研究建議與未來發展

隨著人類的生活型態的改變，對於資訊的取得越來越行動化，行動通 訊服務業者也逐漸將營運重心由語音服務轉往行動加值服務市場。然而，

行動加值服務市場的成功，必需建立在客戶、內容、終端設備、服務平台、

銷售服務、以及營運模式均完備的前提之下。因而使得行動電話的網路服 務不同於網際網路使用特性，不論在跨產業的營運模式、裝置限制，通訊 成本、服務的內容或是居民的移動形態。都容易使得行動加值服務侷限在 有限的使用者族群或是有限使用量，無法依循網際網路的發展軌跡，出現 爆炸性的成長。

透過該評估模式可以了解在一般消費型產品市場，若要擴大新市場占 有率，首先必須在有限的消費者(手機)使用時間及技術限制下創造符合顧客 需求的功能及服務，並且適度地降低消費者行動電話所支出的成本。因此，

在價格構面可降低重要度較低的屬性效能，把重點放在可以替使用帶來效 益的功能上；並且提供多合一的套裝服務(例如:固網電話、行動電話、寬頻

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網路及電視頻道四合一的付費優惠)，將不同的網路匯流成單一網路，藉以 節省成本，拓展客源；在網路加值服務構面上則應加強對特定客戶群需求 功能發展，配合行動加值服務促銷或提供客製化的區隔服務。

掌握消費者使用的需求變化是市場行銷的必要的條件，根據產品特性 及產品組合找出不同市場區隔的目標族群則是市場策略成功的關鍵。然而 對於3G 業者而言還有一個更值得關切重點-科技接受模式(

TAM

)。回歸到人 性的最原始，創新產品使用越是複雜，就越需要花更多的心力、更多的技 能，並且也越不容易被大多數人採納。認知有用(績效)以及認知容易使用(實 用性)是兩個關鍵的影響準則。從出色的使用經驗衍生出的信任與享受則增 添使用者對產品服務的渴望(Chang & Chen, 2005)。因此，對於行動加值服 務未來發展而言，首要的任務將是增加服務使用的便利性及實用性。

在此研究結果中我們可以很輕易的發現使用者對行動電話網路服務的 期待漸漸提高，但幅度似乎不大。目前使用者偏向單機版的多功能行動通 訊裝置運用。然而這並不表示，使用者對網路服務不感興趣，重點在於消 費者假使可以方便且便宜且快速地從網路獲得他要的資訊 何必還要花更 多的成本來滿足他的行動上網需求。無縫隙的通訊的確替人類帶來許多好 處，然而消費者真正的即時性上網動機到底為何。為了獲得甚麼樣的新資 訊、帶來甚麼樣的幫助?這類的問題在未來將持續困擾著行動通訊相關的產 業。

使用者需求的開拓是不斷的地加入創新並檢驗成效，根據探求的結果 加入新的功能才得以擴大影響使用者目前使用習慣，產生更多期待的服務 來源，就如同一潭春水，新功能所引起的漣漪是否帶來其他服務的發展，

未來值得再作更深入的研究。未來行動電話功能會有什麼變化目前也尚無 統一的定論，不過行動電話朝向更多功能、更人性及客製化的發展趨勢將 是無庸置疑的。

針對消費者偏好研究的第二部分－方案評估，僅分析不同客層的屬性 偏好及行動電話補貼方案的特徵得分及排序。在市場區隔方面，研究所獲 得的結果尚可將具有不同產品特性的行動電話分成不同類別，例如：根據 經濟型、功能導向型或是設計導向型等方案提供合適市場規劃。然而，限

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於篇幅及時間的限制本研究僅討論至此。另外，關於研究排序的結果顯示 出手機補貼方案的偏好無性別差異，然而女性對於行動電話的顏色、外型、

重量、觸感、紋路以及大小的偏好，實際上是不同於男性使用者。因此對 於手機外型的區別能力尚有不足的地方，而這也是未來尚須改善的地方。

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附錄.

A.1 行動電話消費者偏好研究問卷

在文檔中 以消費者選擇偏好規劃新M世代行動電信服務 (頁 74-79)