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博碩士論文 etd-0904108-141128 詳細資訊
Title page for etd-0904108-141128
論文名稱
Title
消費者知識、轉換成本對於3G影像電話使用意圖之影響
The effect of consumer knowledge, switching cost for the usage intention of 3G video phone service
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
103
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2008-07-30
繳交日期
Date of Submission
2008-09-04
關鍵字
Keywords
使用決策、使用意圖、轉換成本、產品知識、消費者知識
usage decision, usage intention, 3G, consumer knowledge, product knowledge, switching cost
統計
Statistics
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The thesis/dissertation has been browsed 5703 times, has been downloaded 0 times.
中文摘要
台灣的行動通訊產業近年來已經成為全球相關產業中成長最快的代表。經過多年的發展,現已進入第三代行動電話的應用成長期。在3G所提供的相關服務中,最具代表性、推廣最早的首推3G影像電話。但是台灣自3G在2005年陸續開台後,影像電話使用的普遍性持續保持緩慢成長的停滯狀態。
學者曾指出:消費者的相關產品知識會影響購買決策過程以及最終使用與否的決策。另外也有學者認為:消費者認知的轉換風險越高,接受新服務的可能性也越低。本研究即由此兩因素出發,檢視目前消費者對於3G的消費者知識現況,由語音服務轉換使用影像電話的轉換成本內涵。並進一步探究消費者知識與轉換成本,其與消費者使用3G影像電話之行為意圖之相互影響。
在經過文獻探討後,本研究將消費者知識分四種構面,也將消費者由語音通話轉換使用3G影像電話的轉換成本納入研究,進行調查後分析呈現消費者知識與轉換成本的現況,並獲得以下之結論與建議:
一、消費者對於3G影像電話的「產品存在知識」與「說服知識」,對於使用3G影像電話之使用意圖沒有顯著影響;「產品屬性知識」與「購買使用知識」則對於使用3G影像電話之使用意圖具有正向之影響;
二、消費者由語音服務轉換使用3G影像電話服務之轉換成本,與使用3G影像電話之使用意圖之間存在負向顯著影響;
三、消費者對於3G影像電話的「說服知識」,對於3G影像電話之轉換成本具有負向之影響關係。
Abstract
The industry of mobile communication in Taiwan has recently become the fastest growing representative in the mobile communication related industries in the world. After several years of development, the industry has moved into the application development stage for 3rd generation (3G) technologies. Within the related services offered by 3G technologies, the most noticeable and the earliest one to set into promotion are video phone service. However, since 3G technologies become available in year 2005, the utilization of video phone service and its popularity keeps at slow growth.
Scholars have pointed out that the consumers’ perception of the products can have impact on their purchasing and using decisions. Further, some scholars also think that if the consumers believe the risk of change is high; their willingness to accept new services is lowered. Based on the above two factors, this research examines the current status on consumers’ perception on 3G technologies and also investigates the interrelationships among consumers’ perception of the cost of change and the utilization of 3G video phone service.
After going through the literature on the subject, this research has categorized consumer knowledge into 4 types. In addition, the switching cost which arising from the change of voice service to 3G video phone service by consumers has also been included into the study. The conclusions and recommendations resulting from the investigation and analysis of current consumer knowledge and the switching cost are as follows:
1.Consumers’ product existence knowledge on 3G video phone service and the persuasion knowledge does not have noticeable impact on its usage intention. However, the product attributes knowledge and the knowledge to purchase and usage have positive noticeable impact on its usage intention.
2.The switching cost for consumers to move from voice services to 3G video phone service has noticeable negative impact on its usage intention for 3G video phone service.
3.Consumers’ persuasion knowledge for 3G video phone service has a negative relationship on the switching cost of change for 3G video phone service.
目次 Table of Contents
中文摘要
第一章 緒論
第一節 研究背景與動機 1
第二節 研究問題 3
第三節 研究流程 4
第二章 文獻探討
第一節 第三代行動電話與3G影像電話服務
一、3G通訊技術發展之演進 6
二、台灣地區3G市場現況 9
三、3G影像電話服務發展現況 12
第二節 消費者知識
一、消費者知識之概念及定義 15
二、消費者知識之分類 17
三、消費者知識之衡量基準 23
四、消費者知識與使用意圖之關係 25
第三節 轉換成本
一、轉換成本定義 27
二、轉換成本的構面與類型 28
三、轉換成本的過往研究取向 35
第三章 研究方法
第一節 研究架構 37
第二節 研究假設
一、消費者知識影響使用意圖 41
二、轉換成本影響使用意圖 42
三、消費者知識影響轉換成本 43
第三節 研究構面衡量問項
一、產品存在知識 46
二、產品屬性知識 47
三、購買與使用知識 47
四、說服知識 47
五、轉換成本 48
六、使用意圖 48
第四節 研究設計
一、研究對象 49
二、抽樣方法 49
三、調查方法 49
四、問卷設計 49
第五節 資料分析方法 50
第四章 資料分析與討論
第一節 敘述性統計分析
一、問卷回收概況 53
二、基本資料敘述性統計分析 53
三、研究變項敘述性統計分析 56
第二節 問卷信度分析
一、消費者知識指標信度分析 59
二、轉換成本指標信度分析 60
三、使用意圖問項信度分析 60
第三節 相關分析 62
第四節 迴歸分析與假設檢定
一、共線性分析 63
二、迴歸分析 65
第五章 研究結果討論
第一節 消費者知識現況與影響效果
一、產品存在知識 72
二、購買與使用知識 72
三、產品屬性知識 73
四、說服知識 74
第二節 轉換成本之內涵與影響 74
第六章 研究結論與建議
第一節 學術面之研究貢獻 76
第二節 實務面之研究貢獻 78
第三節 研究限制 79
第四節 後續研究建議 79
參考文獻 79
附錄 正式問卷 88
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