠度；Mobile added service；Customers' life style；Customers' satisfaction level；Customers' loyalty level
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:3 共同引用:3 點閱:32

本文以行動電話加值服務市場消費者爲研究對象，藉網路955位行動電話持有者爲問卷調查，運用巴氏球體檢定(Bartlett's Sphericity Test)、T檢定、因素分析(Factor Analysis)、鑑別分析(Discriminant Analysis)、單因子變異數分析(One-way ANOVA)、卡方檢定(Chi-square Test)及迴歸分析等方法，透過消費者生活型態、滿意度與忠誠度，以建構行動電話加值服務不同區隔市場特性。研究結果發現生活型態集群在是否曾使用情況具有顯著差異性，表示不同集群對是否曾使用行動電話加值服務具有顯著性差異；生活型態集群在性別、職業、教育程度等人口統計變數有顯著差異；服務屬性方面，在資訊查詢反應速度、重視使用者資料隱私權與保密，及資訊必須使消費者易懂等三方面之使用前期望與使用後滿意有顯著差異；使用行動電話加值服務後，顧客滿意度增加對於顧客忠誠度具有正向相關，顯示增加使用行動加值服務之滿意次數與顧客再使用意願及顧客放棄容忍度具有顯著正相關。最後依據實證結果，將行動電話加值服務市場分成四個市場區隔，並構建出各市場特性圖。

以文找文

The research aims to investigate customer market of Mobile Added Service in Taiwan area. Through internet questionnaires, conducting actual investigation on 955 cell phone users using several information analysis methods, such as Factor Analysis, Cluster Analysis, Paired-T Test, and Regression Analysis, and discovering how satisfaction level for using Mobile Added Service influences customers' royalty. The research result has shown that (1) There are distinct differences with "whether the testee has used the service before" in every "Life Style Cluster". It shows that different clusters have distinct differences in "weather they have used the added service". (2) There are distinct differences with three variables of population statistics, "Gender", "Career", and "Education Level", in every life style cluster. (3) Regarding service attributes, there are distinct differences between before-use expectation and after-use expectation, especially with three aspects, "Response Speed to Information Inquiry", "Value Users' Privacy and Confidentiality to their Information", and "Easily-understandable Disclosed Information". (4) After using Mobile Added Service, customers' satisfaction level causes positive correlation to customers' royalty. It shows that increasing satisfaction frequency to use Mobile Added Service will raise customers' re-use willingness and customers' tolerance level.

以文找文

期刊論文
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